Nursery Today March 2019 by Lema Publishing

MARCH 2019 ISSUE 6 VOLUME 22

24-26 July, 2019 NECC (Shanghai), China www.cbmexpo.com

World's Largest Trade Fair for

Child, Baby and Maternity Products and Services

See Latest Innocation, New Products & Brands

Learn from Experts

3,300+ exhibitors

4,700+ brands

*2019 forecast

A one-stop comprehensive trade fair covers all sectors of baby products industry Scan the QR code to register or visit www.cbmexpo.com/en/register

contents the team Editor Penny Franks penny@lemapublishing.co.uk

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Re g ul a r s

MARCH 2019 ISSUE 6 VOLUME 22

Contributors

News file Retailer Pro 14 p Talking Sho 36 apshot Supplier Sn 54 cts New Produ 73 roducts The Baby P 74 n Associatio

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Production Director Paul Naish paul@lemapublishing.co.uk

Rainbow Anthony Temple, Managing Director of Rainbow Designs, takes a look at change in consumer retail habits.

SnapDragon Founder and CEO, Rachel Jones kick starts an exclusive three part series for Nursery Today sharing everything she knows about online brand protection and offers practical advice.

Barking Mad This issue, John Barker covers Brexit, the use of Social Media and of course takes a look at Harrogate International Nursery Fair.

Managing Director Mark Naish mark@lemapublishing.co.uk

Ross Hewitt Ross reminds us why Harrogate is more important this year than ever.

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Intelligent Retail David Fairhurst looks at why ongoing keyphrase research is a must for SEO.

Circulation Robert Thomas robert@lemapublishing.co.uk

Cover Story 10 Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930

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www.nursery-today.co.uk

Joie

Features F 18 1

Wheeled Goods & Accessories

Wooden Toys

Safety Products/Safety Testing

Show Preview 38

Harrogate International Nursery Fair Itâ&#x20AC;&#x2122;s showtime - we bring you a full round up of what to expect this year.

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

elcome to the March issue. What’s the hot topic this month - Harrogate of course! This year the show organisers have worked hard to bring you a show worth attending, with many leading brand names exhibiting and as such it’s only fitting that we furnish you with a comprehensive preview of the show in this issue. Harrogate International Nursery Fair is a superb exhibition, in a tremendous location and is our only UK trade show. From experience, the show offers a great opportunity for everyone to get together, spot new trends that are emerging, meet with like-minded people, gain great product demonstration, replenish stock options, be among those choosing to attend the show seminars and of course, have a fantastic time - which the nursery sector is renowned for. No wonder this is always considered the friendly fair! You can be guaranteed that while you are

Harrogate International Nursery Fair is soon to open its doors, take a peek at what you can expect this year by turning to page 38 to read all about it!

visiting you will not be scratching your head wondering if there are any new products! There are many new companies exhibiting and of course you’ll see many of your favourite brands - BabyStyle, Bebecar, Joie, Graco, Nuna, Venicci, Obaby, Red Kite Baby Co, Slumberland, Diono, We Made Me, CuddleCo, UPPAbaby, Babymoov, Micralite, Roma Prams and many more. So, if you’re serious about business, then this UK nursery trade event is the place to be. Further good news has to be the incredibly informative seminars - these will run Sunday through to Tuesday and are free to attend. All of these are targeted at assisting you with information you need for a successful trading year - from safety standards and nursery statistics through to consumer habits and social media. All of these seminars will prove beneficial to those who choose to attend. For the full itinerary, simply visit www.nurseryfair.co.uk The March issue is also the month where we take a look at the wheeled goods sector. This is perhaps a staple product category for many of you and one which is clearly about function but also products are purchased based on their design and kerb appeal. Many new parents look to current brands that they see others pushing and through the media. Of course, we as a nation, also continue to have a fixation on what celebrities are currently purchasing. The travel system continues to be a choice for many, as this is perceived as value for money. However, w whereas b before the ttravel ssystem w would come w with own b brand car sseats, this h has not b been the

case for a number of years and we have a very clear pick and mix approach. Many systems come with a variety of adaptors which enable them to work comfortably alongside, for example, a Maxi Cosi infant carrier. You can read our Wheeled Goods & Accessories feature starting on page 18. Our cover this month features Joie. With the creation of Allison Baby in 2018, with brands such as Joie, Nuna and Graco all now housed under one umbrella, we take a look at the growth this company has experienced over the years, with more exciting news also being announced! Turn to page 10 to read more. On a final note to all you golfers out there - remember to register for our annual golf day featuring the Challenge Cup provided by BabyStyle. The event will take place at Puckrup Hall near Tewkesbury. This is a Hilton Hotel course which is beautifully maintained. The date to put into your diary is Tuesday 25th June. Why not drop Malcolm Naish an email: Malcolm@lemapublishing.co.uk, telephone him on 01442 289930 or see our advert with full details on page 59. Here’s to seeing you all in Harrogate.

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news Chicco return to TV screens

Following the success of the previous campaigns, the Next2Me side sleeping crib will once again feature on television across the country as part of a multi-million pound integrated advertising and marketing drive. Designed to reinforce Chicco’s sleep time expertise, the campaign will promote the benefits of side sleeping to new and expectant parents across the UK. The advert will return to screens from the beginning of March and will air in prime time slots on key TV channels, including Channel 4, ITV Digital and more than 50 Sky channels. The TV advert will be supported with a holistic and integrated approach to media, digital, print and in store activation, designed to celebrate the entire Next2Me collection. In addition, the campaign will be supported with digital advertising and social media activity, including competitions and giveaways on Facebook. Holly John, Marketing Manager at Chicco, commented: “Our previous TV advertising campaigns have been hugely successful and therefore we are thrilled to once again be returning to UK TV screens. 2019 sees the launch of our latest addition to the collection, the Chicco Next2Me Magic, our third generation of side sleeping cribs. This is a significant milestone for us, so we wanted to ensure we are maximising sales opportunities through an engaging marketing approach. The TV campaign will raise awareness of both the existing and new products, creating a ‘halo effect’ around our indoor nursery range as a whole.” For more information on Chicco products, visit www.chicco.co.uk or connect with Chicco on Facebook at www.facebook.co.uk/chiccocompanyuk.

Royal baby boost According to an article published in Hello! magazine, Prince Harry and Meghan Markle’s royal baby is set to boost the UK economy. In the issue Hello! magazine (issue 1573) exclusively reveal that Prince Harry and Meghan Markle’s baby is going to bring a huge cash boost to the UK economy. According to Professor Joshua Bamfield, director of the Centre for Retail Research, Prince Harry and Meghan Markle’s baby will increase spending in childrenswear and infant products by about £1.125bn over a two-year period.

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Ones to watch The finalists of the Baby Products Association’s 2019 Concept & Innovation Awards have been announced and four innovators have been invited to attend Harrogate International Nursery Fair to present their product ideas to the UK nursery industry. A panel of judges, all industry experts, gathered in London in February to view the shortlisted entries first hand and after much deliberation the product ideas considered the most viable and innovative were chosen as finalists. Visitors attending Harrogate can see these finalists first hand at the show in Hall Q – they include: Dorota Dyk with Medapti – a simple, but clever adaptor to safely and easily administer medicine to a baby using a standard infant syringe. Eleonora Fois with Otto the Octopus – a weaning device to help young babies learn to chew and explore new food experiences with less mess and with a reduced risk of choking. Richard Shaw with JRNY – an innovative new subscription-based travel system with interchangeable components to allow it to grow with your child. Christopher Melia with Cot Cool – a high tech cooling system to lower the temperature in a baby’s sleep environment on particularly hot days. Once again sponsored by law firm 3Volution, the winner of the Concept & Innovation Award – which will be announced on Monday 25th March at the show – will receive free IP legal advice to help them with the complexities of launching their product to market. Web: www.nurseryfair.com

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Micralite introduces trio of new products Now available are Micralite’s feature-rich DayPak Changing Bags (RRP £65) in a range of stylish colourways. With a 25L capacity, fold out changing mat and plentiful pockets, parents can adventure on with no limitations and no compromise on style. Micralite’s newest stroller to join the urban collection is the compact ProFold (RRP £225 available from 1st of June). Designed in response to the challenges faced by parents in the city and when travelling, the ProFold weighs just 7kg with added four-way suspension to keep journeys as smooth as possible. Launching April 1st, the Sleep&Go Travel Cot (RRP £195) is the perfect travel companion for when the adventure takes you away from home. The only travel cot you need from birth to 24 months, the Sleep&Go grows with little one from a bassinet to an infant cot right through to a playpen. For trade enquires please contact Ellie on ellie@micralite.com. Web: www.micralite.com

Childhome moves into the US

Childhome already sell their products in more than 50 countries worldwide and decided that the time was right to enter the American market. In January of this year, the opening of the Childhome USA office and warehouse took place and all products arrived mid-February. Web: www.childhome.be

Team growth for Baby K’Tan Juvenile Products Industry Veteran Tracie Schor joins Baby K’tan as SVP of Global Sales and Marketing. Tracie Schor, previously of Ju-Ju-Be, joins Baby K’tan to propel Global Sales and Marketing efforts. Web: www.babyktan.com

Skip Hop kicks off 2019 with two new hires It’s exciting times at Skip Hop, as the innovative lifestyle brand for families with young children announces the continued growth of its UK team, with the addition of two new recruits to its UK Headquarters. Faye Anderson joins the team as Marketing Associate, while Suzanne Hayward is their new UK Finance Manager. Gemma Stokes, UK Marketing Manager, commented: “Both Faye and Suzanne bring experience, innovation, passion and drive to our business, which is everything Skip Hop stands for. We welcome both to the Skip Hop family, as we set to accelerate our business goals in 2019.” For further information on Skip Hop or for trade enquires please email ukoffice@skiphop.com nursery today

news Super Cybex Maximise retail solutions Anthony Temple, Managing Director of Rainbow Designs, the Home of Classic Characters, takes a look at change in consumer retail habits and the need for in store shopping to become experiential to maximise opportunities and work in unison with online sales. ver the last decade, with the technology advances we have experienced during this time, we have naturally seen a change in the way consumers shop. However, there is very much a place for both retail outlets and online sales platforms and it is important for retailers, especially in the uncertain economic climate, to have a strategy to maximise both. For many customers, the shopping experience usually begins at home, following either a suggestion from a friend or a product they may have seen in a magazine, on TV or on social media. Depending on the nature of the product, today’s tech-savvy consumer will research the product online, not only looking at price and availability but also what others think about it via reviews, images and videos. For many products there is the opportunity to purchase online but this is certainly not always how the purchase occurs. Many customers still want and enjoy the experience of shopping and, potentially subconsciously, they seek a reason to visit the store rather than just resulting to the speed, ease and convenience of purchasing online. That reason doesn’t always have to be an offer or deal, in part and for many customers, they are just looking for a fulfilling in-store shopping experience. For many retailers this is about ensuring that you are working closely with your brands and suppliers to maximise retail solutions throughout the year including FSDU’s, POS and merchandising. Ultimately, creating experiential retail visits that are both enticing for new customers and continue to secure repeat business from the current customer base. In-store activity is also an extremely valuable source of online content, supporting online sales and marketing strategies and ultimately ensuring all shopping channels are maximised.

Cybex has collaborated with supermodel and supermum Karolína Kurková to launch a brandnew fashion collection. Designed for modern parents, the collection epitomises energy, passion and her love for her family. Featuring vivid red lips artfully mixed with bold pops of colour and polka dots, it reflects her philosophy of life: an attitude of playfulness and whimsy. The collection comprises of the Priam, a luxury pushchair that transforms into a 4-in-1 travel system with ease; the Mios, a compact stroller which also features a 4-in-1 travel system and the Cloud Z, an innovative infant car seat which features 180° rotation for easy access and an ergonomic lie-flat position outside of the car. The collection also includes the Yema, a chic baby carrier which creates the perfect bond between a parent and child, whilst promoting healthy-hip development in babies. Martin Pos, founder of Cybex, says: “The synergy of Cybex’s mission to create a fashion-forward lifestyle for parents, mixed with Karolína’s energy and passion for both of her jobs is what makes her the perfect collaborator for this new product launch.”

Hippychick welcome Zellie to the family!

Hippychick are very excited to announce they are launching Zellie, a gorgeous collection of changing bags with a difference. Zellie was launched in 2017 with the aim to provide the best products for people travelling with children. The bags make getting out and about with little ones easy, simple and stylish, whether it’s a trip to the supermarket or a holiday to the other side of the world. The product range consists of functional yet beautiful items which come with everything parents need. Web: www.hippychick.com/zellie

Paloma’s wild and creative collection February 2019 saw the launch of a wildly creative collaboration between Paloma Faith and Cosatto, a quirky, British baby brand synonymous with bold, colourful print. The collection epitomises individualism in parenting and is the result of a journey shared by Paloma and Cosatto which sees the singer unleash her passion for design in a unique and unexpected way as she explains; “When I was a new mother I felt like none of the designs out there really suited my personality. They all made me feel like I had to become someone else to be a good mother. I wanted to design something that allowed me to celebrate who I am while also stimulating my child and showing them that it’s ok to stand out from the crowd and have a joie de vivre about all things. These designs make me feel happy to be different and my child loves them too!” Cosatto have always believed in celebrating parenthood by creating baby products that make a statement and stand out from the crowd. Proud to be a ‘marmite’ brand - many have tried to imitate but there’s no mistaking the Cosatto look. Just like Paloma, this range is irreverent, opulent and confident, bringing a new dimension to the whole parenting experience. Playful and powerful, this choice of pram expresses the person and not just the parent. Web: www.cosatto.com

nursery today

cover story Joie

Looking back over 2018, it’s clear that Joie’s meteoric rise continues apace! Not only was it the sixth consecutive year of fantastic growth seeing the company’s sales target exceeded and reaching £55million, but the year was very busy with lots of change on all fronts!

Joie de vivre ost significant throughout 2018 was the creation of a new holding company mid way through the year - Allison Baby UK Ltd. Created as the first step in a plan to continue co aggressive growth and the upward trajectory of well-known we nursery brands Joie and Nuna UK, as well as allowing the addition of more complementary brands in the future to take full advantage of new opportunities. The new company has wasted no time in starting to build bu a strong portfolio, recently signing a long-term licensing agreement with Graco Europe relating to the lic sales sa and distribution of baby and child products under the th Graco brand.

