Nursery Today March 2021 by Lema Publishing

MARCH 2021 ISSUE 6 VOLUME 24

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contents

MARCH 2021 ISSUE 6 VOLUME 24

p42

Contributors 39 Online4Baby

Re g ul a r s

Online4baby’s Managing Director, Christy Foster takes a look at retail after lockdown, shipping delays and website content.

46 FanFinders

News 6 Shop 12 Talking r Snapshot 40 Supplie by Products 52 The Ba Association roducts 58 New P

FanFinders gives a preview of their upcoming report into how parents’ shopping habits and behaviours have changed during the pandemic.

54 Barking Mad This month Pramland’s John Barker focusses on stores opening and potentially what the 12th April means for every retailer in our industry.

the team

Cover Story

Editor

10 Chicco

Penny Franks penny@lemapublishing.co.uk

It’s safe to say that over the past 12 months, the nursery market has certainly faced a number of challenges. Chicco is fully focussed on working together for a successful 2021.

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Ad Manager

Features

Simon Davis simon@lemapublishing.co.uk

16 42 48 50 56

Sales Assistant Marian McNamara marian@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

p50

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Robert Thomas robert@lemapublishing.co.uk

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

www.nurserytoday.co.uk

p16

Wheeled Goods & Accessories Bedding Safety Products Furniture Meet the PRs

• • • • • •

Grow-along wooden highchair from 6 months Usable from birth with Alpha Bouncer Sustainably Sourced European Beech Wood Height-adjustable seat and foot plate Stable & Secure Base to Support Your Little Ones Usable up to 90 kg

NEW ALPHA + HIGH CHAIR IN ROSE For more information, to arrange a visit from fro the team or to place order, contact the team by your ord emailing info@hauckuk.com.

RRP from

£84.95 Available from 2nd April

info@hauckuk.com | +44 (0) 1978 664 362 | www.hauck.de

+LJK &KDLU [ PP LQGG

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

ello and welcome to the on page 52, where they take a look at online March issue. This time of year is trends highlighting the latest insights into when as an industry we would what consumers are popping into search normally head off to Harrogate engines when looking for new products. with this month’s issue being full of products This month Mother&Baby have announced that would have been on display among the their 2022 awards are open for entries this exhibitors in the show halls. However, with all month. You can also get an ‘early bird’ that has happened during the last 12 months discount if you enter before 30th April. These the show was postponed. coveted awards are now in their 28th year This issue though is rammed full of and are an award that many brands want to products of interest, that are available to win. The Mother&Baby 2022 Awards will order, covering a huge selection of wheeled announce the winners at an award ceremony goods, bedding, nursery furniture which will be held at the and safety products. This issue is Westminster Park Plaza in If that’s not enough, then take London on Tuesday 23rd rammed full of a look at Product Launcher November this year! Simply enclosed with this issue. Among products of visit www. the pages you will find a great interest, that motherandbabyawards. variety of new products across a are available to co.uk for further plethora of nursery categories! Nursery Today has recognised order, covering information. that there is a clear appetite On our front cover this among retailers for new products a huge selection month you will have and having successfully launched of wheeled spotted that Chicco are our Product Launcher last year, you goods, bedding, Cover Star. As a brand, they will find the second issue of are looking forward to nursery Product Launcher enclosed. embracing 2021 by working furniture and Here you will find an array of with you and continuing to product launches from leading safety products. strengthen their position as brands to enable you to re-fresh one of the leading your shop floors, add an added level of sleeptime experts in the nursery market, with newness to your website and create an a number of activities planned throughout online buzz on social media. 2021, from virtual events helping to position Our contributors this month have also the relevant retailers as ‘Education Centres’ to been busy, with Pramland’s John Barker dedicated social media campaigns. You can taking a look at what independent retailers read more by turning to page 10. might expect once you’re all able to open On a final note, with all non-essential retail your doors to customers in April, while being able to open doors again from the 12th Online4Baby’s Christy Foster takes time out April I would like to wish you every success to look at retail after lockdown, potential - our Indie’s have proven their worth time and shipping delays and the impact this could time again, without you all I’m not sure how cause together with website content. the industry would have managed to You may also find of interest this month continue to shine the way it does. the Baby Product Association’s article over

After a successful launch issue, Product Launcher is back! New products are a great way to re-fresh shop floors and get a buzz of activity on websites and across social media. Check out the latest issue enclosed with this month’s Nursery Today - happy sourcing.

nursery today

news

Sponsored by

The Insights

People continues its expansion Ricky Myers

Georgie Martin

Nick Richardson

Continuing with its expansion plan, The Insights People has welcomed eight new team members since the start of the year, with the business now employing 54 people. The Insights People is delighted to welcome 8 new starters to its rapidly growing business. Ricky Myers who joins from Argentina-based kids media agency KidsCorp as Business Development Director for Latam. Georgie Martin joins from the BBC as Research Manager, Rachel Gleave joins from Manchester-based Media More Sales as Research Executive. On the tech side, Jon Parnham, Andy Patterson and Jack McKelvey allcome onboard as Junior Developers having graduated from Northcoders. With Gemma Just and Victoriya Holland join to strengthen the marketing team as Graphic Designer and PR & Marketing Executive respectively. Nick Richardson Founder & CEO of The Insights People adds, “We have started 2021 where we left oﬀ in 2020, and I am delighted to be welcoming such incredible talent to our business – who share our vision of becoming the business-critical tool for all major brands who operate in the kids, parents and family space.”

www.kidsinsights.com

Reawdaeyr! Givea

Toynamics announce

team expansion

Toynamics UK & Ireland is continuing its growth plans for 2021 with two new additions to the team. The new appointments are a reﬂection of the positive growth the company has achieved, and in alignment with ongoing development plans for the business. Toynamics UK & Ireland appoints Alison Whitfield as Operations Manager and promotes Kate Mulliner to Business Development Manager. David Allan, MD at Toynamics UK & Ireland, says: “In line with our plan to support new business growth, I’m delighted to promote Kate, and bring Alison on board to help drive our business forward.” Both Alison and Kate are looking forward to growing relationships with customers as they begin their new roles. For more information about Toynamics, call +44 (0) 116 478 5230 or email sales@toynamics.co.uk

Clean-up with Hi-Kleen Hi-line Industries are giving away three boxes of Hi-Kleen, their new ultra-effective surface sanitiser, great for use in-store or while demonstrating product to consumers or at exhibitions.

Hi-Kleen has been specially formulated to kill and inhibit both bacteria and viruses (including enveloped viruses such as coronavirus) on hard or soft surfaces subject to frequent contact. Spraying a single coating of Hi-Kleen on to surfaces such as doors, handles, handrails, chairs and desks will not only kill coronavirus, it will provide protection against further contamination for up to five hours. Simply spray at a distance of approximately 10–20 cm from the surface to be treated for eﬀective protection. This odour-free, clear product is ideal for nurseries as it does not stain, is non-corrosive and will leave a streak and smear-free finish to most polished surfaces, including glass and stainless steel. The product contains no alcohol, avoiding any potential for dry or irritable skin and is completely safe for any member of staﬀ to apply without need for PPE. Composed of organic, non-chlorinated solvents, HI-Kleen comes in both 500ml aerosols and disposable 17kg canisters (with spray gun). The latter is ideal for those looking to sanitise entire rooms, providing typical coverage of 750 square metres.

nursery today

To be in with a chance of winning a box (12 x 500ml aerosol canisters per box), simply email your contact details to Nursery Today’s Editor Penny Franks: penny@lemapublishing.co.uk Closing date for entries is FRIDAY 23rd April 2021 and the three winners will be chosen at random and notified week commencing MONDAY 26th April 2021.

cover story Chicco

Embracing uncertainty

together for a successful 2021 It’s safe to say that over the past 12 months, the nursery market has certainly faced a number of challenges.

ollowing the closure of Mothercare and Covid-19 impacting operations for many, the nursery market saw double-digit decline. However, Artsana is incredibly proud to have bucked this trend, achieving 27% growth over the past year in the nursery sector. Much of this can be attributed to the ongoing partnership with retailers and continued investment in product innovation and marketing strategies.

Retail partner support For Artsana, retailers are not just customers, they are valuable members of its extended family. As part of this ethos, 2020 saw Artsana further enhance this relationship, rewarding those who have played an essential role in the business’ growth and

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To further strengthen Chicco’s position as the sleeptime experts in the nursery market, Artsana has a number of activities planned throughout 2021, from virtual events helping to position the relevant retailers as ‘Education Centres’ to dedicated social media campaigns.

development. Artsana’s famous ‘Play & Pay’ strategy offered to its partners continues to be a success, rewarding those who support its brands with strong product presence and gold standard in-store and online support. Another important tool for supporting retailers is the number of exclusive bundles developed across the Chicco, Boppy and RECARO ranges, providing consumers with an added incentive to shop with Artsana’s partners. Amongst these additional campaigns and activities, Artsana has also provided ongoing social media support. As well as providing retailers with tailored assets to use on their own channels, Artsana has also rewarded those retailers who continue to support the business with strong

in-store and online activation for Chicco’s range by including retailer tags and links in its own social media content, signposting consumers to relevant points of purchase. Even more importantly, Artsana has always been and will continue to be a top media spender in the market. In 2021, a substantial holistic and fully integrated digital campaign will support hero products and key launches, presenting another opportunity to work together with its partners to reach expectant parents. This ongoing support for its partners has had a hugely positive impact. For example, independent nursery retailers grew almost 70% with Chicco, Boppy and RECARO in 2020; a figure that Artsana fully expects to exceed in 2021.

A number of exclusive bundles have been developed across the Chicco, Boppy and RECARO ranges, providing consumers with an added incentive to shop with Artsana’s partners. features never seen before. To further strengthen Chicco’s position as the sleeptime experts in the nursery market, Artsana has a number of activities planned throughout 2021, from virtual events helping to position the relevant retailers as ‘Education Centres’ to dedicated social media campaigns. Artsana is also working closely with independent sleep expert Mandy Gurney to provide parents with the kind of valuable advice and guidance they have come to expect and trust from Chicco, the leading sleeptime brand. Mandy has been advising on baby and toddler sleep issues for almost 30 years, having established the Millpond Sleep Clinic in 2000, and has acted as a sleep consultant delivering training workshops for the NHS since 2007.

Mitch Levene, Managing Director

Ongoing innovation Another huge part of Artsana’s support for retailers is continually providing them with new innovation that not only creates excitement and customer demand, but also brings value and profit to the market. This plays an important role in enhancing the parental experience and protecting the value of the market. Over the past few years, there have been a number of copy-cat products and cheaper imitations attempting to copy the market’s best-selling side-sleeper, the Chicco Next2Me crib, which have the potential to damage the market. Therefore, to protect and support the side-sleeping sector in 2021, Chicco as the market-leader will reinforce the Chicco Next2Me message as being the one and only bedside crib for safe side-sleeping. This will be achieved in part via a new high impact digital marketing campaign that will be rolled out in support of the launch of the newest innovation, the Chicco Next2Me Forever, Artsana will be working closely with the retail partners to deliver this message through all in-store and digital activation too. The new Chicco Next2Me Forever

is just one of the exciting innovations launching in 2021 that will also play a huge role in further cementing Chicco’s position as the leader of the sleeptime market. This true innovation has been developed by listening to parental requirements. The launch of the Chicco Next2Me in 2013 was transformational, providing parents with a crib that they could use to safely side-sleep from birth to six months. This year, with the launch of the Chicco Next2Me Forever, Artsana is set to shake-up the bedside crib market once again. Chicco’s new innovation will provide them with a one-box solution that can be easily used from birth until 4 years. Not only is this a game-changing crib that offers the option to side-sleep for longer, but the Chicco Next2Me Forever also includes a host of new safety

Embracing 2021 The main goal for Artsana in the year ahead is to build upon the excellent levels of growth seen in 2020 and prior years. As well as the launch of the Chicco Next2Me Forever that is set to once again revolutionise the bedside crib market, Chicco will be developing the halo effect across the full range of products,

transferring the trust Chicco has amongst parents in the sleeptime sector into other product areas, such as nightlights, weaning and travel. Artsana is not stopping there, as it also has new innovations in the pipeline for the RECARO range of high-quality premium car seats and outdoor products. As well as a new travel system launching under the brand, Artsana is continuing to develop closer synergies between Chicco and RECARO, with an i-Size car seat project planned for the second half of the year. Mitch Levene, Managing Director commented: “Most importantly this year, we are excited about bringing our retail partners with us on this journey. By working closely with them on our new product launches, campaigns and events throughout the year, we are in a great position to embrace any uncertainty together to achieve further success and make the most of every opportunity that 2021 presents.”

To learn more about Chicco, visit www.chicco.co.uk

nursery today

talking shop

Clifton and Victoria are looking forward to welcoming customers

April is the month set for retailers to open their doors. We spoke to a number of independents to find out their thoughts on business moving forward.

