Nursery Today

The U.K. nursery trade’s no. 1 magazine

Month: November 15 Issue 2 Volume 19

www.nursery-today.co.uk

Independently audited ABC circulation of 4402 1 July 2014 to 30 June 2015

A proven formula for repairs and returns

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08000 8555 10 enquiries@torque.eu www.torque.eu Warehousing / Processing / e-fulfilment / Transport / Re-work / Warranty Repairs / Ozone Treatment Embroidery / Pick & Pack / Real-time Stock Management

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The Gruffalo word mark and logo are trade marks of Julia Donaldson and Axel Scheffler and used under licence.

Licensed by Magic Light Pictures Ltd.

Oh help! Oh no! It’s a gruffalo!

Email: sales@littlelife.com Tel: 0118 981 1433 Web: www.littlelife.com

CONTENTS November 2015

Regulars

April 2015 Issue 7 Volume 18

5

Leader

6

News

10

Licensing news

12

BPA

16

Nursery natter What do independent retailers think of wheeled goods? What trends are they

the team

seeing?

Editor Penny Franks penny@lemapublishing.co.uk

Assistant Editor

Trade Talk

42

Retailer profile

Penny Franks

Paul Donnelley pauld@lemapublishing.co.uk

Contributors

Ad Manager

8

Christine Contreras christine@lemapublishing.co.uk

Design Production Director

32

A look at the growth of online global retail

Paul Donnelley

events

Paul Naish paul@lemapublishing.co.uk

P18

Circulation

10

Anthony has a few ideas Christine Contreras

14

David Fairhurst, Intelligent Retail Ensure that your website is mobile friendly

Mark Naish mark@lemapublishing.co.uk

as well as PC-friendly

Managing Director Malcolm Naish malcolm@lemapublishing.co.uk

Anthony Temple What can retailers expect in 2016?

Robert Thomas robert@lemapublishing.co.uk

Publisher

Christian Jones, Gro

34

Nigel Plested This time, it’s personal says Nigel and

Mark Naish

explains why

38

Colin Pattison Colin gets nostalgic about 2015

P46

Paul Naish

40

Yas gears up for Christmas and wonders why the industry is gearing down

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

www.nursery-today.co.uk

NSG

44

Ross Hewitt Take care when it comes to social media,

Malcolm Naish Malcolm Naish

don’t get into a spat with customers

59

GFK Christmas and Black Friday are on the horizon

P55

Subscription per annum: UK £40, Europe £50 (surface), £60 (airmail)

A member of the Audit Bureau of Circulation

Features 18

Wheeled Goods

30

Cover story Torque

46

Pregnancy and maternity

55

Mattresses

64

BLE review

www.nursery-today.co.uk Twitter: @nurserytodaymag

T

message from the editor...

here is so much happening at the moment,

day – how to keep your child safe, how to purchase the right

with perhaps the largest and now heavily

products, sleep safe, etc.

discussed announcement being from the Harrogate International Nursery Fair.

For those of you who may not have seen

Robert Anslow, managing director of the show stated: “Naturally, retailers don’t want to compete with the manufacturers and suppliers of the products they sell.

our news flash, for the first time in their history, the show will

Therefore, the public open day will be geared towards

in 2016 open their doors to the public. This, however, will not

product demonstration and promoting brand awareness;

for the full duration of the show – but only the last day. The

plus it will give manufacturers the opportunity to direct

Sunday and Monday will be solely a trade only event, with the

consumers to retailers that are located in the north east. It

Tuesday being open to both the trade and the general public.

will not be billed as a direct selling event, so stock will not be required in any quantity.”

“

This news announcement by HINF has so far naturally

This news

received mixed reactions (if you are a NSG member you can see this on the Facebook NSG trade page). Whilst many

announcement by

understand the rationale behind this decision, others are

HINF has so far

no-one knows what type of impact this will have, but I am

naturally received

continue to drive the event forward. Remember, the last

apprehensive – this is to be expected as at the moment confident that this will bolster our only UK trade show and day of the event is always quieter, so it does make sense as this will give newcomers to the industry the opportunity to

mixed reactions

The BabyStyle stand at HINF 201

(if you are a NSG member you can see this on the Facebook NSG trade page). Whilst many understand the rationale behind this decision, others are apprehensive

”

This will bring a new dynamic to the show, which some will

drive awareness of their product ranges – which is good for

steady category for many and we are seeing a clear growth

retailers and also for the larger brands to demonstrate and

in the Strollers sector with information from Gfk showing that

guide new parents ‘to be’ of their product options.

stroller sales are up by 8% year on year. As an incredibly trends

One comment that I did find of interest on the NSG page was referencing price awareness by the consumer of retail

embrace, whilst others are hesitant as to the impact this may

cost. Naturally I understand this concern, but (now it may

have. The show organisers have spent a long time deliberating

be me walking around with my eyes closed), but unless you

the best way forward for the show and would firstly like to

are trade and specifically ask for a price list then this isn’t

reassure everyone that this is not an opportunity for any

displayed on stands?

exhibitors to sell direct to the public, but a great platform to

The organisers have stated that the trade and consumer

educate, demonstrate and showcase products on the last

day will be widely promoted via all platforms of media in the

day to the consumer, whilse also having the opportunity to

north of England with new mums being able to attend to

redirect consumers to stockists in their area. This represents

see the latest new baby products with demonstrations on

a superb way to address the problems of safety within our

exhibitors’ stands as well as in a product demonstration arena.

industry and really educate parents before they make any

The main focus of the public day will be around the safe use

purchase decisions. The main purpose and therefore onus

of products and it is expected that there will also be free

of this day is about educating the consumer. The show

seminars and demonstrations on subjects that are relevant

organisers appreciate that consumers go to consumer shows

for all to attend. Turn to our news section to read more.

to grab a bargain, but that this is not the purpose of this day and that they will be promoting this purely as an information

driven category, we also focus Nursery Natter and our Trade Talk page on this topic.

Other features you will find are Pregnancy & Maternity (page 46) and mattresses (page 55). Happy reading!

On a completely different topic altogether – it will be Christmas before we all know it! I would love to see some Christmas window displays in our next issue, why not email me a picture – penny@lemapublishing.co.uk – let’s get festive!

So now to this issue. We carry a number of features. Take a look at Wheeled Goods on page 18. This is a continually Leader 5

NEWS Maguari celebrates Skip Hop Win in 2015 Junior Design Awards Maguari is delighted to announce that the Skip Hop Zoo Insulated Food Jar has won the Best Child Feeding Product category in the 2015 Junior Design Awards!

Beating hundreds of other entries in this highly competitive area, this coveted Winner’s badge demonstrates Maguari’s continued commitment to providing parents with high quality and unique baby products.

Debbie Grant, Sales & Marketing Director at Maguari said: “We’re absolutely thrilled that the Skip Hop Zoo Insulated Food Jar has been voted the winner in the Junior Design Award’s Best Child Feeding Product category. It’s a great product for fun, al fresco dining but also very handy for busy families on the go! Introduced to our range late last year, we’re thrilled that the Junior Design Award judges have acknowledged it as a highly valuable addition to the UK nursery market.”

For more details on Maguari’s full range of nursery products, visit www.maguari.com or telephone 01293 592170.

sponsored by hardenbergco.co.uk 01785 503 305

BreathableBaby Shortlisted in ABC Awards BreathableBaby, the company behind the original Breathable Cot Liners was delighted that its newest liner was shortlisted for a prestigious innovation award at the recent ABC show in Las Vegas.

The Deluxe Embossed Liner was a finalist for the ABC Innovation Award in the Safety category, confirming the companies position as leading the market in the development of safe bedding for babies “Mums now don’t have to choose between safety and extra comfort” stated Rachelle Harel, who runs BreathableBaby’s International business. “With a double layer of breathable mesh, it offers extra protection against little knocks and bumps, yet still offers the same breathable technology to allow air flow and temperature control within baby’s sleeping space.”

With fashionable embossed detail to give a quilted effect, the Deluxe will give a luxurious look and feel to any nursery. Available in the UK in January, more details on their website: breathablebaby.com

Karl Hughes joins East Coast Nursery East Coast Nursery are pleased to welcome Karl Hughes to the team, in his new role as Account Development Manager.

With 16 years’ experience in the nursery industry, looking after independent and major customer accounts, Karl brings a wealth of knowledge and enthusiasm to the role.

Karl comments: ‘I am really looking forward to working for a forward-thinking and innovative company. East Coast has a reputation for high quality products and excellent customer care, and I am impressed by the huge potential that East Coast offers to the UK market.’

Tel: 01692 408802 Web: www.eastcoastnursery.co.uk

Reliable Service coupled with technical expertise Bureau Veritas Consumer Products Services is a leading global provider of compliance and quality assurance services to the nursery and children’s product industry.

W

e provide a complete solution to the nursery and toy industry from product concept to store-shelves including product testing, safety assessments, regulatory consultancy, product inspections, chemical supply chain solutions, social and factory audits, sustainability services and global market entry solutions. We help our clients improve their supply chain, as well as checking that their products meet the relevant regulatory standards. We support a wide range of clients, from start-up businesses to large importers, brands and global retailers. With our extensive global network of nursery products and toy laboratories, we have the capabilities to test our clients’ products wherever they need to.

At our UKAS accredited testing laboratory in Warrington, Cheshire, we have been offering reliable service delivery, friendly customer service and recognised technical expertise for more than ten years. We can perform a wide range of compliance, performance and safety testing - physical, mechanical, flammability and chemical. Our technical experts have

6 nursery today

decades of experience in the field of quality assurance for juvenile products and can assist you with your compliance needs. Our UK experts sit on several juvenile products technical committees, ensuring we are always up-to-date with the latest changes in regulation and test methods. Bureau Veritas Consumer Products Services are a member of the Baby Products Association (BPA).

Contact our UK laboratory: Bureau Veritas Consumer Products Services UK Ltd., 31 Kingsland Grange, Woolston, Warrington, WA1 4RW, Cheshire Email: bvsales@uk.bureauveritas.com Phone: + 44 (0)1925 854 360 www.bureauveritas.co.uk/cps

Baby Brands Direct Launches NEW Responsive Website Baby Brands Direct has officially launched its newly redesigned website, babybrandsdirect.co.uk, to its clientele. Customised around the needs and time constraint of retailers, the new innovative platform offers a streamlined, linear navigation, tablet and phone compatibility, improved quick order forms and increased access to information and resources.

Baby Brands Direct is a nominated distributor for over 80 leading brands and continuously advances in providing retailers with the latest, quality rich, high consumer demanded goods. To showcase the growing merchandise, the brand pages now offer retailers useful links, summary of award winning products within the brand, videos, brochures, media coverage and online quizzes. Key features also include compare products, my favourites and pop-up view buttons allowing customers to effortlessly browse and manage their shopping.

The website also now incorporates an enhanced ‘My Account’ page with efficient navigation menus allowing registered users to swiftly review their order history, download invoices, credit notes and statements. In addition quick links keep retailers abreast of the latest promotions, sales, competitions and news.

The enhanced Quick Order form enables retailers to generate their own personalised online order form with display choices including previous orders and favourites and then further filtering this by brand, category or product code.

Baby Brands Direct, Marketing Assistant Rebecca Hamilton states: ‘’We are delighted to welcome our retailers and suppliers to our redesigned website and strongly believe the enhanced layout, information and features will deliver an improved experience and benefit.”

Clever little things that keep baby socks on!

l 11.1 Hal 081A C nd Sta

Hippychick gives babies and toddlers right start in life Assurance that Hippychick is giving babies and toddlers the right start in life has been confirmed with a run of success at some of the UK’s most prestigious awards ceremonies.

The star of the Show at the Right Start Awards 2015 was Nattous’ ‘Noa the Horse’ Rocker exclusively distributed by Hippychick, which not only achieved a Gold in the Best Baby Toy Category but was also the winner in the Best Baby Essentials (9 months +).

BoiKidos Push & Pull Rabbit Wagon was the overall winner of the Best Toy Design for 0-2 year olds in the Junior Design Awards 2015.

Hippychick is delighted to discover that it is also scoring a big hit with dads. The

Moover Dumper Truck was crowned the best in the traditional toy category in the Dad’s Choice Awards 2015.

Julia Minchin, founder and Managing Director is delighted to receive yet more approval for her judiciously curated portfolio of nursery essentials for babies and toddlers. “We are frequently being approached with new products to take to market and it’s always difficult to predict which ones will really stand out from the crowd. Winning awards such as these provides us with the assurance that we are in tune with our audience and continue to make the right decisions with our collection.”

Web: www.hippychick.com

Close appoint new UK Sales Manager and Senior Creative Designer Close have made two recent appointments within the Sales and Marketing departments. Hayley Cull has joined as the new UK Sales Manager and Tichea Brade has joined as Senior Creative Designer.

Hayley has enjoyed many years in sales at senior management level working for companies in both the UK and across Australia in the FMCG, not for profit and consumer healthcare sector such as Coca-Cola, One Water and Glaxosmithlkline. She has worked on many FMCG accounts including Kelloggs and Unilvever and brings to Close a wealth of experience of working with multiples and national retail accounts to develop strong relationships, increase revenue and provide comprehenisive brand support.

Close have also appointed Tichea Brade as Senior Creative Designer. Tichea has strong commercial experience in design working as a freelance and contract designer across commercial property, healthcare and travel sectors for companies including Cushman and Wakefield, STA Travel and Hertz, delivering consistent branding across all digital and print platforms.

Hester MacAnara, New Business Development Director, Close says, “We are thrilled to welcome Hayley and Tichea to the Close team, they both bring a wealth of experience and their appointments will ensure we are strongly placed to take the Close brand forward as we continue to build on our strong growth for the business both in the UK and internationally.”

Web: www.closeparent.com

...Become a stockist of our award winning range...

info@sockons.co.uk 0208 451 1516 www.sockons.co.uk All products are supported by a comprehensive press and pr campaign.

nursery today 7

NEWS Christian Jones,

And now for something completely different ...

Managing Director of leading safe sleep brand The Gro Company, talks about the increase in global online retail events

‘Every Day’s a Holiday’

T

here is nothing new in retailers creating occasions that promote opportunities to sell more products

and services.

From the commercialisation of traditional holidays such as Valentine’s Day or Mother’s Day, to the so-called Hallmark holidays like Grandparents’ Day (which evolved in the 1970s), these occasions provide a welcome boost for manufacturers and retailers to grab the interest of an increasingly distracted audience.

The rise of digital marketing and the prominence of social media have meant that holidays that are popular in one country have started to migrate effortlessly to a global audience, and international retailers have been quick to capitalise on this.

For example, in the UK, this time of year used to signify the celebration of Bonfire Night, followed by a lengthy pause until December, when Christmas promotions would begin. Now, the picture is very different.

Let’s take a closer look…

Even before November begins, the fancy-dress party of Halloween has crossed the Atlantic to become the third most significant event in the UK retail calendar after Christmas and Easter. Bonfire Night is a quaint afterthought before the tech buying frenzy of two more

American imports, Black Friday (27 November) – when sales in the UK for this year are predicted to top £1bn – and then Cyber Monday (30 November) which has developed into a less techoriented version of Black Friday.

As if this wasn’t enough, China has ‘Singles Day’ (11 November) which started in the 1990s as a celebration day for young single people to organise parties and meet new friends. With the help of the large Chinese online retailers like Alibaba, it has since morphed into the largest online shopping day in the world, with sales in 2014 hitting $9.3bn. Not to be outdone in the Christmas festivities, China also has its own Cyber Monday in ‘Double Twelve’ (12 December). As with all online retail opportunities, these are both increasingly global events.

Although this glut of global ‘holidays’ could be seen as an unwelcome requirement for retailers to constantly discount their products or lose out on sales, it helps to realise that they also provide an opportunity for brands to gain a higher prominence among new audiences, and increase their visibility to consumers who are eager to make a purchase – no matter where they are in the world.

Christian Jones is the Managing Director of The Gro Company who recently underwent a company MBO after just 24 months of Christian being at the helm.

For more information about The Gro Company please visit www.gro.co.uk 8 nursery today

sponsored by

Having served as a trade-only show for more than 45 years, Harrogate International Nursery Fair will be combining the last day of its show as both a trade and public open day for the very first time in 2016.

Robert Anslow, managing director, said: “We have been closely monitoring the changing situation of exhibitor participation at shows and how best we can offer the right platform for them to make the most of new opportunities that Harrogate can offer. What has become increasingly apparent is that manufacturers and suppliers want to raise their profiles to consumers and do more direct marketing on a business to consumer basis. We feel the time is now right to offer something new, and with very little in the way of public shows being available in the north east of England, we hope that opening the show to the general public on Tuesday next year will provide opportunities that are not currently available in this area. Also, the timing leads nicely into the start of the Easter holiday break, so for our first trial of a public open day we hope this will encourage parents to attend and enjoy time in Harrogate and the surrounding area” Whilst the HINF team has listened to its exhibitors, it also understands the importance of looking after the retailers and buyers who attend the show and how best to maintain and encourage more to attend. In November, the team met a group of independent retailers to ask for their views and opinions about the show and what they would like to see to make it a better visiting experience.

Robert continues: “Naturally, retailers don’t want to compete with the manufacturers and suppliers of the products they sell. Therefore, the public open day will be geared towards product demonstration and promoting brand awareness; plus it will give manufacturers the opportunity to direct consumers to retailers that are located in the north east. It will not be billed as a direct selling event, so stock will not be required in any quantity.”

Harrogate’s trade and consumer day will be widely promoted via all platforms of media in the north of England with new mums able to attend to see the latest new baby products with demonstrations on exhibitors’ stands as well as in a product demonstration arena. The main focus of the public day will be around the safe use of products and we plan to have seminars and demonstrations on subjects relevant to baby care that will be free for all to attend.

SHOW DATES: Sunday 20th March 2016- TRADE ONLY Monday 21st March 2016 – TRADE ONLY Tuesday 22nd March 2016- Trade & PUBLIC Open Day More information about the show, including details about exhibiting and booking forms are available on the website at www.nurseryfair.com

Bibetta appoints Sunfire UK Bibetta is delighted to announce the appointment of Neil Dodds, of Sunfire UK Ltd., to lead their global business development activities as Bibetta looks to expand their presence into more international markets as well as the UK. Paul Brown, Bibetta’s founder, states “Neil has hit the ground running following up on the 70+ international leads Bibetta gained from Kind und Jugend 2015 with great success. He has a considerable experience of sales and account management and setting up contracts and relationships with major retailers and international distributors. Neil will be working closely with Bibetta to build sales with current distributors, enter new export markets and will also be our sales contact with buyers of the UK nursery and grocery multiples.”