David Welsh

nursery today

Allison Baby UK & Ireland’s Managing Director David Welsh says: “We want to maintain and hugely D grow our share of the nursery market, and with Graco g we w can do just that. Graco with its heritage and brand recognition is a perfect fit, with a strong product range at great value. Our brand portfolio is already in an enviable position to offer great products in all channels at every price point with the right margins for all!” To further illustrate this growth and how firmly established the Joie brand has become, not just in the UK, but in the global market place too, they were approached by HTI to license the brand on a range of replica toy pushchairs. HTI is one of the UK’s largest independently owned toy companies

with a product portfolio that includes some of the world’s most recognisable brands. HTI Licensing and Marketing Manager, Michelle Dalziel commented: “We are thrilled to be partnering with a leading nursery brand such as Joie, this is a brand we have watched grow rapidly over the past couple of years so it’s an honour to be able to bring a range of replica dolls prams and pushchairs to the toy market. Joie will form an integral part of our dolls prams and pushchairs range with some strong innovative products launching at retail for autumn/winter 2019, with each product matching the nursery models.” 2019 has started really strongly for Joie and this year will see the brand strengthen its car seat range further with the new iSize-rotating seat the i-Spin 360. For Joie the category leading Spin 360 car seat has enjoyed tremendous success globally since its launch and this is an exciting expansion of a best-selling platform. The i-Spin 360 is suitable from birth up to 105 cm or 19kgs. A huge benefit of i-Spin 360 is the one-hand spin capability, which can be operated by independent buttons on each side of the seat offering parents an effortless way to get their child in and out of the car – even in a three-door vehicle. To help encourage rearward facing for as long as possible, another new feature on i-Spin 360 is a lock off device that prevents rotation of the seat in to a forward facing position for use. Once the child reaches 15 months and beyond, if forward facing is desired, parents can disengage the lock to allow forward facing spin. However Joie have always championed parents keeping their child rearward facing as long as possible for optimal safety, so the i-Spin 360 rear faces all the way up to 105 centimetres, approximately four years of age. Joie’s car seat range will have even more focus on the iSize category in 2019 and we’ll see a host of new products follow later in the year. This begins with a development of the award winning Joie i-Level lie-flat infant carrier platform, and will offer a multi-mode next stage seat, continuing to build the

iSize offering with innovation, practical features and above all optimal safety! As well as building Joie’s important car seat range, this year sees the extension of its travel cots, another category that has seen Joie innovate to become firmly established with consumers and retailers alike. Kubbie Sleep provides an innovative 2 in 1 solution as both a travel cot and a co-sleeper. Kubbie Sleep uses a simple strap and clip attachment to connect securely to parents’ bed, and the side easily lowers at the push of a button. This allows safe co-sleeping and easy access to little ones for night time sleep, bringing many benefits to both baby and parents, such as encouraging bonding and making feeding easier. However unlike traditional bedside cribs, Kubbie Sleep can be used far beyond baby’s first few months. The side just as easily raises to serve as a normal bassinet for naptimes. The bassinet

also removes, with its mattress used in the lower area for sleep and playtime, up to 15kgs or about three years old. Kubbie Sleep’s travel capability is also a key advantage over competitive bedside p solutions. At a lightweight 9kgs, it folds up or just as compactly as a regular travel cot for parents to take along easily anywhere and everywhere they go. Last but by no means least comes Versatrax, a new and exciting addition to Joie’s pushchairs. A development of the Joie Trax range, featuring the Litetrax 3 & 4 wheel strollers and the MyTrax, Versatrax has been designed as a true first-time pushchair covering every mode parents want from birth. The pushchair seat completely removes with a simple button push to offer a clean frame for the carrycot and travel system modes. The chassis pairs with Joie’s Ramble XL carry cot as well as the range of Joie infant carriers. When little ones are ready for pushchair mode, the same button is employed to choose between using the seat unit rearward or forwardfacing. Like the rest of Trax family

p ortfol io is al re ad y d an br r u O “in an en vi ab le pos it ion to offer els at n an ch l al in s ct du ro p t grea e righ t every p ri ce p oint w itl!h th m argin s fo r al ”

rector land’s Managing Di Ire & UK , sh el W David Versatrax features a one-hand quick compact fold and all the great features you’d expect from a Joie product.

To see s the latest developments at Joie visit www.uk.joiebaby.com nursery today

focus SNAPDRAGON

Online brand protection: what you need to know Rachel Jones is the founder and CEO of online brand monitoring company, SnapDragon, which she founded after successfully tackling fakes of her own nursery product. In an exclusive three-part series for Nursery Today, Rachel will be sharing everything she knows about online brand protection, from the dangers of cheap knock-offs, to practical advice on how brands in the nursery sector can protect themselves. hen it comes to your brand, imitation is certainly not the most sincere form of flattery. The OECD estimates that trade in fake goods is worth USD$486billion, making up nearly 2.5% of world trade. Even more worryingly, European Union (EU) statistics show that fake toys are amongst the most commonly seized goods by trading standards and customs. While products from the baby and nursery industry may be less commonly ‘caught’ by the Customs Authorities, there is a proliferation online leading to thousands of small parcels of fakes coming through the post. But something can be done to help every brand suffering these problems.

What is brand protection? Put simply, brand protection is about protecting your Intellectual Property (IP), such as your trademarks, design rights, patents and even your images. Effective brand protection prevents criminals from illegally making and selling a ‘copycat’ version of your product – preventing your young consumers from getting hurt. Even with high-tech equipment, counterfeiters can manufacture convincing knock-offs for a fraction of what it costs to produce the real thing – having paid no attention to the safety and quality attributes of the original product. Costs may have been cut using unregulated materials, toxic chemicals in dyes and worse. These products are being marketed online, using stolen but genuine images, and sold at lower than retail

prices, undercutting the authentic brand’s RRP and luring in bargain-hungry consumers. Instead of bargains however, what arrives with the consumer is disappointing, potentially dangerous and can cause irreparable reputational damage. We all know that expensive luxury items, such as designer handbags and celebrity-endorsed brands are often counterfeited. What you might not expect, however, is that SMEs also suffer heavily in this space.

Why is brand protection important? Online counterfeit retail sales are growing at an annual rate of 20%, meaning that the volume of fake goods sold online will soon surpass those sold by physical vendors. This is proof that online brand protection is more important now than ever. The financial implications of counterfeits can be catastrophic, this I know having battled fakes myself, and it took a long time to get back on track. The FSB estimates almost a third of SMEs rely on their IP to generate their turnover – that is, products which registered trademarks and design rights, for example. Fakes destroy brand reputations. When a consumer purchases a substandard product, not realising it is a fake, the instant assumption is the brand is at fault. Social media is a powerful tool and, however unwittingly, the damage is done. Sadly, counterfeits don’t just put your business and your consumers at risk. Counterfeiting is far from being a victimless crime. Many are made in appalling conditions, with cheap and underage labour and profits fund drug trafficking and people smuggling, amongst other things. The sale of fake goods is a billion-dollar industry putting your customers and your brand at risk. Please consider this when cheap copies abound. You can take action, without breaking the bank, and in this series we will provide various hints and tips - which are entirely free. Any brand operating globally needs an appropriate brand protection strategy – it’s now common sense to do so. Web: www.snapdragon-ip.com

The SnapDragon team 12

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retail

LITTLE POPPET

What a poppet Little Poppets Co is a family owned and operated independent nursery store business based in Sevenoaks, Kent. This issue we had the pleasure to question owner, Caroline Pizzey, to find out more.

We were already an established store so it was quite a smooth transition.

What do you feel has been your largest challenge since opening?

The biggest challenge has been making sure that I am at the forefront of a customer’s mind when looking for nursery items. I need to make sure that we do not just presume that people will find us, therefore we need to make sure we advertise.

How do you keep abreast of current consumer trends?

We visit all the relevant trade/consumers shows to see what is newly available. We are known for listening to our customers’ needs and wants and endeavour to keep up as much as we can.

Is there a particular product category that you feel has seen the largest innovation in n development over the years?

Firstly, what was the inspiration behind Little Poppets?

David and I have been in the industry for over 10 years (we met in Harrogate many moons ago!). On establishing our relationship we decided that we wanted to have our own retail store within the industry and Little Poppets & Co was born.

Having moved to Wales in 2012, you made the decision to relocate to Kent in 2012 - how did this affect your business?

A retailer was retiring in the local area and made us aware. We were due to have our middle son at the time and were looking to move back home as soon as possible so it all worked perfectly. 14

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ar se at sa fety “evColv in g ye ar on is

ye ar an d sa fety fo r ou r little on es is gett in g better an d better. There is de fin ite ly more aw aren es s foc us se d on sa fety th an ever be fo re an d extended re ar fa cin g is beco m in g more kn ow n th roug hout th e pa rentin g w or ld . ”

I think this would have to be car seats. Car seat safety is evolving year on year and safety for our little ones is getting better and better. There is definitely more awareness focussed on safety than ever before and extended rear facing is becoming more known throughout the parenting world. Independent retailers specialise in car seats and show customers all the latest technology as it becomes available. 360 rotating car seats and lie flat car seats are proving that this innovation is the way forward.

A notable area that has changed would be the use of the internet - how has this affected your bricks and mortar business?

We have evolved as the internet has evolved and it is without a doubt a must have in any successful business. However, within our area we are lucky that our bricks and mortar business is going from strength to strength and we have even expanded our shop floor space!

Is there a product category that performs better for you th online in comparison with on your store? yo

We find that online works well for us when we have products that are out of stock wi with other retailers. We are not online discounters. dis

D you offer the same Do products online as you do in p your store? y

W like to have as many product choices We on o the shop floor as possible that are on our o website, especially higher end, as customers that see these on our website c expect e to be able to come in store, view and a have a demonstration.

Would you say that your ccustomers research products prior to purchase p m more now than before?

Consumers definitely research more than Co ever before and have a considerable amount of product information before they even set foot in the store. It is more important than ever that we, as a retailer, have outstanding product and technical knowledge.

You also offer your customers payment plans - how does this work?

We ask for a small upfront deposit and allow the customer to be flexible on the payments they make. We ask for final payment four weeks prior to collection.

How important is social media to your business?

Social media channels are extremely important to us as a retailer and distributor. We will be concentrating on this a lot more over the coming months, as without a doubt it brings footfall into the store and brand awareness for our brands we are distributing and any exciting reveals we have may have in the near future.

specific trade shows?

How d H do you d drive i awareness/footfall to your store?

We have built up a great reputation over the years. Word of mouth with great customer service drives footfall to our store along with social media channels and local advertising. We are now seeing second generations which is lovely. Our website is also key to driving footfall and consumer shows are a great way of marketing and enhancing our store and brands.

Is there a particular product category you feel you are particularly known for with regard your expertise?

We are definitely well known for furniture and we have a beautiful dedicated furniture showroom laid out as if in the nursery at home. This allows new mums and dads to get a good idea of what it will look like in their home. We are also known for leading stroller brands and have great expertise in car seat safety.

Do you currently feel you have a hero product that your customers just canâ&#x20AC;&#x2122;t get enough of ?

Yes, we are finding that the egg stroller brand is by far the must have stroller at the moment, itâ&#x20AC;&#x2122;s like a handbag, very fashion led with on trend fabrics that appeal to most customers.

W attend trade shows We and visit factories all over the world to source new products and get an insight of what is coming into the market for the next 12 to 24 months, it is very important we know what trends are coming and plan ahead.

How do you ensure that your team are knowledgeable with regard the products that you stock?

All of our team have extensive training on a regular basis, keeping up to date with new products, brands and most importantly car seat safety.

Finally, can we expect any further expansion plans on the horizon or any exciting news announcements from yourselves? We have very exciting news, we are now co-owners of Babeek luxury hand carved nursery furniture and the lovely Gill Sharratt will be our Brand Manager. Gill has a wealth of experience in launching a new brand and we are all extremely happy to have her as part of our team. As well as distribution for the fabulous Bozz products, we are now also in talks with other manufacturers for distribution of their products in the UK and Ireland. Very exciting and busy times ahead for Little Poppets.

How brand aware are your customers? Do they focus on brand names? Customers are very fashion led these days and most know exactly what brand they want before coming into store. We have found that over the last few years, strollers especially are a fashion accessory.

How do you currently source products - do you attend any nursery today

focus DOREL

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focus WHEELED GOODS

Wheels in motion

Image courtesy: BabaBing

Pushchairs, strollers, prams, travel systems - these are a necessity in the nursery industry and a staple product for many nursery retailers. onsumer trends continually change and new mums have more access than ever to information. The purchase of their chosen pram, travel system or pushchair isn’t just based on ‘what looks good’. The consumer is becoming far more aware of other issues that surround this purchase. It’s not all about looks, but also safety, functionality, can baby be parent facing, has it got the ‘lie back’ facility, etc. We asked Andy Fountain (Operations Director, Kids Kargo) for his thoughts on what is currently driving the wheeled goods product category. “From our experience, we can see that the sector is mainly driven by price, added value for money, quality, social media recommendations, along with manoeuvrability, lightweight, compact and space saving.” Debbie Wakefield (Marketing Manager of UK and Ireland, Dorel Juvenile) feels it’s all about striking the right balance. “Nowadays there is such a diverse offering on the market when it comes to pushchairs that you need to strike a fine balance to get the cut-through. Parents are now more savvy and just like their home and personal technologies, they want a pushchair that is adaptable to suit their lifestyle and needs. Parents are not only style conscious, but want products which are going to make life easier, so not only do pushchairs need to be fun and stylish but they need to be functional too.” Every parent, child minder and nursery requires wheels to get out and about. Style and function are vital to all products in this category, the majority still want a ‘trophy’ item, but a point of note is that parents are now also looking more closely at the safety and the level of comfort afforded to their infants by each product, coupled with ease of fold and weight. Holly John (UK and Ireland Head of Marketing, Chicco) commented: “Parents are looking for light and compact pushchairs and travel systems, which fit in with busy lifestyles. The ability to fold, carry and store a pushchair is an extremely important factor for parents, allowing them to easily transport the pushchair both in the car and on public transport. Many pushchairs are now below 4kg, allowing them to be easily picked up. “Additional features such as extra storage space

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and one-hand folding mechanisms are also becoming increasingly important for parents. Many pushchairs offer a range of features to meet the changing demands of parents. “Parents are also looking for long-lasting and high quality pushchairs, that can be adapted throughout baby’s first years.” When we look at weight, how much is this a consideration with consumers? We asked independent retailer Sara Hubbard (Whites Farm Baby Barn) for her thoughts. “What is the weight is always one of the first things customers say to us stating ‘I need the pushchair to be lightweight’ - they often don’t think about the fact that in a year’s time, they will be lifting a toddler who is now heavier than their chassis. It used to be a top priority, but we think it is becoming less important with our customers. They now focus on quality, durability and practicality.” One area of worthy note, is travel systems. Our mini survey this month illustrates that travel systems are designed with longevity in mind and offer great solutions for many parents as well as a fantastic perceived value for money option. So are parents still opting for travel systems, or are they looking for something different? We asked Sara if travel systems are still popular with their customers or are they experiencing a decline in popularity. “People still come in saying: ‘I’m looking for a travel system’, however, once we explain the options each pram has in terms of car seat compatibility, that fades into the background. Instead they focus more on the features of the pram/pushchair itself, and how it fits into their lifestyle.” This may explain why in comparison to our FanFinders mini survey last year, where more than 77% responded that they had bought a travel system, this has dropped to just over 30% in this year’s survey results. One aspect that quickly becomes apparent to the parent when looking at the wheeled goods category, is the vast choice available to them – it can be an absolute minefield out there – this is where the independent retailer can really come into their own. By offering a selection of choice, and of course your knowledge and expertise in this field, the results can be quite gratifying. We asked Sara if she feels that we have sufficient

innovation within this product category. “Yes and no. Some companies seem to be bringing out the same thing with a different coloured hood, or with slight changes to a frame, handlebar etc. However, other companies are pushing the boundaries of what we expect of them, bringing in clever new

The survey says… Nursery marketing specialists, FanFinders, surved 1,000 consumers focussing on wheeled goods. Here’s the results. Did you buy a travel system?

Yes: 303 (30.3%) No: 697 (69.7%)

If yes, did you buy a different brand of car seat that adapted to your chosen pram?

Yes: 194 (64%) No: 109 (36%)

Did you make this purchase in a store?

Yes: 157 (51.8%) No: 146 (48.2%)

Was this a product that you researched online prior to purchase?

Yes: 273 (90.1%) No: 30 (9.9%) Was the cost a consideration for you?

Yes: 253 (83.5%) No: 50 (16.5%)

Did you buy a second lightweight pushchair?

Yes: 96 (30.7%) No: 210 (69.3%)

Was the size and weight of this important to you?

Yes: 251 (82.8%) No: 52 (17.2%) Was your purchase brand driven?