Victoria Hampson

Mohammed Patel

NATURAL BABY SHOWER

KIDDIES KINGDOM

Are you feeling positive and prepared to be able to re-open your doors in April? Yes absolutely. We are extremely excited to be able to open our doors and interact with the public once again, as we have missed meeting our lovely customers face to face and assisting them personally on their journey towards parenting. We are proud of how quickly and efficiently we adapted during the pandemic, introducing virtual appointments to ensure we can still keep in touch and do what we do best. However, allowing people to physically visit the store once again will be a rewarding experience, as we appreciate the need to be able to touch and feel products first-hand.

Have you made any changes in-store that you feel will be welcomed by your customers? Our virtual appointments have given us the opportunity to reach out to both existing parents and parents-to-be all around the globe. Over the past year we have served customers from Pakistan, Turkey and beyond, as well as continuing to deliver to our loyal customer base here in the UK. Because of this success, we will be keeping the virtual booking system in place to ensure we can support those not able to visit our flagship showroom. To remain Covid-safe, we will be moving forward with appointment-only visits, to ensure the utmost safety of our customers. Visually, we may look a little different too. Whilst our doors were closed, we took this time as an opportunity to update all of our displays to ensure we have the most recent 2021 collections out on display.

Do you feel that consumers have altered the way they shop during the lockdown period that might be here to stay? Absolutely. I anticipate that online shopping will continue to boom across all industries over the next few years. Consumers who were previously more of a ‘pro high street’ shopper, will have converted to become online shoppers, having become habitual to this due to the lockdown. Having said this, we predict that expecting parents will still want to experience everything ‘special’ about having a baby and one of those things is going to a store to buy your baby’s products.

Are you feeling positive and prepared to be able to re-open your doors in April? Yes. We can’t wait to open our doors again to our lovely customers and be able to help them again in person. The team is feeling super excited to get the store open again, but we will of course be doing it in a safe way and following all government guidelines to ensure our store is a safe space for our customers and staff.

Have you made any changes in-store that you feel will be welcomed by your customers? Yes, lots. The store may have been closed, but we have been working hard behind the scenes on some exciting renovations to our store. We recently hired a new store manager and she has bringing all our plans to life. We have refurbished our store with brand new displays, knocked down walls to create a bigger shop floor for more space for product and demo’s, plus we have extended our nursery show room so we can fit it even more inspiration nursery set ups. We can’t wait to welcome our customers back through our doors and for them see the amazing changes we have made during lockdown.

Do you feel that consumers have altered the way they shop during the lockdown period that might be here to stay? With stores being shut parents turned to the internet for research and to get all their questions answered. We worked hard to help provide our customers with lots of helpful resources, information and advice through our online website to fill the gap. We can see the trend definitely continuing of parents researching initially online, before heading to the store to make their final decision, so we will continue to keep creating and providing parents with all the information they need online too.

Callum Craig

SAMUEL JOHNSTON BABY

Are you feeling positive and prepared to be able to re-open your doors in April? We are looking forward to reopening our store and feel, especially with the brighter days, that people will be keen to get out and about again. Interestingly, because of Brexit, and the Northern Ireland protocol, Samuel Johnston Baby is in a unique and privileged position to service all Ireland and UK unfettered. Have you made any changes in-store that you feel will be welcomed by your customers? We have made some changes and are allowing a maximum of eight couples in the showroom at any one time. We have multiple sanitising units, regular wipe downs and social distancing. We are excited about improving how we present our top brands including customer favourites such as iCandy, Cybex, Noordi, Egg, 12

nursery today

Silvercross and JANE. We also have a new furniture area featuring Cocoon, a new range of sustainable 4-in-1 baby furniture.

Do you feel that consumers have altered the way they shop during the lockdown period that might be here to stay? For sure customers have altered the way they shop and have been forced to go online. That means we have had to up our game in terms of how we present products. We have started a blog and added a Car Seat Buying Guide and a Pram Buying Guide to our homepage. But with the easing of lockdown we are predicting, and very much looking forward to, the rush back to the showroom and have employed another two members of staff in anticipation of busier days ahead!’

Sara Hubbard

WHITES FARM BABY BARN

Are you feeling positive and prepared to be able to re-open your doors in April? We have been gearing up ready for our re-opening, and doing the zoom consultations have been great preparation for serving customers again. We are a little nervous about it all, as we imagine most people are; being so far away from the general public for so long has made us wary of having too many people in the store. We are excited for things to get back to normal.

Have you made any changes in-store that you feel will be welcomed by your customers? We will be continuing our appointment only basis that we introduced after lockdown 1. Lots of our customers have loved having one to one time with us in store and having the space to browse safely and quietly. We think in order to offer our best service as well as keep up with Covid regulations the appointments need to stay.

Do you feel that consumers have altered the way they shop during the lockdown period that might be here to stay? It’s probably inevitable that many people will continue to shop online to avoid crowds in shops, but we feel we have a great system of click and collect and local home deliveries set up for people who might want to avoid in store shopping. We have found lots of people eager to get back into stores and see things up close and personal; so we feel lots of shopping habits will return to normal (or as normal as can be).

Ian Davidson BABYLICIOUS

Are you feeling positive and prepared to be able to re-open your doors in April? Like many independent nursery retailers, I can’t wait to re open and interact with customers again. Interacting in-store and getting the perfect match for our customers is why we have so many good reviews paving the way for happy customers. This is very difficult to achieve when just selling online.

Have you made any changes in-store that you feel will be welcomed by your customers? I am hoping to move store location soon, so at present it’s more a case of sorting out a huge pile of boxes in readiness to re-open smoothly at our current location.

Do you feel that consumers have altered the way they shop during the lockdown period that might be here to stay? Personally I don’t think so. Public reaction has changed for some industries but I do feel that Nursery as an industry is unique. Ladies and grandmas like to come to store to look and feel and try stuff out. It’s a bit like buying a car, a couch or bed - only the insane purchase these type of products online without going to a store first. I do feel we will all be back to normal as soon as we are all allowed out into the new Covid world..

Maxi-Cosi

(R)evolutionary convenience, comfort and safe travel Introducing the exciting new 360 family of car seats from Maxi-Cosi® including the Pebble 360, Pearl 360 and FamilyFix 360. These 360° rotating i-Size car seats provide a complete solution with extended rearward-facing travel from birth to 4 years, offering both parents and their babies longevity, convenience and comfort.

M e wi

This next generation of rotating car seats begins with the ISOFIX FamilyFix 360 base, allowing for rearward and forward-facing travel from birth up to four years. Special features: • •

•

Innovative FlexiSpin technology enables the base to rotate the he e compatible 360 Family seats in any reclined position Because Maxi-Cosi know that busy parents often have their hands full, the ergonomically designed handle on the base sily allows for each compatible car seat to be smoothly and easily rotated using only one hand nd The TravelSafe anti-misuse rotation lock and the visual and o auditory feedback on FamilyFix 360 provides peace of mind to parents that their child is travelling safely and securely

Pebble 360: Complete convenience nie and safety for newborns’ first journeys •

•

• •

Source: Interconnection 2020 car seats sell-in data in value in United Kingdom, France, Germany, Benelux, Italy, Spain and the Nordic region.

The Pebble 360 is a fully rotating infant carrier suitable from birth up to approximately 15 months. Used together with the FamilyFix 360 base it can be swivelled effortlessly with only one hand To make using the seat even more convenient for parents, the easy-in harness makes getting baby in and out quick and fuss free The newly designed comfortable carrying handle means that parents can easily take baby wherever they go Integrated ClimaFlow technology helps regulate baby’s temperature and the cosy padded baby-hugg inlay ensures an extra layer of comfort for little ones Unique G-CELL Side Impact Technology protects from the forces of a side-on collision The Pebble 360 can be used as part of a complete travel system, offering parents the simplest way to move from car, to pushchair, to home

Pearl 360: For the next generation As part of the 360 Family, the Pearl 360 can be used from birth up to 4 years old, to grow and evolve with parents’ and children’s needs. •

•

Made to evolve with you

•

Just like the Pebble 360, the Pearl 360 utilises the FlexiSpin technology of the base which means it can be rotated in any reclined position quickly and steadily A cosy from-birth inlay keeps newborns snug and secure, but the Pearl 360 also allows room for little ones to grow with a super-spacious seat, adjustable headrest and easy-in harness positions Comfortable journeys are assured by the breathable ClimaFlow fabrics, and Pearl 360 also offers the superior side impact protection afforded by the integrated G-CELLtechnology

Coral 360: Keeping it in the family In 2020, we introduced the Maxi-Cosi Coral to the market as the first ever modular baby car seat with a hard outer shell and detachable soft carrier weighing only 1.7kg. We introduced 360° functionality to create the final member of the 360 Family, the Coral 360. Featuring i-Size safety, an easy-in harness and extra large sun canopy, the Coral 360 offers an added convenience as parents are able to easily rotate the seat thanks to the FlexiSpin technology.

As innovators in the car seat category, Maxi-Cosi believe that the new 360 Family offers the complete convenient solution for families looking for extended rearward-facing travel from birth to four years old with the ease of 360° rotation. The FamilyFix 360 will be available from April, RRP £199. The Pebble 360 will be available from April in the colours: Essential Black, Essential Graphite, Essential Grey and Neo Green, RRP £199. The Pearl 360 will be available from April in the colours: Authentic Black, Authentic Graphite, Authentic Grey, Authentic Cognac and Authentic Red, RRP £279. The Coral 360 will be available from April in the colours: Essential Black, Essential Graphite and Neo Green, RRP £239. To find out more, call sales on 02082360707 or email UK-sales@doreleurope.com

maxi-cosi.co.uk

focus WHEELED

Image courtesy Maxi-Cosi (Dorel)

The wheels

“Wheeled goods are probably the first item the consumer will look at. Shops displaying a good range of wheeled goods from major brands will attract the consumer into store.”

of industry

Kevin Golding

The Wheeled goods sector continues to be refreshed, with the industry keeping up with consumer trends. Nursery Today spoke to a number of key brands to find out more.

hen we look at wheeled goods, this is often a great staple product category for many retailers, with bundles proving exceptionally popular. We asked Dorel’s, UK & Ireland’s Marketing Manager, Debbie Wakefield whether we are experiencing any particular consumer trends? “For the past year or so we have seen a big move towards compact fold pushchairs that can also be used as part of a complete travel system. This is particularly true of second-time parents.’However, the comfort pushchair also forms a key part of our collection where parents are not restricted by size and weight. The pushchair is a heavily researched purchase and consumers take a lot of time to consider their choice to fit with their lifestyle.” With compact folds continuing to see great growth, we also asked Joie’s Head of Product Development, Damon Marriott, for his thoughts on what is driving consumers more toward lightweight and compact solutions. “There is certainly a demand for these products, especially in urban areas where families are using public transport more frequently and may want to store their pushchair away in the home. Compact and lightweight solutions are always popular for holidays but as that isn’t an option at the moment there is sure to be a slight decrease in demand – albeit temporarily.” Bundles are also a great addition for sales within this category with Debbie adding: “We have definitely seen an increase in consumer demand for bundles within this category. Consumers are certainly very budget conscious during the current climate, and this gives them the option to purchase all the essential travel products in one

nursery today

go, with the assurance of compatibility. For example, we have recently launched the Maxi-Cosi Adorra Luxe Travel System Bundle with this in mind and we have received a great response from both retailers and parents.“ This is a product category that is steeped in choice, we asked JuniorJone’s CEO, Graham Stewart if he felt this is a sector that is researched online prior to purchase? “We know from parent feedback that during the first 3 or 4 months of pregnancy a lot of research is done online before a demonstration is booked in-store or at a baby show. Like those looking to buy a car, the build quality, handling, and safety features are pivotal prior to purchase. “Parents-to-be tell us they like to feel and push the stroller and test out the features for themselves and in-store the retailers can pass on their product knowledge face to face, helping their customers make an informed decision.” What about lifestyle? Does this play a role in how a product is selected? “If it doesn’t then it absolutely should!” Said Bebecar’s UK Commercial Director, Kevin Golding. “There is nothing more frustrating than reading a bad product review because the reviewer could not get their pram up the stairs to their flat. Good retailers will always seek to determine the consumers’ lifestyle before offering a selection of prams to them.” There is also a huge shift in attitudes toward products that have eco-credentials, are we perhaps seeing this shift within the wheeled category? Kevin thinks this may be the case, although price is still huge on the buying agenda commenting “Consumers these days are becoming increasingly

aware of the need to look after our planet, but for the majority price will always win. It is the responsibility of manufacturers to invest in eco-friendly products.” Damon also commented stating: “This is definitely a current and ongoing shift but it will be a gradual one – we have seen a steady increase already in softgoods. We anticipate we will see new materials being used and highlighted over time.” Nursery Today also asked Debbie and Kevin what type of benefits can retailers expect by stocking product in this category? “As this is an essential purchase for parents, it will obviously drive footfall and sales with it.” Said Debbie. “At Dorel, we offer great POS displays, incentives, and training for retailers across our portfolio. This means that they are fully equipped to expertly advise parents in choosing the correct product to best suit their lifestyle. For their online offering, we supply regular promotional digital assets that showcase our fantastic products and great offers. These help ensure that they are giving the consumer the best experience, regardless of the circumstances.” Kevin feels as these are perhaps one of the first items that consumer look at the ranges on offer instore can often hold the key to success. “Wheeled goods are probably the first item the consumer will look at. Shops displaying a good range of wheeled goods from major brands will attract the consumer into store.“ Said Kevin. “At this point it is up to the experienced retailer to discuss other items such as furniture, hi-chairs, bedding and other nursery products.” You can find a whole host of products over the following pages that are available to order now.