Contacts: Paul Brown. Director, Bibetta Limited. Tel; 01223 840236.

E-mail: paul.brown@bibetta.com Website: www.bibetta.com Neil Dodds. Tel: 07966 286 661 (neil@sunfire-uk.com)

20th - 22nd March 2016 Harrogate International Centre Harrogate, North Yorkshire, UK

Meet UK retailers & buyers - and raise consumer brand awareness

Come and be part of a GREAT British event For stand rates and booking form visit:

www.nurseryfair.com

NEWS

Licensed plush trends ... an inside take on this growing nursery sector This month Anthony Temple, Managing Director at leading licensed character baby soft toys manufacturer Rainbow Designs, looks back on the year and provides an insight as to what 2016 has in store for the nursery sector.

2

015 has been a truly fascinating year and twelve months full of development in the baby sector, a marketplace that just continues to grow and diversify. The presence of established licensed brands in the nursery sector is still very much on the increase with the high-growth, trusted and familiar properties being born from both traditional publishing heritage and popular preschool entertainment shows.

At Rainbow we have had a great year in the baby softs and business all round.

Our classic firm favourites, Peter Rabbit and Guess How Much I Love You, have performed exceptionally well and is has been interesting to watch our new TV entertainment license, Peppa Pig for Baby making a big difference and beginning to change the landscape.

However, it is important to bear in mind that in comparison to the toy market the nursery sector is still relatively small but in speaking with a major high street retailer recently they mentioned that nearly 50% of all baby related purchases are now actually made online. This is rather a surprising statistic and potentially illustrates a dramatic change in purchasing habits and therefore influencing consumer buying behaviour in the baby sector. Looking forward this is certainly food for thought for both manufacturers and retailers.

So with Halloween now behind us and retailers well and truly in the build up to Christmas what can we look forward to seeing in 2016?

Many of today’s successful baby toys are focused on learning through play, toys that nurture the development of little ones helping them to step through the ages and the stages of baby through to preschool. Whether that is baby softs, developmental or electronics led, the new 2016 products will be no exception.

The New Year is set to see further

10 nursery today

growth to this sector with product diversification, range extensions and new licenses emerging into the nursery arena.

As part of our 2016 ‘Big Box’ Programme one of our key plans is the expansion of our already successful nursery collections specifically in the developmental area. Diversification into bigger ticket items such as Activity products and Playmats across our classic ranges including Peter Rabbit, Guess How Much I Love You and The Very Hungry Caterpillar will give these properties greater visibility in the nursery sector.

When it comes to newness and ones to watch we will see hot toy favourites Miffy and The Snowman and The Snowdog star in brand new collections aimed at the baby and toddler sector.

Miffy is an extremely elastic brand that has already had a fantastic run in the baby sector and is now stepping up into the toddler market to coincide with the brand new hit TV series ‘Miffy Adventures Big and Small’ that launched on the Tinypop channel last month.

For parents, fun and entertainment are key requirements of an early years toy alongside the educational element such as the ABCs and 123s and so one hot growth area is almost certainly going to be in the technology sector.

We are likely to see new and innovative products brought to market in 2016 that push the integration of plush and technology even further providing the opportunity to offer greater educational qualities and create further added value.

The New Year certainly looks set to continue the growth path for baby sector with an abundance of new innovative products, diversifying licenses and potentially a shift in retail influences, so without a doubt 2016 is certainly gearing up to be an exciting time for all those involved in the nursery marketplace.

sponsored by

The Little Green Sheep Family Flock Flourishes The Little Green Sheep Family is delighted to announce three new appointments to support the significant growth and ongoing success of its two brands, Snüz and The Little Green Sheep. Charlie Todd, Tiffany Cash and Victoria Coutts will be joining the ever expanding team.

Taking on the role as Digital Marketing Manager, L-R: Tiffany, Charlie Todd’s appointment marks a new role for Charlie, Victoria the business. Charlie’s objective will be to help shape and implement digital strategy for Snüz and the Little Green Sheep rebrand. The new position is a true reflection of the brand’s commitment to its customers as Charlie will ensure both Snüz and The Little Green Sheep are at the forefront of the industry, thus helping to drive traffic and sales into retailer’s stores.

Bolstering the team behind product development Tiffany Cash will be joining as merchandiser and Victoria Coutts as Product Development and Purchasing Manager.

With volumes increasing significantly across both brands, Victoria and Tiffany’s roles will be to help manage the supply chain, specifically stock levels and product quality.

As members of the product team they both have an integral part to play in the decision process for the design and development of more ground-breaking products, which is crucial to the continued success of the two brands.

Web: www.littlegreensheep.co.uk

Selina ‘Queen of Trade’ Grows H&Co Trade Selina Jones, Head of H&Co Trade, officially assumed her trade role following Harrogate Nursery Fair earlier this year. Since then she’s transformed the department into a hub of activity with essential bespoke deals for independent retailers.

In the final quarter, Selina’s created a wonderful Winter; full of offers, freebies and unmissable promotions.

Don’t miss out on these Winter opportunities, contact them to find out more: Tel: 01785 503 305 Web: www.hardenbergco.co.uk

Baby Show gears up After a successful show at Olympia, The Baby Show team are gearing up for the next in the series at Excel, 19 – 21 February 2016 and it’s not too late for you to be a part of it.

The shows have gone from strength to strength with many exhibitors reporting up to 40% increase in sales compared to last year. Increased visitor numbers have played a massive role in this with over 65,000 visitors coming through the doors in the last cycle of shows. The shows have also seen a record breaking £30 million visitor spend over the last year making it a major player in the nursery market. Many brands, big and small, want a piece of the action with over 70% of stands for Excel already booked.

Visitors come to the show looking to compare, try and buy everything from travel systems, clothing and toys, to furniture and feeding accessories . The Baby Show is therefore the perfect platform for you to launch, demonstrate and sell products to your key target market face-to-face.

To discuss the opportunities available for you at the show or to book you stand, please contact Thiago.alves@clarionevents. com or call 020 7384 8125.

19-21 February 2016 13-15 May 2016

ExCeL London

NEC Birmingham

21-23 October 2016

Olympia London

Book Yo

MM E N D E CO

D

RE

Stand N ur ow

SINCE

2002 BY

Be Part Of The UK’s Leading Pregnancy & Parenting Events

M U MS

Meet an unrivalled consumer audience of over 65,000* new and expectant parents looking to test, try and buy products and services

To find out how The Baby Show can benefit your business get in touch:

thiago.alves@clarionevents.com

*Over 65,000 visitors attend The Baby Shows each year

+44 (0) 207 384 8125

thebabyshow.co.uk

BPA Notice Board The BPA’s Concept and Innovation Awards are open to entry to anyone with an exciting new product idea from college students to mums and dads who have discovered a gap in the market. Full information and application forms are available on the BPA website at www.thebpa.eu the deadline for entry is Tuesday 5 January 2016.

Law firm to sponsor the Concept & Innovation Awards Entrants in the Baby Products Association’s 2016 Concept & Innovation Awards are in with a chance to win an outstanding prize thanks to sponsorship from legal firm 3volution.

The company is offering two prizes worth £750 of legal services; one to the winner of the Concept Award and one to the winner of the Innovation Award.

Julie James of the BPA, who organises these annual awards, comments: “We are delighted to have 3volution on board as sponsors of these prestigious annual awards. The BPA is very keen to encourage innovation in the baby products industry and the Concept and Innovation Awards are always popular with designers and inventors of new products.

The finalists already benefit from the opportunity to exhibit their product ideas at Harrogate International Nursery Fair in March 2016, as well as receiving advice from the BPA’s panel of industry experts; but the two prizes offered by 3volution will help these new businesses to get up and running.”

Sara Ludlam, an intellectual property and commercial lawyer, has provided BPA members with legal support for a number of years and has been on hand at the BPA stand at Harrogate International Nursery Fair to provide legal advice to the winners and runners up of this award.

Sara is now a partner at the commercial law firm 3volution. She says: “3volution is a keen supporter of new ideas and believes that innovation, passion and determination are key factors for commercial success. The British are well known for being brilliant innovators. What they seem to do less well is make money from their innovation.

3volution is keen to change that by providing ‘wrap around’ legal support to ensure that businesses get the right advice in relation to corporate and intellectual property and commercial requirements and manages any potential disputes effectively and efficiently. By taking a global view of a business we can ensure that its limited resources are spent effectively - so the owner can concentrate on the growth and success of its business.”

12 nursery today

Safety standards update

Robertt Ansloow Man anagi a nngg Dir irrect ec orr

The nursery sector is probably one of the most innovative of all industries and it is notable that many products on the market originate from new parents with very diverse backgrounds who hatch ideas to solve problems they experience in their own parenting.

The newly revised safety standard – BS EN 13209-2 Child use and care articles.

Baby carriers. Safety requirements and test methods. Soft carrier has just been published.

This has been transposed into a hazard based format, in line with CEN rules and is now much more user friendly. BPA members are entitled to a 20% discount against BSI prices for all safety standards, including this one, so if you would like to order a copy, please contact Julie James on 0845 456 9570 or email julie@b-p-a.org. Alternatively nonmembers can purchase this directly from the BSI website at www.shopbsigroup.com.

The revision of the Furniture and Furnishings (Fire) (Safety) Regulations 1988 is still ongoing, five years after the process started. The BPA has continued to campaign for the removal of certain nursery products from the scope of these Regulations and again gained strong support from stakeholders at the last two meetings in July and August 2015. It previously showed strong resistance to the proposed new match test which would call for currently unregulated materials within 40mm of the covering fabric to undergo testing. The BPA called on its members to submit their comments during the consultation period and were not disappointed, with a landslide of comments submitted to the Department for Business, Innovation and Skills. Now nearing the deadline for the publication of the revised Regulations, scheduled for April 2016, the BPA has written to the new Minister for Small Business; Anna Soubry again outlining the detrimental effect inclusion of certain nursery items is having on our industry. The date of the next meeting has not yet been set but we will keep members informed.

www.thebpa.eu

Successful business across the pond For the third year, a group of BPA members arrived in Las Vegas in October to attend one of the USA’s largest baby trade shows – ABC Kids Expo. This year the UK Pavilion included 12 companies and the majority reported brisk business and enjoyed the opportunity to learn more about the US market and to network and make important new contacts.

Colin Cordner of Jackson Reece comments: “I strongly believe that the BPA’s UK Pavilion provides a great platform for any British company wanting to gain exposure to the USA market and also the opportunity to meet potential new buyers from South America. This is a very interesting market for any British company as they are very interested in UK products and together we can greatly expand our export to these new markets.”

Mike Edwards of Snugglebundl, adds: “As much as anything else the benefit was to learn how the USA market works in terms of product safety and legislation. I had a meeting with quite a few safety advisors and litigation advisors which turned out to be invaluable and will really help me to do more preparation for the US market in particular.”

Lynda Harding of Sweet Dreamers, who joined the UK Pavilion in Las Vegas for the first time, also enjoyed her exhibiting experience saying: “The BPA provided an incredibly professional service which enabled us to attend this event and promote our brand in the USA. We have received a great deal of interest, from a wide range of territories and are confident that many of the leads will place orders with our company.”

The majority of the companies participating in the UK Pavilion at ABC Kids received UKTI TAP funding grants to help towards exhibiting costs. Lynda Harding adds: “Ultimately, without support from the UKTI we would not have been able to attend this event and are truly grateful for its involvement and financial contribution.”

The BPA now organises UK Pavilions at three international trade shows – ABC Kids Expo, USA; CBME Shanghai; and Kind und Jugend in Germany. It is also exploring further potential trade shows such as Singapore for future consideration. Visit the website at www. thebpa.eu for more information.

Focus Hippychick

Happy Feet at Hippychick Hippychick are delighted to announce the launch of their new baby and toddler shoe range for Autumn/Winter.

S

omerset-based brand Hippychick have over 12 years’ experience of selling leather baby and toddler shoes to the nursery market and are excited to be launching their own signature footwear range this autumn.

We asked Julia Minchin, Director, how she feels about their new offering.

Why have you decided to bring a shoe range to market?

Hippychick are known for supporting innovative ideas, superior quality, and highly sought after products - ranging from toys to baby and toddler essentials. We feel that the right footwear for a baby is another one of these essential products. Described as the next best thing to bare feet, babies and toddlers feel completely comfortable, their feet are kept warm and they are confident to take their first steps.

Tell us about the materials used?

The sustainably sourced leather is Chrome 6 free, fully tested by BLC (British Leather Technology Centre Ltd) and exceeds the British Standards required to pass BSEN71-3. It is extremely soft and breathable allowing small feet to grow naturally, not restricting any wriggling toes. The shoes are effortlessly easy to keep clean – just wipe over with a damp cloth or approved leather cleaner.

How do the Hippychick baby and toddler shoes stand out from the competition?

We are launching 16 styles for both boys and girls. Each style has been picked with the imagination and curiosity of the wearer in mind. From dainty flowers and pretty birds, to soaring rockets and trendy trainers there is a design to keep any baby entertained, content and on trend. Each design is hand made in the UK with the utmost care and attention to detail for a pair of shoes as unique as the baby wearing them.

How do they benefit babies and toddlers?

The shoes feature non slip, completely flexible suede soles to aid those important first steps - promoting good balance on slippery surfaces (such as wooden and laminate floors) both around the home and out and about. No laces or fastenings mean no fuss when putting on and nothing to stumble over, keeping mums minds at ease. The gently elasticated ankle keeps socks from slipping or being pulled off and so little feet stay warm and comfortable all year round.

Hippychick Shoes – The Facts • • •

• •

Hand made in the UK Elasticated ankles keep shoes on Soft leather allows small feet to grow naturally Non slip flexible suede soles No laces to tie or stumble over Sixteen styles and three sizes (0-18 months) – so something for everyone!

Non slip suede soles help tentative first steps and promote good balance They make excellent gifts and are lightweight to post Clean with a damp cloth or approved leather cleaner

Small:

0-6 months, 10.5 cm, 0–2 UK, 17-18 EU

• • • •

Why should retailers choose Hippychick’s baby shoes?

We have a fantastic team who are eager to help with any enquiries. Most importantly we have a no quibble returns policy should a retailer find that a particular size or style is not selling as well as others. We have made selection easy for both retailers and end customers by offering eight styles for boys and eight styles for girls, in the three key sizes for babies and toddlers.

Tel: 01278 434 440 Web: www.hippychick.co.uk

Medium: 6-12 months, 12 cm, 2–3.5 UK, 19-20 EU Large:

12-18 months, 13.5 cm, 3.5-5 UK, 20-22 EU - 16 Designs - 3 Sizes Small (0-6 months), Medium (6-12 months), (Large 12-18 months) nursery today 13

Retail Technology

Google Local search ranking factors: why targetting ‘short tail’ is back

By David Fairhurst

N Traditionally, optimisation of retail (eCommerce) websites has been all about so called ‘long tail’ keyphrases.

These keyphrases are the ones which usually refer to the product level or brand+product type.

The reason for this is quite logical and is based on user behaviour, in that people generally shop online in a certain way for products, with a funnel being followed from more generalised keyphrases to more focussed ones.

ormally, when someone shops online for a product that they haven’t bought before, it’s natural to first search for the general product area, followed by refinements for brand and product name as more knowledge is gained on the search area.

If a search engine user is familiar with a product, then of course that user will naturally type ‘brand+product name+product type’ or similar as that user already knows what they want.

Optimising for ‘brand+product name+product type’ keyphrases therefore gives us the best chance of converting a click from Google into an actual sale, as these types of keyphrases are the closest to the purchase intent of a customer.

Add in the fact that product level listings in Google and other search engines give the shortest route to the shopping basket, optimising for long tail keyphrases gives a retail website the very best chance to gain a sale.

So, a well optimised set of product level keyphrases is an absolute must for a retail website and is why we spend so much time persuading our clients to properly optimise product titles and descriptions, to not only get great search engine results but also to aid conversions at the product level. But is this the whole story?

Normally, the shorter a keyphrase is, the more difficult it is to rank for that keyphrase, especially in Google. Add to this the fact that very short ‘trophy’ keyphrases (such as, for example “jeans”) traditionally have brought lots of traffic but very few direct conversions and can in fact increase bounce rates (which negatively affect search engine rankings), you can see that spending lots of time optimising for very short keyphrases has traditionally been a waste of time and effort.

With the rise of Google Local Search ranking factors and the massive increase in mobile phone usage, do we need to re-evaluate strategies for capturing ‘short tail’ keyphrases?

The answer is a resounding ‘Yes’.

Google Local Search and The Rise of Mobile ‘Google Local Search’ describes the results served up by Google search engine - when location data is available, this giving Google the chance to modify search results to suit a user’s location.

14 nursery today

Google is able to find location data in many ways, from IP address of the physical machine being used to search, cell location data and GPS data, so even if a user is not signed into a Google account personalised search results are given back relating to the user’s location.

If a user is signed into a Google account then search history is also used, this can give totally personalised search results to the user based on location, device used and search history.

Mobile website traffic has for the first time exceeded desktop website traffic in 2015, which means it’s now more important than ever to rank on mobile devices for competitive

shop is and gives your page a better chance of ranking for local search terms across the website.

Focus All Website Content to Geographical Area – Google is going to favour a website for local searches if that website displays locally focused content. A website which is dedicated to selling ‘pet products’ in a small village location (let’s say Chipping Norton) is therefore going to be more focused that a national retailer, so should theoretically have a chance of ranking on first page for phrases like ‘pet products chipping norton’, even though the national retailer has substantially larger trust, external linking and website content.

“

Mobile website traffic has for the first time exceeded desktop website traffic in 2015, which means it’s now more important than ever to rank on mobile devices for competitive search keyphrases

search keyphrases. Add to this the effect of using location data for personalised searches, this means ranking for ‘short tail’ and even very short ‘trophy’ keyphrases is very much back on the agenda. Retailers no longer have to worry about ranking worldwide or UK wide for short tail keyphrases - it’s good enough to rank for these short tail keyphrases in a small geographical area around that retailers’ physical location and personalised search results help this to happen. There are things that a retailer can do with their website to help things along.