Yes: 178 (58.7%) No: 125 (41.3%)

Mumsnet Best Overall Double Buggy 2019 Mother&Baby Best Multiple/Twin Silver 2019 National Parenting Product Awards 2018 Loved By Parents Best Double/Tandem 2018

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Image courtesy of Nuna Maxi-Cosi Lila

systems with amazing fabrics. We are very excited for what is to come in 2019.” Of course, we can’t overlook the use of the internet with regard to researching products prior to purchase (again our survey demonstrates this, with over 90% stating they did) . “Consumers will often carry out research online before purchasing a product,” commented Holly. “As information can be quickly and easily accessed via mobile phones, it is extremely important that we continue our work with influential press and bloggers to ensure our products are being reviewed online. Consumers should be able to easily find and navigate the information they are looking for online, as well as relying on expert and peer reviews.” Sara agrees. Her customers are definitely conducting research and are more product aware when entering their store. “Many customers, especially younger parents are always looking online to see reviews, prices, whats popular, etc. We find that huge amounts of our customers are somewhat educated when it comes to prams and travel systems. However, as we all know, the internet isn’t always the most reliable source of unbiased information, so we try to encourage our customers to consider other opinions, but make the final decision themselves.”

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Of course, it’s not really surprising that these are products that are well researched due to the price tag! “Naturally products with a big price tag or an important purpose are heavily researched prior to purchase. The pushchair is the ultimate purchase when you consider the precious cargo that it will be required to transport,” said Debbie. “For that reason alone, both car seats and pushchairs are amongst the most considered purchases that a parent can make. Therefore, parents spend a lot of time looking-up functions, reviews, recommendations from other parents, analysing what their favourite celebrities and influencers are using, trawling through websites and even talking to other parents in forums to ensure that they are making the right decision for their baby and their lifestyle. Ultimately, most parents will end up visiting a store for the experiential element and to test it out for themselves but the initial research process is imperative to establish which models that they will finally narrow it down to from the wealth of choice available on the market.” Another point to note, especially when looking at those all-important add-ons that can make a sale even more lucrative is that this is a category that has many accessories - from clip on toys, cup holders, parasols, footmuffs, raincovers - the list is quite extensive and paves the way for fantastic upselling.

Twice as nice -Cosi. Travel in style with Quinny and Maxi ely modular

Quinny Hubb is a spacious, highly comfortable and complet pushchair. Available with a flexible Duo accessory, the Quinny Hubb can keep adapting to your life. Just add one of the matching from-birth solutions, extra storage capacity or even a second seat! No matter what life throws at you, with the Quinny Hubb you’re ready for anything. Designed to have a cocoon-like quality and shape, the new Lila from er Maxi-Cosi is so much more than a stylish pushchair. This great all-round baby, and mother both for support and comfort in sets a new standard making the Lila the next best place, after your arms. Web: www.quinny.com www.maxi-cosi.co.uk Quinny Hubb

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Pearl of a pram

Versatility with Versatrax Meet Versatrax a new and exciting addition to the Trax family of Joie strollers.

ax 3 Launched into the market four years ago, the Litetr ar popul s, seller great been have 4 ax and Litetr with parents with its full feature set, carrycot and infant carrier compatibility. With this in mind, Versatrax has been designed as a true first-time purchase covering every mode parent’s want from birth. The pushchair seat completely removes with a simple button push to offer a clean frame for the carrycot and travel system modes. Adjustable adapters included pair with Joie’s Ramble XL carry cot as well as the Joie Gemm, iGemm, and iLevel infant carriers. When little ones are ready for pushchair mode, the same button is employed to choose between using the seat unit rearward or forwardfacing. Like the rest of Trax family Versatrax features a one-hand flash fold, puncture free foam-filled rubber tyres front and back, as well as a large storage basket, it will be available in four great fashions from June 2019

The Oyster name is now synonymous with a fantastic product, consumers continue to be drawn to the brand.

Seen for the first time a year ago at The Nursery Fair, the Oyster3 continues to attract incredible amounts of interest and brand loyalty from existing and new customers. The Oyster3 sits taller and to larger footprint, will hold a child up is larger than its predecessor; it has a hed, attac seat the with fold and folds 22kg yet has an amazingly compact and easy to transport. store to easy le, hand to easy it making Web: www.babystyle.co.uk

Tel: 01889 808 900 Email: uksales@joiebaby.com Web: www.uk.joiebaby.com

Classic British design The BabaBing! brand has long been established iin n tthe he nursery industry and this year sees the launch off ttheir heir vvery ery first pushchair. The Raffi Travel System from BabaBing! is a highquality, super-functional pushchair that ticks all the boxes for expectant parents looking to make one of their most important purchases. The clean, sleek lines of the Raffi demonstrate classic British design and quality with no exposed rivets and a use of fabric not seen before on the UK market. The durable neoprene looks on-trend as well as being practical and is complemented by textured knitted upholstery fabrics and premium leatherette handlebar and bumper bar. The BabaBing Raffi Pushchair has an adjustable seat unit ,which can be used both forward and rear facing, and a carrycot and also includes car seat adapters compatible with major brands. Suitable from birth, it has a huge array of both baby and parent friendly features including a one-handed fold mechanism for ease of use and storage. The handlebar can also be used one-handed to adjust the incline/recline setting. An ample sized shopping basket along with a gate-opening bumper bar all help make a parent’s life that bit easier. Baby will have its most comfortable pushchair experience thanks to the three-position carrycot incline/ recline feature which helps to make babies suffering from reflux more comfortable. It can also be used for

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overnight sleeping making it great reaatt ffor re or ttravel or rraavveel too. The Air-V Ventilation System stteem em im iimproves mp prrov oveess ngg ffabric n abri ab ric airflow and the Kose Cool lining poorts p rts and rt and an uses technology found in the sports aab by co ccool ool ol outdoor industries and keeps b baby iitt’s t’ss cool. cooooll.. when it’s hot and warm when it’s n-1 Ra nR aiin n The Raffi comes with a 2-in-1 Rain ssun un vi vvisor iso sor Cover and the hood features a su ng terrains ng teerrrain rraains ins in canopy. It can cope with varying and d back bac ack thanks to full suspension frontt and hee eels ls offering off ffeerring in ng with 7’’ front and 10” back wheels oth th ccomfortable omfo om omfo fortab fort rrttab abllee good clearance and very smooth in nkked db rake ra kes, s, ffront ron ro ntt roll, quick release large wheels,, lillinked brakes, eeelss rrun un oon un n go ggood ood od wheels swivel and lock, all wheels quality bearings. yst stem m iiss The BabaBing Raffi travel system urway rw ways ays ay currently available in two colourways aan nd grey grey gr ey black with a matt black chassiss and he Raffi he Raf affi with an aluminium chassis. The rra rant nty also comes with a two year warranty ssupport up pp por port ort or with excellent customer servicee su roug ro roug ugh al aallll from the team at BabaBing through stages of sale and aftercare. Tel: 01535 606 871 Email: info@bababing.com

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Award winning

Parents on the go

Ergobaby Metro wins iF DESIGN AWARD 2019

The OhLaLa’2 stroller from Chicco is both amazingly light and incredibly sturdy.

The Ergobaby Metro Compact City Stroller is a winner in this year’s iF DESIGN AWARD, a world-renowned design prize. Each year, the world’s oldest independent design organisation, Hannoverbased iF International Forum Design GmbH, organises the iF DESIGN AWARD. The ergonomic, lightweight Metro won over the 67-member jury, made up of independent experts from all over the world, with its innovation, functionality and aesthetics. Winning the award means that Metro can be found in the “Design Excellence” section of the iF WORLD DESIGN GUIDE and has the iF badge of honour as a thoughtfully-designed, beautiful product. Email: service@ergobaby.co.uk Web: www.ergobaby.co.uk

At only 3.8kg, it is perfect for parents on the go. With a smooth one-handed drive, detachable bumper bar and included rain cover, it is a highly practical and easily manoeuvrable option. It is also very easy to handle and carry, taking up very little space when folded, meaning it is ideal for travel both by car and public transport. Suitable from birth. Web: www.chicco.co.uk

A suitable Mixx Nuna, the premium baby brand and a number one choice for A-list celebrities, has launched the all new MIXX pushchair.

This agile stroller combo promises the ultimate driving experience. To start with there is a soft carrycot for new borns. Once little one has outgrown the carrycot, it converts into a conventional seat unit using a simple strap mechanism. For use with both there is sturdy boot cover. Included in the package is the Zero Plus 0+ car seat with a removable padded head support for tiny babies - turning the ‘Pacific 4’ into the perfect Shop N Drive System.

Offering all the old clever features combined with new upgrades including no re-thread harness for custom adjustments, all-season seat, all-wheel suspension and UPF 50+ canopy – the new-look MIXX is the ultimate versatile pushchair with all the added essentials. Designed to make life easier for both parents and children, its one-hand smooth manoeuvrability, easy to fold flat design and simple flip seat means swapping in the carrycot or car seat is a doddle – so getting out and about becomes stress free. The MIXX is compatible with all Nuna branded 0+ car seats, as well as many other branded seats Available in three colours – Aspen, Caviar and Birch – the MIXX is both practical and stylish with its leatherette accented handles combining comfort and elegance. Available from now, with prices starting from £450 for both the pushchair frame, main seat, car adaptors (2 sets), footmuff, seat liner and rain cover, with an additional carry cot with which can be bought for £150.

Tel: 01978 664362 Web: www.hauckuk.com

Tel: 0800 952 0062 Web: www.nuna.eu/uk

Riding the waves The Pacific 4 SND is an ultra light all-rounder for city or country with a reversible seat unit and a simple folding mechanism.

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Simply timeless signature label Meet Mytrax flex Signature.

three in one system fits matching Joie A tiny tour guide for any mode, on any road with one handy flash fold, this with luxe little details including beautiful signature infant carrier i-Gemm and Joie ramble carry cot. Comes packed Features are aplenty with this stroller frame. gloss high sleek lines with textured woven fabrics, bold block quilting and a spring suspension, also comes with body baby’s ng cushioni ride r smoothe with flex comfort ride system for a 30% and rear air tyres’s. Comes with must have with all round suspension in all four wheels; durable foam filled front tyres handle, oversized expanding hood. It leather faux features such as removeable parent cup holder, height adjustable access shopping basket, A matching easy ge, extra-lar and bar comes complete with rain cover, removable bumper stylish signature footmuff is available separately. Tel: 01889 808 900 Email: uksales@joiebaby.com Web: www.uk.joiebaby.com

All aboard! Roma’s newest travel stroller, the Capsule², is now suitable from birth. The Capsule² comes complete with a travel bag, insect net and raincover for £149. Endorsed by Amy Childs, the Capsule² already has a large celebrity following its VIP launch. Weighing only 5.6kg, it is perfect to take on as hand luggage and is suitable for use in an overhead compartment. When folded, the bumper bar becomes a cushioned handle in one step, meaning the Capsule² can be used right up to the last minute before boarding. With stunning high polished chassis and textured fabrics, the Capsule² will turn heads wherever your travels take you. Tel: 01305 853080 Web: www.romaprams.co.uk

Perfect companions To complement the new Trio Best Friend travel system, Chicco has designed three new trave l accessories that are perfe ct for every day outings. The versatile Chicc

o organiser bag can be used as a shoulder bag or backpack and the multifunctional Chicco Bag in Bag can be used together or separa tely depending on parents’ needs. The warm and cosy Chicc o universal foot muff with water repellent technology is ideal for winter months. The frontal zipper opening allows parents to easily rea ch their little one and the lower part of the foot muff can be folded for even more com fort.

Web: www.chicco.co. uk

Fold in a flash Meet Brisk LX, A sidekick loaded with luxury. A compact package with all the perks of a full-sized stroller that folds in a flash with its one second one hand fold – no hassle, no fuss. Feature rich it comes with a precision performance lightweight aluminium chassis that’s suitable from birth with the smooth flat reclining seat ensuring you won’t wake a sleepy baby. Also, infant friendly with its super shady extendable canopy and SoftTouch harness welcomes the tiniest of riders. No adapters needed pairs perfectly with Joie infant carriers i-Gemm, Gemm and Juva classic. With soft comfort grip ergonomic handles, front swivel wheels that lock in place when needed, removeable bumper bar with fabric cover and it comes complete with a full rain cover and matching footmuff. Tel: 01889 808 900 Email: uksales@joiebaby.com Web: www.uk.joiebaby.com

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Supermarket. Train. Playground. For quick trips out, weekends away, and everything in betweenâ&#x20AC;&#x201D;the MIXXâ&#x201E;˘ is the one. This versatile pushchair has plenty of space for essentials. Plus, its smooth maneuverability allows you to push with one hand for some fun spin along the way. Or for when you need to double back to pick up that dropped bear. Designed with all the little details in mind (like luxe leatherette accents and an all-season seat), so your adventures in parenthood can be that much easier. Find out more at nuna.eu

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Spring into Spring Springtime outings with strollers – made easier with Clippasafe Every parent knows the struggle of battling with shopping bags and a pushchair. Clippasafe’s Big Bag Clip, which has been awarded a Bizziebaby Silver Award, is a fully enclosed loop-style bag holder made from strong but light aluminium that makes shopping easier for busy parents on the go. Designed to open and close easily, they provide a more sturdy option to traditional plastic bag hooks. Once attached to the stroller handle they can be left in place and if kept closed, they will not come off or be misplaced. One Mum who tested the Big Bag Clips praised the usability and convenience of the product: “It’s so easy to fit to pushchair and I was surprised just how much it could hold. It made my trips to the shops so much easier and I have already purchased another one as a spare. She went on to say: “This is a simple idea yet it makes life so much easier. It’s a great little item that all parents should have.”

Lightweight and compact Meet pact, a tidy tagalong that packs up in a split second.

With space and ease of use being a real concern for a lot of parents, Joie has the answer with the Pact stroller! A lightweight and super compact fold, perfect when out and about, it’s the ideal travel mate. Designed to be compact yet strong and feature rich, suitable from birth with the flat reclining seat, it includes adapters to pair with Joie Gemm, iGemm and iLevel infant carriers. Folding in a split second with one hand, Pact has an integral carry strap and comes with a handy carry bag. It also features a one-hand multi-position recline, height adjustable handle, padded soft 5-point harness, extending canopy, all round suspension, large shopping basket and raincover. Tel: 01889 808 900 Email: uksales@joiebaby.com Web: www.uk.joiebaby.com

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Roger Cheetham, Managing Director of Clippasafe, says: “We’re always responding to a need for not only safety products, but also those aimed at making parents’ lives easier and less stressful. We see our range as a one-stop shop for child safety and parental convenience. Clippasafe’s range of stroller accessories also features a clever self levelling Cup Holder, a Stroller Organiser complete with thermal drinks compartment and Rain Covers for prams and pushchairs that are perfect for wet spring weather. Clippasafe’s Big Bag Clip retails at £5.49 Tel: 0115 9211 899 Web: www.clippasafe.co.uk

Storage solution Are your customers looking for a stroller that is there when they need it but stores neatly away when they don’t?

At only 8kg, Flexa is perfect for big city living. Suitable from birth to 15kg. Flexa was born from the need for practical performance married with a compact storage solution. The result? A stroller with a clever, verticalfold and a minimal storage footprint, perfect for the hallway closet. The clever supporting feet also make Flexa free-standing when folded, waving goodbye to wheel scuffed walls for many. So, when your customers want to flex in the city, think small but fierce with Flexa. Tel: 01827 310557 Web: www.uk.diono.com

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Italian style The cool lines of its newest modular system from Peg Perego, Ypsi reflects the brand’s signature cool Italian style.