DISCOVER THE Contact sales@juniorjones.com www.juniorjones.com

FOR BABIES GOING SOMEWHERE

focus WHEELED

No limits with Baby Jogger

Baby Jogger introduces the new Summit X3 Jog ging stroller. No limits. No boundaries.

Go anywhere with this highly maneuverable strolle r. With its all-wheel suspension, the Summit X3 provides exceptional performance on any terrain . ■ Folds simply with the signature one-hand fold ■ Large wheels with air-filled rubber tyres ■ Remote wheel lock to switch between swive l mode and locked position on the front wheel ■ Hand-operated deceleration drum brake s ■ Tether prevents the pushchair from slippi ng away ■ Multi-position reclining seat, 5-point harne ss, seat back vent and retractable weather cover ■ Extendable 3-panel UV 50+ canopy with two peak-a-boo windows and side vents ■ Parking brake ■ Storage basket with all round access

christopher.grech-cini@newellco.com | www .babyjogger.co.uk

Street ready stroller The Push Me Kwik, the new city busting stroller from Red Kite. This amazing super lightweight compact stroller features a whole host of cool features from soft padded seating for nap times and one-handed pushing, adjustable leg rest and large shopping basket. This street ready stroller is sure to help you when out and about. Suitable from new born until toddler age delivers on style, practicality and value.

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

Multi-mode pram that goes further Versatrax has been designed as a true first-time purchase covering every mode parent’s want from birth up to 22kg. With a simple push of a button the pushchair seat removes completely, offering travel system compatibility with 4 different modes for total versatility with a rearward or forward-facing seat, car seat or carry cot. With the included adapters, parents can pair with Joie’s Gemm, i-Gemm, i-Snug and i-Level infant car seats or matching ramble xl carrycot (all available to purchase separately). Like the rest of Joie’s Trax family, Versatrax features a one-hand flash fold located in the middle of the seat. Whether fastened forward or rearward, simply pull up on the fold strap to convert to a compact and easily movable package, ready for transportation using the built-in carry strap or trolley mode.

01889 808 900 | uksales@joiebaby.com 18

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One-touch One auto fold system

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Smooth ride, smart design Introducing Adorra Luxe, a luxurious special edition travel system from Maxi-Cosi.

i-Size car seat, Including the hero Adorra Luxe pushchair, matching Maxi-Cosi Pebble Pro they need for that ng everythi have parents that so Oria Carrycot and a teddy lined footmuff baby on the go. a stylish Suitable from birth up to 22kg, Adorra Luxe features premium matching fabrics, includes also seat padded ble comforta The chrome chassis and deluxe vegan leather details. ture. tempera the of ss regardle content is baby that ensure to thermo regulatory materials can also hold up basket g shoppin XXL the 12kg, just at option ght lightwei a it is only Not and to 5kg, so parents can carry more than just their essentials. Bi-material wheels y. durabilit more and rider r smoothe a ergonomic side brakes also ensure

sales@uk-dorel.com | www.maxi-cosi.co.uk

Leclerc Baby rises to the challenge...

Leclerc Baby is a Dutch brand specialising in innovative baby strollers, prams and accessories that make parenting much easier.

With their smart auto-folding systems and ultralight products they challenge the traditional baby market with smart parenting solutions, without compromising on style. Leclerc Baby offers their resellers the possibility to use tailored online and offline assets for promotion via social media and other popular channels. In store they stand out by presenting the products via a premium Hologram display, which shows the auto-fold system in an original and clear way. Via your Leclerc Baby team you can apply for promotional and lifestyle feeds and tease your customers to visit your store(s). More information on the brand and products can be found in the enclosed March issue of Product Launcher or via their website below.

07949 995448 | Gabriella@leclercbaby.com www.leclercbaby.com

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Ride in style! The ‘SOHO’ compact stroller has classic designs from Camo print to a Moroccan style. These lightweight, compact strollers are perfect for mums that are always on the go. Weighing just 6.2kg, and with a super easy 1-handed fold, you can put the Soho up, fold it down, and carry it with ease. Fully equipped with padded adjustable leg rest, lockable and swivelling single front wheels, a handy shopping basket and super compact fold, the ‘SOHO’ travel stroller is ideal for trips out and won’t take up much space in the boot, perfect for parents on the go.

hello@mybabiie.com | www.mybabiie.com

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VISION X STROLLER YOUR LONG-TIME FAMILY COMPANION FROM BIRTH ONWARDS Discover the versatile Visionx world where you can choose from all components to design your individual pushchair. Find your favourite combination of premium pram, comfy sport seat, frame with one-hand fold, and safe infant car seat. Simply make your pushchair your long-lasting family companion from birth onwards.

RRP from £379.90

Available from 2nd April

info@hauckuk.com | +44 (0) 1978 664 362 | www.hauck.de

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READY. SET. GO. Enjoy the time with your baby and be flexible at the same time.

RRP £279

RRP £429

RRP £499

Uptown Stroller

Uptown Duo Stroller

Atlantic Twin Stroller

Make every city your catwalk and enjoy a glamorous appearance with the Uptown.

With our robust Uptown Duo you are well equipped for all family adventures with two children of similar age or twins.

This light double pushchair will transport your children from birth up to preschool age.

• Pushchair in premium quality • Comfortable equipment and accents in leatherette • Large canopy with UPF 50+ • Large ventilation window • Lying position and adjustable footrest • Cup holder included • Height-adjustable handle • Swivelling and lockable front wheels • Fast and compact folding • Loadable up to 25 kg - approx. 4 years

• • • • • • •

Twin and sibling pushchair 77 cm wide - fits through doors Puncture-resistant wheels Easy folding mechanism Canopies rated UPF 50+ Canopy with ventilation window Lying position and adjustable footrest • Cup holder included • Incl. adapters for two infant car seats • From birth to approx. 3 years

• Twin pushchair from birth • Prams convertible to reversible seats • Canopies rated UPF 50+ • Two 2-in-1 boot covers included • Cup holder included • Height-adjustable handle • Compact folding size • From birth to approx. 3 years • Extra-large basket

Available from 2nd April

Preorder now

For more information, to arrange a visit from the team or to place your order. Contact the team by emailing: info@hauckuk.com.

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A sporty collection

Introducing the Pack V-Cross from the new Sport collection by Bébécar. e This complete travel system includes a folding chassis, large carrycot, reversibl kit. safety car and r raincove pushchair seat with hood, infant car seat, , and The Pack V-Cross features a height-adjustable handle for comfortable pushing adjustable suspension for a smooth ride. n, and a The carrycot features an extendable hood that offers UPF50+ sun protectio pocket. phone handy side to be The Easymaxi LF car seat features a clever new system that allows the backrest reclined to a lie-flat sleeping position. The Pack V-Cross is available now in 5 Sport fabrics.

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

A tidy tagalong Meet tourist, a tidy tagalong with an ultracompact fold. Designed to make travelling easy, tourist adds flash and function to everyday adventures. This stroller features an ultra-compact fold and packs away in an instant using Joie’s one-step, self-folding system. The included easy one-click adapters allow 3in1 multi-mode compatibility so parents can pair with Joie’s gemm, i-Gemm, i-Snug and i-Level infant carriers or matching ramble carrycot (all available separately). Tourist is packed with features including a multi-position recline with a lie flat mode for newborns, full size UPF50+ canopy with eyeshade visor, height adjustable push bar, removable fabric covered bumper bar, 2 position calf support, all wheel suspension and a full-size easy access shopping basket. Weighing in at just under 6kg, this is one of the lightest fully featured strollers available and comes ready for travel with the included rain cover, custom carry strap and bag.

01889 808 900 uksales@joiebaby.com www.uk.joiebaby.com 24

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Easy Everyday Adventures Multi-award winning brand Baby Uma have added to their range of Buggy Accessories that give parents an extra pair of hands and perfectly match any pram, pushchair or stroller. Alongside their best selling universal Buggy Clips and in-house designed Premium Buggy Clips, they now offer Buggy Organisers in black and grey. Adding practicality along with style, their newest addition features multiple compartments to keep essential baby items at your fingertips. They’re a great value storage solution for on the go, attaching easily to the handlebar, and especially suited for those compact strollers that might not offer as much room underneath.

hello@babyuma.com | www.babyuma.com

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Go for gold

Introducing the GOLD Doona Car Seat, sure to add a touch of sparkle to the start of parenthood this season. to have The multi-award-winning car seat, which is the only car seat in the world latest design the and family modern any for choice perfect the is wheels, ed integrat certainly won’t disappoint. With a sleek black hood and frame, the subtle touch of gold on the handlebars is the answer for those who want fashion at their fingertips!

0161 702 5062 | sales@cuddleco.co.uk

For families on the go Metro+ from Ergobaby is shaking up the compact stroller scene. Ergobaby’s latest innovation, the new Metro+ stroller has all the comfort of a full-size stroller in an ultra-compact design, making it the ideal fit for parents who do not want to sacrifice comfort for convenience. Alongside previous fan-favourites, the Metro+ comes packed with a host of new features including car seat compatibility, even more cushy padding, near-flat recline, an adjustable handlebar and yellow and rose colour-pop sunshades - making it the ultimate ultracompact stroller for families on-the-go. For more information, please contact your account manager or email the below:

service@ergobaby.co.uk

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What a way to travel! The CYBEX Mios is a stylish, compact and flexible travel system ideally suited to city living and the needs of modern parents. Suitable from birth to 22kg (approximately four years old), the compact stroller can be forward-facing or parent-facing and used as a practical travel system with the award-winning car seats from CYBEX. The one-hand folding mechanism enables the stroller to be transformed into a self-standing compact package that can be easily stored away at home or when on the go. Mios accessories include the changing bag, cosy footmuff, convenient snack tray and parasol.

www.cybex-online.com

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Style with function

The excellent reviews generated by the Memore regularly mention the fact that this is one of the most comprehensive packages available on the market at the most competitive price. The build of the Memore is of a high quality, higher perhaps than many more expensive and established systems, and customers often note the smooth ride on offer, both on and off the road. The MeMore luxury pushchair range is perfect for parents who want to turn heads. It is crafted to perfection, providing safety, comfort, and practicality. It’s packed with all the features of the very best in its class. The Memore has a distinctive style, while still offering functionality and versatility. Available in modern Chrome Slate or classic Black Espresso. 13-piece bundle includes: Chassis, Seat, Elevator, Carrycot, Car Seat, Car Seat adaptors, Isofix Base, Foot Muff, Seat Liner, Rain Cover, Changing Bag, Changing Matt & Cup Holder.

020 3475 5588 | info@babymore.co.uk www.babymore.co.uk

Perfect pace

The range of Push Me Pace Travel systems offers something for everyone. sure to please Available in three brand new designs The Push Me Pace Travel systems are that system travel stylish this on s solution practical and nishes fi and delight. Quality that this is sure to features many so includes and ble compati x Isofi is that seat car a features be the destination choice for any newborn baby. gun metal The Push Me Pace Icon features luxury soft quilted fabrics on a high-quality trims. leather nish fi brown e chocolat with grey classy and chassis with contrast The Push Me Pace Shadow showcasing an amazing exclusive design fabric on both design striking the in feature cream and tan Grey, lining sets this apart from the rest. stroller classy this nishes fi chassis tone silver smart A seat. stroller and car rose gold tint The Push Me Pace Amber Picks up the rose gold tone accents with subtle dramatic all and stunning a on Featured trims. edges to the chassis and hood and stroller fabrics. premium black stylish black gloss frame with

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

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Folds in a flash Meet brisk lx, a sidekick loaded with luxury 01889 808 900 | uksales@joiebaby.com www.uk.joiebaby.com With all the perks of a full-sized stroller, this compact 3D package folds in a flash with its one-hand, one-second fold. Brisk lx is suitable from birth and features a super shady extendable canopy, SoftTouch harness and a smooth flat reclining seat designed to prevent waking baby. Engineered from precision performance lightweight aluminium, this pushchair has been tested beyond the standard weight capacity to hold up to 22kgs and pairs with all Joie infant seats in a snap to create an effortless travel system - no adapters needed. Brisk lx comes complete with soft comfort grip ergonomic handles, removable bumper bar with fabric cover, front swivel wheels, rain cover and matching footmuff.