Google Local Ranking Factors To rank successfully for ‘short tail’ keyphrases in Google Local searches, retail websites need to be optimised, plus other factors considered to give the maximum chance to gain that coveted ‘top of page 1’ result.

Here’s what you need to do in order to gain the best chance of ranking. This isn’t an exhaustive list and this doesn’t override normal good practice of website optimisation but these are easy things you can do immediately to give your website a better chance: Add City/County into All Page Titles – this immediately tells Google where your physical

”

Use Either On-Page or Independent Review Systems – reviews are a strong signal for Google Local search results. The more positive reviews your products get the better.

Reviews which you can control are better, at least pick a review system which you can respond to negative reviews, however even better if you can stop these from appearing in search results.

Add Full Address and Contact Details on Every Page - This should be done anyway as a matter of course. This adds trust for your website. Remember, there are a lot of fake eCommerce websites out there, adding contact details means website users know yours isn’t one of them.

Gain Links/Citations from Local Businesses Listings– Incoming links from geographically close web pages and social media profiles will help to show Google that your website is relevant for local searches. The more links you have, the better, with the very strong caveat that quality matters above all else.

All of the above will give your pages a better chance to rank in Google Local searches. A well-designed, content-rich, fully responsive website will also help, but that’s a story for another day.

David Fairhurst, Head of Creative Online Marketing, Intelligent Retail, David has been involved with Search Engine Optimisation and web development since 1999 and has spoken at many different retail and SEO conferences including Spring Fair and SES London

BRITISH DESIGN

@brothermax_ brothermax

Brother Max Baby Products

brothermax .com brothermax_

We asked a selection of independent retailers their thoughts on the wheeled goods category. What trends are we currently seeing?

Helen Hickman Bump Start, Milton Keynes This issue we take a look at wheeled goods – how is this category performing for you at present?

Very well. We are more higher end so we are doing very well with Upper Baby, Bugaboo, Joolz, Silver Cross and we have one or two lesser known brands which we brought in because of the price point – Amelis and Xlander are doing well. And Out and About.

What about consumer trends – what are you noticing?

Our customers always want the latest thing. Our customers are quite brand aware – they definitely want the latest name which is interesting. That is changing a bit though with products like the Amelis – people are getting over their brands and realising what a good product it is. If the companies are doing their marketing then Mr & Mrs Joe Public have pretty much decided what they want before they even walk through the door. Most of our customers have done their research; we have very few who come in and don’t have any idea of what they want. So that’s good but naturally our customers

want to get it at the cheapest price they can.

Are travel systems still popular among your customers?

Absolutely – we will always sell a car seat with a pram. It is generally the prams where there is a choice of instant traveller that comes with the pram. Our customers don’t necessarily want a particular model of car seat but if a pram can be used with a Maxi Cosi seat or a BeSafe seat or a Cybex seat then we will get the sale.

Do you feel there is sufficient innovation in this category?

A pram is a pram. There is only so much you can do with it, isn’t there? We are all very cynical about the things that have appeared and then disappeared on prams like iPod players or cupholders so that they can put their Starbucks coffee in it. There has been some nice innovation this year like the Yoyo stroller.

Is there a particular colourway at present that performs well?

Grey – whether it is in a pram or bedding. It seems to be the colour of the moment. Whether it is a grey pram, a grey car seat or grey bedding, it seems to sell really well.

Sell more

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Call us on 0845 68 00 126 or email info@intelligentretail.co.uk 16 nursery today

Paul, One Hund

Fay Briddon Direct2Mum, Barnsley This issue we take a look at wheeled goods – how is this category performing for you at present?

Wheeled goods has always been a strong category in this industry and continues to perform very well for us. The designs that are coming through are making the items such statement fashion pieces for families nowadays, the category remains the majority stake holder in the nursery industry. Some of our best performers are from brands such as Silver Cross, Cosatto, Cybex and UppaBaby.

What about consumer trends – what are you noticing?

The power of internet research. Customers come to us already knowing what they want to see and try, as they have read reviews online and looked through Which? The power of product reviews is vitally important to us and we always seek out the opinions of our customers. We can only ensure we have what our customers want, if we ask.

Are travel systems still popular among your customers?

Travel systems are still very popular. They bring such ease for parents and families when they are done right. Transporting your little ones doesn’t seem as scary if you have a travel system that can adapt to whatever you’re doing and wherever you’re going.

Do you feel there is sufficient innovation in this category?

There is plenty of innovation in this category and it is being led by some fantastic, forward-thinking brands. I think in the last 6-12 months the majority of innovation has been in design, rather than functionality, which has been very well received by our customers and we are thrilled to be able to showcase it.

Is there a particular colourway at present that performs well?

The autumnal colours are doing very well for us at the moment. Grey is doing well for us, especially the Silver Cross special edition Eton Grey colourway, and the Cybex Priam in Autumn Gold, as well as some lovely deep red shades across the board. It’s always nice to see the great fashion led designs coming through from the brands. A lot of the pushchairs recently look like sculptural pieces of art that should be in a glass cabinet, which is absolutely fantastic.

Debbie Brown Kid•nap, Dumfries

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This issue we take a look at wheeled goods – how is this category performing for you at present?

Reasonably well. Venici is doing very well for us as is Silver Cross and Bugaboo. Things change and some months others do well but for us those are the main ones at the moment.

What about consumer trends – what are you noticing?

I have noticed that people are liking the Venici because of its price point and of course it looks nice. I think it depends on their lifestyle – if they are going to be outdoorsy people. Silvercross are doing well because of their limited editions. Grey! Grey is definitely in fashion.

Are travel systems still popular among your customers?

Yes definitely still popular. Everyone who comes to us is looking for a carrycot.

There was a time when people come to us that they were happy with a pushchair and a carseat but they now realise they need a carrycot.

Do you feel there is sufficient innovation in this category?

I think there is more than sufficient. I think there is a little too much choice, it is almost confusing. There is so much out there and if we don’t have it we can get it. People look into what they need – they don’t make a quick decision.

Years ago it was perhaps bit easier because there was not so much choice.

Is there a particular colourway at present that performs well?

Grey is definitely doing well. It’s very fashionable.

place carrier over your head.

separate the two loops.

place one arm through each.

www.2012ltd.com • info@2012ltd.co.uk Tel (01202) 303 777

Focus Wheeled Goods Picture courtesy of Silver Cross Balmoral Rose Gold

Put the wheels in motion Time to take a look at the wheeled goods category – what is literally continually moving this sector forward? Well, there are many aspects, innovation, colourways, travel systems and of course the necessity to transport babies and little ones in style and comfort.

W

e are a nation that continually appears to be obsessed with the celebrity pound as independent retailer John Barker at Pramland would say! And yes, this makes perfect sense – a travel system, pram, pushchair or stroller is viewed by many as their trophy item and will continue to be a staple product for many retailers.

Trends naturally play a huge role in this product category.

With many colourways and fabric options changing year to year and also continued obsession with celebrities. John told us: “For us we will be chasing and promoting the celeb pound. Hunting down and pushing the brands that mums want so they can emulate their favourite celeb in which every glossy magazine they read. Colours are very important and we have found that navy has been very popular with most mums this year. Patterned fabrics tend not to sell well in this area – simple is best over here in Hull.”

However, that said, it’s clear that we are going to see in 2016 a strong presence of varying tonal aspects of grey!

“

Functions coupled with versatility are high on many parents buying lists – it’s not just mum who is involved in the purchase as dad also want to be proud to push

purchase as dad also want to be proud to push. Grandparents are also quite heavily featured with regard this purchase, more so when we look at the first system bought – so sometimes, money isn’t necessarily a problem.

Data from GFK has illustrated that 2015 saw a strong growth in the strollers’ category. While the category remains geared to the traditional newborn strollers, £1 out of £10 is being spent on frames and attachments. The information is clearly showing that stroller sales are up by 8% year on year. Sales for first age strollers are also on the up. However, the growth in Travel systems is slower than basic models or frame and attachment models. In fact, 3-in-1 systems have seen a decline in number of units sold. Three wheeled Strollers are also appearing to be on the decline as well as are heavy strollers above 11kgs.

The travel system however will always be viewed as superb value for money by many consumers and although they are sold to potentially take a child through to the age of five years old, many parents will often make second or third purchases as they don’t need perhaps all the functions that they bought into at the start. This is where a good retailer can keep their customers – by giving solid demonstration of product, gain that all important trust and ensure that when or if this situations occurs (and we’re pretty confident it will), they will come back to make the second purchase of a more suitable stroller perhaps?

John feels strongly about these particular products as not only are popular amongst his customers, but it also gives him and his team the opportunity to talk to their customers and even ‘upsell’ when you consider the adaptors, etc. that often are provided with these. “We are fans of the carrycot and always recommend and sell the benefits to our parents – as a result we have a fantastic attach rate of carrycots to orders.

We will always look to sell the feature of travel system and 90%+ of our parents will buy car seat adaptors but we warn them of the health implications.”

Nikki Bhogal, Head of Marketing Dorel UK, told us: “Trends in wheeled good are leaning more towards four wheels rather than three. Consumers appear to have a preference for foldable pushchairs with an emphasis on one-hand folding for ease and convenience. There is also a growing urban market for lightweight and compact strollers, such as the Quinny Yezz, that still deliver fashion with its high end sportswear fabrics.”

And it would appear that at retail level for some, the four wheel option is definitely carrying weight. John Barker stated

”

This was evident for all those who walked the show halls at Kind Und Jugend this year with many showing colourways that will mirror the cat walk trends of 2016! And whilst on the subject of trends, Rose Gold is a colour choice for next year within the gifting sector, so it’s little wonder that Silver Cross chose K+J to showcase the Rose Gold version of their Balmoral. At a retail value of more than £40,000 – this isn’t going to be for the faint hearted and is available on an application basis only – is this the start of another trend?

Functions coupled with versatility are high on many parents buying lists – it’s not just mum who is involved in the 18 nursery today

that “Three wheels have never sold well for us. Strange really – but what’s life without a little mystery?” And yes, it is a mystery as three wheeled options did for a while hold their popularity and those who manufacture these are still seeing a clear demand.

The wheeled goods category isn’t one that stands still, with many new entrants emerging and therefore you could be forgiven for thinking that there couldn’t possibly be room for each to survive (especially when we take a look at consumer spending), but this just isn’t the case. Parents are continually looking for an item that offers great functionality coupled with kerb appeal.

However one aspect to remember is that due to this it quickly becomes apparent to any new parent looking at this category that it can be an absolute minefield out there – this is where a good retailer can really come into their own. By offering a selection of choice, and of course your knowledge and expertise in this field, the results can be quite gratifying.

Did you know…

■ Pushchair styling evolved during the Victorian era and in those days, prams (or perambulators as they were originally known) were built largely of wood and wicker held together by rustproof and expensive brass fastenings ■ William Wilson, the founder of Silver Cross, invented the world’s first baby carriage in 1877 ■ In June 1889, William H. Richardson patented his idea of the first reversible stroller ■ In 1965 Maclaren designed a stroller with an aluminium frame and created the first true umbrella stroller

Focus Wheeled Goods

Giggle 2 does it all Cosatto This is a stylish, lightweight, 3-in-1 travel system with a difference. From dot to tot, the Giggle 2 comes with a newborn carry cot, multi-recline duo-directional pushchair and a compatible Hold 0+ car seat is also sold separately. All these features, along with being feather-light, flat fold fabulous, any-weather ready and awesomely adjustable, has made Giggle 2 the pram every parent needs. The stunning designs, ease of use and fantastic price has also resulted in the Giggle 2 being recently shortlisted for Best Travel System in the Mother & Baby Awards 2016.

Tel: 0871 977 3900 Web: www.cosatto.com

Great value system with Zeal Obaby Are you looking for a stylish travel system which is easy to use and extremely versatile? Then look no further than the new Obaby Zeal. The lightweight, extra wide aluminium chassis accommodates the optional carrycot and 0+ car seat with minimal effort, without removal of the seat unit. Having a four position, full lie back seat means baby will be safe and comfortable from birth up to 15kg, surrounded by durable fabric in a range of stylish designs. Add to this a matching footmuff, changing bag, reversible padded head hugger/harness pads, large shopping basket and lockable front swivel wheels and you have a great value travel system perfect for whatever life throws your way.

Tel: 01652 641491 Web: www.obaby.co.uk

The New Oyster Switch BabyStyle The latest addition to the iconic Oyster range is the Switch, a lightweight, compact and transportable buggy, suitable from birth with its fully reclining seat which can be both parent and forward facing.

The Switch is designed to be a cost effective and practical solution from birth and can be easily teamed up with any infant carrier that uses the Maxi system i.e. B-Safe, Kiddy, Recaro, Joie, Cybex and the Oyster car seat (with adaptors).

The Oyster Switch can be personalised with a choice of seat liners and accessorised with coordinating blankets, footmuffs and changing bags.

Tel: 01509 816444 Web: www.babystyle.co.uk

20 nursery today

Focus Wheeled Goods

The Stylo Class from Bebecar Bebecar have been supplying traditional sprung chassis pushchairs for over 20 years. Their Stylo Class is built for walking, with clever features designed to make every journey comfortable for parent and baby.

With its iconic large white wheels, the Stylo Class is borne of an era when elegance mattered, but it packs a modern twist: the wheels can be set to swivel with a simple foot pedal, and the handle height is adjustable. The carrycot base has adjustable recline and ventilation, with a comfortable cotton liner. It also has a large shopping basket – the first thing most parents seem to ask for!

Tel: 01692 408801 Web: www.bebecar.co.uk

CHOOPIE ARRIVES IN THE UK Baby&More Stylish New York stroller accessory brand, Choopie has been launched in the UK by renowned nursery distributor Baby&More.

The UK range includes the unique CityGrips in black and on trend prints. CityGrips fit single and double bar buggies and prams and are designed to keep bars cleaner and healthier as well as protecting them from inevitable wear and tear. Not only do they keep the bars germ free and clean, they are also soft to touch and look amazing too. Guaranteed stroller envy!

In time for the Winter months, CityMitts stroller mitts help keep hands warm and dry when pushing buggies in cold, wet weather. They fit all stroller handle bars and feature a plush lining inside a waterproof and windproof nylon outer fabric.

CityHooks and the SoHo CityBag are also available. City Hooks make it easy to carry bags while pushing buggies, lightening the load and keeping hands free. They are a product that mums will wonder how they ever lived with out and are sold in twin packs making them great value.

The gorgeous Soho CityBag comes in black with a stylish polka dot lining (which co-ordinates with the polka dot CityGrips) and helps any parent multi-task. The one-handed changing bag simply springs open at the push of a button allowing parents easy access to everything needed to care for their little one.

To complement the collection CityStroller2 and CityNetBag will be added in 2016.

Tel: 0333 014 4242

Extra light, practical and super lovely

Web: www.babyandmore.co.uk

Scarlett Wicker Retro Pram Supreme Baby The beautiful Scarlett Pram is built for style as well as comfort. Made of white leatherette with a three trimming options white, pink and blue. Royal retro classic pram is a complete “infant to toddler package”. It is the best offer among retro prams this season. Large retro wheels make the pram exceptional and beautiful. It’s the perfect model for customers who appreciate chic and elegance.

Email: sales@ supremebabyproducts.co.uk Web: www.supremebaby.co.uk

22 nursery today

My Babiie My Babiie are set to launch their new superlight pushchair the MBX6 this December.

This modern pushchair weighs just a little over 6kg and unlike most lightweight pushchairs this one looks and feels amazing and is priced at a very reasonable £130.

The My Babiie X6 model is extra light, practical, super nice to push and with a one-handed quick-fold mechanism means getting this pushchair up and down is extra easy! It is great for parents out and about on public transport so they don’t have to struggle getting bulky umbrella fold strollers up and down when getting off the on and off the bus or train. The compact fold means it can be easily packed into the boot of your car or stowed away at home.

Tel: 01892 540378 Email: info@mybabiie.com Web: www.mybabiie.com/mbx6

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Focus Wheeled Goods

Shade of Grey – Liteway Chicco The Chicco Liteway has been given a makeover for the new season, offering a more premium version of the popular lightweight stroller. The frame now comes in a cool grey shade with elegant chrome details on the wheels and handles to give it that extra special touch.

The seat has also been redesigned, with the clean classic lines of the embellished stitching complementing the leg rest and the sides of the padded bumper bar, which are crafted from luxurious saffiano eco-leather.

The new model also features an intelligent memory adjustment leg rest, which returns to the previous position every time the stroller is opened.

Finally the eco leather handle means the Liteway is extremely practical and easy to transport and the retractable sun visor and warm footmuff ensure baby will be comfortable whatever the weather. Liteway will be available in purple, red, coal and special edition denim.

RRP £120.00

Web: www.chicco.co.uk

NEW MAXI-COSI PUSHCHAIRS HIT THE PAVEMENT Dorel Renowned for its award winning products, from pushchairs to car seats and baby carriers, MaxiCosi launches two new pushchairs for 2016.

Stella, which also launches in a beautiful Limited Edition design by acclaimed Amsterdam designer Edward van Vliet, is one of the narrowest from-birth pushchairs on the market, measuring just 55cm. The versatile stroller is great for the city and country thanks to its shock absorbing, puncture proof, all-terrain wheels.

Dana, a super lightweight stroller for newborns and toddlers, can be used in combination with any Maxi-Cosi baby car seat.

Web: www.dorel.co.uk

Joie’s award winning travel system The Joie range of travel systems offer both practicality and versatility combined with style and features unique to the Joie range. The Mother & Baby gold winning Chrome Plus is a master multitasker that combines all the best features available in a multi-mode pushchair. With a parent or forward facing seat unit included, options to add the iGemm i-Size infant car seat or Chrome carrycot it offers total versatility for parents leading a busy lifestyle. It features an instant gravity fold that is easily activated with or without the seat attached and in either direction, it ensures ease of use in every mode. The modern floating chassis with clean tailored lines creates a sophisticated and streamlined look and the fully reclining, cocoon-shape seat is perfect for sleeping newborns facing parent or facing the world. Loaded with parent must-have features including a single-step scufffree brake, all-wheel suspension, plus a large, integrated shopping basket. Then complete the pushchair with one of the Chrome Plus colour packs in five gorgeous shades which give parents the option to change their pushchair colour as often as they might like. Featuring pushchair hood, extra comfy seat liner, cosy footmuff and harness pads.