Twice as nice The Duellette, Duel DS and Fitty Jogger double Travel ranges are Kids Kargo’s most popular sellers. These products are perfect for country and city living. Now launching is their single to double range. These are the single versions of the Duel DS and Jogger, enabling customers to purchase the second seat at a later stage. Offering a great investment for parents who are thinking of extending their family. Both ranges are available in various colours. Compatible with KK or Maxi Cosi car seats. Kids Kargo provide high-quality products at affordable prices offering direct despatch or FOB to retailers or distributors. Tel: 01234 750333 Email: Info@kidskargo.com

Your best friend Each element of the new Chicco Trio Best Friend has been specifically designed to simplify parenthood and accompany little ones’ first three years with comfort and style. From birth, the semi-rigid carrycot is lightweight only 3.6kg and extremely functional, and is the perfect solution for everyday strolls. The carry cot is fully padded to cocoon baby during nap time. When used as a car seat, the Trio Best Friend is light and easy for parents to carry while transporting to and from the car and provides ultimate comfort during journeys thanks to the removable reducer cushion. The stylish stroller offers a smooth drive and is easily convertible from forward facing to rearward facing. The folding mechanism can be operated with one hand and stands alone once folded. The frame measures only 69cm when folded, or with the forward or backward facing seat measures 78cm – making it one of the most compact solutions available on the market. Additionally, each element can be fitted without an adapter, making it simple and easy to use. Web: www.chicco.co.uk

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Featuring a ‘tilt & space’ seat, rectangular shaped carrycot and the new Primo Viaggio i-Size car seat, Ypsi comes in two colour options, Ebony or Polo. A contemporary, fresh and functional design, the compact 51cm chassis, with telescopic handle bar in hand-sewn eco leather, navigates narrow spaces and busy streets with ease, using the brand’s ‘Easy Drive’ system. Wheels with 12 ball bearings deliver 360° manoeuvrability and are lockable using a side pirouette control. The one-handed fold and large, extendable basket will be a winner for busy family days out. The look is completed with a matching all day changing bag. Web: www.pegperego.co.uk

City living The new Push Me Pronto from Red Kite Baby is a lightweight stroller designed for city living with its compact frame. The Pronto comes with all of the feature’s users consider essential when choosing their pushchair, from the spacious padded seat unit to the shock absorbing suspension – with everything in between. This lightweight stroller is suitable from birth, with the reclining options on offer allowing older babies the opportunity to take a well-earned power nap. If space is an issue when out with your pushchair the Pronto will have you covered, the super compact fold is simple, quick and easy to do. Tel: 01454 326 555 Email: sales@redkitebaby.com

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A good egg The iconic egg stroller from BabyStyle offers outstanding functionality combined with the very best levels of attention to detail.

Making life an adventure Micralite, the innovative nursery travel brand known for its thoughtfully designed collection for trend setting, adventurous parents, introduces its stroller and accessories range. The iconic FastFold Stroller (RRP £375) and the compact ProFold (RRP £225 available from 1st of June) empowers parents to turn every journey into an adventure in ANY environment. Both featuring patented one-handed fold, free standing when folded AND added 20K / 20K weatherproof fabrics, Micralite’s strollers are PERFECT for any terrain and all weather. Pair this with the contemporary DayPak Changing Bag (RRP £65) featuring a fold out changing mat, insulated bottle pocket and 25L capacity, and Micralite fully equips life loving parents for their ongoing adventures.

Designed in the UK the feature packed egg incorporates exclusive luxurious extras and stunning finishing details culminating in a stroller that offers maximum comfort and ease of use. The fully reclining pushchair seat has three positions and can be used either parent or forward facing. The chassis has a one-hand fold and is freestanding once folded, all round suspension coupled with a 5 position handle adjustment means the egg is always a pleasure to push. egg is fitted with puncture proof PU polymer tyres which feature Tru-Ride Technology. egg can also be used with the optional coordinating carrycot or choice of car seats creating the perfect travel system.

Email: ellie@micralite.com Web: www.micralite.com

Web: www.eggstroller.com

The ultimate wow

Nipping around With six models to choose from, the multiple award-winning Nipper’s are an excellent solution for any parent.

Each Nipper boasts an extensive list of features - from the ultra-compact and super lightweight Little Nipper, to the effortless to manoeuvre, classic Nipper which got Mumsnet Best Overall Double Buggy 2019, to the legendary Nipper Sport, a favourite for park runs and outdoor adventures. That’s right, legendary! Did you know that Jessica Bruce used the Nipper Sport Double to break the world record for running a marathon while pushing a double buggy - legendary! With the option to attach both a car seat and carrycot to the single models and a bespoke carrycot available for the double models, the Nipper is ready to be your comfortable and accommodating choice for a newborn baby up to four years old. Tel: 01234 924984 Web: www.outnabout.com

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Cosatto Wow XL. The Ultimate Family Unit. Families come in all different shapes and sizes, The Cosatto Wow XL does too. Straight out of the box, Wow XL is a single child Travel System or a double for an older sibling too with no need to buy extras. With multiple riding options including a built-in step ‘n’ ride board Wow XL is flexible and adaptable for every eventuality. 50+ combinations with 50+ possible configurations - should the customer wish to purchase extra attachments – this luxury crafted market leader is the perfect new edition for all families. Tel: 0800 014 9252 Web: www.cosatto.com

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nursery matters JOHN BARKER

Barking Mad This issue, John Barker covers Brexit. the use of Social Media and of course takes a look at Harrogate International Nursery Fair.

ello everyone! I hope this issue finds you all well and more importantly, busy. Two months into 2019 and the marketplace has been as up and down as the Pepsi Max in Blackpool. Some of us have had too much candy before we got on the coaster and now we’re a little green around the gills. By time you’re reading this Brexit will either be imminent or have happened. . . .did we survive? I’ve been storing up food and toilet roll for months in preparation for the coming apocalypse (honest). If we believed the press, come the 30th March we’ll be emerging from our Brexit shelters in to a dystopian world filled with Brexit zombies hell bent on our annihilation. If this is the case I’m changing my name to Rick (Sorry to those that don’t watch the Walking Dead). The truth of the matter is we’ll just end up paying more for everything and as a result cripple an already floundering economy. At least we’ll be able to draw a line under the whole sorry affair and get back to business as usual. As I’ve said before babies will still be born and parents-to-be will need baby equipment. Yes, they may not have as much money to spend on said equipment but they need it all the same. OK, so some of these parents may opt for alternatives to new on the second hand market but

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let’s be honest the market place isn’t going to change that much that we see a significant decline. For me fearing Post-Brexit Britain is pointless, whatever happens will happen and all we can do is try and go with the flow. I guess in a way the best remedy to fighting the coming storm would be to give parents-to-be no reason whatsoever not to visit and shop with you. A proactive presence on social media with regular posts designed to engage and encourage interaction should result in customers wanting to visit your store. It’s safe to assume the vast majority of customers will use at least one form of (anti)-social media and they will no doubt seek out your business here before they even consider visiting you. A well maintained profile is vital, regular posts with good levels of comments and those little thumbs up show to potential customers that your business is doing well. Posts showing new items in store or items arriving soon give customers reason to visit your page regularly, again something that is good for your statistics. If a customer visits your chosen social media page and they find one post in the last four years it’s hardly telling the customer you’re an attentive business. It’s all about the illusion of success. If a consumer perceives your business to be successful and reliable they are

more likely to spend, and more importantly spend big. This leads me nicely on to the Harrogate Nursery Fair. What better way to entice customers to your store

Quest ion s have been asked ab out th e relevan ce an d impo rtanc e of th e Ha rrog ate N ur sery Fa ir over rec ent ye ar s an d w ith th e sh ow attra ct in g such big na mes ba ck th is ye ar, th is sh ould do w on ders for th e sh ow s reputat ion . than having lots of new products to shout about. Products don’t need to be huge or all singing and dancing. A new range of blankets photographed well will be more than enough for a few customers to think

‘I may well visit that store and have a look around’. We’ll be taking some time to wander the halls and look for some little bits not yet spoiled by the internet, some nice products that will generate some sales and earn us some money. As the old phrase says “make hay while the sun shines”. On the flip side of the coin the return of big brand names like Silver Cross and Bugaboo is a welcome addition. And it wouldn’t be Harrogate without the Independents’ friends – Bebecar and BabyStyle. Personally I’m really looking forward to seeing the new version of the Hybrid from BabyStyle. This super clever tandem has always been one of my favourites and I think with some tweaks to its aesthetics it could be a real winner in the tandem market. The product has been criminally under valued in the market and really deserves more love than it gets – so fingers crossed the pretty stick Andy & Co have been beating it with will do the trick. Questions have been asked about the relevance and importance of the Harrogate Nursery Fair over recent years and with the show attracting such big names back this should do wonders for the shows reputation. We as retailers know we are only as good as the products we offer and

john@pramland.co.uk

likewise a trade show must be judged on its exhibitors. When I look back at the brands we brought onboard at the 2018 show and how they have performed in the store I have to say we didn’t do too bad. I’m not saying we nailed it with every brand we added to our range but the majority have hit the shop floor and performed well for their first year. We added some items that, despite us really liking them failed in our store, but that’s retail. If you don’t try something new you’ll never know. The key is knowing your customer base and knowing when to push the envelope. If one particular product or type of product sells well it’s obvious to enhance the range, but trying to second guess customers’ desires is hard. We’ve all had a few customers ask about a brand or product you don’t stock, we’ve all invested money in getting that brand or item in store. And we’ve all ended

up selling said stock off at a discounted price later that year when customers don’t buy it. The most important thing to remember is to buy wisely, test the water and don’t jump in with both feet. Complement

your range with similar products and grow gradually. Again, using social media to post regularly about new additions to your range, the word will soon spread and you’ll be ready to reap the rewards.

So until next month, where I should have some exciting news about developments in the store, have a wonderful Harrogate and if you see me – say hi!

nursery today

talking shop With the doors about to open to Harrogate International Nursery Fair, we spoke to independent retailers to find out why this is such an important event in our trade calendar.

LULLABY’S BABY DEN

Adele Brunt

Why is Harrogate an important trade fair for you to visit ? Harrogate is especially important because we need to support the only UK trade show and it’s a part of nursery heritage.

u Is there a particular category that you will focus on this year ? To be honest, not really but I will be looking out for that one or two stand out products.

What are your expectations this year ? My expectations are high this year! I am hoping to see lots of new pick up lines as last year I was quite disappointed. Are you interested in show-only offers ? Not necessarily, but they can be great to give you a margin boost! Do you feel this a good event to spot new products Well it definitely used to be and would be nice if it continued to be but I feel that you tend to see most of the newness in koln due to the time of year.

Gael Bootman

BUSH BABES BABYSTORE

What are your expectations this year? Obviously BabyStyle’s Gin night! However, that to one side, it will be good to see the return of Silver Cross and Bugaboo. People really should attend these shows as part of the UK industry. I am hopeful that the show will grow again. Are you interested in show-only offers? These are always a bonus and it helps with the viability of going to Harrogate. Do you feel this is a good event to spot new products? Sometimes, it’s good for smaller UK companies and I usually pick up something new. Is there a particular product category that you will focus on this year? Would like there to be more furniture, but that’s unlikely!

KID NAP

Debbie Brown

Why is Harrogate an important trade fair for you to visit? Harrogate is important for us to attend as it keeps us up to date with all the new stock coming out and new colourways. Also we can speak to all the rep’s and get up to date information and training on any new products. What are your expectations this year? This year we are looking forward to seeing Bugaboo and Silver Cross as they were not there last year and we are excited to see their new products. Are you interested in show-only offers? Yes we are always interested in show only offers! For us being a small independent it can be hard sometimes to compete against big online retailers e.g John Lewis, Mothercare etc. Having an offer is great for us as we can then offer our customers great prices. Do you feel this is a good event to spot new products? Harrogate is one I look forward to every year and everyone in the nursery trade talks about it and looks forward to it. I think it’s a ggreat event to release new products, it always gets a lot of attention and it’s at a good time of year! Is there a particular product category that you will focus on this year? This year we will be focusing mainly on the Prams and Furniture.

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Jo Studholme

PUSHCHAIR EXPERT THE SHOP Why is Harrogate an important trade fair for you to visit? Harrogate is a massively important trade show for all to visit whether you are press or retail based. It’s an opportunity to see a whole host of major brands in the UK all under one roof, as well as an opportunity to see smaller brands and new-to-market brands. I feel VERY strongly that the UK be able K should h ld b bl to sustain a trade show on home ground each year. If you don’t visit as press or a retailer, then you are missing out. What are your expectations this year? I have a sneaky suspicion that this year’s Harrogate will be the most exciting yet - last year there was quite a ‘buzz’ that I feel has been lacking for a number of years. As a new retailer, it will be interesting to see how it differs to when I have visited with a digital marketing or journalist’s hat on. However, I do think that there is quite a cross over - I want to see which brands and products are going to be marketed to influence which products I will carry in the shop. Are you interested in show-only offers? Of course - who wouldn’t be? But as well as the offers, it’s an opportunity to touch base with brands and to find out what’s coming over the coming months and of course meet up with industry friends and enjoy a glass of fizz or two! Do you feel this is a good event to spot new products? Yes it certainly is - whether it’s a more refined product we have seen in Cologne or something completely new, we intend to hunt it out. Historically, I always find interesting and innovative products in Harrogate and don’t expect that this will be any different this year. Is there a particular product category that you will focus on this year? Digitally we will continue to focus on pushchairs and car seats but as a retailer I am also interested in a whole host of products including soft goods and perhaps some products I didn’t know I needed until I saw them! It’s about looking at trends and triangulating this with parental needs and wants.

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focus HARROGATE PREVIEW

Heads up for Harrogate 24 - 26 March 2019

Now is the time to really focus. Harrogate International Nursery Fair will shortly be open. With many already pre-registered and booked to attend, is everyone ready to experience this fantastic UK nursery trade event. he main aspect to remember when we talk about Harrogate International Nursery Fair is that this is your only nursery trade event in the UK. This show offers a great opportunity to see many key and new suppliers all under one roof. By attending you will be among the first to spot new trends, experience new product ranges that are being launched, meet innovative new companies entering the market and also have the opportunity to mix with like-minded people. This show has always been referred to as the ‘friendly fair’ and for those who choose to visit, they will certainly agree with this statement.

‘Harrogate is a massively important trade show for all to visit. It’s an opportunity to see a whole host of major brands in the UK all under one roof, as well as an opportunity to see smaller brands and new-to-market brands.’ Jo Studholme, Pushchair Expert the Shop What’s more momentum continued to grow for this years nursery trade show; and as most of the industry plans its trip to Harrogate International Nursery Fair at the end of March, the event has secured major brand names in the industry including JJoie, Nuna, Graco, BabyStyle, Bebecar, UPPAbaby, Peg Perego, Silver Cross, Cosatto, Slumberland, Diono, We Made Me, Hauck, WHL Europe, ABC Design, Obaby, Babymoov, Red Kite, and Shnuggle - to name but a few! The team at Slumberland are ready to exhibit again this year. Steve Birds, Nursery National Account Manager, told us: ‘This year we are excited to return to Harrogate to see our existing customers as well as meet new buyers from across the country to continue our success - and what better place to do it than at the UK’s only dedicated Nursery show.’ Allison Baby, the home of Joie, Nuna and Graco are also looking forward to welcoming visitors to their stand. Managing Director, David Welsh stated: “We are going bigger and better this year! We are excited to be bringing Graco back to Harrogate for the first time in four years, showcasing alongside Joie and Nuna. We have a lot of buzz and excitement in our team and cannot wait to welcome old and new customers onto our stand!” Peg Perego see the show as a must attend event for all. “Harrogate remains the only place to showcase our full range to key buyers. We are committed to our growth strategy through Independents and this is the one place where customers can meet the team and view our full range of new and existing items in one place.” stated Phil Howe. Independent retailer, Jo Studholme from Pushchair Expert the Shop, totally agrees 38

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“Harrogate is a massively important trade show for all to visit. It’s an opportunity to see a whole host of major brands in the UK all under one roof, as well as an opportunity to see smaller brands and new-to-market brands.” Debbie Brown of Kid Nap, also feels this is a good event to spot new products. “Harrogate is one I look forward to every year and everyone in the nursery trade talks about it and looks forward to it. I think it’s a great event to release new products, it always gets a lot of attention and it’s at a good time of year!” Again this year, you can take advantage of the show only offers - which are also a great incentive for those in attendance. Many exhibitors have exclusive show only offers this year - so the money saved on orders placed at the show could potentially cover your costs of visiting! The show will also once again take centre stage announcing the winners of the coveted BANTA awards. These prestigious awards, sponsored by Nursery Today, are judged by industry experts who look at all of the product entires, scoring them on a number of criteria including design, functionality, market need and value for money. Be among the first to find out who the winners are as they are announced during the show. On top of these awards, visitors can also view the selected finalists of the Concept & Innovation Awards. Four innovators have been invited to attend to present their product ideas to the UK nursery industry and you can view these in hall Q with the winner being announced on the Monday at the show. If the show itself doesn’t keep you entertained and product happy, then remember there is also an informative Seminar Programme in the pipeline on a number of topics with speakers covering industry related topics. Speakers include Fraser Bradshaw of Saintnicks who will outline the key steps to strengthening your brand, Ross Hewitt of Secret Pie will take a look at smart social media planning, Jonathan Watson of the Insight People bring you highlights on current consumer trends and Sara Ludlam of 3Volution explains the possible implications for companies after Brexit from a commercial and intellectual property perspective. The full Seminar Programme can be found on the website at www.nurseryfair.com All of this is what cements Harrogate International Nursery Fair as the only dedicated event in the UK for independent retailers and buyers to source all of their wares under one roof. This is a fantastic opportunity for nursery buyers to gain essential insight into future trends and view new products that are launching, giving you the opportunity to respond effectively to consumer demands.