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Urban living

A recent addition to the MaxiCosi family is the ultra-compact and lightweight pushchair, Lara². Ideal for urban families who are always on the move and need that extra bit of space and convenience, parents can easily take their little ones with them wherever they go. Lara² is suitable from birth to approximately 4 years old (22kg) and weighs just 6.3kg. It has a shoulder strap allowing it to be carried easily and also boasts an easy one-hand flash fold, meaning it can be opened or collapsed with minimal effort. Not only does it feature three recline positions with lie flat for relaxing naps on the move, it also has two storage baskets so parents will always have everything to hand. Made with premium, breathable mesh fabrics for a cool and comfortable ride for baby, Lara² is also compatible with selected Maxi-Cosi car seats to be used as a complete travel system.

sales@uk-dorel.com | www.maxi-cosi.co.uk

Double the fun! Ultimate protection Fantastic sunshade available from Red Kite. The Strollshade is a convenient and safe way to protect baby when out walking in sunlight. The full cover ensures no direct rays can reach baby so this gives the ultimate protection from harmful rays. Easy to fit with Velcro attachments means the Strollshade can fit most buggies and strollers.

sales@redkitebaby.com | www.redkitebaby.co.uk 30

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My Babiie’s MB22 double strollers with award winning designs from Billie Faiers, Samantha Faiers, Christina Milian and Nicole “Snooki” Polizzi. The MB22 double strollers are affordable, versatile, double space superstars that offer great manoeuvrability and easy handling. With two free cupholders, a free rain cover, lockable and swivelling front wheels and its extra-large shopping baskets, the MB22 stroller is packed with features and accessories. My Babiie double strollers have large extendable 3 position canopies giving your little ones plenty of protection from the sun and elements. Full recline on MB22 double strollers mean they are suitable from birth and the adjustable leg rest ensures this stroller will make for comfy nap times!

hello@mybabiie.com | www.mybabiie.com

01692 408801

sales#bebecar.co.uk

www.bebecar.co.uk

Includes a lie-flat reversible pushchair seat and reclinable car seat.

Interview JUNIOR JONES

Catherine Haken Head of UK Sales & Marketing

J-CARBON Carrycot

Style, performance and safety

JUNIORJONES

JUNIORJONES launched their first range of premium strollers in 2019, offering style, safety, and performance at the heart of the range. Here we question their Head of UK Sales & Marketing, Catherine Haken to find out more. Can you tell us a little bit about your current range? All the strollers in the JUNIORJONES range offer a fully lie-flat feature, are suitable from birth and safety tested up to 22KG. The J-CARBON and J-SPIRIT strollers have the option to be parent facing or world facing, and the J-CUB and J-TOURER have been designed as world facing strollers. TRU-RIDE 2 Technology is included as standard across the range, we use softer, puncture resistant PU Polymer tyres which can last up to ten times longer than standard EVA tyres and we fine tune our suspension to create what we call the ‘Effortless Push Experience’. Our premium model is the J-CARBON, a unique fully formed and handmade carbon fibre stroller. Everything on the J-CARBON from the luxurious fabrics to the wheels can be fully configured, 32

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allowing you to create a pushchair that is completely unique. The addition of a carrycot accessory turns the J-CARBON into a stunning 2-in-1 travel system. The carrycot comes with car seat adaptors which are compatible with a wide range of Group 0+ car seats offering even more flexibility. With five beautiful fabric colours, seven different back panels and a choice of wheels and bumper bars to choose from, you can build your very own bespoke stroller. Nicknamed ‘the little sister’ to the J-CARBON is our sleek and stylish J-SPIRIT which shares many of the same features and functionality as our premium model. Both the J-CARBON and J-SPIRIT benefit from TRU-RIDE 2 Technology, adjustable height handles and a super easy fold. Add a carrycot accessory and the J-SPIRIT also becomes a stylish 2-in-1 travel system,

compatible with the same Group 0+ car seats as the J-CARBON. The J-SPIRIT was carefully styled with three luxurious fabrics and continues to be the most popular model in our range to date. The J-CUB is one of our more compact pushchairs and is just as happy whizzing around the city as it is on a long country walk in the woods. Designed as a world facing stroller, the J-CUB is perfect for curious little ones to take in the world around them in style and comfort. Benefiting from a slimline design the J-CUB will navigate turnstiles and stations effortlessly! It is super easy to fold and is freestanding when folded. It comes in a choice of three fabric colours and has a raincover and handy carry bag included. We also have the award-winning J-TOURER, our ultra-lightweight and compact stroller. The J-TOURER is perfect

for vacations, staycations, and weekends away and takes up hardly any boot space when folded leaving plenty of room for everything else. The J-TOURER is also extremely popular with Grandparents simply because it is so light and easy to use and effortless to push. The J-TOURER may be a lightweight, but it packs a punch when it comes to features!

How does your range reflect current consumer trends? With travel extremely limited right now, more people are staying closer to home for family breaks such as camping and caravan holidays. Our J-CUB and J-TOURER both have compact folds and take up much less room in the boot of a car than some other strollers. Once overseas travel is permitted again, the J-TOURER really shines as the perfect

What was the inspiration behind JUNIORJONES? We wanted to create a range of strollers that were recognisably different to everything else out there and that is when we had the idea to design a carbon fibre stroller. We appreciate that other brands have used carbon fibre in some parts of their pushchair construction in the past, but ours is fully formed, handmade using only 6 pieces and is completely unique to us. We also wanted to create a range that is synonymous with style, safety, and performance, which are our three brand pillars.

Ivy Changing Bag

J-SPIRIT Seat

We wanted to create a range of strollers that were recognisably different to everything out there and that is when we had the idea to design a Carbon Fibre stroller. travel companion as it fits into most airline overhead compartments. No more waiting at the baggage carousel! If you are taking baby for long daily walks to get your exercise without using the car, the J-SPIRIT and the J-CARBON are perfect for handling all terrains. They both also have removable rear wheels for ease of clean which is especially useful after wet and muddy walks! One of our newest products, launched during the first lockdown is the innovative J-PROTECT which is a stroller visor, the first of its kind, designed to offer protection to infants in the 0-3 years age group against airborne droplets from coughs and sneezes. The visor is universal and attaches easily to any pushchair hood using magnets whilst allowing air to circulate freely. The product was designed as a much safer alternative for those resorting to using a pushchair raincover indoors, which can cause rapid overheating on warmer days. The J-PROTECT was recently awarded SILVER in the Absolutely Mama Awards 2020, Can’t Live Without Parenting Product.

Are your products designed to transform into a travel system by way of adaptors for car seat brands? Yes, the J-CARBON and J-SPIRIT were originally designed with car seat adaptors to attach a carrycot to their chassis. These adaptors also make the chassis compatible with a wide range of Group 0+ car seats to create a travel system with a simple click and lock. After feedback from parents, we are in the process of redesigning the compact J-CUB model to include the addition of car seat adaptors. This will give the J-CUB the benefit of a parent facing option when used with a compatible Group 0+ car seat for younger babies.

There is also a range of coordinating accessories available to match your pushchairs – can you tell us more about this? When we created our strollers, we wanted to be able to offer stylish accessories to compliment the range. Our changing bags all offer different

features and appeal to different tastes. We also created a unisex changing bag – The Ivy, to help breakdown gender stereotypes. Alongside our changing bags, we also have a practical essentials pouch which can be used on the go when you need just enough for a quick feed and change. The J-SPIRIT stroller has a thermal shopping basket accessory which attaches easily to the chassis and provides an additional 8KG of storage for keeping baby’s food and drinks at the perfect temperature. It is also very handy for carrying groceries back from the store, picnics in the park or days at the beach.

As a Company, how do you manage your carbon footprint – is this important to your business? Managing our carbon footprint is especially important to us as a Company. Our sales, marketing and admin team all work remotely from home, saving on every day commuting to an office. The bags we use in our packaging are biodegradable and our products are all packed in cardboard which is not heavily printed or laminated so can be easily recycled. Our changing bags are made using vegan-friendly materials and we do not support the use of leather or other unnecessary biproducts in our products. The J-CARBON was designed with durability in mind and to be used for families planning to have more than one child. We intend it to be a fully sustainable product, built to last.

Are you active online or social media to provide demonstration of products? Yes, we have been offering customers and retailers personal 1-1

demonstrations of our products via video call, we also send fabric swatches via post for those who would like to feel the fabric and compare the colour options. Each product has a demonstration video to watch online and the technical specifications can be downloaded from the support section of the website. We are active on social media keeping consumers up to date with our products, especially Instagram. This seems to be the social platform of choice for our customer.

What about POS or Retailer Support – What do you offer as a brand? We developed a modular style POS system which was designed to grow with the product range. Retailers then have the flexibility to add to their POS system at any time. We supply branded retailer folders which offer a ‘quick glance’ at the strollers and accessories in our range and fabric swatch books to show alternatives to what the retailer may have in their store. Our Google Drive is full of assets for retailers to use on their websites and social media channels including product and lifestyle images, product videos and demonstration films. We also offer a ‘no stock holding’ policy to help retailers with cashflow, we heavily discount our shop floor models, can direct dispatch to the consumer and, if required, will handle after sales care. If a customer comes to our website after having an in-store demonstration with one of our retailers, they simply select the retailer at checkout, and we compensate the retailer accordingly. Currently, we are offering retailers product demonstrations via video call which can be booked by emailing sales@juniorjones.com nursery today

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Effortless pushing

The new Lynx is Bugaboo’s lightest ever multi terrain pushchair, packed full of features. A stroll in the countryside is as comfortable as a walk into town with the Bugaboo Lynx. Suitable from birth using the carrycot, the Bugaboo Lynx is effortless to push with its large wheels and one-hand steering, and its one-piece selfstanding fold means it’s ideal for parents on the go. The Bugaboo Lynx also has an extra-large, extendable sun canopy providing a cosy space for children to nap, whilst the peek-a-boo window make s it easy to check on your child without disturbing their precious sleep.

uksales@bugaboo.com | www.bugaboo.com

Lightweight and compact Cheerio is the new stroller ideal for travelling from Chicco. As well as being incredibly compact when folded, Cheerio weighs just 6.1kg, making for perfect hand luggage. Featuring Chicco’s intuitive One Touch auto-closing and easy opening function, the stroller is also incredibly easy for parents to use. Suitable for use from birth up to 15kg, the Cheerio stroller features a spacious seat, with a padded backrest that can be adjusted to a choice of different positions and padded safety harness and straps for extra comfort. Cheerio is available in a stylish Jet Black or contemporary Blossom design, adding to its premium aesthetic.

www.chicco.co.uk

Perfect mix

The MIXX next is designed to make life as smooth as possible for parents. MIXX is fitted with a one-hand recline for on-the-go relaxing, all wheel suspension and a one-touch brake system with front swivel wheel locks. Its new retracting wheel makes it even more compact – so parents can now squeeze it into the tightest of spaces. When the pushchair is folded, the rear wheels automatically fold into the frame, saving 25cm in length.

www.nunababy.com

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Unique shock absorbing system The ultimate in pushchair innovation, Ark has been thoughtfully created with parents in mind, right down to the smallest details. www.arkbestart.com |www.cheekyrascals.co.uk Designed and engineered in the UK, Ark’s 3-in-1 travel system features completely unique shock-absorbing honeycomb wheels, naturally breathable fabrics and even one-handed fold technology. Great for families needing a reliable, cross-terrain pushchair for getting out and about this summer! Because the little things matter, Ark has been designed with shock absorbing wheels that deliver good suspension, mud-resistant natural materials (ideal for those pesky April showers!) as well as clever temperature regulating technology to keep children comfortable whatever the climate. Distributed in the UK by Cheeky Rascals.