The colour packs are available in tomato red, green, electric blue, sand and classic black. The pushchair chassis is also available in either silver or black so there is a perfect choice for every style-conscious parent.

Tel: 01889 808 900 Email: uksales@joiebaby.com 24 nursery today

Bureau Veritas Consumer Products Services: the leading provider of safety, compliance and quality assurance services to the nursery industry At Bureau Veritas, we support a wide range of nursery clients, from start-up companies to large importers, well-known brands to global retailers, with their safety, compliance and sustainability needs. Through our UK laboratory and global network, we have the scope and capabilities to support your business wherever you need.

Physical, Analytical and Flammability Testing (Childcare Products, Toys, Textiles, Furniture, Electrical) Performance Assessments

Technical & Regulatory Consultancy Chemical Management Solutions Safety Assessments

Inspections & Audits Seminars

Contact our UK testing laboratory: e: Bvsales@uk.bureauveritas.com t: +44 (0)1925 854 360 w: www.bureauveritas.co.uk/cps a: Bureau Veritas Consumer Products Services UK, 31 Kingsland Grange, Woolston, Warrington, WA1 4RW, UK

Focus Wheeled Goods

Introducing the new Britax B-READY and AFFINITY 2 Available early 2016 Britax deliver their latest pushchair additions to the range. The new B-READY offers total flexibility, this all-in-one stylish model is new to Europe.

High in comfort with a high-end finish, it can be adapted to suit one child, siblings or twins and has both forward and rearward facing seating for parents to choose from complete with multi-position recline. Integrated CLICK & GO adaptors also make it easy and hassle free for parents to use with carrycot and infant carriers.

The AFFINITY 2 is a new generation model of the award winning AFFINITY line, this stylish new model is customisable in colour like its predecessor, offers total flexibility with both a rearward and forward facing option, and features key improvements based on consumer feedback, like a larger seat for more optimum comfort and improved manoeuvrability.

Web: www.britax.co.uk

Venicci launched special editions Since the start of 2011 Venicci has developed in to a very popular brand. In 2015 Venicci received Mumsnet best badge which shows the quality of our products. Some of the main features of the prams are the easy click mode to change between the different parts e.g. carry cot and car seat, easy mobility and the reasonable price for the whole package.

New pram’s this year include the new special edition silver denim grey, which with its lightweight aluminium chassis and subtle good looks, has gained a lot attention from everyone.

Other main features that parents will enjoy are the soft leather handles, the large shopping basket and the swivel front wheels, that you can swap between to have either swivel or fixed.

The differences between the Special edition prams and the standard one’s are there is a different style of carry cot that has a rocking mode on the bottom, so you are able to rock the baby to sleep (when not attached to the frame) and also has a silver trim around the sides. The seat unit comes with a quilted apron compared to the standard that comes with the footmuff.

There is also the option of having a maxi cosi car seat on the frame you just need to purchase the maxi cosi adapters.

Tel: 01302953872 Web: www.Venicci.co.uk 26 nursery today

Focus Wheeled Goods

Get Urban Plus with Chicco Coming back bigger and better, the Chicco Urban will be reintroduced as the Urban Plus Travel System. The improved model offers increased practicality, as the seat unit is now fully foldable along with the chassis, in one easy manoeuvre. This offers maximum convenience for parents as the Urban Plus becomes even easier to close and transport than its predecessor.

In addition, the pram unit can now become a semi rigid carrycot, meaning when it is detached from the chassis it can be placed onto a flat surface to offer maximum comfort and minimal disturbance for the baby.

The Urban Plus also features a stylish new design with an all black chassis and, new for this year, it now will be possible to buy the complete travel system, including the pushchair with carrycot system, colour pack, Autofix-Fast car seat and adapter, all in one box. This offers increased value for consumers, giving them everything they need to take their baby on the move, and minimising any left over product for retailers.

Just like the original Urban, the seat can be easily switched from rear facing to forward facing and offers various recline positions to ensure maximum comfort for baby at all times.

The colour packs can also be swapped and changed to offer a fully customisable system that can be personalised to suit every parent.

The Urban Plus travel system will be available with either the Anthracite, Red Wave or Dune colour pack. Other colour packs available will be beige, cyclamen, Summer Nature, Summer Sahara, Winter Night, Winter Sunset.

RRP £475.00

Web: www.chicco.co.uk

Woop with Cosatto Woop is the intuitive 2-in-1 unit from birth through to pushchair seat that’s perfect for tot.

The easy click on and off Hold 0+ car seat is compatible, sold separately and makes this one talented travel system. Woop boasts adjustable handle height, pushchair mode that is duodirectional and easy clean, pop-off swivel wheels. Of course being Cosatto, Woop comes with all the accessories included - the 4-way reversible footmuff, raincover, head hugger, chest and tummy pads plus the matching changing bag making Woop the pram every parent needs.

Woop has also recently been recognised for its show-stopping design and versatility by being shortlisted in Junior Magazine’s Junior Design Awards 2015.

Tel: 0871 977 3900 Web: www.cosatto.com

Joie Nitro and Nitro LX The Joie range of pushchairs offer both practicality and versatility combined with style and features unique to the Joie range. With space and easy of use being a real concern for a lot of parents, Joie has the answer with the fantastic Nitro and Nitro LX pushchairs.

A lightweight umbrella chassis, perfect when out and about it’s the ideal travel mate. Designed to be compact yet sturdy and feature rich with a one-hand comfort recline, easy fold, adjustable leg support and all round suspension, you would be hard pressed to find such a lightweight stroller packed with as many features. Functional and fashionable with a sleek and modern design that pops shut instantly to fit into the smallest of spaces. It features an ingenious 5 point harness that has the ability for both shoulder and waist straps to be removed from the buckle separately when the harness is undone so a child can be lifted out gently without the need to feed both arms through.

Tel: 01889 808 900 Email: uksales@ joiebaby.com 28 nursery today

The practical and comfortable baby bath and changing table for your child’s hygiene Every bath or changing time is a special occasion for mother & baby to share a relaxing moment close together between a splash and a nappy change.

Discover Cuddle & Bubble, the compact and easy to fold baby bath and changing table from Chicco. It can easily turn from a changing table to a baby bath for your baby’s complete hygiene, with all the warm love and care only a mum can give through her touch.

1

2 It’s a changing table It’s a baby bath

Removable soft baby reducer for total comfort

Height adjustable to three levels

Super compact and easy to fold and move, thanks to two practical wheels

Ergonomic bathtub with anti-slip inserts

www.chicco.co.uk

wherever there’s a baby For information on these products, contact us at orders.uk@artsana.com, or please call 020 8953 6627

Focus Torque

What makes Torque a number one choice?

Torque’s impressive growth, which now sees the group operating in 1.8 million square foot of warehousing across six sites in the UK, has largely been built on its ability to offer its clients additional value and an award winning service across its many departments.

H

aving worked within the nursery industry for many years Torque feel they understand the nursery sector better than any other third party logistics provider. Torque pride themselves on having the ability to be a one stop shop for brands that are looking to outsource all or part of their day to day operations. These operations include freight forwarding, warehousing, quality control, pre retail processing, warranty repairs, ecommerce sales or even customer services. Torque have many years of experience in all of these areas which means they can quickly accommodate new customers with the minimal of fuss and most importantly without major disruption to their client’s businesses.

One of the key selling points of Torque is their Technical Service Centre which is a purpose built facility based within the group’s 350,000 square foot site at Martland Park in Wigan. The centre was commissioned and built to the exact specification of Torque’s Head of Technical, Melvyn Wolff. Having over 20 years experience in the nursery industry he was, before joining Torque, the Technical Manager at SGS UK, one of the world’s leading test houses.

Melvyn is a long serving member of the Baby Product Association’s Technical Committee and also sits on several British Standards Institute committees 30 nursery today

for Childcare Articles. He is highly regarded in his field and is vastly experienced in identifying liability of returns, quickly assessing what is and what is not covered under warranty. Recruiting and managing his own experienced technicians means that Torque are able to offer a complete and professional product care service, unmatched by any of its competitors.

Melvyn explains further: “when we were planning the construction of the Technical Service Centre I wanted to create a clean, specialist environment where we can, on one hand, repair strollers or car seats and yet also prepare fabrics and fittings for Moses baskets and assemble products such as baby feeding bottles, which require the cleanest of working conditions.”

“Torque have put a sizeable investment into the Technical Service Centre to ensure we are fully equipped to handle all aspects of work our clients may require. During my career in the nursery industry I have spent a lot of time in manufacturer’s factories and of course countless hours in test centres. This experience helped me to identify what equipment was needed to establish a first class facility,” Melvyn Wolff One of their first customers in this centre was Mimijumi. They approached Torque last year to help them to process a large order of 15,000 units of their award winning baby feeding bottle. The deadline for the order was tight and to add an extra dimension to the mix the order needed to be delivered on Boxing Day, in France. Naturally they accepted the challenge and got to work completing and delivering on time and in the process have established a close working relationship with the brand. The Torque team have since processed many orders for Mimijumi and it has been great to see the brand continue to go from strength to strength.

Mark Dorey MD for Mimijumi explains why he chose to work with Torque. “We spoke to a number of companies before choosing Torque. It was crucial that we partnered up with a company that could not only meet a challenging deadline on what was a very important order for us, but we also needed a company that could also scale up and offer the support we needed to help our business grow.

“Their facilities are second to none and the added value of having the expertise of somebody such as Melvyn is a perfect fit for us. We have an excellent relationship with Torque and are really happy with the decision we made to join forces.”

what equipment was needed to establish a first class facility. Many of the tools we use cannot simply be bought off the shelf, therefore much of our equipment has been custom made to our exact speciation to ensure we can carry out work to the highest standards, and to the degree brands would expect from their original manufacturing plants.

“This attention to detail has helped us to secure a wide spectrum of clients across many different product categories. We currently handle a variety of work which includes moses basket assembly, pushchair repairs, pre-retail processing including heat sealing product, highchairs repairs, cot-bed

modifications, and most recently car seat repairs with the likes of BeSafe entrusting us with their warranty and out of warranty repairs and refurbishments for which we operate a 72 hour turnaround to BeSafe customers on collect, repair and return basis.

“I am justifiably proud of the Technical Centre and the services that we have to offer, and would welcome any brands looking to outsource their warehousing, repairs, customer service or even ecommerce sales platform for their returns and spares parts then I urge you to come and take a look at Torque we do this all under one roof and have a fantastic team dedicated to the nursery sector.”

For more information, or to contact Torque to discuss your logistic requirements please see below: Tel: 8000 8555 10 Web: www.torque.eu

Torque delivers Torque is an independent company and a business based on being completely receptive to the needs of their clients in ways which are accountable and transparent; responsive and watchful; competitive and well informed; innovative and intelligent. They efficiently and cost effectively manage supply chain logistics.

Melvyn continues: “Torque have put a sizeable investment into the Technical Service Centre to ensure we are fully equipped to handle all aspects of work our clients may require. During my career in the nursery industry I have spent a lot of time in manufacturer’s factories and of course countless hours in test centres. This experience helped me to identify

Offering a seamless end-to-end service, allowing you to choose the service options you need, when you need them. They offer each of their clients a totally bespoke and personal service. There is no ‘one size fits all’ approach adopted, which is why so many of their clients have been with them for years establishing them as a a trusted business partner.

nursery today 31

Trade talk

Nursery Today loves to hear your views. This month we speak to key manufacturers and suppliers to learn what’s on their minds.

This issue we spoke to a number of the industries finest to find out their views on the wheeled goods category.

Simon Russell

wheeled goods?

Director, Cheeky Rascals What trends do you currently feel are emerging for next year when we look at wheeled goods?

There will be even more emphasis on bold design statements, Limited Editions and special bespoke pushchairs in this market over the next year. The interest in striking designs will continue to increase as customers get even braver with their choices.

Are colourways and fabrics going to play a large role?

Limited and Special Edition pushchairs in fashion-focused colours and fabrics are definitely playing a greater role than before.

There have been some clever tactics employed in marketing some of these special designs too, many borrowed from the fashion world, such as pre-ordering from a limited amount of stock. This creates anticipation and demand amongst shoppers and also ensures that stock sells through quickly.

How are you keeping up with trends when we look at

Colours and fabrics are definitely important – they give a pushchair personality and individuality. Once a consumer has found the right chassis for them, the fabric choice allows them to make it truly ‘theirs’.

The look and style are definitely important – there’s so much choice in the pushchair market, so a product has to catch the eye of a customer flicking through a catalogue, browsing websites, or even walking on the street. We just need to make sure that our pushchairs feel as good as they look; baby’s comfort should be the first concern of manufacturers and new parents. Unfortunately some consumers will buy based on looks alone, but these decisions are often

32 nursery today

Parents remain cautious when it comes to spending money: shoppers want good value but they also want baby goods that reflect their lifestyle and their interest in fashion. Pushchairs need to be practical but parents are also willing to spend more if it means purchasing a pushchair that they feel proud to own.

Head of Design, My Babiie What trends do you currently feel are emerging for next year when we look at wheeled goods?

Commercial Director, Bebecar UK What trends do you currently feel are emerging for next year when we look at wheeled goods?

Are colourways and fabrics going to play a large role?

How price conscious do you think parents are at the moment?

Robert Hollander

Kevin Golding

There seems to be a growing demand for the more ‘heritage’ styled pushchairs, like our Stylo Class with its elegant white wheels, but these beautiful traditional prams are being updated with sleek modern fabrics for a refreshing twist.

Mima has always had a strong focus on creating head-turning design. Recently we have noticed that some of mima’s design statements are even being emulated by other manufacturers along the way!

From our Rose Gold chassis and our stylish Winter Kit through to the Black & White edition of the xari, mima creates niche designs that hold a great deal of appeal amongst parents and manufacturers alike.

When it comes to pushchairs and prams, we have seen some trends coming through with regards to design and functionality.

Multifunctionality is what is needed for the busy and complex lifestyles of most parents, so we expect to see more lightweight strollers with interchangeable seating to enable for both parent and world facing.

regretted.

Are colourways and fabrics going to play a large role?

How are you keeping up with trends when we look at wheeled goods?

Most definitely! These days, parents are very style conscious and their pushchairs or prams are their pride and joy and an extension of their personal tastes & styles.

It is important to them that they are seen out and about with their little ones in their pushchairs or prams that they are proud of, in beautiful colours or patterns.

Bebecar select our new fabrics every year, so the range is updated regularly to offer the consumer a choice of new fabrics, and ensuring that there’s something fresh to grace the shop floors of our retailers!

How price conscious do you think parents are at the moment?

Nobody is willing to waste money, but I think parents are willing to spend a little more on a product that can be viewed as an investment. If they can buy a pushchair for their first baby that could be reliably used for their second or third, that’s often a more sensible purchase than buying several lower-priced buggies to do the same job.

How are you keeping up with trends when we look at wheeled goods?

At My Babiie we keep our finger firmly on the pulse when it comes to current trends.

The team and I have recently returned from the Kind & Jugend show in Cologne and also the ABC Kids Expo in Vegas where we kept an eye on the evolving market. We travel the globe to see what’s developing in design and technology and aim to bring it to our products. We also work very closely with Celebrity Mum of the Year and style icon Billie Faiers, who created her cutting edge Signature Range with us.

How price conscious do you think parents are at the moment?

I think parents are very price conscious at the moment. Today’s generation carry out a lot more research on products and will always look for bargains or deals. Parents have to spend out a huge amount on their new arrivals, and a lot will go over their budget. Parents also feel social pressures to buy into certain brands because of brand reputation, heritage and also from Social Media and the press. At My Babiie we are very conscious of this and we set out to make excellent quality products with safety in mind, but in beautiful designs at an affordable price.

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Special Feature Nigel Plested

Fashion, it’s a personal By: Nigel Plested

I

Nigel Plested is a designer and a creative director.

He is the founder of Narrative Studio, a strategic design business, which brings together a specialist and experienced team of designers with a rich expertise in new family culture, parenthood and babyhood; creating award-winning products and brands.

Prior to setting up the business. Nigel was on the board of directors at Mamas & Papas, and alongside Narrative, he now writes and lectures on the subject of parenting and product culture. Nigel can be contacted through the company website www. narrativestudio.com or he can be found on LinkedIn.

34 nursery today

started working in the parenting sector in the very early 2000s, and I was a complete novice as to what, how and why the world of baby products worked… to be honest it felt like a degree course, with subjects ranging from “standards and technical requirements”, through to “2d and 3d folds”, married with whole term of “Pramettes, 2 in ones and 3 in ones / travel systems and other.” Not sure what classification I was awarded when I graduated, but it is certainly a subject and specialism like no other, and one that will continue to adapt, change and modify.

When I have written about wheeled goods before, it has tended to focus on technical aspects, from wheels to features.

But one aspect of strollers, which we’ve never really considered, is the role that fashion plays on what is primarily a functional, pragmatic product. Yet there is a whole culture of fashion within the industry, that means that stroller companies not only take this seriously, but they have created stroller fashions and trends. There are now multiple types of fashion with rules emerging, and the opportunities for fashion on wheeled goods has opened up.

So why is this?

It could be argued that strollers, pushchairs and perambulators have always been regarded as a fashion accessory. Originally this will have been down to affordability and status. They were detailed in navy blues, piping and polish to match the nannies and matriarchs that were employed to look after such privileged children. So fashion at this point might have arguably been influenced by uniform, and status and the look and feel of a perambulator reflected the classes who could afford such a thing.

Today the mechanisms for fashion are certainly a lot more complex, as we have entered a world of choice, celebrity, persona, and communication. A world where parents of all demographic and

cultural backgrounds, in hundreds of countries, influence and consume the fashions we apply to the wheels that they push.

But what do we mean by fashions?

other, where once there were singular fashions, which applied to ‘types,’ in society, we now live in a world where we have entered generation “Me”. Or when it comes to parenting, generation “Us”. There are no longer uniforms to allow us to identify a group, or to “Mood Board,” and stereotype parents into a type.

Fashion is partly governed by fabric.