To pre-register your attendance, visit www.nurseryfair.com

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Exhibitors list Exhibitor Name

Stand

5 Point Plus Anti Escape System ABC Design Allison Baby UK; Nuna, Joie, Graco Amawrap B.O.Z.Z. Babeek Baby Oliver Baby Products Association SHOW PRESS Contact Babybay BabyLux Babymoov BabyStyle UK Ltd. Banz (UK) Beaba UK Bebecar UK Ltd Belo + Me Bizzi Growin Blues Babywear Borrn U.K. LTD Bugaboo UK Cheeky Rascals Ltd Concept & Innovation Awards Finalist Otto the Octopus Concept & Innovation Awards Finalist Cot Cool Concept & Innovation Awards Finalist JRNY Concept & Innovation Awards Finalist

Q56 Q110 KS1 Q88 Q62 Q17 Q116 Q126 Q6 Q105 KS12 G7 Q65 Q13 G19 Q95 Q97 KS5 Q64 Q20 KS18 Q124 Q127 Q128

MEDAPTI Cosatto LTD Cotton Boulevard CuddleCo Ltd Diono dolce kidsme bbgg Easy Tots EZPZ c/o BPM Childcare FreeRider Fur coat no nappies Graco Halilit Happy Mummy Ltd Hauck Group Ickle Bubba Invictusbaby UK Isoki c/o BPM Childcare Joie K-Play International Ltd Lässig GmbH LIIP CARE S.L. Little Giants Ltd Mee-go Micralite Ltd Mooncow Ltd Mummy Loves Organics nania - Team Tex Nuna Nursery Today Obaby

Three in one WHL: Hall Q, Stand Q51

Check out three superb brands on the WHL stand. WHL brands include Koo-di, Little Lifestyles and PurFlo the award winning SleepSystem, Little Lifestyles changing bags, plus a multitude of innovative products from Koo-di. Tel: 0845 6806179 Email: richard@whleurope.com Web: www.pinklining.com & www.purflo.com

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Q123 Q15 Q80 KS9 Q18/19 Q11 Q59 Q115c Q81 Q86 KS1 Q73 Q82 KS15 Q69 Q23 Q115b KS1 Q1 Q5 Q83 Q125 Q45 Q29 Q77 Q87 G14 KS1 KS8 G1

Parvel Peg Perego Prince Lionheart Progressive Preschool Roma RSG Innovatoins Ltd Shanghai Ian Industrial Co., Ltd. Sheldon International Shnuggle Silly Billyz c/o BPM Childcare Silver Cross (UK) Ltd. Slumberland Something Special Cheadle Ltd Stars and Snuggles Ltd Storksak, Babymel & Zip and Zoe Sweet Dreamers Ltd The Red Kite Baby Co. Ltd. Thule Topcom Tots Bots Ltd. TouchFinder Tutti Bambini Unilove baby Ltd DCUK Ltd Venicci We Made Me WHL Europe Ltd Ziggle Baby Ltd

Q92 Q4 Q107 Q10 Q79 Q26 Q100 KS21 Q38 Q115a Q41 Q31 KS7 Q90 Q84 Q61 G16 Q132 Q75 Q130 Hall Q Q98 Q48 Q28 G11 Q19 Q51 Q111

*List correct at time of print

Don’t be toxic Borrn: Hall Q, Stand Q64

BPA free, non-toxic, beautiful feeding solutions for children and their parents.

A new British brand, BORRN, will debut an innovative silicone feeding bottle which is a TWO–PIECE structure: an ultra-wide silicone teat and a silicone bottle. Equipped with twin-shot injection moulding technology, the silicone teat becomes a single part, unlike traditional separation of a teat and a ring. When fastened with the silicone bottle body, it forms a total silicone storage environment, with bottle’s plastic parts fully encapsulated - it’s where the innovation is. Stylishly designed in London to make it a unique appearance and manufactured in UK at a medical-grade factory, it’s planned to have an official launch in July this year. Tel: 07949313696 Email: michele@borrn.com Web: www.borrn.com

E 4 B * F H E 84

Paloma Faith for Cosatto. Giggle Special Edition. Hear us Roar. oar.

The Paloma Faith prams are unleashed. Come and discover the wildest prams and pushchairs in existence. Hall Q Stand 88. Join the revolution.

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Perfect partnership Diono & We Made Me: Hall Q, Stand: Q19

For the first time, Diono will exhibit at the Harrogate International Nursery Fair alongside We Made Me.

We Made Me, the exciting and innovative babywearing brand was acquired by Diono in 2017 and the two brands will come together on stand Q19. Diono’s 2019 collection includes an enhanced range of car seats and wheeled goods - all lovingly engineered for the joy of the journey. We Made Me will show its range of award-winning carriers and slings alongside a new collection of layette. For more information and to arrange an appointment call Diono on the below number. Tel: 01827 310557 Web: www.uk.diono.com

Two seconds Topcom: Hall Q, Stand: Q75

ter Topcom’s new infrared thermometer gives accurate results in just two seconds.

This thermometer is suitable for checking body temperaturee (either via forehead or ear), ambient and bath water. The thermometerr includes a ff and fever alarm for when the reading is above 38C. Auto shut off indicator for when the probe needs cleaning. Tel: 01527 557 700 Email: sales.uk@smartwaresgroup.com

Vista of colours

Great new ranges Red kite Baby Co: Hall G, Stand: G16

Meet the friendly team and view Redkite’s new product launches.

The Red Kite Baby will again be exhibiting at the Harrogate trade show following last year’s success, offering the opportunity to meet face to face with all of the stockists who have supported the brand over the last twelve months. As normal there will be new product launches, new colour schemes and an introduction to the anticipated “Peppermint Trail” and “Daisy Meadow” ranges. They welcome all existing, along with any potential new, stockists to visit the stand for an introduction of Red Kite’s 2019 range. Tel: 01454 326555 Email: enquiries@redkitebaby.com Web: www.redkitebaby.com

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DCUK: Hall Q, Stand: Q28

As well as three stunning new Vista colours, UPPAbaby are proud to be launching the new Mese i-Size infant carrier at Harrogate. The new Mesa i-Size is R129 compliant and intuitively designed with the SmartSecure system – an easy installation that combines an electronic indicator panel providing visual and audio confirmations to ensure correct installation the first time and every time. A no-rethread harness with Side Impact Protection confirms a proper fit and grows with the child. The Mesa i-Size paired with the Vista and Cruz strollers without adapters delivers a travel system that is the ultimate in portability and convenience. Adapters are available for the Minu stroller. Tel: 01422 383555 Email: info@dcukltd.com Web: www.dcukltd.com

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unity Fantastic opport

Babymoov nesting at Harrogate Babymoov: Hall Kings Suite, Stand: KS12

Multinational, award-winning brand Babymoov will reveal their beautiful NEW organic baby nest for the first time at Harrogate among other 0! competitive new products for 2019 and 202 s of the two exclusive design Babymoov invite you to be the first to see the first softest organic cotton the with made is which n cocoo oo Babymoov Doom breathability for baby. The um maxim including a soft mesh head area to ensure from birth up to 8 months. baby with grow to baby nest can be adjusted in length the 2019 Madeformums Awards, With 5 new sophisticated products shortlisted in with advancements in our about you’ll want to come and see what all the fuss is tent range and the full V anti-U , range best-selling video monitor range, sleep rs! colou all in tion collec bag ing premium new chang Tel: 01823 772995 Email: swinskill@babymoov.com Web: www.babymoov.co.uk

Trio of new products Micralite: Hall Q, Stand: Q29

Micralite, the innovative nursery travel brand known for its thoughtfully designed collection for trend setting, adventurous parents, will be unveiling a trio of NEW products. Powering parents through everyday life while turning each journey into an adventure, Micralite’s collection empowers both mums and dads alike to explore ANY environment with complete ease and unrivalled comfort. Products that will be launching include the stylish and feature rich DayPak bags, the 3-in-1 Sleep&Go Travel Cot and the ProFold – their newest and most compact stroller. Start your adventure! Pay the Micralite team a visit on stand number Q29. Email: ellie@micralite.com Web: www.micralite.com

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d: G1 Obaby: Hall G, Stan

be exhibiting once to ed ht lig de e ar by Oba sery Fair. arrogate Nh ur H ’s ar ye is th at n stin ai ag up wit exi g and tic opportunity to meet aby’s exciting and As well as being a fantas is key for showcasing Ob e gat rro Ha , ers tom potential cus showcasing their brand . This year they will be ion ect sel ry rse nu ted dedica Stamford range. ng with the much loved ve show offers, new Madrid range alo e advantage of =exclusi tak to G1 nd sta it vis Ensure you aby nursery product. e the vast range of Ob enc eri exp to d an as ide display Tel: 01652 641491 uk Web: www.obaby.co.

The friendly fox Mooncow: Hall Q, Stand: Q77

Ethan the Fox was awarded “Consumer Choice Teething Toy” for Best Baby and Toddler Gear Awards 2018.

Ethan is a fun new natural rubber teething toy designed by parents at Mooncow Ltd to help a baby’s sense of sight, touch, sense and smell, with lots of tasty bits to chew on to ease the pain of sore gums. Now Ethan the Fox is no ordinary Fox he is a totally adorable, ergonomically designed teething Fox that’s got babies literally drooling with excitement. This friendly fox is made of 100% natural rubber from the Hevea tree. His debonair design and soothing texture will bring some foxy fun to the teething game. Meet Ethan and the Mooncow team at the show to hear about some exciting new developments for 2019. Tel: 01992 301 061 Email: sales@mooncow.co.uk Web: www.mooncow.co.uk

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All in the flex Looking for a stroller that is there when you need it but stores neatly away when you don’t? At only 8kg, Flexa is Diono’s ultimate lightweight and flexible stroller, perfect for big city living. Suitable from birth to 45lbs (20kg). (USA/CA) Suitable from birth to 15kg (EMEA) lexa was born from the need for practical performance married with a compact storage solution. The result? A stroller with a clever, vertical fold and a minimal storage footprint, perfect for the hallway closet. The clever supporting feet also make Flexa free-standing when folded, so you can wave goodbye to wheel scuffed walls. Many strollers offer great style but no substance, all beauty but no practicality, at Diono they don’t believe in compromises. Just because Diono make a stroller that is compact, they still demand high quality and durability. With all the durable performance and build quality you’d expect in a full-sized

stroller, Flexa is ready to go from birth to 15kg (approx. three years old). Get ready to take on the city with all-round suspension and double back wheels for great performance on the move. And when it’s time to take a break, the super-telescopic handles can be minimised to allow you to use your stroller at the table and fit in the tightest of spaces. Lovingly engineered for total child comfort with a full lie-flat seat position and roomy dimensions, providing plenty of space to grow. Every feature has been carefully considered, from the roomy seat with tall back rest, Paparazzi-Proof hood, padded bumper bar, folding footplate and integrated calf support. They’ve even thought of those family shopping trips, with quick access side basket for extra storage on-the-go. So, when you’re ready to flex in the city, think small but fierce with Flexa.

What makes Flexa great Closet Common Sense Our no-nonsense “free-standing” vertical fold minimizes your stroller footprint in one simple action. Supporting feet allows the stroller to stand securely upright so you can simply fold and store here, there and everywhere. The unique design tucks away the stroller wheels too so you can wave goodbye to scuffed walls.

City Ready At only 8kg, Flexa is perfect for big city living. The all-round suspension and double back wheels make it easy to navigate downtown streets and the puncture-proof tyres are guaranteed to keep you on the move.

No Compromise The compact design does not mean we have compromised on performance, this stroller has all the durable performance and build quality of a full-sized stroller. Suitable from birth to 15kg (or around three years old) Flexa is big when you need it to be and small when you don’t.

Tel: 01827 310557

Telescopic Handles Telescopic handles featuring four positions make the stroller height fully adjustable and tailored to every user. When it’s time to take a break, the super-telescopic handles can be minimised to allow you to use your stroller at the table and fit in the tightest of spaces.

Considered Comfort Every special feature has been carefully considered. From the two height position hood to adjust as baby grows, roomy seat with tall back rest, the Paparazzi-Proof hood, the padded bumper bar, the folding footplate, and the integrated calf support - all lovingly designed to ensure your child’s comfort.

Optional Extras Choose from a range of specially designed accessories to compliment Flexa which includes the Diono all weather footmuff, seat liner and newborn pod.

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We look forward to our debut show at

to introduce our baby and kids range, including: Baby Monitors Thermometers Scales and Accessories

To find out more, pop by stand Q75 in the new products zone, email sales.uk@smartwaresgroup.com or call us on 01527 557 700

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Time to be Bizzi Bizzi Growin: Hall Q, Stand: Q97

Bizzi Growin are extremely excited to be exhibiting at Harrogate for the very first time this year!

It’s a great opportunity for them to showcase their fantastic product ranges to both existing and new customers. On their stand you will find lots of trend led product lines, and this year they are launching their gorgeous ‘Little Rebel’ fur blanket range, as well as adding two stunning new colours to the ever popular Koochicoo collection. Baby sleeping bags are a key item this season, and you will find a gorgeous range of characters: Flamingo, Panda, Unicorn, Sloth and Dinosaur, with more coming, so watch this space! Tel: 01772 237014 Email: b.rowlands@bizzigrowin.com Web: www.bizzigrowin.com

Wish upon a snuggle Stars and Snuggles: Hall Q, Stand Q90

It’s all stars and snuggles in hall Q with this versatile travel wrap.

Hauck head for Harrogate Hauck: Hall Kings Suite, Stand: KS15

Once again Hauck will have a packed stand full of exciting new products as well as some old favourites brought up to date in new colourways.