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One touch auto close New for 2021, Goody Plus is the compact, lightweight and premium stroller from Chicco with clever One Touch auto-closing and easy opening function. Weighing just 7.2kg, Goody Plus is the ideal stroller for getting out and about with the whole family. Suitable from birth up to 48 months (22kg), the stroller is designed with a spacious seat and padded backrest that can be adjusted to three different positions, allowing parents to find the best position for their little one. The stroller also features an adjustable five-point safety harness and a padded crotch strap for little one’s comfort and safety. Goody Plus is available in a stylish Graphite or Cool Grey design, adding to its premium aesthetic.

www.chicco.co.uk

City living Perfect for city living or jet-setting travellers. The Nuna TRIV is a fully-featured compact stroller with an easy-to-fold flat design, oversized storage basket and easy to flip fold seat – making it the perfect travel companion. All of TRIV’s features are designed to ensure a smooth ride for little ones – even on bumpy roads – as well as easy manoeuvrability for parents. From its one-hand adjustable push bar and quick-release, five point no-rethread harness to its all wheel suspension, one-touch brake and front swivel wheel locks – Nuna’s TRIV is ready for every journey.

www.nunababy.com

Meeting expectations Experience luxury travel with Venicci Special Edition Stylish Black Travel System. Tinum Special Edition is a prestigious Travel System, made from exceptionally high-quality materials and fabrics to meet the needs and expectations of all those in preparation to become parents. One-hand fold, lightweight design and its unique compact size makes this pram easy to use and store. Large, puncture-free wheels are perfect for trips on all kind of terrains. The carrycot panoramic ventilation system will provide your baby with maximum comfort during walks on sunny days. Everything future parents-to-be need is included in this practical and stylish Travel System.

www.venicci.co.uk

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MIXX™ next – Granite Pre-orders now available!

Move in your own way Travel system bundle available

Includes the MIXX™ next, MIXX™ next carry cot, PIPA™ next, and PIPA™ next base.

Pack up and go anywhere with MIXX™ next. On the move, it’s a smooth ride you can maneuver with one hand and fold flat for deep sleeps. Packed away, its compact fold lets it fit into tighter spaces, so you can take more trips to more places. Find out more at www.nunababy.com

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Anex Air-X Toffee is here for you

Anex Air-X in a new light .A Toffee one.

This colour will definitely make parenting sweeter. Just like candie s make everything better, Air-X Toffee ma kes every family moment brighter. Air-X is created for adven tures. Short walks to the nearby park, urb an strolls near cafes and skyscrapers, family vacations or cozy picnics — this stroller wil l be a reliable friend in all kinds of journeys. It’s fast and light, compact and functional. Perfect for those, who never slow down.

www.anexbaby.com

Features, Fashion, Fabulous

The ‘Victoria’ Travel System is packed with features including an extended canopy. r details, a The Victoria features fashionable fabrics and PU leathe parent both be can which unit seat a and t large storage baske r Car Carrie and world facing. It comes with a Group 0+ Infant ors adapt the with frame r Seat which can attach to the strolle (sold Base x Isofi Babiie My the with atible supplied and is comp ous gorge these ned desig i Snook and ina Christ . separately) s that don’t fashion forward designs for modern trendy mum the practical all have yet s nding surrou want to blend into their need. ts features paren

hello@mybabiie.com | www.mybabiie.com

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RETAIL MATTERS

Retail matters

This month online4baby’s Managing Director, Christy Foster takes a look at retail after lockdown, shipping delays and website content.

here has been lots of heavily invested in. With five change this month warehouses, we can now offer - not just with the options of free delivery over certain news of lockdown thresholds and easy returns/ easing - we, as I’m sure is similar for replacements which means the many, are looking forward to some customer gets a clear price promise element of normality returning. The and the comfort of purchasing a impacts of shipping delays are still looming as we see the end of Being in the Chinese New Year industry for so long, it holidays, factories amazes me how many reopening and the hope customers are willing to that holding off on purchase high ticket shipping will bring lower lines online without container rates while seeing or trialling making sure we don’t run the product. out of stock! We’ve all felt the impact in the UK on increased costs and there’s no doubt the customer will product without physically seeing it. be feeling this over the coming months. Being in the industry for so long, In a world where online has been it amazes me how many customers forced onto people, as they have had are willing to purchase high ticket no option to shop elsewhere, lines online without seeing or businesses have had to quickly adapt to trialling the product. It’s so changing consumer needs, whether it important to get the customer be virtual showrooms, Zoom online journey correct, from the consultations or Facebook Live product moment the customer comes on demonstrations. This has definitely site to helping them choose what’s driven an increased level of trust from best for them. The information pool consumers and a greater responsibility that suppliers provide retailers is from retailers to get the right goods, crucial in this journey. delivered on time to them. Looking at wheeled goods, and The ease of delivery and returns how the customer journey feels is something we as a business have online is probably one of the most

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complicated products to tackle. With so many add on products available and a huge range of features and functions, colours, styles and versions, it is a minefield out there for retailers as well as customers! We don’t flood our customers with volume and find it better to target key lines, key sellers across the brands, offering bundles and combinations that the customers are looking for. Whether it’s an entry price stroller and if it comes with a raincover, through to full travel systems, what adaptors, which car seat, is it ISOFIX…these are all questions your customer is asking from the moment they see that product on your website. There is a need to focus on high quality imagery for the customer to understand the functionality as well as the colours, finish and style. There is a heavy reliance on the brand to provide these assets and one option is commissioning your own photography which we’ve just done for furniture. Something as simple as product features and dimensions are key details for the customer, yet not

always at the forefront of the information supplied from brands. Quite often we as retailers find ourselves web surfing to get the crucial details needed to retail online. Brands like Joie, My Babiie and Cosatto have excellent brand marketing and websites that support retail. Investing in the admin, can convert your sales and make a significant impact on whether that customer hits that buy it now button once through to basket. As our business has grown, so has the importance of merchandising the customer through the product journey. One of the reasons we are investing in a new website and software solutions is so we can understand our customers more and tailor our marketing and even the content on our site based on their preferences and where they sit in the customer lifecycle. This will be key to us all matching the high expectations of this new breed of consumer. On a final note, we were thrilled to hear that Harrogate has been rescheduled to June and look forward to seeing everyone there!

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supplier snapshot This month we spoke to a number of the industry’s finest to find out their thoughts on the wheeled goods sector.

Damon Marriott

HEAD OF PRODUCT DEVELOPMENT, JOIE Are brand names pivotal within this category? People will always be attracted by a brand name that they are familiar with, but they aren’t as pivotal as in other categories such as car seats. Key features and the general look and feel are just as important as the parent with be out and about with it in public. There are other factors aside from the brand name that will influence the buying decision – seeing another parent with a product that catches your eye can have an influence as well as recommendations from friends and family. Do you think we are experiencing any particular consumer trends? As with any big purchase, the cost and the value for money will always be a key consideration for the consumer. However, the savvy shopper will also want to know about new features that make the pushchair easier to use and suitable for their needs and way of life. Increasingly we are seeing an interest in the sustainability of the materials used in the product as well as the packaging so this is also playing a role in consumers buying decisions. Do you feel that this category has sufficient innovation? The pandemic has undoubtably played a part in slowing down innovations - 2020 was certainly a disrupted year but we are looking forward to a more settled 2021 where hopefully we will some more developments. Autumn/ Winter should see some nice surprises. Does lifestyle play an integral role in how a product is chosen? Yes, absolutely - people in different living situations will always choose products that suit them and their lifestyle. Products can be suggested, with pros and cons highlighted but ultimately it is down to the individual user to select the perfect product to meet their needs. Are see experiencing a shift in expectation with regard price vs. function and style? Value for money is something that we have always focused on, so even in the current situation it’s not something we aren’t prepared for. Within our brand we always strive to offer options at different price points to give consumers choice, while in our opinion being extremely fair with the final price across the board. Is this a category where bundle offers perform well? Bundles are very well suited to this category as there’s a natural paring with infant carriers and carrycots - it’s nice to have everything matched together. Travel systems have been around for a long time and they sell at good rates so they will always be a popular option. Is this a sector that is researched online prior to purchase? I would say this is true of all the categories we operate in and even more so at the moment. With stores still closed, and likely to remain so for the next few months, I think it’s safe to say that online research is even more prevalent What type of benefits can retailers expect by stocking products in this category? For our part, we always strive to support our retailers by offering excellent customer service and a robust marketing strategy to drive product awareness. Our first-class trainers are also on hand to offer their support and to make sure retailers feel confident in our products.

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Debbie Wakeﬁeld

MARKETING MANAGER, DOREL JUVENILE, UK AND IRELAND

Are brand names pivotal within this category? Yes, they are. When it comes to the bigger, essential purchases such as pushchairs, parents look for a brand that they know and trust. They want the peace of mind offered by a heritage brand, with the safety standards afforded by experience in the industry, as well as comfort for their little one. Are consumers looking for lightweight and compact solutions? Yes certainly, and we’re not just seeing this for inner city parents who are continually on and off of public transport. Consumers are now more conscious of budget and space saving than we have seen in previous years. But they still want one pushchair that can suit their entire journey, whether they are out on a day trip, at the shops or on holiday. One set of wheels needs to do it all. We have responded to this within in the Maxi-Cosi range with the introduction of Laika² and Lara². Do you feel that this category has sufficient innovation? I would say yes, we are continually seeing innovation within the categories and that is exciting. Not only are we now seeing the introduction of tech involvement there has also been a huge development in the all-terrain and running pushchairs, to answer the current lifestyle changes during lockdown. Does lifestyle play an integral role in how a product is chosen? Yes absolutely, as mentioned previously, a consumer’s lifestyle dictates their choice of pushchair. We are seeing the developing trend in all-terrain and running pushchairs too as parents are currently having to take their little ones with them for their ‘daily exercise’ because of lockdown restrictions. Generally, where parents live will dictate the kind of pushchair that they opt for. However, it is notable that this has shifted in the past year because of the pandemic. Are see experiencing a shift in expectation with regard price vs. function and style? The consumer is still very heavily style focussed when it comes to the wheels that they choose for their little one. Towards the end of last year, we launched the Adorra Luxe travel system, that not only offers exceptional style with its striking chrome chassis and matching fabrics and finishes, but also complete convenience as a flexible travel system, at a price point that is affordable. Is this a sector that is researched online prior to purchase? Yes, the pushchair, along with their car seat, is one of the most researched purchases when having a baby and it is imperative that there is ample information for our products online. Particularly during this past year, as stores have predominantly been closed. This has taken away the experiential element of the process as well as any face-to-face interaction and recommendation from the experts. We are looking forward to seeing how this evolves as we see a return to ‘normal’ in the coming months as both retailers and events such as The Baby Show open their doors again to consumers.

Graham Stewart CEO, JUNIORJONES

Are brand names pivotal within the Nursery Industry? I think they used to be. This is an industry where you must be innovative to succeed and there is always room for a new brand that has something different to offer retailers and customers. We have built our brand awareness and the reputation of our products around our three brand pillars: style, performance, and safety and this will always be synonymous with JUNIORJONES. Are consumers looking for lightweight and compact solutions? Due to travel restrictions, we are seeing slightly less demand for airline-friendly, super lightweight and compact strollers. Long walks and lots of exercise seems to be the current trend so choosing strollers that perform well on all terrain including parks and woodlands is important. All the strollers in our range feature TRU-RIDE 2 Technology so even the more compact strollers are still suitable for everyday use and perform well on all terrains. Do you feel that this category has sufficient innovation? There has been a gap in this category for many years. That is why we wanted to create a range of strollers that were recognisably different to everything else out there and had the idea to design a fully formed Carbon Fibre stroller. We appreciate that other brands have used Carbon Fibre in some parts of their pushchair construction in the past, but as ours is fully formed and made up of only 6 pieces it is completely unique in the marketplace which offers retailers something completely different to show their customers. Are we seeing a shift toward prams/pushchairs that have eco-credentials, or perhaps become a trend for the future? Due to the rigorous standards our strollers are required to meet, there are some materials that cannot be compromised on for safety reasons, however, the PU Polymer tyres we use last ten times longer than standard EVA tyres, which means more walking, less driving! All the fabrics we use on our strollers are veganfriendly. Our packaging is Bio-degradable and fully recyclable. Does lifestyle play an integral role in how a product is chosen? 100%. When we attend baby shows and meet expectant parents face-to-face, the first thing we ask them is to describe their lifestyle and how they think will use their stroller. Someone who lives in a top floor city apartment and uses public transport regularly would benefit from a more compact and lightweight stroller such as our J-CUB or J-TOURER which are both suitable from birth, fully lie-flat and can be used from baby’s first day.