The textiles, which now adorn strollers mean that mere utility and practicality have been superseded by different Today we live in a world unlike textile experiences, qualities and handles. These might any other, where once there were be woven designs or they might be prints, and they singular fashions, which applied to are valued just as highly as ‘types,’ in society, we now live in a world weight, fold and push.

Fashion is also dictated where we have entered generation by the detailing of the hard “Me”. Or when it comes to parenting, goods, and the key touch points. These are the areas generation “Us”. There are no longer that make the difference between something that uniforms to allow us to identify a group, works and something that or to “Mood Board,” and stereotype becomes a distinctive experience. parents into a type What is becoming most difficult in terms of fashions for strollers is the rapidly changing demands of parents. Ten years So what does this mean for fabrics ago, we would create fashions to reflect and zip pulls, cuts of cloth and finishes to general high-street trends. We would metals when it comes to a stroller? reflect the clothing, automotive and Well firstly, I think that the creative furnishing trends of the time, distil them opportunity is expanding fast, probably and create popularist fabrics that were, for faster than brands can comfortably keep want of a better term – on trend. up. So many brands are still dependent This idea that there are groups of on winning the popularist vote, dictating people that all like the same thing still that their fashions play safe and meet stands, but the way that consumers look in the middle. The opportunity of mass collectively is continuing to change at appeal, volume markets and global pace. Where there was once a uniform relevance is a conducive one, and the risk for strollers, and the fashion reflected the of predictability, same-ish and safe might values of a particular audience, fashion be detrimental in the long-term. today has to reflect the values, likes, Obviously this approach dominates dislikes and wants of individuals, rather much of the fashions that make up the than whole groups. market globally. They are influenced by Today we live in a world unlike any popular ‘local’, perceptions regarding

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individual proposition can be shaped and purchased, and some brands are now offering mix and match options on hard goods and the touch points, whether that is a handle or bumper bar.

Fashion on strollers is moving… beyond choice, which has been the want of consumers during the last ten years, to now be about personal tailoring, personal likes and dislikes and personal purchasing experiences. We have seen this trend moving rapidly in the home furnishings market, where established home furnishing brands, with their take on what’s trending are being usurped and surpassed by smaller disrupters, who can offer smaller, limited runs, in exclusive fabrics, which speak to consumers on an individual level, rather than through just mass appeal.

This is married with a growing confidence with consumers to self appoint products, and have them personalised, or made to order, to have their weekly menu delivered to the door, and shaped to dietary requirements, or to choose to stay in a tree house rather than a hotel, and book direct with the owner…

Over all, trends are all pointing in the same direction. They are being pushed or pulled to meet the needs of individual consumers, and this will change the way strollers are clothed and appointed in the next few years. Personal parents, with selfawareness, and a global outlook, will shape their own parenthood with bespoke fashions and a new way of expressing their personal taste through their wheels… and parents will have the chance to be the designer or at least the coordinator of their own fashions for parenthood.

Stylish & Modern

colour married with a textiles resilience to cope with the day to day demands of being on a stroller. This leads to much of the colour blocking we see today, either full colour choices, or accented around black, in order to meet with the approval of ‘most’, consumers globally and locally. The downside of this, is that it has drawn the market together during the last decade. As everybody has looked for growth internationally during tough times, many strategies have focused on fashion safe, rather than fashion forward.

But this is definitely changing.

Whether that be through the need to stand out from the crowd or to meet the needs of the individual.

We are stepping into a world where a new generation of parents, (just around the corner), have grown up with social media. They are more exposed to global trends than ever before, and as a result, we are entering a time where fashions transcend borders in an instant.

Influencers have moved from being the big brands, to become celebrities, which in turn are now becoming peer to peer Youtubers, with fashion becoming ever more personal.

This means that the colours, prints and finishes on strollers is starting to devolve, and move away from the “one look fits all”, that has possibly predominated in recent times. Smaller audiences want different things. That might be a Mondrian print from the 1930s, a liberty print from an archive or something that feels self-appointed.

So many brands are now pioneering the foundations for “design your own” stroller. With choices in soft goods, textiles and colours so that an

Fresh

thing...

Focus Summer Infant

Parents love the new UME strollers!

The Summer Infant UME convenience strollers launched in August and are already proving to be a real winner with parents (and grandparents).

T

his award-winning range was launched in the US and Canada in 2013 and is a number one seller on Amazon.com, receiving lots of recognition in terms of awards, including Babble best stroller pick 2013; New York Family stroller pick 2014 and Consumer Digest best buy 2015, the range consistently scores 4 or 5 out of 5 in customer reviews.

So, the UK team at Summer Infant were eager to see if British parents would love what UME has to offer just as much as those parents over the pond.

So, the UME range really does tick all of the boxes and more.

Designed with handy features for parents (or grandparents), along with strong comfort and safety features developed with baby in mind, the UME range of strollers are suitable from birth and hold children up to 15kg.

The lightweight aluminium frames (UME Lite: 5.8kg / UME ONE: 6.5kg) make being on-the-go with baby stressfree and pleasantly convenient.

The UME Lite offers exceptional value, with a long list of product features that would ordinarily command a premium price point, these include:

In addition to the standard features offered by the UME Lite, The UME ONE has some premium added extras including: ✓ ✓ ✓ ✓ ✓ ✓ ✓

One-handed umbrella fold Extra durable, premium fabric Extendable three panel zip out sun visor Deluxe cup holder Available in a range of stylish boho patterns, designed by a leading UK Fashion designer Multi-position leg rest adjustment Rear peek window

The UME Lite comes in Jet Black, Deep Teal and Ruby Red and has a guide retail of £89.99. The UME ONE, with its stylish boho pattern, also comes in Jet Black, Deep Teal and Ruby Red and has a guide retail of £129.99.

Marketing campaign kicking off in December In order to raise brand awareness for the UME stroller range, the brand will be supported with a comprehensive consumer marketing campaign that will be kicking off with a media partnership with Prima Baby / Made for Mums that runs from December until June. The campaign encompasses press advertising, digital advertorials, on-line reviews and competitions reaching a targeted audience of mums-to-be and new mums.

Summer Infant is also pleased to announce a new brand partnership with Forest Holidays, who will be supplying the

UME strollers across their nine venues for visitors to hire during their stay. Visitors to selected National Trust venues will also be able to borrow the UME strollers as part of a new product placement initiative.

Summer Infant will also continue to focus on building their following on Facebook and Twitter to engage parents to be, parents and grandparents with interesting stories, new product launches, tips and offers.

Did you know?

•

•

Tried and tested Two well-established mummy bloggers and pushchair aficionados were asked to road test both the UME One and the UME Lite and tell us what they really thought….

• Emma Walker of ‘Joy of 5’ put the UME One to the test with a trip to the pebbly shores of Brighton. The super lightweight 6.5kg frame of the UME One really impressed her, but she was won over by some of the cleverly thought of features including the handy carry strap for transporting the folded down stroller and the neat fabric covering over the 5 point harness buckle, which prevented her toddler from trying to easily work out his escape route from the stroller! She was also very complimentary about how the smooth steer of the UME One came into its own for navigating the rough surface of the beach. Emma concluded, “I would highly recommend this if you are looking for a light weight, comfortable, stylish buggy - as this has ticked all my boxes.”

Visit: www.thejoyoffive.com/2015/10/06/road-testing-the-ume-one-pushchair Aimee Foster of Mum Amie loved the UME Lite so much so, that after putting it to the test she now ranks it by far the best pushchair she has ever used. And not only did she put it to the test, she also got the grandparents involved and is happy to give it the grandparent seal of approval. Aimee liked the fact the UME Lite folds down so compactly that it easily fits in her small car and was happy to finally find a stroller that positions its handles in such a way to feel comfortable for tall people.

Visit: www.mumamie.com/blog/details/ume-lite-pushchair-review-1823

36 nursery today

•

•

An Umbrella Stroller is the street name for slim strollers that open and close in a snap.

They fold compactly and look just like a closed umbrella!

Umbrella strollers are more likely to be cheaper than traditional strollers, but they also offer the exact same features and functionality that larger strollers do.

Almost £3 in every ten spent in the nursery market is on wheeled goods.

UME is actually a girl’s name, originating in Japan and meaning Plum?!

Summer Infant was born in 1985 in Rhode Island, when William Lockett III wanted a safe method of soothing his infant daughter Summer and so was inspired to develop the Original Bouncy Seat.

the perfect fit. from 9kg to 12 years. meet transcend™

4 position SnugShield™ group 1 forward 9-18kg

11 height, 3 seat depth adjustments group 2 forward 15-25kg

AutoAdjust™ sides group 3 forward 22-36kg

For all sales enquiries, please contact Joie UK on: 01889 808 900 or email: uksales@joiebaby.com

COL I N

S

G

AR UL

PATTI

This issue Colin Pattison takes a look back at 2015

ON

RE

End of the year round up A

nd so we come to the end of another exciting year in the world of Nursery products.

As always the year has been eventful on many levels, this time last year I was talking about the decision, announced at the Kind Und Jugend fair in Cologne, that Britax would be re-positioning the company and its brand. Going forward all parts of the company would operate under the master brand of Britax, with for instance Römer becoming a sub-brand of Britax. I saw this as a positive moving, simplifying a brand heavy communication process across Europe, and following similar initiatives from the Dorel group. A year later and the company announced at this year’s K & J that they are to rebrand their UK and Ireland car seat collection.

From 1st January 2016, all car seats in Europe will be branded as Britax Römer, starting with the new 2016 collection.

The new direction aims to leverage the strength and heritage of the two strong European brands, plus enable a simpler product portfolio and a better availability of niche colours by pooling demand and supply from all customers and regions - therefore improving lead-times and product availability. I look forward with interest to next year’s Cologne fair!

I have not been able to comment on the recent’ news’ that many car seats are not fitted correctly which came from Which? a couple of weeks ago, this is hardly earth shattering ‘news’ for anyone in the trade, we see this story at least once a year.

When I was at Britax, we created the story for a few years, based on our own research in car parks across the country.

Despite the wealth of information available from manufacturers and charities, consumers insist on buying second hand car seats, buying bargains from internet traders or just using products incorrectly. Across all the years I have been in the Nursery 38 nursery today

I have not been able to comment on the recent’ news’ that many car seats are not fitted correctly which came from Which? a couple of weeks ago, this is hardly earth shattering ‘news’ for anyone in the trade, we see this story at least once a year.

business, I must have been responsible for training thousands of store staff and pulping a forest of trees to produce advice literature. I know the consumer is constantly changing, but did we really get the information wrong? The percentage of incorrectly fitted seats remains stubbornly high and regularly creates a gift for a shock horror press story. Perhaps we should be looking for another solution. This year has seen the major role out of iSize to consumers, and there is more to come. iSize will simplify the communication to the consumer, but I have to wonder is this enough?

I do not live in London, or even a major city, and yet I regularly see young parents pushing their children around in products that cost more than a cheap second hand car. Travel systems have reduced the Infant carrier to little more than an accessory to the purchase of the wheeled goods, just above the sun canopy and footmuff in importance. How then can we expect the consumer to take the safety risks of buying their next car seat seriously? Some parts of the nursery market are very price sensitive, partly due to promotional activity, while others are driven by fashion and lifestyle aspirations, car seat marketers are one of a very few who try to talk about safety and believe me it is a difficult task. When we go to a trade show we are exposed to many brands of wheeled goods and safety products. When I look on the street, I see the same handful of products over and over again. As in many markets the main brands are becoming stronger and the others more peripheral. I would contend that most of the successful brands are either aspirational or value based, a trend that I expect to continue in the coming year.

During the year I have talked a couple of times about Black Friday, its history, what happened last year and most recently what Nursery retailers could do this year to benefit from the PR surrounding the event. Since my article last month, a number of retailers have come out against

the event. Asda for instance, who featured heavily in last year’s news when there was near rioting over electronic goods such as TV’s, have said it will scale back its plans for Black Friday this year. The retailer was one of the first to promote the concept of Black Friday- partly due to its American owners experience in its home market. But last year the cost of the steep discounts and the 2,000 extra staff and security guards to manage the event meant it was not a profitable event. This year would have cost even more as the local Police took a very dim view of being called in to sort out the chaos. We also must consider the negative publicity created, which might actually put customers off going to Asda stores this year As a result, the supermarket is said to be looking at finding a less costly way to handle the day, which could include issuing online-only deals or in-store offers spread over several days to prevent a chaotic rush of customers.

Primark boss George Weston has branded Black Friday ‘unproductive’ telling Retail Week that he ‘does not see the point’ Well he would say that wouldn’t he, Primark is hardly the first place you would look for Black Friday bargains. More interestingly a survey of 10,000 shoppers from analyst Verdict found that the amount of people planning to take advantage of Black Friday this year have dropped by 10%, from 47% to 37%. The biggest drop in enthusiasm comes from women. More than half (51%) planned to take part last year, but this has slipped to 39%.

Black Friday leads me nicely onto talking about the retail scene, 2014 saw our two major out of town store chains trying to out promote each other by cutting prices and offering better and better deals. As everyone knew this was unsustainable, and the inevitable happened, Morrisons pulled the plug on Kiddicare, which has now gone back to what it did best, a internet specialist and destination store in the Peterborough area. Mothercare have recently announced improved turnover and profitability in the

During the year I have talked a couple of times about Black Friday, its history, what happened last year and most recently what Nursery retailers could do this year to benefit from the PR surrounding the event. Since my article last month, a number of retailers have come out against the event UK, hopefully this will continue and our major retailers will move away from constant promotions and cost cutting.

I hope independent retailers have also felt the benefit of the end of this price war. The few remaining Independent retailers need to be strong businesses, to invest in improving their stores and stock and doing what they do best, providing products for their local markets, as well as giving good advice to consumers.

Talking about local, another massive change is happening in retailing, following the charge to ever larger out of town stores which sell everything from your weekly food shop to clothing, toys and even nursery products. Consumers have rebelled, they are now shopping little and often and food retailers are scrambling to open local convenience stores. I admit this has not be universally successful, serial failure Morison’s opened so many unsustainable C stores that they have had to pay someone to take the stores off their hands. But Tesco and Sainsbury are moving this way quickly, and Tesco in particular have stopped building big boxes, and sitting on large chunks of development land as a consequence. The next big change, which is just starting to surface, is the realisation that home delivery is also unsustainable. John Lewis have started charging for click and collect, Asda have drawn back on plans to expand in this area and generally home delivery companies are coming under more pressure. Again I feel this works very well for local independents, I would be quite happy to jump into my van and deliver a pushchair or cot to a customer’s

house, as many independents always have done, in many cases building it and taking away all the waste packaging material as well. If no other retailer is now willing to do this, great, another unique service the independent can offer its customers.

Next month will be the start of the New Year, we will be looking forward to the launch of new products and of course our UK trade fair in Harrogate.

Literally as I am finishing off this article I have heard the news that the doors of Harrogate will be open to the public for the last of its three days. Suppliers will be concentrating on presenting the brand and offering product training to the consumer. It is true there are no consumer shows, such as The Baby Show in the Leeds/ Harrogate area, so I am sure the local consumers will jump at the opportunity to see all the products and brands in one place. My experience of many other consumer shows around the country is that visitors arrive with cash in their pockets, looking for bargains, it will be interesting to see how this is handled. Small exhibitors at the show will see this as a great opportunity to sell to a wider group of consumers, larger brands may have to partner with local retailers or risk competing against them. If the move leads to some of the brands who have not supported the fair recently, returning next year, then great, both for the retail visitors and the trade in general. I may be changing the dates I visit the fair in 2016!

Colin has worked in the Toy and Nursery trade for over 20 years both as a retailer and supplier. He is now an independent consultant advising on sales and marketing issues. He can be contacted at colin@colinpattison.com or by phone on 0773 8568 191.

Talking Shop with NSG

Y min Ali Yas Ya

By: Yasmin Ali, Babyland

H

ello everyone! *Newsflash* this time of year historically is the beginning of the annual slowdown yet every year I have shops saying to me, “Yas, what is the chat?” It’s quiet. It’s quietening down and depression is kicking in – don’t allow it. Start preparing now.

Nationals have their sales starting in December; we need to make sure we have something going on then, too. If you are planning something Christmassy, start soon. People begin their shopping earlier and earlier – I’m going to suggest we make December an NSG holiday – Balek for a fortnight? Sounds good to me. I’d love to know your Christmas retail plans – do people use baby shops at this time or do they wait until January?

The focus this month is wheeled goods. However, it is the end of the year so everything is on a slowdown just now. As ever, I’m absorbing industry gossip... lots of stock issues, lots of disgruntled indies at the moment. Very simply... we can’t sell items that you don’t make available to us. No stock for us, but there is plenty for the Nationals. And I’m not talking about one brand there are at least four currently guilty of this. General feeling? It’s starting to slow down and we can’t take orders because of potential stock issues – we are not happy. Fellow retailers, we have a voice. We are not alone here. Moving 40 nursery today

into a new year is the time to walk away from brands that manipulate us, hold us to ransom – one-way relationships never work. 2016 will be interesting.

So, wheeled goods. I think we need to look at lines for January sales. The following have been catching my eye: Cosatto Wonder. Oh my – I can’t wait to get it in. I’m team Bon Bon all the way. Classic crazy Cosatto design on. Big bouncy chassis. If I were due a baby just now, it would be my pram of choice. The campaign has been great to watch, and I’m aware that stock is mostly with Indies, which is great news. One of the nicest takes on the #GreyIsTheNewBlack trend. Brings a new dimension to the product.

BabyStyle Oyster City Grey.

Stunning and doing really well. #thumbsup #NSGdesign Mima Xari New Silver. Total space age; exactly what I associate the Mima brand with. Bugaboo buffalo diesel. Roxy is the leader of team Bugaboo in Babyland. I’ve always been firmly team iCandy. However, I love the denim, lovely thick lined material. With Diesel being one of my fave brands, it’s a no brainer. I really rate it and think customers will also. #denim #diesel #willappealtoYasesEverywhere New iCandy 2016 colours hurry up and get them in. #LetIndiesPickOurOwnExclusive Venicci Mini Grey special edition

“

The focus this month is wheeled goods.

However, it is the end of the year so everything is on a slowdown just now. As ever, I’m absorbing industry gossip... lots of stock issues, lots of disgruntled indies at the moment

sure to be a big hit with customers.