Among the ‘must sees’ are two new Disney designs ‘Cool Vibes’ and ‘Pooh Cuddles’. They also have a new side-by-side twin that will take two car seats, the ‘Rapid 3 Duo’ and the ‘Face to me’ bedside cot. Also showcasing will be their ‘iPro Series’ – a range of mix + match products including two new car seats both in iSize, a base to go with them and two new strollers, the ‘Apollo’ and the ‘Saturn’, plus matching hard carrycots. All components are available individually. Tel: 01978 664362 Email: sgriffiths@hauckuk.com Web: www.hauckuk.com

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The Stars and Snuggles Baby Star Travel wrap is so versatile serving as a replacement for a jacket, shawl, snowsuit and pram blanket. It is suitable for a car seat and was car crash tested in 2018. This super soft and snuggly star baby travel wrap is aimed to make parents’ life that bit easier. Suitable from birth to around nine months old and comes in two sizes. Keeps your baby warm from head to toe from home to pram, buggy, sling or generally when out and about – check it out, you’ll love it!! Tel: 07939111834 Email: sarah.crompton@starsandsnuggles.co.uk Web: www.starsandsnuggles.co.uk

Everyone loves a cuddle CuddleCo: Hall Kings Suite, Stand: KS9

CuddleCo will again be exhibiting at Harrogate this year with their award winning products. Visit the CuddleCo Stand this year to view the award winning Doona Infant Car Seat, Hamilton strollers, Childhome highchairs and Bamboo Cot and Cot bed Mattress Range, all of which are must have ranges for 2019. The team are looking forward to welcoming you to their stand. Tel: 0161 702 5062 Email: sales@cuddleco.co.uk Web: www.cuddleco.co.uk

Safer sleep Baby Dunlopillo: Hall Q, Stand: Q31

Baby Dunlopillo are delighted to debut their first cot mattress collection at this year’s Harrogate Nursery Fair. As the UK’s leading manufacturer of pure latex mattresses, Dunlopillo have cleverly innovated the Baby Dunlopillo Safer Sleep mattress to embody all the beneficial characteristics of natural latex to make a truly unique and premium cot and cot bed mattress. With anti-allergenic, anti-bacterial and anti-microbial properties; the 100% Dunlopillo latex Safer Sleep mattress provides a naturally healthy sleeping environment for precious little ones which is inherently dust-mite and mould resistant and naturally breathable. Offering ergonomic support that adapts to baby’s profile and movement for a deeper and more restful sleep, the UK made Safer Sleep mattress also offers a five year guarantee for peace of mind. Visit Baby Dunlopillo at the Harrogate International Nursery Fair on Stand Q31 to experience the premium Safer Sleep mattress and for the chance to ‘Win a bed’ over £3000! Tel: 07867 397699 Email: Steve.Birds@steinhoffukbeds.co.uk

Awarded “Consumer choice Teething Toy” for Best Baby and Toddler Gear Awards 2018. Ethan the fox is no ordinary Fox, he is a totally adorable, ergonomically designed teething fox that’s literally got babies drooling with excitement everywhere. This friendly fox is made of 100% natural rubber from the Hevea tree and with his debonair design and soothing texture Ethan is binging foxy fun to the teething game.

Come and meet Ethan Hall Q in Stand , Q77

t 01992 301061 • 07590 444066 e sales@mooncow.co.uk w www.mooncow.co.uk

focus HARROGATE PREVIEW

Key lines Peg Perego: Hall Q, Stand: Q4

The UK Peg Perego team is looking forward to welcoming existing and new customers to . the stand in Hall Q to review key lines Book

This year you can view key lines including the award winning Modular Systems, Highchairs and Car Seats, as well as the new Ypsi Modular System and Primo Viaggio i-Size Car Seat. In addition the Prima Pappa Follow Me highchair will be launched in a new colourway “Hi-Tech Licorice” featuring black eco leather seat and chrome legs. New to the car seat range is the Viaggio FF105, providing forward facing safety for children aged 1 to 4 years - approved in line with the new ECE R129/00 i-Size standard. The team is also planning a few more surprises, so please visit the stand to find out more! Web: www.pegperego.co.uk

Follow the flock SweetDreamers: Hall Q, Stand: Q61

Don’t forget to visit the SweetDreamers stand, where they will be proudly showcasing their fabulous flock! After an amazing start to 2019, with orders flooding in from both the majors and independents alike, there certainly appears to be no decline in the popularity of the UKs most popular sleep aid; ewan the dream sheep. Having listened to feedback from loyal ewan fans, SweetDreamers certainly don’t miss a ‘bleat’ and have made some improvements to their Deluxe smartCry sensor pod, just in time for it to be showcased at this years Harrogate fair. With brand new additional soothing sound plus enhanced functionality, the all new ewan Deluxe is definitely worth checking out! ewan Deluxe joins the SweetDreamers multi award winning range of innovative sleep products: the iconic ewan the dream sheep® together with ewan snuggly and uber cute baa baa blankie, in both purple and grey, all of which are being showcased during the fair. Affordable RRP’s and attractive trade prices, together with special show offers make visiting SweetDreamers a must, so why not pop along to stand Q61and say hi to the flock! Tel: 02392 262332 Email: harry@sweetdreamers.co.uk Web: www.sweetdreamers.co.uk

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Aw A ward wiin nniing Roma Prams: Hall Q, Stand Q79

Gold award winning “Best Travel System under £500” in 2018. The new design Vita² comes with everything you need for £450. Stroller, carrycot, car seat and all accessories are included. The Vita²

has a whole new look, with stylish leather accents and new design changing bag, as well as five new stunning fabric options. The Vita² now has coordinating hood linings for a more premium look. Improved for 2019, there are many enhanced design features, including a reinforced front wheel unit and shopping basket, for the ultimate strolling perfor mance on a lightweight stroller. In stores from March 2019. Tel: 0130

5 853080 Web: www.romaprams.co.uk

Perfect slumber Slumberland: Hall Q, Stand: Q31

returning Slumberland are looking forward to third year, to the Harrogate Nursery Fair for a ing exhibiting their popular award-winn s. Slumbertime mattresse award unt Manager says: “Continuing on our

Steve Birds, Nursery National Acco Cot Slumbertime Luxury Pocket Sprung success, we were over the moon for our a and uct’ Prod ty Safe t ‘Bes for rd Gold Awa Mattress to be awarded a prestigious rds.” Awa at the 2019 Mother & Baby Silver Award for ‘Best Sleep Product’ ing to return to Harrogate to see our exist ed excit are we Steve adds: “This year our inue cont to try coun the ss from acro customers as well as meet new buyers sery than at the UK’s only dedicated Nur it do to e plac r bette t wha and success show.” stand located at Q31! Make sure you visit the Slumberland Tel: 07867 397699 ds.co.uk Email: Steve.Birds@steinhoffukbe

Start Your Adventure We provide high performance products that encourage family adventure every single day. It’s a philosophy that lives in the heart of everything we create at Micralite. We are excited to present the Micralite Travel Collection, three innovative new products designed with the needs of today’s busy parents in mind.

Visit us at the Harrogate International Nursery Fair at stand Q29 to discover more!

micralite_

Micralite.UK

We’d love to see you at Harrogate Hall Q, Stand No. Q51

Come and share in the excitement of our new products and designs. Email: nicola@whleurope.com or ruth@whleurope.com | Tel: +44 (0) 1384 29853

focus HARROGATE PREVIEW

Feel the full range BabyStyle: Hall G, Stand: G7

Once again BabyStyle will have a stand packed full of their entire current range as well as some exciting new products, new colours and updates for existing lines.as well as the new member of

On show will be a whole new colour range for egg at Harrogate last year for the first time will also the egg family, the Caiman. The Oyster3, revealed seats. be on show along with the Oyster Carapace car see the launch of Hybrid 2 along with the will gate Harro and d restyle been has id The Hybr . range new supremely stylish Noble furniture ing their now famous Gin party, so pop along On the Sunday evening BabyStyle will be throw from 5pm for a well-deserved G&T or two. Tel: 01509 816444 Email: info@babystyle.co.uk Web: www.babystyle.co.uk

Smart monitoring Liip: Hall Q, Stand: Q83

Liip Smart Monitor is the world’s first smart bracelet for baby healthcare. It aims to comfort parents providing them with information about their baby’s well-being, as well as allaying their concerns and doubts as their child grows. Liip detects and monitors a baby’s main vital signs, such as oxygen levels, heart rate and distal temperature, and records them on the LiipCare app. With this unique technology, parents are provided with relevant and valuable information related to their baby’s breathing, heart rate and sleep patterns, a feat not achieved by any other monitoring system presently available. Email: david.guemez@liip.care Web: www.liip.care.com

Breath of fresh ‘Air’ Shnuggle: Hall Q, Stand: Q38

The first bedside crib-to-cot system keeping baby safe, snug and secure.

Shnuggle are proud to showcase the brand new the ‘Shnuggle Air Bedside Crib’ at Nursery Fair this year - the only bedside crib-to-cot from birth to beyond. Combining all the key features of baby’s first bed to provide a safe, close and cosy sleep space from birth, the Shnuggle Air is uniquely designed to grow with baby; converting to a stylish cot and extending the safety and comfort for toddlers up to approximately two years of age. Dual view, mesh sides help to maximise airflow as well as allowing parents to keep a watchful eye on baby. Extremely versatile, The Shnuggle Air has seven height adjustments and features a gentle incline option to help ease colic and reflux and a uniquely designed airflow mattress The Shnuggle Air Cot Extension Kit easily extends the crib by adding a few frame extensions, larger bed base and fabrics. Add the Shnuggle Air Cot - Airflow Mattress (sold separately) to complete baby’s new cot. g of bedding including moses, To complement the Air, Shnuggle will also be launchingg a range crib and cot sheets , uniquely designed from 100% cotton, available in three designs – hearts, boats and clouds. For more information or to book an appointment, please contact Sarah@shnuggle.co.uk Tel: 02891 815169 Email: hello@shnuggle.co.uk Web: www.shnuggle.com

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British Born Blues Babywear: Hall Kings Suite, Stand: KS05

Beautiful, British designed children’s wear. Fashionable children’s clothing from birth to toddlers is Blues Babywear speciality and they are a leading supplier to many distributors and high street stores throughout the UK and Europe. Blues Babywear garments are created by their own team of British designers, influenced by global fashion trends offering a “British” feel to each quality collection. Tel: 0161 828 8730 Email: sales@bluesbabywear.com Web: www.bluesbabywear.com

Celebrity status Cosatto: Hall Q, Stand: Q88

Cosatto set to turn heads at Harrogate with the wildest celebrity collaboration yet. Cosatto have always believed in celebrating parenthood by creating baby products that make a statement and stand out from the crowd. Now together with guest designer and British icon Paloma Faith, their latest collaborative range is irreverent, opulent and confident, bringing a new dimension to the whole parenting experience. Join the revolution and visit the wildest prams in existence at Harrogate International Nursery Fair where Cosatto will be showcasing their ystems, car latest range of travel systems, seats and highchairs. Tel: 0800 014 9252 Web: www.cosatto.com

Bold & beautiful! Unique nursery interiors

To become a stockist please contact: Cathy Bolton- Director Email: c.bolton@bizzigrowin.com T: 01772 237014 M: 07835 564182

Bebecar is ready to dazzle Bebecar: Hall G, Stand: G19

Check out the new fabrics on the Bebecar stand! Harrogate always signals the launch of Bebecar’s new fabrics, and in 2019 the star of the show is sparkly. Very sparkly. When it previewed in Cologne, a video of the Glitz pram went viral (3 million views and counting). Commercial Director, Kevin Golding said: “In Cologne we had an amazing reaction to our Glitz fabric, so we’re very excited to see the reaction from the rest of the UK trade. Harrogate oﬀers the opportunity to showcase our whole collection in one place, and we’re looking forward to sharing it with our customers, along with light refreshments on our stand.” Tel: 01692 408801 Web: www.bebecar.co.uk

supplier snapshot We spoke to some of the industry’s finest to see what will be on offer this year at Harrogate.

David Welsh GRACO - STAND: KS1

Phil Howe

PEG PEREGO - STAND: Q4 What can visitors expect on the stand? The UK Peg Perego team is looking forward to welcoming existing and new customers to the stand in Hall Q to review key lines, including the award winning Book Modular Systems, Highchairs and Car Seats, as well as the new Ypsi Modular System and Primo Viaggio i-Size Car Seat. Will you be launching any new products? Harrogate remains the only place to showcase our full range to key buyers. We are committed to our growth strategy through Independents and this is the one place where customers can meet the team and view our full range of new and existing items in one place. As we enter our third year trading in the UK, our range and sales are growing and our Italian heritage is strengthening with UK parents. It’s an exciting time for us, and a critical show to be exhibiting at. At Harrogate we are launching the Prima Pappa Follow Me highchair in a new colourway “Hi-Tech Licorice” featuring black eco leather seat and chrome legs. New to the car seat range is the Viaggio FF105, forward facing seat from 71 to 105cm in height and 20kg weight (approx one to four years) that enables parents to keep using their i-Size base for longer - approved in line with the new ECE R129/00 i-Size standard. The team is also planning a few surprises at the show, so please visit the stand to find out more! Throughout 2019, customers will see more innovation comingg through all of our key categories. Wee aim to keep up the momentum with a series of upgrades and launches, all of which underpin Peg Perego’s ethos for creating quality products for the modern family with thoughtful touches of Italian luxury.

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What can visitors expect on your stand this year? We are going bigger and better! We are excited to be bringing Graco back to Harrogate for the first time in four years, showcasing alongside Joie and Nuna. We have a lot of buzz and excitement in our team and cannot wait to welcome old and new customers onto our stand! Why is Harrogate important to you as a company? Harrogate as always provides us with the opportunity to connect with all of our retail partners, small and big, and show our ranges to our loyal customer base. It’s an important industry event, the only one of its kind in the UK. Will you be running any specific show only offers? Yes absolutely! Although we offer promotions to our customers regularly over the year, we like to show our support and extra thanks to those that come and visit us at Harrogate with some exclusive show only offers. Come and see us to find out more! Can we expect to see any new product launches this year? The whole range for Graco has had an overhaul from a fashion perspective. We will also be showcasing Graco’s first ever Gr 0+1/2/3 car seats which are rearward facing up to 18kg (four years approx.), SlimFit and SlimFit LX. We are expanding the i-Size range with a new amazing value-for-money infant car seat, SnugEssentials i-Size with a new isofix base.

Andy Crane

BABYSTYLE - STAND: G7 What can visitors expect on your stand this year? Once again the BabyStyle stand will be filled with their exciting range of pushchairs, strollers, nursery furniture and accessories. The Oyster3, which has quickly become a firm favourite with parents will be there alongside the new Prestige collection as well as egg showing a whole new colour range. In addition there will be several al new launches.

Annabelle Cording BABYMOOV - STAND: KS12

What can visitors expect on your stand this year? A whole lot of new! From Organic baby nests to tipi tents and our biggest capacity Nutribaby yet, we have some key new products that have been closely designed with our retailers in mind! Popular playtime products, dual-function and superior features put Babymoov as a growing brand in a very strong position in the market this year. Will you be running any specific show-only offers? We will have attractive exclusive offers for both new and existing customers at Harrogate so do book an appointment in advance with us to benefit from those! Can we expect so see any new product launches this year? 2019 is a huge year of new launches for Babymoov and a few that the UK team have worked particularly closely with the product designers on, to ensure these tick every box for our retailers. Our stand at KS12 will also exhibit the full new changing bag range for the first time in all three colours as well as our next generation best-selling anti-UV tent range - which now also doubles up as a paddling pool! Our playful sister brand, Badabulle will also be on display at Harrogate with a selection of fun travel, feeding and popular playtime products including the brand new Jungle Tipi tent!

wWill you be running any specific showonly offers? There will be plenty of show offers this year ar from BabyStyle and all will be revealed at the show. ct Can we expect so see any new product launches this year? New this year will be the egg Caiman, thee new Noble furniture collection and Hybrid 2. Are you running any events during the show? Yes, as ever BabyStyle will be celebrating Harrogate with their official Gin Party on the Sunday. So, after the day’s business has been concluded and you feel like kicking back and relaxing then head to the BabyStyle stand at 5pm for a nice relaxing G&T or two.