Gabriella Amodeo SALES MANAGER UK & IRELAND, LECLERC BABY

Are brand names pivotal within this category? Brand names certainly hold some importance when consumers are making a considered purchase within this category, especially if they are established names or aspirational brands, however if the product and the experience do not live up to the expectations, it could lead to disappointment. With consumers being super savvy, they will choose wisely and base their choices on quality rather than just brand name. Leclerc Baby is new to the market, however we are working towards becoming a household name very soon, where quality, safety and design is at the forefront of what we do. The ease of use and the premium look of the stroller will speak for itself. Are we seeing a shift toward prams/pushchairs that have eco-credentials, or perhaps become a trend for the future? Consumer behaviours are changing and there is an obvious shift towards sustainable brands in all aspects of our daily life. I think this is still in its infancy in the baby goods industry, however it is an important value for Leclerc Baby and we are conscious that this is going to be paramount in the months and years to come. We aim to be part of this shift and are working towards this. Are see experiencing a shift in expectation with regard price vs. function and style? I think price point and the perception of value vs price is subjective, consumers will pay what they perceive as being reasonable, or sometimes will not hesitate to invest in a product that has a higher price point but ticks all the boxes. There are many compact strollers on the market with a range of price points, however quality, comfort and attention to detail does come into play here, as well as the longevity of a product. If you are buying one stroller from birth to toddler and beyond, then consumers will not mind investing a bit more. What type of benefits can retailers expect by stocking products in this category? Retailers will benefit from being perceived as a leader in the market who vows to offer products that cater for all types of consumers and demands. As a new brand to the UK Market, retailers will benefit from a strong instore and online presence with demo video and images showcasing the product in the best way possible. We have invested in displays, holograms and bespoke marketing strategies that will support the retailers.

Kevin Golding

BEBECAR, UK COMMERCIAL DIRECTOR

Are brand names pivotal within this category? Some consumers will of course always look to their preferred brand, but there are so many to choose from these days. A recognisable brand name will offer confidence to the consumer with regards to quality. Do you think we are experiencing any particular consumer trends? The main trend in the last 10 months has been an increase in online shopping for obvious reasons. Hopefully from 12th April consumers will start to look to their local retailers which will go some way to saving our High Streets. Are consumers looking for lightweight and compact solutions? It is sad that weight and compactness is emphasised in advertising rather than safety and comfort for the baby. This does sway the views of the consumer but any good retailer will offer guidance in store, something that can’t easily be done online.

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focus BEDDING

Coffee Break Nursery Today takes a break to chat with Clair de Lune’s Managing Director, Polly Rogders to find out what’s currently trending in the world of nursery bedding. What are consumers seeking when we look at nursery bedding? Whether it be a Moses basket or essential sheets, nursery bedding is a category that covers a plethora of soft-furnishings for the nursery. We believe parents are looking for quality products at affordable prices. They want bedding that is soft, safe and comfortable for baby but also looks luxurious in the nursery. With that being said, we find that parents are looking for coordinated pieces from the Moses basket and cot bedding to hooded towels and changing mats.

Time for

Bed

Looking for Nursery Bedding - these companies are here to help offering quality bedding available to order now.

Are they looking for fabrics that offer breathability? Yes, we have seen a huge increase in the sales of our breathable bumpers as they offer the traditional look of the bumpers but the security of knowing baby is safe in the cot. We listened to our customers and monitored this trend for breathable fabrics and with this in mind we developed our Award-Winning Bedside Crib and our Folding Breathable Crib with integrated mesh side panels too (so it’s not just cot safe bumpers parents are looking for these days), parents are looking for cribs with breathability as a key feature. We pride ourselves on listening to our customers and offering products that are safe and secure for their newborns. Do you feel as an industry we have sufficient choice when we look at bedding? I think there is a huge choice out there for parents-to-be and at Clair de Lune we are constantly bringing new lines and innovations to the retailers. We are very fortunate to have a large, loyal following on Instagram, a platform lots of parents-to-be use to research everything from baby bedding to advice, and we work with a number of real parents that love to share our products across their own social media channels. What benefits can retailer expect by stocking infant bedding? Retailers can expect a great sales channel with this category especially with the new breathable range that we’ve also bundled together into safe-sleep ranges so our retailers can offer the customer everything they need to set up the cot from breathable bumpers to sheets and blankets, which are all baby essentials. We also still have a huge demand for our traditional bedding, we support our retailers by communicating with them regularly on brand news, providing content, and offering bespoke promotions on our bedding that’s relevant to them and their customers.

www.clair-de-lune.co.uk 42

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Counting sheep The Counting Sheep collection from Silvercloud has been specially designed to help create an individual themed nursery. Using 100% cotton with soft-touch fabrics, and a gentle, unisex colour palette, with the adorable sheep characters appearing on every piece, with printed, embroidered and appliqué details. Discover matching bedding, blankets and nursery accessories, along with beautifully packaged embroidered muslins and comforters that make perfect baby shower gifts. The Counting Sheep collection was exclusively designed in the UK. 01692 408802 nursery@east-coast.co.uk www.eastcoastnursery.co.uk

Coffee Break Nursery Today takes a break to chat with Bloomsbury Mill’s Marketing Manager, Angela Sanna to find out what’s currently trending in the world of nursery bedding. What are consumers seeking when we look at nursery bedding? We find practicality is equally important as design. Consumers not only want a bedding set that is fun and vibrant or themed to suit a specific decor, but they also want something that is easy to care for, soft against their little one’s skin, durable and most importantly safe.

to buying bedding for their children. They are looking for bedding that lasts and grows with the child, also bedding that is timeless in design, that has its own place in the midst of a beautifully themed and styled bedroom. When we look at bedding for babies, is there a trend toward organic or natural fibres. Do you feel consumers are more eco-aware? Most definitely, consumers are more aware now than ever of the ethical and environmental impact of goods and services. This trend is more obvious in the baby category where there is a real demand for transparency and products that are earth kind as well as skin kind. As such, the entire Bloomsbury Mill new-born range is crafted from 100% GOTS certified organic cotton offering peace of mind to our consumers.

Are they looking for fabrics that offer breathability? Fabrics for bedding can play a major role in how well we sleep at night. We want to be cool enough so that our bodies can drop off to sleep, but warm enough that we are still comfortable as well. Breathability is particularly important for babies from a safety perspective and is equally important for growing children to ensure a good night’s sleep. Is this a category that is researched online prior to purchase? Yes, we find that consumers will often look to get ideas from store Are there any particular consumer trends that retailers displays, blogs, social media and magazines. Aside from style should be aware of within the bedding category? inspiration, consumers also want to know important features such as Recent years have brought a major shift in kids’ interior design and fade resistance, ability to machine wash, whether it can be tumble aesthetic. More than ever before, design for kids is now visually dried, softness, safety accreditations and consumer reviews. These appealing to both adults and their little ones, allowing products to are all questions that we happily answer on daily basis! blend seamlessly into the rest of the home. We feel parents are taking a more considered and conscious approach www.bloomsburymill.com

focus BEDDING

Shelf appeal Everyone loves a new bedding set — and when the packaging looks this good, how can you resist? Fun, vibrant and eye-catching, Bloomsbury Mill have successfully launched their NEW bedding packaging which is proving to have real shelf appeal! This new look not only highlights the brands new logo but differentiates the individual bedding design with the clever use of playful character illustrations that offer a splash of colour to help communicate category segmentation. All bedding sets are available in cot-bed, single and double sizes.

020 8798 0249 | hello@bloomsburymill.com | www.bloomsburymill.com

Eyecatching Design Wins Industry Award

Offer something different with Kabode’s brand new range of sustainable bedding - winner of a Mother & Baby Award 2021. You may not have heard of Kabode yet, but your consumers have, which is why independent retailers are already jumping on the chance to be the first in their area to offer this award-winning brand to their customers. Following years of experience in overseas manufacturing and import, the team behind Kabode decided to turn their attention to the nursery industry, and create a capsule collection of bedding including sheets, duvet covers, pillowcases and embroidered quilts. Driven by design, the eye-catching collection follows five trends, from the bohemian Ankara range in coral pink and navy, to the classic alphabet pattern in pops of aqua and mustard. Kabode are passionate about taking care of the environment and children . Every product is made from sustainably sourced 100% cotton, and every sale support s the Against Malaria Foundation, with a child’s mosquito net being donated for every product sold. With a strong consumer award already under their belt and an exciting marketi ng plan for 2021, now is the time to discuss sales opportunities with Kabode. 020 8017 1346 | trade@kabode.co.uk www.kabode.co.uk

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Consumer insights:

FANFINDERS

The big questions:

Where and how are parents shopping? And what’s next? FanFinders provide a preview of their upcoming report into how parents’ shopping habits and behaviours have changed during the pandemic, and what’s expected from the remainder of 2021.

he shift to online during the pandemic has been well-documented and our recent survey of over 2,500 UK parents in the Your Baby Club network helps to further consolidate this picture. 49% of parents said their shopping habits have changed ‘drastically’ since the pandemic started and for some, this actually equates to more regular purchases. In fact, over half of parents said they have made purchases more frequently since March last year. Over 80% have also recently bought products online that they had previously only bought in-store.

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The future of the high street

On the surface, the stats suggest the current doom and gloom hovering over the UK’s high streets is well-placed. 58% of those surveyed expect to take fewer trips to the high street over the next year and 20% of parents expect to ‘only buy online’ within the next 3 years. However, if we dig deeper there are some signs of optimism and resiliency. A good example is that a third of parents surveyed expect to take the same number of trips to their local high street over the next 12 months as before the pandemic. Parents also want to go shopping.

There are positive takeaways for independent and local businesses, with 76% of parents saying they plan on shopping more with independent retailers and 81% wanting to shop more ‘local’.

But, do we expect this pattern to change over the coming months? At the moment, all signs point to online remaining the place to shop. 90% of parents expect to buy online more frequently over the next year and 84% stated they are more likely to shop online than in-store over the next year. 46

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image source pexels.com

When asked what they were most looking forward to doing postpandemic, ‘shopping in person’ sat third behind only ‘taking a family holiday’ and ‘eating out regularly’. This lends weight to the idea that online should be seen as an enabler rather than a threat to physical stores, and that there are opportunities to use the likes of events and experiences to link digital behaviour through to offline purchases. There are also positive takeaways for independent and local businesses, with 76% of parents saying they plan on shopping more with independent retailers and 81% wanting to shop more ‘local’.

Direct-to-consumer and trust

Brands taking control of their own data,

shopping pathways and logistics has been one of the biggest outcomes of the pandemic to date. But, this doesn’t mean there hasn’t been a few bumps in the road. 46% of parents said they have been let down by an online delivery since the pandemic started and over a quarter said unreliable online deliveries have reduced their trust in buying online. However, trust is also at the heart of successful ecommerce and digital marketing strategies, and is one of the reasons over half (52%) of parents are most likely to shop direct on a brand website when browsing online. This is further supported by the fact that 87% of parents trust emails from brands they want to hear from, compared to just 25% trusting posts on social and 11% trusting endorsements by influencers. How does that fit into spending conversion? Well, parents are most likely to purchase through ‘sponsored posts on social platforms like Facebook or Instagram’ and emails from brands.

Channels for 2021

The power of social platforms in parents’ lives shows no signs of diminishing, with 72% revealing they are spending more time on social media than they did even

a few months ago. As for which platforms, it’s Facebook, Instagram and WhatsApp still leading the way. Two services that have enjoyed notable success during the pandemic so far are also set to remain popular with parents this year. ‘Click and collect’ is one and 55% said they will be increasing their use of this service over the coming months. The other is club/subscription/regular delivery models: 42% of parents said they will be signing up to discount and loyalty clubs in the next year, with 38% signing up for regular product or food deliveries. Something that has been evergreen in our industry is discount codes and 74% of parents said they are ‘very interested’ in receiving those. As with anything in the digital space, those brands that use these services, codes or clubs as part of an integrated strategy (to acquire customers, relevant data, develop brand loyalty and share tailored messaging), will be the ones breaking through the noise. FanFinders is a performance marketing and consumer insight company that connects brands with parents who want what they have to offer via Your Baby Club. With over 3 million members, our network covers over 80% of the UK baby market. Visit fanfinders.com.

FanFinders is a performance marketing and consumer insight company that connects brands with parents who want what they have to offer via Your Baby Club. With over 3 million members, our network covers over 80% of the UK baby market. Visit fanfinders.com.

For more information on FanFinders and the consumer insight they can offer, call: 0203 808 3011 or visit www.fanfinders.com

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focus SAFETY

All round home safety Addressing safety risks in the home with Clippasafe It’s no surprise that with falls in the home accounting for a large percentage of child casualties, parents are advised to install barriers to prevent toddlers accessing dangerous areas like stairs, as well as rooms that require supervision such as kitchens and bathrooms. Clippasafe’s large range of safety gates includes styles like The Swing Shut Extendable Gate with a self securing catch mechanism, which simply requires a firm push to close. It can be set to open one or two ways and is installed securely between wall cups. Also available is the Extendable No Trip Gate which is secured with a releasable wall mounted hinge and is operated with one hand using a thumb catch and lift mechanism. It extends to fit gaps of 60cm - 109cm. Another of Clippasafe’s most popular products is the Socket Protector. The protector is a secure white box that is fixed over wall sockets and plugs without removing the wall socket or needing to access wiring. It prevents children from accessing the dangerous socket and from unplugging items that need to be left plugged in such as TV systems, fridges and computers. Access to the socket is easy for adults, by pressing buttons on each side of the unit.

0115 9211 899 | www.clippasafe.co.uk

Safety

first

Safety products are a clear winner for many new parents with brands remaining one step ahead to assist easing parental anxiety.