Online selling, and poor packaging isn’t helping just now, but there’s time to solve these issues. Kudos to Hugh who has great vision in these colours #Hughsvision #exclusive I also love Mamas & Papas anything chestnut, really classy. Also just saw the new armadillo advert, which I thought, was adorable. Wonder if it’s available to us... regardless, the ad was cute, the kids’ armadillo is sweet.

I have lots of people asking me about universal footmuffs – in my opinion, the best options at the moment. Lak – Cuddles Collections Caterpillar footmuff are really well priced nice and thick, good quality.

Also Paul at Meego has some nice big footmuffs coming soon, so get on the phone to him.

Car seat footmuffs – Clair de Lune if you’re looking budget but be careful because it is a brand that isn’t exclusive. Rosy this year are nothing short of stunning (contact hunky Hugh Burnett) also Uzturre if you want bling (Tom, Barry Brennan or Karen Westlake). Richard inglis has stunning thick blankets and lovely reach bedding ranges and is on the lookout for exclusive retailers.

Definitely get in touch with these people. The only way is up!

Until next time! As ever, Nursery Support group for independent bricks and mortar retailers, Nursery Trade for everyone else. My email yas@ babylandfife.co.uk. Ciao!

”

silver. Stunning chrome finish, package that ticks all the boxes for the end customers, in e-customers’ favourite grey. #lovePeter Emmaljunga Mondial de Luxes, new.

Green, beige, black and grey in the lounge range are beautiful and are

The beautiful furniture ranges from East Coast Nursery Tel: 01692 408802 www.eastcoastnursery.co.uk EastCoastNursery

@EC_Nursery

Regular Retail Profile

Pro-active approach with Peppermint Established in 1993 by Rahil Majid, Peppermint has expanded and established themselves as a strong independent nursery retailer over the years and knows that a strong online presence is a ‘must have’ for anyone in this industry. We spoke to Daniel Terminiello, Managing Director, to catch up on what’s been happening since then.

It’s been a while since we spoke last, how have you found trading since opening your doors in 1993?

In 1993 we established our business in kids’ fashion, since then we have adapted and changed our model finding ourselves in the nursery hardware sector. We have seen consistent growth over the last five years with 2015 being our best year to date.

You have two London stores - do these both receive the same level of footfall?

42 nursery today

Footfall in stores can vary depending on areas, we find our Chiswick store see less visitors but has a higher basket spend per customer. This is due to a larger retail space and more categories. I believe customers do want to see it all in one visit. Our Battersea store is in a fantastic location. It only trades over 600 sq/ft but our team deliver great sales.

Do you feel that your customers are spending more now than during the last couple of years are they more confident as a shopper?

I think confidence is returning but with that

“

I think confidence is returning but with that confidence we are seeing more aggressive negotiations for customers business. You must have a transparent approach to your pricing and ensure you can service coupled with a competitive price confidence we are seeing more aggressive negotiations for customers’ business. You must have a transparent approach to your pricing and ensure you can service coupled with a competitive price.

”

We work in an extremely emotive industry - how do you ensure you give your customers peace of mind and reassurance?

We have a well recognised brand and

have built this in the South East for years. We are ‘Peppermint’ focused at all times ensuring our customer experience is great. We are socially connected and use feedback services on all our channels.

What about current trends? What would you say is the most notable area when we look at this?

I see strong trends in compact strollers such as the Babyzen Yoyo and Mountain Buggy Nano, this new category means the customer is asking a whole new set of questions when buying their second buggy/stroller. It now must be airline suitable. Carriers is also a great area, massive opportunity and if you demo it correctly you will sell one.

What do you think may be the trend to watch in 2016?

I see more and more brands becoming increasingly exclusive. Premium displays in store and limited distribution of colourways always help independents when trying to compete.

Did you attend any trade shows this year? If so, which ones and why were they important to you?

I attend Kind Und Jugend every year with my team; trade shows are one of the most important events in our trading year. They offer opportunity to strengthen relationships with current suppliers and find new innovative products.

Do you have a particular hero product or nursery category that is performing well for you at present?

I have a few. The new Mountain Buggy Swift - I love the product and when demonstrated it sells every time. Bugaboo Runner is a fantastic concept, we include the Runner chassis in every demo whether the customer runs or not.

How have you managed your website alongside your stores? Do they both

offer the same products?

Our website is our store, we have a web centric approach to our business.

Most of our customers will connect via the web, visit a store, then migrate back to the web for additional items.

Stores will always be there as I strongly believe without stores any retailer in this category will struggle.

You offer a price match policy - how does this work for you?

We do offer a price match policy and proactively match rather than waiting for the customer to ask. Good customer service does buy extra £s but for some it is all about price.

What about social media, how important is this to you as a business?

We are active on social media, especially when we are taking part in an event such as the Baby Shows. It is a massive part of what we do and sharing our daily activities is important to keep connected to people.

Do your supplies offer you a good level of support?

Red Kite 2015 collection 01454 326 555 www.redkitebaby.com

Always, without great relationships and support we would not have the business we have.

Are you brand focused or are you open to new product ranges that are appearing within the nursery sector?

I look for products which will add value to my customers, they must be the best in category and my customer trusts our selection.

What most excites you about the nursery trade?

I think we have some great people in this trade, I feel there are masses of opportunity but you can’t do it all.

Finally, can we expect to see any further expansion plans on the horizon?

Definitely, we are working on something at the moment. nursery today 43

Special Feature Social Media

Get FIT For Your Social Media Marketing “Get FIT” says the largely inactive (and, I admit, ‘slightly’ overweight) marketing geek who spends around 10 hours a day hunched over a laptop. Oh the hypocritical irony of it all.

By: R B Ross H Hewitt itt

F

Ross Hewitt, is the Managing Director of Secret Pie and author of Savvy Social Media.

Ross began his digital marketing career in 1998 and had his first foray into the nursery industry as Head of Marketing & Ecommerce for Silver Cross in 2008. He set up Secret Pie in 2010 and has been helping clients get found and loved online ever since.

or every kilobyte of marketing gold that you can enjoy through using social media for your organisation there is always the possibility that something out of your control can rear its ugly head and cause you a very public problem.

It is part of life for just about every business who makes or sells something. At some point in time someone somewhere in the supply chain will make a mistake. If that mistake happens to affect a consumer who is very active on social media then they are likely to make a noise, and this is where you need to react quickly and efficiently to try and turn the negative into a positive (or shift it to neutral at least!).

Listen You need to be in a position to pick up on any mentions that are made about your business quickly after they get posted. That means you need to make sure that your digital ‘ears’ are as effective as possible.

Visit your social media accounts on a daily basis. You don’t have to post something every day but you do need to be actively checking your account so that if someone has sent a message or posted a comment then you will see it and be able to respond in a timely manner.

Each major social network has an app that works on a smartphone. Download them and set the notifications to appear on your mobile device when your account name is mentioned or when someone posts on your account or sends you a private message. You should also set up Google Alerts for your company name to help pick up on comments in discussion forums or blog mentions.

Respond Read the negative comment or message a few times through, at a sensible pace so that you digest fully what the person is saying.

Do not skim read it or you may miss out on some important words or semantics that are crucial to the issue being raised.

If you know that a little bit of investigation needs to be done on your part 44 nursery today

then the first job is to acknowledge the have a happier customer at the end of the complaint and promise to come back to process. them very soon when you have looked into If you delete something negative the issue. That is a promise that you MUST without any justification then you may add keep. fuel to the flames. Once the person who A simple reply such as “Thank you raised the complaint realises that you have XXXX for raising this matter with us. I am simply deleted it they will push back and very sorry that you have experienced this be even more vocal and may start to get problem and I promise that I am looking into to it right now and will come back to If you delete something negative you very shortly.” without any justification then you may add Responding quickly is key as it instantly nips any fuel to the flames. Once the person who further posts about lack of raised the complaint realises that you have care in the bud. ‘I’ is also a lot more personal than ‘We’. simply deleted it they will push back and be Never ignore a negative even more vocal and may start to get some comment no matter how unfair it seems or how angry vocal sympathy from other customers their words have made you.

Keep emotions out of it and send them an initial caring response. some vocal sympathy from other customers.

Fix It That said, don’t stand for posts that include Always look for a way to fix the problem profanity, racism or personal naming or that the customer has experienced. attacks on team members. These do get the Try not to get into any sort of debate delete treatment and it is easy to explain in a public forum that could become why if you get questioned about it. argumentative, as you will never ‘win’ Remember, as this gets forgotten in these situations and you may end up sometimes, they are YOUR social media making the issue much bigger than it ever pages so you do get the final say in what needed to be. stays published and what gets deleted.

Wherever possible, keep the discussion But if you engage with people in the spirit in the public zone. It is not best practice to of great customer service and treat them try to get the issue taken offline as quickly as a person that you want to make happy as possible. The goal should always be to then you will have some good content publicly demonstrate that you care about that you may very well want to stay the problem and the person and to resolve publicly available to future visitors. it quickly and efficiently.

The old English adage is true…you If the person you are dealing with is can’t be everybody’s darling, but you being completely unreasonable then be can get everybody’s respect if you play confident that their public responses will fair and prove that you care. A dramatic be viewed as obtuse by other people who example, but Alton Towers proved that tune into the conversation. earlier this year after the horrific ‘Smiler’ Delete as a last resort accident and their conduct on social Tempting as it may be, never resort to media was, in my opinion, flawless. deleting negative comments or posts Enjoy the social media rollercoaster; straight off the bat. You have to try and get the ‘downs’ are as much a part of it as the to the bottom of the problem and fix it and ‘ups’ though…

“

”

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Focus Pregnancy & Maternity

Maternal instinct How to cope with a huge event

I

t is the biggest event in a woman’s life bar none and something that no man can ever experience. No matter how much he empathises with the woman in his life, a man is limited by his involvement.

Becoming pregnant and giving birth is a joyful event for most women and one that needs to be handled with tenderness and care.

It is an area with so much choice that it can be bewildering for new mums (and even second-time mums have been known to panic) – what to buy and when and that is even before the new arrival has even bawled their first cry?

What should mother-to-be wear? Should she go for comfort over style or is fashion still important to her?

We spoke to a number of practitioners in this field.

Firstly, we wondered about mums’ worries. Lia Murrain of 2012 told us: “Mums are conscious that many products in today’s market are unnecessary and they spend a lot of time researching about the products they truly need and want.

Today’s mums are informed and mindful of where they are spending their money.”

Joanne Gray from Summer Infant thought: “Talking specifically about first-time mums, worries or anxiety are often linked to childbirth itself, whether it be baby coming early, the unknown but expected high pain factor, complications

Did you know…

■ Pregnancy lasts just over 9 lunar months, where each month is about 29.5 days long.

■ About 213 million pregnancies happened in 2012, of which, 190 million were in the Third World and 23 million were in the First World.

■ Globally, 40% of pregnancies are unplanned.

46 nursery today

Picture courtesy of Summer Infant that might lead to a c-section and even the embarrassment of showing off your bits to a room full of strangers.

“First time pregnancy can also bring worries regarding the health of the baby and whether they are growing and developing as they should be, this can be even worse for women who have suffered miscarriages or struggled to get pregnant.

“Lastly, I would say for some mums-to-be the unknown is pretty daunting and given that babies don’t come with a handbook, for some mums-to-be they put pressure on themselves or worry about whether they are going to be a good mum and wonder how they will possibly know what to do, this is why many parents-to-be want to make sure they have bought everything they think they will possibly need for when baby arrives.”

Roger Cheetham, the managing director of Clippasafe, said: “Women are far more health and safety conscious now than they ever were and this is important for the product sector because protecting their unborn child is at the forefront of the minds of most mums-to-be. Their prime concern is carrying their baby to full term without any complications.”

First-time mums need many things, both for themselves and new baby so it is a great opportunity for retailers.

It affords them the potential to sell and also make a customer if not for life then certainly for a few years as parents can lean on them and trust them to not oversell but provide everything that is needed.

“The pregnancy and maternity category is growing rapidly with great new innovative products being launched all the time,” said Lia. “Retailers who stock this category profit from bringing a mum to be into their retail outlet as early on as the first trimester. This usually results in repeat sales in the coming months with the nursery goods.”

Joanne Gray told us: “I think it is important that retailers need to understand what are the genuine ‘must haves’ that parents need to buy before baby arrives, the products that are needed from day one or those that need a bit of research (which is better done before baby arrives then when sleep

“

Protecting their unborn child is at the forefront of most mums-tobe’s minds

”

deprivation sets in) like monitors for example should be encouraged to be purchased in the third trimester so they can be researched and set up and familiarised with before baby comes along.”

Retailer Alexandra Schick from Milestones in Kent said: “Customers often come in with a long list of items that they believe they need and to be honest quite often they don’t need it.

“I think people who come in to our shops like us because we are honest. We tell them what they need and what will be useful. At the end of the day, babies do not need a lot of things. We give advice and people are keen on that. I want people to be happy.

“The one thing that is flying off the shelves is maternity leggings – they are the must-have item.

“You can wear them under a smart skirt for work and then at home throw on a T-shirt and you are done.”

Roger Cheetham adds a final point about keeping secure: “Safety items currently don’t focus as much as they should do, our Bump Belt for travelling safely whilst wearing a seatbelt, is a great example of a product that women should be made more aware of. It’s a case of educating women better about not just the products they want for convenience and aesthetic reasons, but the ones that are important for the health and safety of themselves and their unborn child.”

Focus Pregnancy & Maternity

Lansinoh HPA Lanolin Cream: Perfect for Breastfeeding Breastfeeding can be a wonderful opportunity for a new mother to bond with her little one, but it can also become stressful when suffering from cracked, sore nipples. Lansinoh’s HPA Lanolin Cream is a fantastic product for soothing the pain and discomfort that many mothers face. Suitable for use even before birth, this cream is made from 100% pure lanolin, meaning it is natural and hypoallergenic. Approved by the British Allergy Foundation, this cream is completely safe for both mum and baby. Multi award winning online wholesaler Baby Brands Direct stocks the range of Lansinoh products for retailers to purchase and offers a next day mainland delivery service.

Tel: 0845 370 8370 Email: sales@babybrandsdirect.co.uk Web: www.babybrandsdirect.co.uk

Carriwell: designed for nursery goods stores

Lingerie revolutionalised Hotmilk

Email: info@2012ltd.co.uk

Designed by mothers, for mothers, Hotmilk has revolutionalised the lingerie market with its provocative and fashion forward styling. Embraced

by Hollywood celebrities, international fashion magazines and worn by the chic fashionista to the girl next door, Hotmilk is an exquisitely sophisticated lingerie brand – empowering, feminine, practical and SEXY! Hotmilk is now stocked in an impressive 47 countries, six continents and over 800 retailer stores. The progressive business impacts the lives of hundreds of thousands of women around the globe.

Hotmilk offers premium product at accessible prices. Their philosophy is to celebrate and empower women via a fresh, creative approach.

Within the Hotmilk Collection you will find beautiful ongoing Essential styles which include, seam free T-shirt bras, Full cup coverage from A – H Cups, lounge wear and beautiful cotton sleepwear including our supportive dual cup camisoles and our specialized hospital bra.

Hotmilk’s latest addition to their collection is a Sports Nursing Bra, perfect for mothers wanting to exercise.

Web: www.2012ltd.com

Email: admin@hotmilklingerie.com

Imagine a nursing bra that fulfils your every need – comfort, support, style, quality, function and above all convenience.

Carriwell have developed a range of award winning nursing bras to suit all from the top selling seamless range to pretty and delicate lace bras including the world’s first gelwire nursing bra.

If you are thinking about stocking a selection of maternity and nursing essentials Carriwell is the range to choose. With Carriwell’s unique sizing concept, it is the easiest range to stock as the majority of the bras only come in four sizes Small – XL and cover from an A – H cup. This also takes up minimal shop floor space plus we can offer a range of stands free of charge to show off the products to their best advantage.

The range has been carefully developed over the years with close co-operation of anti-natal professionals and mums.

Carriwell have taken into consideration that women’s breasts can increase by up to two cup sizes between nursings and that it is imperative during pregnancy and nursing that milk ducts are not restricted.

Available to UK and Irish retailers exclusively through 2012 Ltd, Distributors of Innovation.

Tel: 01202 303 777

48 nursery today

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Focus Pregnancy & Maternity

Cuddle Me with Kit for Kids With an award winning range of pre-natal and post natal support pillows Kit for Kids leads the way developing new techniques and designs to add to their already popular range of pillows. Each pillow has been designed to give the ultimate comfort for the mum-to-be when sleeping or relaxing.

The Cuddle Me Pregnancy Support Pillow provides support to bump, back and knees simultaneously. Due to its popularity Kit for Kids have developed a new Cuddle Me Pillow which is now entirely machine washable at 40 degrees centigrade, keeping the pillow fresh and clean while still giving perhaps the best support for any mum-to-be.

Tel: 01732 455000 Email: sales@kitforkids.com Web: www.kitforkids.com

The nursing bra set to make a difference Mumba Globally fewer than 40% of infants under six months of age are exclusively breastfed. Frequently cited reasons by mothers for discontinuing with breastfeeding include painful breasts or nipples, anxiety over milk supply and problems with baby rejecting the breast.

Unlike any other nursing bra on the market, the unique Mumba Bra is designed to address some of the problems mothers face when breastfeeding, by preparing and supporting mother and baby.

Understanding that “It Takes Two To Breastfeed” the bras innovative design considers the contribution of babies to the process of successful breastfeeding.

Its unique design features include The original BabyFocus print - designed to safely stimulate and hold babies attention whilst feeding, helping babies take to breastfeeding.

The Mumba clasp helps mums easily track which breast to feed from next without the need for additional accessories.

The soon to be released seamless range will adjust and grow with the body allowing mothers to be prepared right from the onset to the time the baby moves on to solids.

Tel: 07733 261 656 Email: info@mumba-designs.com Web: www.mumba-designs.com

Take central stage

C

entral Medical Supplies Ltd (CMS), one of the leading distributors of nursery brands such as Dr Browns Natural Flow Bottles and Accessories, as well as Cantaloop Maternity Lingerie recently acquired Dreamgenii Ltd, producers of the Dreamgenii Pregnancy Support and Feeding Pillow.