Sue Griffith HAUCK - STAND: KS15

What can visitors expect on your stand this year? Certainly a warm welcome! We’re always pleased to see our existing customers and any new ones because it gives us the opportunity to demonstrate in more detail the functionality of our products. Will you be running any specific show only offers? Yes we will but these are under wraps for now. Anyone interested will need to come along to our stand to find out what they are! Can we expect so see any new product launches this year? The most important launch for us is the ‘iPro Series’ , a ‘Mix & Match’ set of components including two iSize car seats for newborns and toddlers, with matching ISOFIX base and two new strollers. For indoors there are lots of new colourways across our travel cot range and a compact folding high chair, the ‘Sit’n Fold’.

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Steve Birds

SLUMBERLAND/BABYDUNLOPILLO STAND: Q31 What can visitors expect on your stand this year? We are delighted to be exhibiting for a third year our award-winning Slumbertime Collection which is proudly exclusive to the independent market. Our Slumbertime Collection enjoys continued success; to be awarded a prestigious Gold Award for ‘Best Safety Product’ and a Silver Award for ‘Best Sleep Product’ at the 2019 Mother & Baby Awards for our Slumbertime Luxury Pocket Sprung Cot Mattress is a true testament to the quality of our UK made product. We are also excited to debut our premium Baby Dunlopillo Safer Sleep mattress at the Harrogate Nursery Fair this year which is a truly unique product that embodies all the wonderful benefits of natural latex. From antiallergenic, anti-bacterial and anti-microbial properties, to ergonomic support and breathability, we’re proud to offer a safe and healthy sleep environment for precious little ones that is also 100% eco-friendly. Will you be running any specific show-only offers? Yes, we will be running show exclusive offers at the Harrogate Nursery Fair. We love seeing and meeting buyers at the show and we think it’s important to have strong promotions exclusive to those retailers attending the exhibition. Can we expect to see any new product launches this year? We are excited to be launching new in-store POS systems this year for both our Slumberland and Baby Dunlopillo brands which will be available to all our independent customers. As a company we want to support our retail partners with strong POS, plus a dedicated Account Manager to ensure they have the best tools and resources for educating customers on the key unique benefits of each of our products for ultimately making sales. Are you running any events during the show? After the success of last year’s competition we’ll again be running our ‘Win a bed’ competition! It’s an opportunity for one of our lucky retailers to win a bed over £3000! We recommend visiting our Slumberland and Baby Dunlopillo stand located at Q31 to view our collections and if you need to put your feet up - give our comfy bed a try!

Richard Bamforth DCUK/UPPABABY - STAND: Q28

What can visitors expect on your stand this year? A very warm welcome from the DCUK team. As ever, there are new products from UPPAbaby, but our portfolio has extended again since last year and we are very proud to now be offering Cloud b products as well as continuing with award-winners such as Cognikids, Nomi, Halo and the great value mattress collection by MyBabyMattress. Will you be running any specific show-only offers? People need to visit the show to find out! Can we expect to see any new product launches this year? Yes, this is another big year for UPPAbaby with the launch of their MESA i-Size car seat and base which we are showcasing at Harrogate just prior to launch, as well as three new colours for the VISTA. The Spenser fabric is a real head-turner! There are launches also in the pipeline across our other brands which we can discuss with retailers at the show. Are you running any events during the show? No, but we’re likely to be heading to one or two at the end of a long day on the stand!

Molly Francis Coleman

ROMA PRAMS - STAND: Q79 What can visitors expect on your stand this year? Lots of innovation! We have improvements nts on current models as well as some new product launches we are very excited to debut. Will you be running any specific show-only offers? Yes we will have offers for new and existing retailers. These offers will be available exclusively to those who attend the stand at Harrogate. Can we expect so see any new product launches this year? Yes! There’s lots of newness at Roma thiss year. We have some products we’re showing for the first time and would love to get retailer feedback. Are you running any events during the show? As well as special offers, all retailers who place an order will be entered into a draw to win a new Capsule2 for their shop floor!

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focus BABABING

BabaBing! continues to grow This issue we question Jamie Robinson, Sales & Marketing Director, BabaBing! Having firmly established themselves within the nursery sector, there is further expansion within this innovative company with the launch of their new pushchair. Here we find out more. BabaBing! were established in 2005 and is well known within the trade but many readers may not know that it’s a real family business – tell us a little about your background?

You have added to your collection with the introduction of the Raffi Pushchair. What made you decide to enter this competitive sector and what do you think sets the Raffi apart?

We set up the business back in 2005. Myself and my brothers Nick and Ashley started BabaBing! from one of our bedrooms and we used our Dad’s garage for storage! I worked in the Sports & Fashion Industry for brands including Converse, Nike and Umbro so had lots of experience running both big national accounts as well as key regionals. Nick came to the company with a background in engineering and he actually began his career designing and manufacturing instruments for use in keyhole surgery. Ashley was the brother who came with nursery industry experience having worked within the design department at Mamas & Papas as well as designing for a blue-chip cosmetic brand. We recently recruited Katie Adamson-McMinn to the team. She is no relation but was the perfect fit for helping us grow BabaBing! as she has many years retail experience running her own nursery store and is well known within the industry and more importantly understands the sector and products which makes her a huge asset going forward.

Our plan was never to just stay within the accessories sector, we always wanted to evolve and develop into new categories when the brand was established. Raffi has lots of features like the “Air V” system which offers temperature and airflow control around the baby by opening the air holes in the bottom. We have also used technical breathable fabrics for the lining materials which means baby is warm when it is cool and cool when it is warm. We have registered this as “KoseCool”. We have also incorporated a unique feature into the carry cot which means you can incline or decline the carry cot base - really useful if your baby is suffering from Reflux. Ultimately, we designed the Raffi with one thing in mind – ease of use and with its one hand collapse we think we have achieved that. The fabrics used in Raffi’s upholstery also have a fresh modern look using knits and adding texture to the hood and carry cot apron which give it that all-important wow factor that we know expectant parents also consider high on their list of priorities.. As well as the important style, we incorporate practicality, safety and comfort for baby and an aggressive price point for consumer. What has the reaction from customers been to the Raffi?

(L-R) Nick Robinson, Jamie Robinson, Katie Adamson McCinn, Ashley Robinson 58

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We have been overwhelmed with the positive reaction and the repeat orders that are coming in are testament to the reaction from both retailers and most importantly the consumer. Our retailers tell us that it normally takes approximately 6-8 weeks for customers to finalise their pushchair purchase once they have viewed it for the first time. So to have such an instant reaction since our first stock was delivered has been testament to what a great product “Raffi” is. We planned for demand being high and have therefore employed a tight distribution strategy working only with retailers who have a strong bricks and mortar business. In return, we offer all new accounts a supremely attractive margin opportunity alongside ongoing sales support from the team. We of course

appreciate that retail is extremely tough at the moment and so we want to offer retailers the incentive to showcase the Raffi to its full effect which is on the shop floor giving customers the chance to get to grips with the product alongside other brands. We want retailers to support the Raffi via their social media platforms as well as in store to assure customers of the best possible service and aftercare. We are always on hand to support our retailers so they can communicate the Raffi’s attributes with authority. As a company, you always look at products that Dads will want to use and be seen with too. Do you think that’s especially important for nursery brands to consider?

Of course, we feel that Dads are important too, but we do not want to be pigeon holed into a brand that is appealing to just dads. Sales in our other products will show we are very popular with mum too. I think that because we are a company that was started by a band of brothers we were seen as a ‘Dad brand’ but this couldn’t be further from the truth based on our sales to mums. Katie sees it from the mum’s perspective and already has input at the design and concept stage. Katie also knows how push chairs work for mums and what they are looking for in a pushchair, she can support retailers making sure Raffi is well placed and helping to train in store staff on Raffi’s useful features, like the one-handed close and the other key selling features. Are there further product developments on the horizon?

Yes! which we will be keeping under our hats for now watch this space!! And finally – What’s it like working with your brothers?

Good, we trust one another 100% and that means that any decision one makes is the right one for the company going forward. However, we have Katie now who is quite happy banging our heads together if we disagree! Whilst it’s great working with my brothers we did need someone to give us that

www.bababing.com

THE

BABYSTYLE TROPHY A NEW CHALLENGE CUP PROVIDED BY BABYSTYLE TO CELEBRATE THE 21TH YEAR OF THE NURSERY TODAY GOLF DAY

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

Now the company they represent as winners of the four-ball competition will hold this handsome trophy in their showroom/ofﬁce for one year as proof of their participation in this wonderful sport. MAKE A DATE IN YOUR DIARY Tuesday the 25th June, Puckrup Hall, Nr. Tewkesbury and just a couple of minutes off the M5.

Cost £100

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

social media ROSS HEWITT

Power to (but mostly from) the people This issue Ross Hewitt reminds us why Harrogate is more important this year than ever. owards the end of this month the UK will face one of the most important events in modern history which w could have a major impact on our o industry…yes, that’s right, a resurgent Harrogate Nursery Fair r begins b on the 24th March, with a growing list of major brands returning g to t the fold! I have said it before, and it rings truer every year; the Harrogate t show is my favourite event of the calendar aand it is the people that make it so special. gene climate of ‘people’ In a general seeming to be a divided bunch it is important to focus on the positive power of p people and this North Y k hi platform gives everybody Yorkshire

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the chance to shake hands, smile at each other, share feedback, make plans and work towards a better baby products distribution and retail environment for all (consumers included).

People are the most important ‘P’ Marketing theory revolves around the principles of four very important ‘P’s…namely, Product (things made and sold), Place of Distribution (where things are sold), Promotion (communication and advertising) and Price (how much things sells for and market position). An ‘ideal’ marketing strategy weaves those 4 ‘P’s into a symbiotic and successful harmonyy that leads to

products being sold in the ‘right’ brand environment in response to efficient consumer messaging at a price that manufacturers and retailers make profit on. People is the fifth ‘P’ and the glue that binds the others together. At Harrogate it is People that will bring the products to life. Strollers on stands can be admired but having a passionate person talk you through a demonstration is all the gold. Being brought that cup of coffee or bottle of water when you sit down in someone’s booth to discuss orders, after an hour of traipsing around the halls, is all part of the marketing experience. Chatting (and gossiping?) and having your

questions answered there and then by a person is important for so many business decisions at a trade show. People playing together as an industry for a few hours is crucial, so whether you start with a gin at BabyStyle on the Sunday or finish with a lukewarm beer in the Majestic on Tuesday, just take a moment to savour the energy of the people around you. It’s all marketing, but it is the very human side of marketing…the bits you can really believe in and enjoy. The bits you warm to. The bits you need to bottle and take back to your own business. We are hurtling through an age where marketing communication has been abducted by technology and the ability to tweet, post or email hundreds and thousands of customers or followers quickly sometimes distracts from the fact that people like to deal with people…so how personable is your business? When you do communicate electronically, whether it be responding to questions on Facebook or sending out an email newsletter, is

it clear that a real person has written it, and will the reader feel like this is a person that they would like to spend time listening to? Have a look back through your recent online activity and see if it scores highly on a human scale. If you run a bricks and mortar store, then one of the main aims of your digital output should be to try and lure people into the store. This can be achieved directly by pushing offers and incentives, but the subconscious desire to visit is the most powerful one and this pull comes from seeming like being nice people to do business with. From digital to real world…What happens when someone walks into your store at 4.50pm? Do you or your sales team internally sigh and quickly externally point out that you are closing in 10 minutes’ time? Or, does that pregnant lady who is currently bewildered by baby products get offered a welcome and some of your precious time to help her start to navigate through a life moment that is certainly far more precious than whatever you were planning to do at

at A t H ar ro ga te it is Peop le th e. w ill brin g th e produc ts to lif Stro llers on stan ds can be te ad m ired but having a pa ss iona pers on ta lk you th roug h a . de mon stra ti on is all th e go ld 5pm? One of those is bad, and one of those is good by the way. ‘People’ creates customers, and they are more valuable than sales. A result of a customer is a sale, but a result of a sale is not necessarily a customer. Customers tell their friends about you and customers come back when they need the next thing, all of which increases sales.

The positive power of ‘People’ can do this, so try not to be distracted by the tidal wave of division and negativity that is heading our way and focus on how you can make ‘People’ work for your business? Harrogate is a great place to start so smile, shake hands, hug, discuss, feedback, look forwards and see what happens…

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focus WOODEN TOYS

Touch wood Wooden toys are here to stay, they generate huge appeal to parents and grandparents as an alternative to modern technology and the general love of wood has been popular for decades. The good news is that many parents are clearly seeing the value of wooden toys - their education value, sturdiness, longevity and the fact that they do not need batteries! So far from being from a bygone age, wooden toys are very much a modern and contemporary product and as such this is a category where we are seeing a higher level of interest from the consumer.

Stacking Veggies This set of three happy little vegetables is completely delightful. With six interchangeable stacking pieces, you can grow your own veg patch of carrot, radish and beetroot (or a mash up of the three!) The hand-sewn felt leaves are also a lovely touch, adding another texture for children to engage with, and the overall design is perfect to help baby’s cognitive development. Made from smooth sustainable Rubberwood, they’re an ethical choice as well as a fun one, and the finish of the water based paint over the top is really beautiful. They’d make an adorable addition to any household. Email: sales@letoyvan.com Web: www.letoyvan.com

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Creative play This kid-sized kitchen features a lovely pastel pink colour and imaginative details sure to impress young chefs!

Store food in the fridge/freezer and then cook in the oven or microwave! Clean up afterwards in the sink! Supersized so multiple children can play at once. Includes fantastic ice dispenser with sounds. Full feature list: wooden supersized oven, microwave, refrigerator, freezer and storage doors all open and close together with sink + 2 hobs! Plenty of storage space and easy to assemble. Dimensions: 84 (l) x 31 (w) x 89 (h) cm.

Email: sale@styleproducts.com Web: www.kiddistyle.com

Passionate about Play We believe childhood should be enjoyed to the full. Thatâ&#x20AC;&#x2122;s why weâ&#x20AC;&#x2122;ve been making imaginative wooden toys, designed in Great Britain with a touch of French je ne sais quoi, since 1995. info@letoyvan.com

Collection 2019

focus WOODEN TOYS

Feeling active The new activity tiles by Le Toy Van are fantastic examples of ‘deco-play’.

The hexagonal tiles are perfectly portable, designed to be played with on a table, the floor, or even easily mounted on the wall. With more than one tile, when they’re on the wall they tessellate into a lovely honeycomb pattern. Each tile engages slightly differently with a toddler’s cognitive and motor skills, with cute illustrations and the fun themes of a rainy rainbow cloud, cause and effect cogs, finding home, a funny filter reflection, matching the shapes and a rainbow xylophone. All of them are fantastically interactive, so buy individually or collect the set! Email: sales@letoyvan.com Web: www.letoyvan.com

g azing Sky gazin Sk Love to move With their timeless design and cut out heart, Moover prams have always been a firm favourite in the premium toy sector with their ability to steal toddler’s hearts. Now available in an MDF format at a lower price point, retailers will welcome the news that Moover prams are now accessible to a much wider audience. Hippychick have unveiled two exciting new colours to the Moover collection – brilliant white and pastel blue. Web: www.hippychick.com/pram

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With a theme that evokes calming thoughts of sky-gazing, Le Toy Van’s new Baby Gym is beautiful and engaging for any baby.

This new Baby Gym is solidly built with a simple wooden structure, rounded edges to ensure baby’s safety, plus the addition of lovely illustrated elements. The water-based paints add a pop of colour, particularly to the rainbow rattle rings on the sides, and also the characters of the happy elephant and mouse are completely charming, floating into the clouds in their jingling hot air balloons. Overall, it’s a gorgeously made, portable baby gym that would be a lovely addition to any nursery. Email: sales@letoyvan.com Web: www.letoyvan.com

Bebe Style are designers and manufacturers of quality products for babies & toddlers Our range of car seats, high chairs and baby walkers are loved by parents and children alike. Our focus on safety, quality and value have enabled us to become one of the best trusted brands.