Car seat safety The CYBEX SensorSafe 4-in-1 safety kit provides peace of mind for parents. Attached to the harness system of i-Size car seats it connects to a smartphone providing essential alerts to help prevent critical situations. The safety harness control helps keep the child securely fastened as the clip prevents them from slipping out of the harness system. If the child opens the clip, parents are instantly alerted via a notification on their smartphone. SensorSafe detects if the child is at risk of heatstroke due to temperature changes, if they have been left alone in the car or been seated for too long.

www.cybex-online.com

Peace of Mind with Hauck

Hauck are one of the leading brands in the home safety category across Europe and the globe .

Hauck safety products can be found in a high percentage of family homes across the world. The reason people turn to Hauck for their safety products is their great qual ity products. Designed in Germany and tested by the leading test houses across the glob e, from SGS, TUV and LNE, you can feel at ease trust ing Hauck to keep little ones safe at hom e. Available in a choice of designs, Hauck have som ething for every home.

01978 664362 | info@hauckuk.com www.hauckuk.com

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CLEAR STEP GATE • • • • • • •

Stumble-free safety gate For openings of 75 - 80 cm With safety stoppers Pressure Fit Can be opened to both sides Door opens with one hand Optionally extendable

£49.95 Available from 2nd April

For more information, to arrange a visit from the team or to place your order. Contact the team by emailing: info@hauckuk.com. info@hauckuk.com | +44 (0) 1978 664 362 | www.hauck.de

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focus FURNITURE

Classic curves with CuddleCo Complete the fairy tale with the Clara furniture set. Classic curves with a modern contemporary look, function and style the Clara furniture set will transform any nursery. The Clara cot bed is suitable from birth to around 5 years. It has 3 mattress positions and easily converts into a modern and stylish toddler bed. The Clara 3 drawer dresser offers style, storage and function. The unit comes complete with a removable changing station, transforming the changing unit into a chest of drawers to use for years to come. The Clara wardrobe is designed to successfully organise your nursery, 2 removable hanging rails and a deep base drawer provide plenty of space. The Clara comes in an all-white finish or a white and ash trim.

0161 702 5062 | sales@cuddleco.co.uk

Furnishing

features

Nursery furniture is big business, with many parents opting for furniture sets to give a co-ordinated feel to the nursery. Here we highlight room sets and sleep solutions that are currently available to order.

Growing with baby

The Isafe Wendy Cotbed is suitable from birth to approximately the age of six and is available to order now. Featuring a three height mattress base the Wendy Isafe Cotbed can be adjusted as baby grows and includes teething rails plus a superior quality hypoallergenic mattress. This cotbed is easily converted into a junior bed by simply removing both of the cot bed sides and the bottom section of each end creating a stylish toddler bed Made of New Zealand Organic Solid Pine, with a superior quality finish, with non-toxic eco friendly paint and with a smooth finish. Baby Goods Wholesale also offer a and comprehensive product range spanning across car seats, prams, strollers highchairs. Visit their website for full information.

01902 366333 | www.wholesale-baby-goods.co.u

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Coffee Break Nursery Today takes a break with Babymore’s Head of Sales, Karl Hughes, to find out what he feels is currently driving the nursery furniture sector. What are consumers currently looking for when they are considering nursery furniture? At Babymore, we are finding that customers are demanding ever greater value for money. They are rightly looking for the very best quality and for the keenest price. There are still plenty of new families seeking the more traditional styles and lines, and Babymore provides the ultimate choice of sleigh beds, in various sizes, colours and styles, but all at the most competitive prices. With the strength of the online market at the moment, customers also expect delivery to be quick, on time and then beyond that, they expect prompt, polite and outstanding levels of service, all of which Babymore supplies as standard. Are consumers looking for a co-ordinating room set? Absolutely, yes, and in addition to those customers already mentioned, there is an ever growing market for a more modern look, with straighter, cleaner lines, warmer colours and styles that will still look great as the child grows. Our new Luno Veni range is already leading the way in this area of the market by providing exactly that, but with more choice of beds and additional options available. We find the optional underdrawer is a must have with more than half of the customers who have ordered from the range. Are there any specific trends this year that retailers should look for - i.e., colourways, ecofriendly materials, etc.? There are some clear trends developing this year, in fact, the move to warmer colours and a more modern design began last year, but Babymore has entered the market at just the right time and with many more ranges and innovations still to arrive. Harrogate will be an important showcase for Babymore and a chance for retailers to come on board where they have missed out on our early success. If cost vs. function something that is important at present? The importance is not one at the expense of the other, customer are looking for both, and if suppliers don’t deliver, they get found out. At Babymore we are determined that we won’t compromise, and this ethos, coupled with the fantastic support we get from our valued retailers, will continue to drive our growth through the remainder of this year and beyond.

Features plus function

Beautiful addition The Toulouse furniture collection has curved panels, metal handles and moulded details in a vintage style, making it a beautiful addition to a new nursery. The room set includes a cot bed, dresser and wardrobe, which comes in either a grey or white finish. The cot bed converts easily from cot to toddler bed, and to a stylish day bed, so it will be used and loved for years to come. The dresser includes three full-width drawers, integral changing area, extra storage compartments, and two external towel rails. The double wardrobe includes two full-width hanging rails and a large drawer.

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

The award-winning designed bedside crib for newborn babies shows both a modern and contemporary design and features practical functionality so ticks all boxes. A stylish wood effect finish frame and soft dove grey fabrics ensure the Nebula will look fabulous in any home setting. Drop side features enable bedside sleeping which not only helps develop a strong bond with baby, but allows peace of mind knowing your baby is safely next to you. Email: sales@redkitebaby.com

Web: www.redkitebaby.co.uk

Clean and contemporary Ickle Bubba are thrilled to introduce their new furniture collection.

Ickle Bubba have launched the New Pembrey Collection with a clean and contemporary design. This nine piece collection is available in three colours Grey Ash, White and Ash White Trend plus various bundle options, making it a great choice for small or large nurseries. Within the Pembrey Collection, there is a cot bed with three height positions making it an ideal baby to toddler solution, it can then be converted easily into a stylish junior bed. Complimenting this there is an under bed drawer, which perfectly matches the cot bed and is an ideal storage solution for small or large nurseries. Plus a cot top changer, which is a great addition to a nursery that needs an alternative changing solution. Also within the Collection, there is a chest of drawers which has a

practical baby changing unit, that evolves into a stylish 3-drawer chest. There is also a tall chest of drawers, which is an excellent, spacious and space saving 5-drawer chest. To round the Collection off, the cleverly designed wardrobe offers a practical addition to any nursery, including a full-sized interior that means you don’t need to compromise on space. And an attractive, easy to fit shelf is a practical, versatile accessory to the range. The Pembrey Collection, offers endless possibilities, making it incredibly easy for a parent to design a nursery that will suit their needs, and with two man delivery option, Ickle Bubba are confident the customer will be left feeling very pleased with their purchase.

Darren.Pumfrett@icklebubba.com | www.icklebubba.com/furniture

BPA

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

Online Trends in the Baby Products Industry (Backed by Data)

Salience Search Marketing provides the latest insights into what consumers are popping into online search engines when looking for new products and has provided the Baby Products Association with an interesting insight into how Covid has affected the baby products markets.

lot has changed in the baby product market in the past year. With Covid-19 sweeping the nation, retailers have been forced to shut their doors and adapt to the new world of ecommerce. More purchases are happening online then ever. So, understanding how the baby product market has changed year-on-year (YoY) can provide helpful insight. The following article will dive into the online trends and changes the baby product market has experienced throughout 2020. With this, you’ll be able to focus your efforts and make sure your 2021 campaigns and goals are focused on growing areas.

Event-Related Baby Products Experienced a Hit

www.b-p-a.org 52

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With lockdown causing public events to go into hiding, birthdays, christenings, and parties were cancelled. As a result, baby product interest relating to specific events decreased. In particular, searches for “boys christening outfit” decreased by -64%. Additionally, the keyword “christening outfits” decreased by -81%. With lockdown restricting these events, it’s no surprise to see trends relating to them receding YoY.

More purchases are happening online then ever. So, understanding how the baby product market has changed year-on-year (YoY) can provide helpful insight.

Road trips may have taken a hit as well, as searches for “booster car seat” declined by -37% YoY. The term “car seats” also saw a small decline (-13%). If you’re looking to release product collections related to events or outdoor pursuits, it might be best to park them during the lockdown. Save them for when people are allowed to meet up again.

Baby Clothing is on the Rise

Over the past year, evidence suggests interest surrounding baby clothing is on the rise. New research published in a baby product market report by Salience, found keywords relating to baby clothing to be on the increase. The keyword “baby clothes” was up by 49% YoY. Onesies have been huge this year as well, with searches for boy onesies up by 101% and searches for girl onesies up by 66%. With more people staying at home with their children, you can imagine why parents are buying their babies pyjama-related clothing. It wasn’t just babies and infants that saw a rise – new-borns did as well. The search term “newborn baby clothes”

increased by 83% over the past year. If you’re looking at a new campaign this year, based on the data, it could be a good idea to focus on baby clothing. And with lockdown still upon us, focusing on onesies and PJ-styled clothing could be a good idea.

Outdoor Baby Products – Down Now but Up Later?

With outside life being restricted, it’s no surprise to see interest relating to outdoor baby products receding in 2020. Lots of keywords and searches relating to prams and buggies saw moderate declines through 2020. Specially, the search term “double pushchair” receded by -28% and the search term “double prams” decreased by -23%. “Double buggy” witnessed the largest decline of -29%. Interestingly, online interest declined more for double buggies and prams opposed to non-double variations. Were more people having a second child in 2020? Or were people with larger families more concerned about the pandemic? There’s a lot you could speculate with this research. In either case, with outdoor related products on the decline, what’s to say they won’t boom in a post-COVID world? We witness people pilling out of their homes when the first lockdown was released. It’s not hard to imagine the same is going to happen again. And if it does, outdoor baby products could surge.

Those who are prepared could see profitable gains.

Baby Tech: New Innovations for 2021

There are new tech innovations every year. What’s been going on in the world of baby products? There is now a baby pram with built in motors that aids parents who regularly push their prams up hills. This is also beneficial for parents who suffer when pushing their prams along rough terrain. Baby monitors have also seen advancements in 2020 with high-tech monitors that can give you a bird’s eye view of your baby’s room and crib. Some are also equipped with breathing sensors and a range of other interesting features that make baby monitoring a breeze. Apps are available that allow you to see everything from your phone. Very impressive.

Online Towns and Communities for Parents

Video messaging, Zoom, and sites like Skillshare were used more than ever over 2020. Now, there is a growing online interest for virtual products for parents. With parents and babies stuck at home, getting them the counselling and support they need is more important than ever. It’s for this reason

Baby clothing has seen good increases over 2020. Should this be a focus for brands over the next few months?

you’ll probably see more virtual help for parents moving into 2021. Services like Moms on Call offers services to help new parents and their children overcome the challenges experienced early on. It is an excellent way to replicate the in-person advice you can’t experience in a COVID world. For parents who are struggling during those first 4 difficult years, Moms on Call is superb. We will no doubt see more virtual transitions in regard to these advisory services as 2021 continues.