CMS has been responsible for distributing Dr Brown’s products in the UK since 2004, during which time the brand has grown from strength to strength and is now one of the leading baby bottle brands in the UK, which is widely available through nursery retailers.

Within the CMS portfolio they also distribute Cantaloop, one of the leading names in pregnancy and nursing lingerie, which includes pregnancy bras, support belts, nursing bras as well as a bespoke C-Section brief. Cantaloop garments are all seam free and the material provides a soft, smooth finish, while the elastane in the material ensures optimal support and fit. The result is a series of breathable, quick-drying products that adapt to a woman’s changing shape. Visit www.cantaloop.com to view the full range.

Following the success of Dr Brown’s and Cantaloop, CMS’s acquisition of Dreamgenii seemed the perfect match. CMS’s 25 year experience within the nursery, retail and medical industry brings extensive knowledge and added benefits for current Dreamgenii customers.

The award winning patented DG pillow is suitable to use from 20 weeks gestation and adequately supports a woman’s back, bump and knees at the same time without taking up all of the room in the bed!

It encourages the mother to lie on her left side which is the best position for mother and baby and gently prevents her from rolling on to her back during sleep, which can restrict blood flow to baby. The pillow can also be used as a feeding pillow once the baby is born.

With product dedicated marketing and PR campaigns, CMS are confident they will grow the retail market share for each brand even further during 2016.

Email: sales@centralmedical.co.uk Web: www.centralmedical.co.uk * www.thecolicreport.com 50 nursery today

Focus Pregnancy & Maternity

Maguari – Bébé au Lait Bébé au Lait Nursing Covers are beautiful, easy to use and multipurpose. Whether nursing or expressing

Heart to Heart

milk, the Covers offer

Summer Infant

privacy, focus and

The Summer Infant Heart-to-Heart Prenatal Listening System provides both parents simultaneously a wonderful opportunity to hear their baby’s kicks, hiccups and movements, even listening to how baby reacts to your voices, which can all be heard from 28 weeks onwards. In some cases they may also hear the faint sound of babies’ little heartbeat, of course dependent on the proximity to baby. The pre-natal listening system can reassure mumto-be and can allow dads and siblings to feel a little more involved, making the miracle of pregnancy even more magical. But in recommending this product to your customers you should reinforce that the product does need to be set up according to the instructions; in order to get the best out of this product. It’s important to fasten the belt securely, press the device closely against the baby bump and try different positions whilst ensuring mum-to-be is calm and relaxed. The device does not guarantee crystal clear ultra-sound and the results can be variable if not positioned properly, but what it can offer is a true sense of closeness to baby in the comfort of your own home.

generous coverage, while

Tel: 01442 505000 Web: www.summerinfant.co.uk

Empowering women Belly Bandit At Belly Bandit they want to empower women to look and feel their absolute best…before, during and after pregnancy.

No matter what age or what stage they provide solution based products for every woman. Nobody understands what a woman wants better than other women. At Belly Bandit, they are a woman-owned company and they truly care about every teeny tiny detail of their products.

Baby shower registries all over the world boast their product line is at the top of the list for mum must-haves! Two of their top selling products, the Bamboo Belly Bandit and the Upsie Belly both are created from bamboo from viscose and while one supports and lifts the belly alleviating back and leg pain the other helps you tighten up after you deliver by shrinking your belly, waist and hips!

Email: leon@bellybandit.com Web: www.bellybandit.com 52 nursery today

the rigid, ‘stand out’ neckline provides airflow and all-important eye contact between mum and baby. With eight premium cotton fabric designs, plus three 100% open-weave cotton muslin designs for extra breathability during warmer months, the Bébé au Lait Nursing Covers are perfect for active, stylish, mums. Also from the Bébé au Lait brand are the luxuriously soft Snuggle Blankets. Made from four layers of premium, open-weave cotton, these generously sized, light and airy nursery blankets allow baby to keep warm without overheating. Perfect for snuggling or sleeping, the Snuggle Blankets are available in two reversible, fun prints.

Tel: 01293 592170 Web: www.maguari.com

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Maguari â&#x20AC;&#x201C; ISI Mini

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he animal-shaped ISI Mini Buddy Feeding Pillow is a multi-purpose support pillow thatâ&#x20AC;&#x2122;s invaluable for breastfeeding. With its soft, flat surface and â&#x20AC;&#x2DC;legsâ&#x20AC;&#x2122; that mould around mumâ&#x20AC;&#x2122;s body, itâ&#x20AC;&#x2122;s the ideal breastfeeding pillow for mums of all shapes and sizes; but

the Buddy has a multitude of other uses, starting during pregnancy. Mums-to-be will appreciate having a Buddy to support their back, bump and hips, allowing them to sit and sleep more comfortably.

Easy to transport, the Buddy will also ease pregnancy discomfort during car journeys. A helpful support during

babyâ&#x20AC;&#x2122;s tummy time and sitting, and then a comforter and travel neck support for older children, the Buddy offers around six years of use and is fantastic value for money. Now available in Pink, Khaki, Grey, Lagoon and Cream.

Tel: 01293 592170 Web: www.maguari.com nursery today 53

Focus Pregnancy & Maternity

Portable solution with HushCush 100% British made, HushCush portable nursing pillow is the newest innovation in nursing products!! This unique pillow is a padded, slip on sleeve, designed to slide onto your forearm, offering much needed comfort when nursing or cradling an infant.

HushCush provides a comfortable, cozy place for a baby to feed and rest. The padding offers a soft cloud, so there is no stress point under baby’s head. Mum’s arm feels comfortable and relaxed, making nursing more intimate and enjoyable experience.

What makes the HushCush so unique is that it elevates baby to the perfect, upright position and correct angle for nursing, encouraging good latching and aiding digestion.

HushCush is small, discreet and highly portable, convenient to use on any occasion.

When at home or out and about with the baby, it is an essential for every modern nursing mum on the go...

Comes with a handy removable strap, that can hang over a pram.

Comes in 4 beautiful colours; pink, sky blue, silver stone and natural. The cover is fully washable, made from 100% cotton fabric.

Measures 31x31x10cm

Tel: 01435 873 373 Email: info@hushcush.uk

Total Body Pillow

Web: www.hushcush.uk

Chicco The Boppy Total Body Pillow is part of the Boppy Mom Comfort collection. This range has been specifically developed to offer necessary support to mums during pregnancy, helping them to alleviate possible discomfort and tension or simply to help them find a much more comfortable support for peaceful rest.

The modular and flexible three-piece design of the Total Body Pillow makes it adaptable throughout pregnancy. The pillow consists of three pieces that can be removed and used for the perfect combination. Mums-to-be can choose to use the complete configuration (full body support), head and abdomen configuration (supports head, neck, shoulders and tummy) legs and abdomen configuration (supports tummy, hips, knees and ankles) and back configuration (supports the back and promotes the side sleeping position).

The Boppy Total Body Pillow has been developed with the collaboration of a physiotherapists to offer total support to mum’s body, filling all of the gaps from head to toes, providing support and total wellness to the spine and, therefore, to the entire body.

Web: www.chicco.co.uk

Clippsafe making seat belts safer during pregnancy Driving or travelling in a car can be dangerous for women during pregnancy. Seat belts positioned over the abdomen are not only uncomfortable, but also highly dangerous in the event of an abrupt stop or collision.

The Advanced Bump Belt from Clippasafe is designed to make car journeys safer for mothers-tobe, reducing the movement of seat belts over the abdomen and avoiding the need for constant repositioning. Suitable for use from two months pregnant and up to birth, the Bump Belt is used with a regular seat belt to help keep the strap in place.

Wearers sit on the Bump Belt’s seat pad and fasten the seat belt below the abdomen and under the pregnancy bump, in accordance with NHS health and safety guidelines. The seat pad can be secured around the back of the car seat. The Bump Belt’s elasticated flaps are then secured around the strap to maintain its position. In the event of a collision, the pressure is more effectively and safely transferred through the pelvis and hips, rather than the abdomen and womb. The Bump Belt conforms to European Safety Standards.

Clippasafe’s Advanced Bump Belt is priced at £24.99 and is part of the extensive Auto Range.

Tel: 0115 921 1899 Email: enquiries@clippasafe.co.uk Web: www.clippasafe.co.uk

54 nursery today

Focus Mattresses

Beyond the springs It’s the integral part of a good night’s sleep

We spoke to Stephen Truswell, Sales Director for Harrison Spinks’ Nursery Division to find out their thoughts on this nursery product category…

What are parents looking for when we look at the mattress category?

Safety and comfort plays a huge part in any mattress chosen by parents, but there’s still a requirement to develop new technology that provides babies with the best possible sleep. At Harrison Spinks, we are known for our pioneering pocket spring technology, and NaturalStart is no different; we’ve used the world’s smallest patented pocket springs to offer babies perfect postural support throughout the night.

However, there are a large proportion of parents who are looking for a natural but supportive mattress which offers sustainable and environmentally friendly benefits.

Again, like our adult mattresses, NaturalStart uses 100% natural materials from our own 300-acre Yorkshire farm, designed to help the mattresses breathe, which will offer babies a natural and luxurious sleep.

Are there any particular trends?

Current market trends are for sustainable products.

Innovative natural products have changed the marketplace for the better. The old open coil spring that used to dominate cot mattresses, along with foam only cores have now been superseded by pocket spring options as well as natural fillings, all of which give parents more choice when picking the perfect mattress.

At what point do parents consider these?

Parents will start to plan their nursery after the initial 12 week scan and start to investigate what they will require for their new baby and of course the costs.

When they reach six months, this is when they start to purchase the main nursery items, such as the baby crib, cot, wardrobes and changing station. These will typically be ordered to reach the parents no later than 8 months.

Today, parents are using the internet to research products more frequently, they are more informed when speaking to the retailer, knowing their options and the best products available for their baby, but they still want to be advised in store as well. Independent Nursery Retailers are the ideal partners for this, with their knowledge, experience and personal service.

W

hen it comes to buying a bed there are certain requirements – does it go with the wallpaper and carpet? Is the style in keeping with the parents’ taste?

When it comes to buying a mattress, however, there is only one requirement – is it comfortable to sleep on?

There is no point in outlaying thousands on a mattress only to find it is too uncomfortable for the little one to get a good night’s rest.

We spoke to a number of those involved in the mattress industry to gauge their opinions and find out what is going on beyond the springs.

An important gauge for a good mattress is the material it is made from. Myra Gotterson, the development manager at East Coast Nursery, told us: “We understand that parents will probably be satisfied with a basic foam mattress as a spare at grandparents’ houses, while a cot bed mattress that’s going to be used every night for four years could be an item to invest a little more in, for baby’s comfort and parents’ peace of mind.

“There is a lot for parents to consider when buying a mattress – they ultimately need reassurance that they are choosing a product that will offer safety and comfort.

“There can be a lot of anxiety around baby sleep, from making sure everyone has a restful night, to the risks of SIDS, so it’s important for us to offer advice and reassurance about our products.”

“

Mattresses are a great add-on sale for customers who have come to buy their nursery furniture

”

Jan van der Velde, the CEO of Kit for Kids, said: “We are seeing a much greater rise in the use of ‘intelligent’ fabrics which offer more than just comfort and aesthetics.

For instance, water repellent yet vapour-permeable fabrics protect the core of the mattress from contamination but significantly reduce the effects of sweating making for a much better night’s sleep. Anti-microbial, heat regulating, and breathable fabrics are also popular and all improve the general wellbeing of the child.”

The view is echoed up by retailer Matt Howe of The Baby Store in Kent who said: “I find more and more parents are coming into the store and asking more detailed questions about bedding and mattresses. It’s not the sort of thing that happened before but now one of the first questions they ask is what material the mattress is made of. They want to know as much information as possible before they buy.”

Indeed, are retailers able to up-sell when parents come into the shop or showroom?

Myra thinks that they are. She told us: “It’s important for retailers to be able to offer a variety of mattresses, to offer parents the choice of varying levels of support and features to suit their needs.

“Mattresses are a great add-on sale for customers who have come to buy their nursery furniture – it’s easy and convenient for them if you can offer a mattress to fit their new crib, cot, or cot bed.”

“The message regarding the importance of the cot mattress to the wellbeing of the child is getting out there, especially amongst retailers,” said Jan van der Velde.

“Therefore, a greater emphasis is given by the retailer to the value that is brought to the sleeping environment by a good quality cot mattress. I wouldn’t say that mattresses are an add-on but a considered purchase, which forms part of the essential furniture for the young child.”

Matt Howe doesn’t set out to up-sell but finds that once parents are confident with his knowledge and products, they are willing to buy other products. “I do get quizzed in some depth,” he said, “it’s bit like being on a quiz show but once they realise I know what I am talking about they are happy to buy complementary items.”

Both Myra Gotterson and Jan van der Velde agree that parents are happy to spend more on good quality mattresses.

“Due to the amount of time that babies and children spend asleep, parents are willing to spend a little more for a product with additional benefits,” said Myra. “We are seeing good sales of our pocket-sprung mattresses, which offer fantastic support, and our all natural mattresses made with bamboo fabric and a wool filling.”

Jan added: “The parent is much more aware of the importance of a good mattress than ever before. We are finding parents want to understand the issues which lead to safe sleep and the mattress itself becomes a much more considered purchase.”

So, there we have it. Mums and dads are more aware of the importance of the mattress and are willing to go the extra mile – financially and in research – to get the best for their little treasure.

Did you know…

■ The word mattress derives from the Arabic matrah, which means “something thrown down”.

■ The first individually wrapped pocketed spring coil mattress was invented in 1900.

■ Memory foam is affected by temperature. In a cool bedroom, a memory foam mattress will feel firmer than it does in a warm one.

■ Mattresses can also be made from water or air.

Waterbed mattresses were used in Persia as early as 3600 BC.

nursery today 55

Focus Mattresses

British-made mattresses from East Coast Nursery East Coast Nursery offer a comprehensive range of mattresses, designed to give consumers a choice of construction and varying levels of support.

The range comprises: • Foam mattresses, with a choice of wipe-clean or washable covers • Fibre mattress with a breathable, washable cover • Spring mattress contains a supportive Bonnell spring unit wrapped in dent-resistant foam, with a breathable, washable cover • Pocket sprung mattress offers exceptional support with individual springs, high-grade foam and a breathable, washable cover • All Natural mattress, made with natural coir and wool with a quilted bamboo cover The full range of East Coast mattresses are proudly made in the UK.

Tel: 01692 408802 Email: nursery@east-coast.co.uk Web: www.eastcoastnursery.co.uk

Organic Baby Mattress Boom!

Little Green Sheep From launching the UK’s first organic cot mattress more than nine years ago, the Little Green Sheep are celebrating being the number one choice for parents for natural and organic baby mattresses. Their award-winning range of mattresses and supporting organic bedding promises parents a safe, pure and healthy environment, away from chemicals. Sales have gone from strength to strength and the brand’s upcoming exciting developments are sure to excite customers and stockists alike. Brand Marketing Manager, Sophie Walton comments “Following the recent re-brand of The Little Green Sheep, 2016 is set up to be a fantastic year.

Our research shows that organic baby mattresses are no longer exclusive to solely the ‘organic’ consumer, with more and more parents looking for the best quality support for their baby, away from chemicals and foams. We›re proud to be the leading organic baby mattress brand in the industry, and are already planning exciting product and marketing activity to celebrate our 10 year anniversary next year!”

Tel: 0800 028 1433 Web: www.thelittlegreensheep.co.uk

It’s a NaturalStart Harrison Spinks NaturalStart is a new range of cot mattresses specifically designed for babies.

Created by Harrison Spinks, one of Great Britain’s most established and innovative bed makers, NaturalStart uses 100% natural materials and world-leading pocket spring technology, which have been specially manufactured for the mattresses.

Launched to independent retailers in October, NaturalStart utilises Harrison Spinks’ 175 years’ experience manufacturing luxury beds and continues the company’s recognised development of pocket spring technology with the introduction of BabySprings. As the world’s smallest patented pocket springs, BabySprings adapt to the sleeping position of the baby and ensures perfect postural support throughout the night.

As well as the patented spring technology, the mattresses feature luxury 100% natural fillings such as Herdwick wool, cashmere and mohair. In addition to this and included across the collection is a layer of hemp, which is grown on the company’s own 300-acre farm in Yorkshire, and is naturally resistant to mildew, keeping the mattress fresh and 56 nursery today

hygienic. These unique combinations offer babies a natural yet luxurious night’s sleep.

Launching with NaturalStart No.1 and NaturalStart No.2, the mattresses are dual sided and designed to offer the correct postural support at each stage of infant development. The first side is designed for babies aged between 0-18 months and the other for those up to five years of age.

Web: www.harrisonspinksbaby.co.uk

Combined with QDWXUDO ê OOLQJV grown on the company’s Yorkshire farm

Focus Mattresses

Supreme Baby - Hevea Disney Collection.

Highest quality and comfort has been combined together into highly desired and incredibly charming Disney mattresses range from Hevea. All mattresses are breathable, entirely free of chemicals and comes complete with 10 years manufacturer guarantee (latex cores). A double-sided mattresses that offers a choice of firmness to grow with your child; a firmer support on one side that is ideal for babies (as recommended

by FSID) and a more supple latex support on the other, for when your baby becomes a playful toddler! · A safe and supportive completely natural mattresses · Chemical-free, anti-dust mite and fully breathable. · Two levels of support – to suit both babies and toddlers Contact them for stockist opportunities!

Email: sales@supremebabyproducts.co.uk Web: www.supremebaby.co.uk

Focus Advertorial

Perfect slumber with Kit for Kids

K

it for Kids make the most advanced cot mattresses in the world, designed by some of the leading experts in the field. As a multiaward winning manufacturer, the Kit for Kids brand has become synonymous with innovation, uncompromising quality and above

all safety.

All designs and the materials used within Kit for Kids mattresses reflect the latest clinical research and ensure the baby’s sleeping environment is as safe and comfortable as possible throughout their growth.

The VentiDry Moses Mattress is Kit for Kid’s latest innovation.

This mattress is comfortable, supportive and entirely machine washable. The 3D structure of the inner mattress core promotes air circulation for enhanced breathability, which helps to prevent overheating while sleeping. This mattress can be washed at 60°C, keeping the mattress interior fresh and clean and because the mattress core doesn’t retain water it is also quick to dry.