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Kiddi Style are global manufacturers of quality products for toddlers. Our focus on safety, quality and value have enabled us to become one of the best trusted brands.

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Our passion for design and styling along with a sensible pricing policy does not detract from the most important factor of safety and fun.

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Where Quality meets Value www.styleproducts.com | trade@styleproducts.com

retail TECHNOLOGY

Research is key This issue David Fairhurst looks at why on-going keyphrase research is a must for SEO. are never going to bring you the returns you need as a retailer.

The Tiny Percentage of ‘Goldmine’ Keyphrases

David Fairhurst Head of Creative Online Marketing - Intelligent Retail

hose associated with Online Marketing will know that before embarking upon any kind of online campaign, keyphrase research must be undertaken. If this vital step is not done then how will you ever know if you are targeting the right keyphrases for organic optimisation of a website or for a Pay Per Click campaign? What most retailers don’t realise though is that keyphrase research is not a one-time thing. To get the best results from any campaign this kind of research must be undertaken on an on-going basis.

Changing Market Trends In all trading verticals there exist evolving and changing market trends. What sold well in one month may not sell in the next. This is especially true with any vertical influenced by movie releases, celebrity endorsements, ‘crazes’ or social media virality. If you add to this any seasonal effect related to different trading verticals, you will see that ongoing research is not only preferable but pretty much a requirement if you are to avoid spending countless hours and pounds Sterling on both website optimisation work and pay per click campaigns that

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If you take a deep dive into the keyphrases that bring in converting traffic for your website, you will often see that there exists a very small percentage of keyphrases that account for a large portion of website revenue. Traditional website optimisation focusses on optimisation for all pages within a website and keyphrase research is used to point towards new content pages that should be created to bring in additional traffic and sales. This approach is still valid but given the fact that most eCommerce websites do show a very small percentage of ‘Goldmine’ keyphrases, perhaps a better approach is initially to be choosier when approaching page optimisation and indeed overall website intent. Focus in on those areas which are going to convert well initially via click-throughs from Google’s search results and finally in products added to basket. This way, optimisation effort gives a bigger return per hour spent. On-going keyphrase research is the key to making this happen.

You’re Selling What? Keyphrase research for an eCommerce website isn’t just a valid way of quantifying likely returns from the things any particular retailer is offering, it can also show quite clearly that the product lines being offered by that retailer are either ‘in the ballpark’ of what is being searched for online or in some cases completely different to what most people search for.

I have seen cases where keyphrase research highlights a retailer trading in a vertical that is too competitive, poorly searched for and has little in the way of merit to ever offer that retailer a decent return from all their hard work in creating and maintaining an eCommerce website. It’s difficult, but I have had to tell clients in the past that perhaps they should be focussing their efforts on a completely different trading vertical, or at the very least think about bringing in different supply brands!

User Intent and ‘Long Tail’ Keyphrases There used to be a very strong correlation between the preciseness of a keyphrase and the likelihood of ranking for that keyphrase resulting with a purchase on an eCommerce website. Ranking for product focussed ‘Long Tail’ keyphrases was therefore a pre-requisite for gaining those all important ‘add to baskets’ and sales. Whilst this is still true to some degree, user intent is not now only limited to these more product focussed keyphrases since the introduction of Google Universal search and the mass uptake of smart speakers and virtual assistants. User intent is now much less easy to pin down, especially as systems like Amazon Echo, Siri and Google’s Home are not restricted to exact searches. It’s now quite common for these systems to do a voice search like ‘the brand of beer that is in the rovers return’ and come back with exactly what the searcher is looking for in top results. Even though neither the brand or the product name is mentioned in the search, nevertheless the correct result is returned by these systems.

David Fairhurst Head of eCommerce, Intelligent Retail, www.intelligentretail.co.uk David has been involved with Search Engine Optimisation and web development since 1999 and has spoken at many different retail and SEO conferences including Spring Fair and SES London

In this case, how would Google or Amazon know how to return the correct result? The answer is not only mentions of the brand and product on user forums, blogs and news sites but if you’re a smart retailer in what we call ‘long form content’.

Long Form Content for Retailers Long form content is, as the name suggests content that has a bigger word count and perhaps has more supporting images, videos and other supporting content than regular content on your website. There is a strong correlation between top ranking for competitive keyphrases and the length (and therefore perceived ‘expert status’) of content, but long form content can have perhaps a bigger effect for less competitive keyphrase rankings.

Focus on the NOW What I am suggesting is more frequent keyphrase research which really focusses on what is important for an eCommerce website in any particular timeframe. This highlights what to focus on here and now, instead of just focussing on the long-term strategy. Doing this means that a retailer can not only capture seasonal trends and focus on what is selling at that moment, but also cut down on wasted effort. For the resulting much smaller set of short-term focus keyphrases, write some really well researched and interesting content to bring in visits from search engine users and to stimulate other webmasters and social media users to link to that piece of content. Over time, overall rankings, site visits and conversion rate will grow. If you’re smart, you’ll also continue to take the approach of optimisation of all category and product pages in the website. This will give the best of both worlds; rankings for the category page and product page titles and for the more focussed ‘Goldmine’ keyphrases that you have put effort into optimising for.

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ENESCO LIMITED, Brunthill Road, Kingstown, Carlisle, Cumbria, England, CA3 0EN. UK Customer Services: Telephone: 01228 404022 Email: trade@enesco.co.uk Overseas Customer Services: Telephone: +44 1228 404066 Email: eurosales@enesco.co.uk © Frederick Warne & Co., 2019.

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focus SAFETY PRODUCTS/TESTING

Safety first Safety is paramount as soon as baby arrives. The need for safety items become apparent as baby starts to crawl and grow into a curious toddler. More parents are putting safety as a priority within the home to assist in protecting their children wherever possible. Products within this category include, for example, safety gates, monitors, safety aids, playpens and accessories, bed rails/guards and plug socket covers. The list is quite extensive. On top of this, it is imperative that products within this sector comply with safety standards.

All about choice Summer Infant’s Retractable Gate has a unique design that provides an innovative alternative to the traditional hardware mounted gates, so allowing the user to keep doorways and stairways open when the safety barrier is not needed. The Retractable Gate has great scope for all size rooms and for the use at the top of stairs with dimensions of up to 127cm wide and 76cm tall. It also features a very simple function with its easy locking mechanism, push down to lock and pull up to unlock. This locking method has been installed to give parents the efficient fast reaction that is sometimes needed when attending to baby or child. Web: www.summerinfant.co.uk

Keep it monitored The most comprehensive video baby monitor range including the Madeformums winner YOO Travel, offers every thinkable feature to satisfy peace of mind of every parent. From installing capabilities in the home to wireless use on-the-go and 360° camera movement control, there is nothing Babymoov haven’t thought of with feature combinations that parents have given the thumbs up! The YOO range is designed to monitor multiple rooms all from one meticulous screen. Their safety is made effortless with modern day life thanks to VOX mode (screen activation to baby’s voice) quality built in night vision, talk-back function, optional visual and audible alarms and 250-300m range. Email: sales@babymoov.co.uk

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The home of global brands When it comes to stocking safety products from one supplier, you can count on leading wholesaler, Baby Brands Direct.

Housing global brands, Lindam, Safety First and Summer Infant, the choice of the best in safety gates, home proofing and lighting products is ample whilst offering assurance in both design and quality. Both Lindam and Safety First together offer a choice of price points for practical accessories that sell through in volume such as simple socket inserts to ‘secret button’ cabinet locks. British brand Lindam, also offers a wide range of safety gates, spanning from narrow to wide openings in a range of heights, aesthetics and features. Summer Infant’s retractable gate offers something a little different in keeping routes clear when not in use. Also newly available wholesale are the range of lights by Gro, including the GroEgg, GroLight and GroClock all well known, and each offering a unique innovation tailored to nursery needs. Mix and match products from a range of leading brands with no minimum order values from Baby Brands Direct. Web: www.babybrandsdirect.co.uk

Improved range Clippasafe further improves and expands safety range for 2019.

Bedtime security The bedrail is an essential item when a child is transitioning from the cot to a cot bed or bed. ranges of universal

sive Summer Infant has one of the most comprehen which have a classic rails bed e doubl bed rails available, both single and blue or white to pink, in ble availa are that , uction cloth and mesh constr e security. bedtim ial complement any bedroom décor, to provide essent no used be to il bedra the Summer Infant’s unique design allows for le suitab are and room the in oned matter where the bed is positi to the bed or access easy for down fold they bases, bed divan and slatted mattresses, from cot to change linens and can fit on a range of sizes of size. bed (70 cm) to single (90 cm) Web: www.summerinfant.co.uk

Clippasafe, the experts in home safety for over 60 years, are to introduce some brand new products to their range this Spring and unveil some new and improved designs for popular existing products. Popular home safety staples including Corner Cushions, Cabinet Locks and the Oven Door Lock have been carefully redesigned to be more ergonomic and tamper resistant, reducing the likelihood of children disabling the fastening mechanisms and giving them a more attractive appearance in modern homes. New to the car safety range are the improved Child View Mirror and brand new Car Seat Security Clip. The Child View Mirror allows drivers to see their children clearly in the back seat without turning around or relying on or adjusting the rear view mirror. The Car Seat Security Clip is a simple but effective product that fixes between shoulder straps on a child’s car seat and prevents them from climbing out between the straps. Clippasafe’s new and improved range can be pre-ordered by contacting the sales team. Tel: 0115 9211 899 Web: www.clippasafe.co.uk

nursery today

focus SAFETY PRODUCTS/TESTING

Safety Testing for Child Care Products Bureau Veritas are safety experts with the expertise and knowledge to ensure nursery products are safe and compliant to current standards. he child care products category encompasses a wide variety of goods ranging from safety barriers to cot beds, through to strollers, bath tubs and high chairs. As a retailer, brand or importer of juvenile products, you need to ensure that your products are safe and comply with the stringent legislation which is imposed for testing of these products. Not only is product safety a necessity, public opinion is, understandably, very sensitive to any news, and as of late social posts relating to the safety of young children and product recalls. When a product or brand is featured in this manner, it can be devastating for the brand’s reputation.

Wh choose Bureau Why Veritas for your Ve testing? te At Bureau Veritas CPS UK w have a dedicated we de department for testing ju juvenile and child care p products. Out of our UKAS a accredited laboratory, we c perform a wide range of can compliance and safety testing - physical, mechanical, flammability Digital and chemical - to EU EA EM , on Ian Stant regulations. er Manag Marketing Outside our UKAS accredi accreditation, we can also test strollers and pushchairs to US, Australian and New Zealand regulations. Our technical experts have decades of experience in the field of quality assurance, testing and technical support and are always on hand to assist you with your compliance needs. The categories of products we can test include: • Home safety products: safety gates, barriers, playpens, fireguards etc.

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• Wheeled child conveyances: strollers, prams, pushchairs etc. • Baby carriers • Cots and children’s beds: cots, cribs, cradles • Bathing, changing units, potties • Seating equipment: high chairs, booster seats, infant swings • Feeding & drinking equipment, Soothers and Soother Holders • Walking equipment: harnesses and reins Not only are we experts within Bureau Veritas, our team sits on the following juvenile products technical committees, ensuring we are always up-to date with the latest changes in regulation and test methods: • CW1 Juvenile Products (main group) • CW1/2 BSI Wheeled Child Conveyances • CW1/4 BSI Feeding, Drinking, Mouthing • UKTLF CW/1/3 Safety of Nursery Products (tog testing)

Reputation For Over 35 Years We have worked successfully with top manufacturers and retailers around the world to help them better manage risk and regulatory compliance.

Technical Knowledge & Leadership Our staff participate in the development of international, industry and regulatory standards worldwide, keeping you and us at the forefront of changes in safety requirements and testing methods.

Worldwide Locations With locations close to sourcing areas in over 40 countries and and designated testing laboratories in the Americas and Asia, we offer you the convenience of global coverage with local service where you need it.

Personalised Service At Bureau Veritas We are committed to meeting your evolving needs and helping you anticipate new market trends. We offer you customised and specialised services to meet your quality assurance needs throughout your supply chain. Providing you with the highest levels of service is a priority for us. If you would like to speak to one of our experienced staff, why not give us a call on t: 01925 854 360 or visit www.bureauveritas.co.uk/cps

Exclusive offer for Nursery Today Magazine subscribers We are offering FREE Seminar places on our Juvenile Testing Seminar on the 18th April 2019. If you would like to take advantage of this FREE place visit: www.bureauveritas-cps.eu/trainingbooking/ and enter code: NURSERY2019 in the promotion code box.

Nursery Today - March 2019.pdf 1 28/02/2019 09:55:34

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focus SAFETY PRODUCTS/TESTING

Safety conformity Established in 1963, STC is the first independent, not-for-profit testing, inspection and certification organisation in Hong Kong. ith a network of accredited laboratories in Asia, Europe and North America, it offers one-stop professional conformity assessment services for manufacturers seeking access to the global market. STC’s Toys and Children’s Products Division offers solid technical expertise and state-of-the-art testing methodology to support customers dealing with the constantly changing national and international safety regulations. It has gained recognition from the major national accreditation bodies, including Hong Kong Accreditation Service (HKAS), DAkkS in Germany, China National Accreditation Service (CNAS), Consumer Product Safety Commission (CPSC) in the United States, Japan Ministry of Health, Labour and Welfare (JMHLW), Japan Toy Association (JTA), and Japan’s Consumer Product Safety Association (CPSA). It is also a member of the China National Technical Committee of Standardisation for Toys. STC’s service scope covers not only traditional toys, but also children’s products such as baby strollers, cots, carriers and high chairs.

Tel: +86 769 8111 9888 Ext 8321 Email: dgtcd@stc.group Website: www.stc.group

Great Brands, Great Service at a Great Price! Baby Brands Direct wholesales approximately 80 multi awarding winning global nursery brands and serves independent stores both in the UK and Overseas (shipping to over 60 countries).

etailers can mix and match from over 2,000 product lines which are held in stock, with no minimum value orders and carriage free to mainland from £200. The tailored B2B online platform, gives account holders access to stock, free POS, independence and visibility of order management, tracking, payment, aftercare service and accounting. Price lists can be downloaded in Excel or PDF that include part nos, barcodes, volume discounts and SRPs, in addition product data and image files can be self-accessed and historic trading reports requested. The website also offers a wealth of information and engagement including digital catalogue, quizzes, corporate video, stock updates and deletions, interviews with brand leaders, brand and product blogs, USP guides and video demos. Users can also choose to receive automated notifications on product refreshes, price changes and discontinuations. There are also new weekly promotions of up to 30% off trade price to new product arrivals each ranging from staple nursery lines to the latest craze such as movie merchandise. Log in now and test their reputation for yourself ! Web: www.babybrandsdirect.co.uk

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new! Revolutionary alternative The Respiro mattress is the revolutionary alternative to the traditional crib mattress, engineered with high tech breathable mesh and open sides, that guarantees 100% ventilation for the child. which

stuffing, With open air sides, the mattress uses no foam or bugs. eliminates a hiding place for dust mites and bed perfect tension for The two-stage multipurpose design provides the on its frame to tightly hed stretc is fabric mesh ech safe sleep! The high-t a softer side and on sleep provide a firm surface for infants (0-1 years) to for leaks mat, splash a with s come for toddlers (1-3 years). Respiro also back, for tote and mesh, able breath the wash to and spills, laundry bag, on the go travelling. to sleep peacefully This innovative product will encourage your child their growth match to over ess mattr the ip fl and when the child is ready, and development from baby to toddler. Tel: 01293 804599 ns.com Email: Customerservices@alpha-animatio