Summary

A lot has changed in the previous year. Covid took the world by storm and many brands have had to adapt to the online switch. Searches related to outdoor and eventbased baby products have declined in 2020 and during lockdown. Does this mean they’ll surge when we finally come out? Baby clothing has seen good increases over 2020. Should this be a focus for brands over the next few months? Finally, new tech in baby products is still pushing ahead and we could see parental advisory services being moved to a virtual environment more and more throughout 2021. This article can be viewed on the Association’s website – www.b-p-a.org

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

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25.05.2019 20:20

nursery matters JOHN BARKER Image source: pexels.com

Barking Mad This month Pramland’s John Barker focusses on stores opening and potentially what the 12th April means for every retailer in our industry.

ello one and all, glad you could join me in my little corner of Nursery Today. Today I would like to talk about the magic date of 12th April and what it means for our stores. I’m typing this in March 2021, almost a year after the first lockdown started, and a good two weeks after Penny’s deadline for this article (sorry Penny). This past year we’ve been open for only 24 out of the 52 weeks and many of you have been closed for even longer. Up here in Hull we managed to stay in the appropriate tier which meant we could at least see some customers in December. Who would have thought that any of us would still be here after a year like that? It is truly remarkable that we have all managed to weather the storm. Ok, so the sails may be a bit tattered and the poopdeck (whatever one of those is) needs tending to but we are still here. However, today isn’t about looking back it’s about looking forward, and I can guarantee a few things in life – the sun will rise in the morning, my freshly buttered toast will fall butter side down, I’ll dream that I am Boba Fett and we are all looking forward to opening once more. When the announcement was made that a date of the 12th April was our target for re-opening two

nursery today

things happened. Firstly customers swamped our websites to secure shopping appointments (more on that later) and unfortunately it turned a light off on people looking to buy. I liken it to buying a sofa. If you’re buying a sofa you want to try it out don’t you. Your backside is going to see a lot of it and it needs to be right. This is going to be your call of duty command seat, your cinema seat or front row for your favourite sporting event. Ok, so if you’re desperate for one you can either take a gamble and order it online, risking the comfort of your tushie (and no one wants to risk their tushie comfort!) or you could just wait a few weeks until the shop opens again and you can guarantee maximum tushie comfort. Here lies the problem in this example – when you order the sofa the delivery is xyz weeks and let’s be honest having to wait is inconvenient but not the end of the world. In terms of our goods we are working to a rapidly approaching due date. The

The only drawback to operatin g as appointment only is the customer that refuses to accept this is the way we are operatin g. Just like last year we’ll all be seein g Mr I Knowbetter and his girl friend Miss I Don’t need an appointment at Next

john@pramland.co.uk

difference between a customer ordering a product on a Friday or a Monday can be dramatic at the best of times, but when we factor in stock issues caused by global shipping problems and the huge demand we are all expecting it will have an even bigger impact. We have been receiving lots of appointments with due dates in May and June, and I am growing more concerned by the day that suppliers will not be able to meet the demand. For an item not already in our beleaguered storerooms a mid June due date could become a real headache. If a customer visits you on 12th April that gives you 8 weeks before little one arrives (on time), we work 4/6 weeks ahead in case the baby arrives early (they do have a habit of doing this – how inconsiderate). This means we could have as little as 2/4 weeks to get the customer’s order in to the store. Across the board and from experience this is certainly possible but not guaranteed with all brands. Given the cash flow constraints we are all facing whilst we are closed, coupled with an embarrassing lack of financial support from central and local government it’s been difficult to maintain a healthy level of stock for key lines and our

reliance upon the brands will be even more. As I mentioned previously, many of us operate appointment booking systems and these have been inundated with traffic. In order to meet demand we have increased our capacity over previous post lockdown appointment runs. We are now up to a possible 116 appointments per week, and as of this morning the first week is showing as 84% booked, a huge figure and one that is helping me to remain positive despite all the negatives right now. Many of us saw the benefits of appointments during the course of last year and from the conversations I have had with some of you these appointments converted in to sales. It’s the perfect recipe really, a full appointment book with customers all fast approaching their due dates and therefore in need of our help and advice. I just hope that we all remain sensible and we can capitalise on this level of demand. We have a really good opportunity to start to claw back some of the lost revenue from the past year. If we can maintain margins and not look to undercut our competitors our cash flows will start to look far healthier very quickly.

When the announcement was made that a date of the 12th April was our target for re-opening two thin gs happened. Firstly customers swa mped our websites to secure shopping appointments and unfortun ately it turned a light off on people looking to buy. The only drawback to operating as appointment only is the customer that refuses to accept this is the way we are operating. Just like last year we’ll all be seeing Mr I Knowbetter and his girlfriend Miss I Don’t need an appointment at Next. For the past 3 months every one of our social media channels and our website has been screaming about being appointment only when we re-open. Our Google, Bing and Yell listings all mention appointments required, yet come the 12th April they will deny this and tell you that. . . .”Your website says you’re open!”. We’ll explain to them the reasons we are appointment only and that

our customers can spend an hour or more choosing their prams, we’ll even explain to them that they can wait for a gap but they could have a very long wait. But, they will still moan and probably storm off – my attitude to these people is simple, we don’t want you as customers if this is the way you behave. Our store is fine without your business and even if you did shop with us something tells me we’ll regret ever selling you anything. So, until next time I wish every one of you the best of success with the re-opening. I truly hope this is the time we can all unite as an industry to earn money. Stay safe everyone – see on the otherside!

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nursery today 55

feature MEET THE PRs

The perfect PR Getting your news out into the world can sometimes prove quite a tricky business with an endless list of pressing things to do. Fear not, as a trade sector Nursery has the perfect PR companies at your disposal. They know and understand our industry and take the pressure off and can do all your promotion for you. From contacting the necessary press to marketing online, here is a selection of good PR companies who know exactly who and how to get your news, deals, offers and promotions read by the right people, something that will only help you and your sales succeed.

Expert PR and Social Comms Agency Vista is a PR and Social Media agency delivering brand building and sales driving programmes through events, news, SEO, social management, influencer collaborations, strategic partnerships, corporate profiling and social advertising. Vista humanises brands, giving them a voice and relevance to draw consumers in. The team devises brand stories that incentivise, excite and inspire people to make a purchase. A team of experienced practitioners with an in-house ethic. Transparency is key to operations at Vista to save everyone time and money and the team continually contributes and is generous with its delivery, guaranteeing results. The agency was designed for maximum efficiency by Vista’s Managing Director, Jane, following 25 years in consumer PR, working on international brands at the world’s leading PR agencies. Her mission? To fight off the almost unstoppable forces of mediocrity. With Vista’s team, you access over 100 years combined marketing, PR and social expertise. A fully integrated agency with in-house and consultancy experience in sectors as diverse as Travel, Food, FMCG, IT, Auto, Retail, Sports, Professional Services, Education, Fashion, Telecoms, Consumer Health, Nursery, Toys and Lubricants. Vista, from a client perspective: “We probably don’t say it enough, but you guys are great.” Sharon Morrison, Graco UK

01295 369 182 | jpd@vistapublicrelations.com www.vistapublicrelations.com 56

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Understanding your business Bertelli Communications was founded in 2010 and Lianne Bertelli, MD has worked in PR for over 23 years. Bertelli Comms provides senior level experience, knowledge and expertise launching brand new products and brands to both the trade and consumer. The agency prides itself on its relationship with clients and enjoys some of the longest running client relationships within the industry. The small team work hard to understand each client’s business and their specific goals. A ‘can-do’ attitude combined with solid grass roots PR gets Bertelli clients where they should be – in front of their customers. Bertelli Comms has worked on some of the UK’s most well-known brands as well as launching totally new companies and innovative products to the consumer. With experience in all aspects of PR, we can tailor cost-effective campaigns to suit a client’s specific budget from one-off bursts of activity to working with you as your retained press office. The company specialise in targeted product placement to ensure your products get noticed. Every week, our clients and their products appear in lifestyle magazines, online, blogs, TV and in national and regional newspapers…in fact, whatever a client’s target market read, listen to or watch Bertelli will make sure you’re there! The company work on some of the most unique brands within the nursery industry including Dr Brown’s, Dreamgenii, Carefix, Ameda, Steri-Bottle and Pretend to Bee. Lianne Bertelli, MD at Bertelli Comms says: “I have always loved working within the nursery sector. It’s probably one of the most fast-moving industries around as there are such innovative, must-have products launching all the time. We have an unrivalled database of contacts within the sector across both B2B and B2C and also offer social media management across all channels as well as copywriting. I always say that ultimately our job is to help drive sales for our clients and we try our utmost to deliver tangible results.”

To discuss your PR requirements, please contact Lianne Bertelli on: 07739 023 756. www.bertellicommunications.co.uk

Azaria – here to help brands grow Now in its 17th year, Azaria is a UK leading family specialist PR, Influencer, Digital Marketing and Social Media Agency. With a proven track record and envied reputation, Azaria works with brands big and small, helping clients reach their business goals through targeted campaigns. From strategy to content to execution, Azaria handles it all. It nurtures all clients including Maxi-Cosi, Quinny, Beaba, Mee-go Little Organics, Tiny Love and The Children’s Furniture Company, looking after all their PR needs; product launches, social media, celebrities, influencers, awards, sampling, brand and expert partnerships, product placement, and much more. Azaria is well known amongst the media, influencers and celebrities as the go-to agency for all-things family. Clients can take advantage of Azaria’s interactive influencer database ensuring every campaign is highly targeted for the ultimate in engagement. Whilst their NEW for 2021 Digital Marketing service covers Google Shopping, Shopify and expertly created Facebook ads, to ensure fully-rounded campaigns that drive web hits and product sales. Managing Director Amber and her fantastic team are experts at what they do and their passion shines through.

Find out more at www.azariapr.co.uk 01604 217 000 / hello@azariapr.co.uk

Award winning agency Friendly and approachable, bumpPR is an award-winning family agency that offers a range of services tailored to suit individual brand goals and budget. Currently celebrating ten years in business, the agency has become renowned within the Nursery sector for being a truly hard-working and passionate PR team. The agency has garnered a portfolio bursting with some truly iconic brands, including Medela, Snüz, Kit & Kin, and Polarn O. Pyret, to name just a few. bumpPR prides itself on having long-standing relationships with many of its clients, having represented some for nearly a decade! A small, dedicated bunch with bags of experience, team bump has heaps of enthusiasm, ideas and connections to boot. From press to celebrities, bloggers to influencers, the team are tenacious when it comes to getting great results. Every client is made to feel important, with each tailor-made PR package delivered by passionate and knowledgeable professionals. Whether it’s a long-term, integrated strategy or a cheeky little social post, bumpPR will ensure that your company, product or service gets credible exposure in all the relevant places. In other words, we’ll get the right people talking about you.

01462 613 002 | www.bumppr.co.uk

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Happy napping The perfect companions for naptime on the go Bloomsbury Mill launches Toddler Nap Mats - an all-in-one pillow, blanket and mat. Available in three popular Bloomsbury Mill prints: Award-winning Safari Animals, Magic Unicorn, and Grey and White Stars, the nap mats present a brand-new category for the brand. Perfect for napping at home or on the go, the roll-out design, carry loop and removable pillow storage pouch make Bloomsbury Mill Nap Mats effortless and portable. Toddlers will love the personalised name tag and handy pocket for their favourite toy. The Nap Mat is easy to care for too and is suitable for washing at 40 degrees.

020 8798 0249 | hello@bloomsburymill.com www.bloomsburymill.com

In one

Splash About introduces its After Swim Onesie; perfect for post pool or summer staycation! In time for the reopening of swimming pools, Splash About has launched its After Swim Onesie. Due to Covid guidelines, many baby pools are advocating littles ones arrive ready for swim lessons and leave straight after, avoiding wherever possible, the changing rooms. This Onesie is designed specifically to be used poolside to negotiate these new recommendations. The onesie’s internal fleece lining with generous hood is soft and warm, so even if baby isn’t fully dressed or has damp hair, Splash About’s onesie will ensure they are kept warm on the journey home. It’s waterproof and windproof so will double up for beach play on a UK holiday too! The After Swim Onesie is suitable from 6months – 3years, is available in three designs, including the new unisex Stars print.

www.splashabout.com

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Axkid ONE is now Plus Tested and joins the rest of Axkid’s rear-facing Plus Tested selection of car seats. Tested, Axkid car seats offer a With a range where all rear-facing car seats are now Plus high level of safety which is guaranteed. the marking 125cm. Axkid ONE is the first car seat with ISOFIX in the world with instead of weight. length in Tested Plus are Seats included in the new i-Size regulation ed up to 125cm. approv and Tested Plus is seat car the This means that are very proud of. Child All of Axkid’s rear facing car seats are Plus Tested, which they can guarantee a high they safety is their highest priority and thanks to the Plus Test, level of crash safety

salesuk@axkid.com | www.axkid.com

Wonderful world of wooden toys

The Home of Classic Characters is celebrating its 50th anniversary with the launch of some joyful and inspired new wooden toys in some of their much-loved nursery and preschool character collections.

Now available and joining the hugely popular and much-adored Guess How Much I Love You collection is a beautiful new Wooden Pullalong featurin g both Large Nutbrown Hare and Little Nutbrown Hare, as well as a delightf ul new Wooden Shape Puzzle and Wooden Building Blocks Set. A further beautiful and entertaining addition to the wooden range is the new Guess How Much I Love You Balancing Toy with printed wooden pieces includin g the little nutbrown hare for little ones to try to stack up, creating entertai nment for everyone when they all fall down. There is also plenty of fun to be had with the new wooden lines joining the ever-popular Fun with Spot range this spring. Along with a new Wooden Shape Puzzle and Wooden Building Blocks Set, there is also a new playful Spot Wooden Pull along and a colourful Spot Wooden Bowling Set to keep little ones learning through play. The Home of Classic Characters has also welcomed the wonderful We’re Going on a Bear Hunt brand to the Rainbow family this year and as part of the new range, now available is a colourful Wooden Shape Puzzle featurin g the animals from the much-loved children’s storybook to play along with.

Tel: 01329 227300 | www.rainbowdesigns.co.uk

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

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Nursery Today March 2021

Articles inside

Junior Jones - Style, performance and safety JUNIORJONES

The wheels of industry

Chicco - Embracing uncertainty