This new mattress is only available in smaller sizes for use in a moses basket, crib or travel cot, providing the best sleeping environment for the baby and giving peace of mind to the parent.

58 nursery today

Tel: 01732 455000 Email: sales@kitforkids.com Web: www.kitforkids.com

Focus GFK

7 weeks to Christmas

A

cuddledeer

A About GfK GfK is one of the world’s largest research companies, with around 13,000 experts working to discover new insights into the way people live, think and shop, in more than 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2012, GfK’s sales amounted to €1.51 billion.

To find out more, visit www.gfk. com/uk or follow GfK on Twitter: https://twitter. com/GfK_en

s the gifting industry kicks off in high gear for the festive period, the Nursery Industry is heading to a double digit growth year.

With a boost across all product categories, the UK nursery market has seen a 14% increase in the total value.

The growth in nursery equipment categories has slowed down due to a year on year decline in play dens, walkers and toilet training equipment. Safety products continue to grow, especially Thermometers with strong value growth over the last 12 months.

Hardware and Feeding Overview Sales for hardware products like strollers, car seats, highchairs and baby monitors has peaked in Q3, 2015, although the growth in baby monitors and highchairs remains slow.

Q3, 2015 has seen a strong growth in the strollers’ category. While the category remains geared to the traditional newborn strollers, £1 out of £10 is being spent on frames and attachments. Within baby monitors, sale of monitors with camera and WiFi are growing.

Sales split between the online and offline transactions has remained steady over the past 12 months.

Within the highchairs category, £7 out of £10 is spent on classic highchairs even as boosters and sitter/playtrays continue to grow.

Within the Feeding categories, while baby teethers have declined as compared to 2014; breast feeding continues to be the fastest growing product area. This growth could be due to the push being made in the sales of breast feeding accessories.

Black Friday The recently sales calendar event has become a firm fixture in the retail calendars in 2015. With customers making their Christmas purchases during the day. 28 November 2014, was a vital UK shopping day; we saw shoppers flood to stores and online to get the best deals.

GfK has actively tracked sales in this period and we saw sales rise by 52% year on year in value and 65% in volume, driven by sales of super jumbo TVs (a screen size of 50”+), seeing a massive +234% in value and +493% in volume.

While such a significant impact was not noticed on the sales within the nursery sector, we do believe that new parents will be looking out for deals on their favourite products across various platforms.

K

A

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www.cuddledry.com T: +44 (0)1823 323363 E: trade@cuddledry.com nursery today 59

Focus New Books

The bedtime book mums are raving about Join parents all over the world who have embraced The Rabbit Who Wants to Fall Asleep as their new nightly routine.

This ground-breaking No. 1 bestseller is sure to turn nightly bedtime battles into a loving and special end-of-day ritual.

The child-tested, parentapproved story uses an innovative technique that brings a calm end to any child’s day.

When Roger can’t fall asleep, Mummy Rabbit takes him to see Uncle Yawn, who knows just what to do. Children will join Roger on his journey and be lulled to sleep alongside their new friend.

Carl-Johan Forssén Ehrlin’s simple story uses a unique and distinct language pattern that will help your child relax and fall asleep-at bedtime or naptime.

Web: www.penguin.co.uk

Enchanting new series invites kids into the forest…to play & have fun with Cumbers!

Elsbeth Long’s ‘Cumbers Wunda’s’ and ‘Cumbers Wundas Winter’ bring back the traditional age of innocent stories for the discerning young readers of today. Both volumes feature a lovable cast of ‘cumbers’, who play in the forest, communicate

with the animals and impart a positive impression on everyone they meet – children included.

Tel: 01228531099 Email: noelinelonglucy@gmail.com

Ideal seasonal baby gift Baby’s Very First Touchy-Feely Christmas Play book is the latest festive offering from Usborne Publishing’s popular Baby’s Very First series.

A

baby gym in book form, this brightly coloured board book is an ideal seasonal gift for a baby or young toddler. The book is specially designed to appeal to babies with simple, high-contrast illustrations,

touchy-feely tactile areas, fingertrails to trace, flaps to lift

and festive music to play.

Each page has a textured, festive scene to explore, including a Christmas market and an ice skating rink.

Children can listen to a different Christmas tune on each page by pressing the chunky buttons on the sound panel.

Written by Fiona Watt and illustrated by Stella Baggott, previous books in Usborne’s Baby’s Very First series have won the Sainsbury’s Children’s Book Award, the Right Start Best Baby Essentials Award and been named Best Publishing Range by Progressive Preschool.

To discuss terms and to place an order, speak to your Usborne Territory Manager or visit www.usborne.com/ uksales.

Baby’s Very First Christmas Playbook Out now RRP £14.99 ISBN: 9781409595397 60 nursery today

Sponsored by

New Products Splash About launches its New Pura Straw first collection of children’s Top Bottle & Big outdoor clothing Mouth Sports Top

Perfect for fun and outdoor adventures, Splash About’s new range of outdoor clothing, ‘Splish Splash About’ is practical, bold and beautiful. This first capsule collection includes raincoats, stomp suits and ponchos suitable from 12months to 8 years. Designed to stand out on grey wet days the collection is available in a pinky-purple Russian Doll print, a green-blue Dinosaur design or classic Mulberry and Navy with a Wellington Boot motif.

Little explorers will look on trend while staying warm and dry as they splash about; raincoats are designed with a contrasting luxurious inner towelling lining, tapered cuffs and a fully lined hood. The breathable fabric keeps warmth in and wet out and the raincoats have a longer lip at the back for a ‘no more wet bum’ feature to protect little bottoms from damp benches, swings and slides.

The Stomp Suits are perfect for children with a passion for jumping in puddles! With foot stirrups to ensure legs stay in place, the suits have a hard wearing double zip system which makes for easy step in, step out dressing. The stomp suits are lightweight but fully lined ensuring your little one stays warm and dry. Perfect for post-swimming; the super-soft toweling lining is warm, bobble and fluff-free making it ideal for sensitive skin - and it’s also absorbent for loose wet hair.

Web: www.splashabout.com

Pura Stainless, manufacturer of the world’s only 100% plastic free baby/toddler bottle is excited to announce the launch of the new Straw top bottle and Big Mouth sports top. Both these items will help the range cater to older children, who have outgrown the baby teats and toddler spouts.

Pura stainless steel bottles are the safe and environmentally conscious choice for baby. The bottle and collar are crafted from safe anti-bacterial stainless steel and the straw/teats/spouts/covers from premium grade silicone. Nothing migrates in or out!

Also great value for money as they transform from a newborn bottle to a toddler sippy cup, straw cup, water bottle and finally a snack cup; simply by changing the spout/cover.

One Life... One Bottle Exclusively distributed in the UK & Ireland by 2012 Ltd.

Tel: 01202 303 777 Email: info@2012ltd.co.uk Website: www.2012ltd.com

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

announces new partnership with The Gruffalo

B

uilding on the success of its phenomenally popular range of animal daysacks and accessories, LittleLife has teamed up with beloved story book character The Gruffalo to launch a new range of bags and accessories just in time for Christmas.

In addition to a new Gruffalo themed version of the brand’s multi award-winning Toddler Daysack, the new collection includes a larger Gruffalo Kids Daysack, Safety iD Strap and a lightweight Gruffalo Safety Harness. In spring 2016, the range will be extended further with an adorable Gruffalo themed Ultralight Poncho Towel.

An excellent companion for family adventures, LittleLife’s new Gruffalo products have been designed with exceptional attention to detail and feature the monster’s famous fangs and orange eyes. Despite their somewhat scary appearance, the LittleLife Gruffalo Daysacks are actually made from a super-soft and fluffy fabric and incorporate all the best-loved features of a LittleLife daysack.

LittleLife’s new Gruffalo collection will be available from December 2015. To find out more email sales@ littlelife.com or call Lifemarque on 0118 981 1433.

Web: www.littlelife.com/the-gruffalo

nursery today 61

Focus ABC Show

The ABC kids Expo 2015 “ R Written by: Malcolm Naish

For the buyer it must be essential to have done your homework prior to visiting, as due to the mix and layout of the halls, one needs to know exactly where you’re going

62 nursery today

”

ather like the industry descends on Harrogate around the third week of March each year for the UK nursery show, this equally applies to Las Vegas, USA for America’s principal industry show. Harrogate is as British as Vegas is so typically American.

Far be it for me to infer that visitors to ABC also take in the delights of Las Vegas, they most certainly take in the delights on offer within the South Hall of the Convention Centre where around 3,000 exhibitors await.

This was my fifth visit to ABC and on each occasion I have wondered why it takes so long on opening morning to process the visitors, most of whom I assume have already registered.

I started off in the general line and then realized after 20 minutes or so that there was a separate queue for overseas visitors. I then transferred to this line, but movement was slow, all-in-all taking well over an hour to complete.

This is of course a minor observation, because what awaits the visitor on entry is the hugeness of the exhibition area and a BIG mix of everything for baby.

For the buyer it must be essential to have done your homework prior to visiting, as due to the mix and layout of the halls, one needs to know exactly where you’re going. As a seasoned visitor to overseas shows it always interest me as to how the organisers decide on the layout. At ABC you begin walking an aisle, assuming that it will run from top to bottom, but after a certain distance the aisle is dissected by an aisle running across the aisle you are walking.

Is this a cunning way to ensure that you then notice these smaller exhibitors that occupy this cross aisle?

It must work well for ABC because this has always been their way of laying out the halls and to be fair to the smaller exhibitors, at ABC quite a few of them enjoy prominent locations.

The British section organized by the BPA was in a different location to the 2014 offering, but didn’t seem to affect the visitor flow with some very encouraging comments, a number of which I print below.

What surprises me somewhat is that more British companies don’t take advantage of the generous grants supplied by our government to aid exhibiting. £2,200 seems to me a big contribution and a huge helping hand to aid your export aspirations.

Colin Cordner, the sales and marketing director of Jackson Reece told me “The show is a great platform to showcase your products, especially coming over from the UK Being part of the UK Pavilion can offer these companies an opportunity to have their products seen by a wealth of potential buyers right across the USA and down into South America. It’s also a great way to show the Britishness seal of quality manufacturing and how British companies and their products are sought after right across the globe, especially in the baby and child sectors. It is a tough sector, however with millions of babies being born across the USA each year, this does offer an amazing opportunity that we as small businesses are looking for.”

Mike Evans of Snugglebundl was another Brit looking most positive “At the Vegas show we made a few really good leads and

expect to build some strong partnerships. The main benefit was the research acquired concerning the USA market, especially around ensuring our product instructions are ‘low intelligent’ proof. In the States it’s important to list everything that shouldn’t be done with a product. It is afterall, a country rife with litigators!”

An American company making impressive in roads into the UK market is Cloud.b. My picture shows company CEO Linda Suh with their latest ‘Super Max Turtle’ just introduced. The company have got right behind Max and his parents in the fight against cancer. Max was diagnosed with cancer at a very early age and Cloud.b created his very own turtle with much of the sales proceeds going towards his treatment. He continues to do well and is thriving.

The company’s Maxlove project – www.maxloveproject.org. gives all the details.

For Philippa Le Boutillier, the founder of Spillyspoon it was her first venture into the States. She told me that the show proved a great way to launch her product in America. Not only did they make contacts with American and Canadian buyers but to her somewhat surprisingly, Latin America. Philippa concluded “Quality British-made products are such a selling point in their own right and having an audience that understands this was much appreciated.”

Whilst Rachel Harel has shown at Vegas as part of the Breathable Baby brand, she had her own stand within the British Pavilion under her RHSM Group. Her comment “This was the RHSM Group’s first time within the UK Pavillion, which although in its infancy in Vegas compared to Kind und Jugend is fast becoming a destination for US companies looking for British partners.

We had a number of good quality leads that we hope will translate into business in the future. It can be a little daunting, but to exhibit with our own pavilion is a great way to get a feel for the market. Also my thanks to Christine Scippo and the BPA team for a well organised event.

So all in all a most successful event for the UK Pavilion with happy exhibitors now chasing up the contacts they made at the show. It makes you wonder why with quite generous support from the government why more Brits don’t take advantage of the joint team effort to get more British nursery products into the American market place?

nursery today 63

Focus Brand Licensing

Brand Licensing hits the mark BLE again this year demonstrated its strength as the UK trade show to attend if you are looking for current trends or licences for consideration within the nursery sector.

B

LE was again the definitive event for the European licensing industry. Whether you are a retailer, licensee or sales promotion professional, this show was the perfect place to meet face-to-face with over 300 leading brand owners, discover the hottest brands, characters, images and artwork available for license and find new partnerships that could transform your business forever.

Talking of this year’s show, BLE Event Director Darren Brechin commented: “We are delighted with the success of Brand Licensing Europe 2015, the biggest event to date in its 17 year history. There were more exhibitors this year (over 300), more free educational sessions (25 in total), and we hosted the biggest ever character parade – with over 80 costume characters trooping down the central aisle.

“There was strong representation across a range of new categories including automotive, food and beverage, beauty, music, publishing and heritage with the likes of Volkswagen, Vimto International, Lee Stafford, NOW! That’s What I Call Music, Stanfords and The Shakespeare Birthplace Trust in attendance.”

Alongside a packed exhibition, this year’s show also featured more free educational content than ever before.

Sessions were run in the Licensing Academy and Brands & Lifestyle Theatre and for the first time this year, visitors were also able to attend SPLiCE educational afternoons.

Thousands of professionals from all corners of the ever-evolving world of licensing filtered into the show this year to map out the future of some of the world’s premier brands. Whether it was licensors looking for consumer product partners, retailers seeking exclusive in-store magic, or manufacturers on the hunt for the next big licensed toy range, there was something for everyone.

More than 300 exhibitors made this year’s BLE the largest yet, and with such breadth in the properties represented, it was clear to see that the event was a stand out in the show’s 17 year history.

As well as the stand out names in kids’ movies and TV, some of the world’s biggest toy companies were at the show.

BLE Show Director Darren Brechin revealed that toys, games and hobbies is the second biggest area of interest to show visitors, and its not surprising given the special partnership toys and licensing share. “They provide the perfect brand extension which allow the audience to connect with, and own, part of the property they love,” Darren said, and household names Mattel and Hasbro were both in attendance to represent that.

One property hoping to secure a Master Toy partnership this year was Boj. Co-creators David Hodgson and Claire 64 nursery today

Underwood stated that although lots of opportunities were still open for the creative CBeebies character, a toy partner would be the “perfect result”. The team used BLE as an opportunity to officially unveil a number of brand new licensing initiatives for the brand. A new feature soft play area is coming to West Midland Safari Park, and a stand alone magazine series will hit the shelves in partnership with top kids’ publisher Redan. This license would also suit the nursery sector.

In the world of children’s entertainment and characters the most vibrant and exciting section of the venue’s ground floor - both brand new and returning favourites from the past brought their best. The hotly anticipated return of Teletubbies, Danger Mouse, The Simpsons, and Teenage Mutant Ninja Turtles turned out in style, drumming up excitement in the aisles. Perhaps more than ever, suited and

booted licensing executives stopped to take a snap with lifesize costume characters of their childhood heroes.

“Another highlight was the national press interest, demonstrating growing awareness of the importance and value of the licensing industry as a whole. The character parade was featured in The Times and The Independent, the BBC interviewed keynote speaker Sophia Jansson from Moomin Characters and Channel 4 attended the show to explain licensing to consumers in its forthcoming Super Shoppers series.

“Exhibitor feedback has been extremely positive, with many remarking on the high quality of attendees and number of retailers at the show this year. We are now looking forward to building on this success and working with exhibitor feedback, further develop the show for 2016,” concluded Darren.

Next year What: When: Where: Web:

Brand Licensing Europe 2016 Tuesday 11 to Thursday 13 October, 2016 Olympia, Kensington, London www.brandlicensing.eu

Wow! Get yours now!

T

o celebrate the last 12 months of growth, H&Co have made ordering even easier so customers can get the best possible bespoke deals… oh and there’s a free Angelcare Nappy Bin Giveaway too!!

Since launching the official H&Co Trade department at the start of the year, the team have done a fantastic job in creating an easy and convenient site for retailers to buy H&Co’s award-winning nursery brands.

BEST PRICES!

FREE BINS!

H&Co understand the pressure points that many independent retailers face when it comes to prices. That’s why they’re changing how they do things. To help you grow your sales, your margins and your profit all it takes is a simple email request or telephone call to your dedicated Account Manager to get the best possible deals!

Unmissable monthly promotions are available by email, just sign up today at: hardenbergco.co.uk/content/tradeinformation to keep up with all the latest deals.

To celebrate and share their success with old and new customers they are giving away free Angelcare Nappy Disposal Systems with every 3-Pack of Refill cassettes purchased this November! To take advantage simply contact the Trade Team: info@hcotrade.co.uk.

Contact us for more information:

Tel: 01785 503 305 Email: info@hcotrade.co.uk www.hardenbergco.co.uk

BuddyTag - a revolution in kid safety How to give parents reassurance that their children are safe? It has to be Buddy Tag, set to become your customer’s best friend.

T

he BuddyTag is a simple device that uses Bluetooth technology to keep track of the child wearing it and updating their parent on their smartphone app. The free app is currently available on iTunes for iPhone 4S, iPhone 5, 5C, 5S, fourth generation iPAD, iPAD mini, iPAD Air, Samsung Galaxy S3, S4, S5, Note2 and Note3 with Android 4.3 and newer.

The distance can be set so that if the child moves a certain distance away from the parent a notification is immediately sent and alarm can be triggered.

The BuddyTag and app is extremely easy to use and can be set up quickly and effectively.

The wristband is aesthetically pleasing and stylish making it fun to wear for a child. It is available in various colour themes.

It is simple and easy to put on a child and has multiple safety features.

Features include a personal ID in the wristband where you write the child’s name and contact number to help you reunite, and a panic button a child can use in case they can’t find you or have an emergency. The parent gets a panic message to their smart phones immediately. There’s also an email setting that can be used to receive notifications of the locations where a child was last seen. There is also the main use of the BuddyTag, which alerts parents or carers if a child goes out of range.

This of course does not take over from watching a child, but is there as a back up and reassuring device.

Once your customers have experienced the BuddyTag t hey won’t want to leave the house without it.

Email: mark@buddytag.co.uk Web: www.buddytag.co.uk

nursery today 66

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