Nursery Today

NOVEMBER 2016 ISSUE 2 VOLUME 20 Independently audited.

ABC circulation of 4443 1 July 2015 to 30 June 2016

2017 COLLECTION COLLEC

SF012

With exclusive

BABY ON BOARD ALARM DEVICE

e or m ad .18 Re p

Kids With You

28 - 30 March 2017 Harrogate International Centre Present your products to British independent retailers and department store buyers

The UK’s ONLY nursery trade show!

Call: +44 (0)1902 880906 Email: adrian@nurseryfair.com

www.nurseryfair.com

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

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Design Production Director Paul Naish paul@lemapublishing.co.uk

NOVEMBER 2016 ISSUE 2 VOLUME 20

Contributors

Re g ul a r s

20

Ross Hewitt Is now the time to increase your interest in Pinterest?

News file Retailer Pro 14 p Talking Sho 16 apshot Supplier Sn 30 cts New Produ 64 ssociation Products A y b a B 66

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56

Nigel Plested This issue Nigel takes a look back at Kind Und Jugend

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David Fairhurst, Intelligent Retail The power of Google and social networks

54

Shop Matters with NSG

Cover Story 18

Kiwy

Publisher

Features

Mark Naish mark@lemapublishing.co.uk

Managing Director Malcolm Naish malcolm@lemapublishing.co.uk

22

Circulation Robert Thomas robert@lemapublishing.co.uk

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24

Mattresses

32

Wheeled Goods

48

Pregnancy & Maternity

Review: 58

ABC Kids Expo

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

www.nursery-today.co.uk

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

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A member of the Audit Bureau of Circulation

32

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

“ C a r seats a re

a h o t t op i c a t be ts to their child by benefi p resent . Th e B pu purchasing a specific a Pro duc ts A s s oc b y mattress? ma It would appear so.

By stocking a selection of rec ently h e ld tiha t i on mattresses ma in-store this could e pro provide you with a great upsell i r c a r se a t c on fere opp opportunity when new parents n c e are llooking at nursery to a s s i st every o furn furniture.

Turn to page 22. n e C seats are also a hot Car w it h t h e c u r re topic at present. The Baby n t Produ Products Association recently c on fus i on t h a t held their car seat conference to everyone with the current out t h ere . i s assist confu confusion that is out there. The

ot long now and we will all start hearing Christmas songs playingg on auto loop in many stores, window displays will start to twinkle and hopefully with it ringing a little Christmas cheer into many tills up and down the country.

November is the month where we take a look at the wheeled goods sector. This is perhaps a staple product category for many of you and one which is clearly about function, but also products are purchased based on their design and kerb appeal. nt Many new parents look to current brands that they see others using and through the media, there is also a fixation on what celebrities are currently pushing.

The travel system continues to be a choice for many, as this is perceived as value for money. However, whereas before the travel systems come with own brand car seats, we have a very clear pick and mix approach. Many systems come with a variety of adaptors which enable them to work comfortably alongside say a Maxi Cosi infant carrier.

Whilst visiting Kind Und Jugend, one area that became evident was the trend to develop strollers that focussed on weight.

Chicco for example launched their OhLaLa, which you can pick up with one finger (weighing only 3.8kg). Although lightweight, this is still a sturdy little number and is suitable from birth with a multi-position and fully reclining backrest with a one hand folding system - just perfect for urban living.

Check out our feature starting on page 32 of this issue, where you will find a whole array of great products ready for your shop floors or websites.

We also take a look at the mattress sector in this issue. Parents would appear to be doing their homework. Are we seeing a new type of customer who understands the

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”

Child Restraint Conference attrac attracted over 130 delegates from across Europe to address the wide spread confusion about the new regulatory framework for booster seats.

Part of the confusion comes from misinformation stating that backless booster seats will become illegal from next year. This isn’t the case. Backless booster seats which meet current regulations will remain legal, so they can continue to be sold and used by parents who already have them. However, the new amendment to the regulation means that a new booster cushion can only be type-approved for children weighing between 22 and 36 kg and will restrict its use to children of 125 cm in height and above.

To read more about the conference turn to the Baby Products Association page in this issue on page 66.

The new lightweight OhLaLa - just 3.8kg

The Baby Product Association Child Restraint Conference attended by over 130 delegates.

New star performers from Nattou www.hippychick.com 01278 434440

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news Do you have an award-winning product design?

Keeping baby socks on! w Ne ner s sig De k On e c So vailabl ! a

w no

The Baby Products Association is calling for entries to its 2017 Concept & Innovation Awards.

These awards are free to enter and are open to everyone from companies, parents with a new idea, to product designers and students. The only criterion is that the product must not be on the market prior to 28th March 2017.

The Concept Award is for product ideas in their visionary stage – which could be as simple as a drawing; whilst the Innovation Award is for designs which are further forward and have already reached prototype stage.

An entry form can be downloaded from the trade association’s website at www.thebpa.eu (under Concept & Innovation). The deadline for entry is Wednesday 4th January 2017 after which shortlisted entrants will be invited to present their product design to a panel of expert judges in central London. Four finalists will be chosen; two Concept finalists and two Innovation finalists; and these will be invited to present their entries to the entire industry at Harrogate International Nursery Fair from 28th to 30th March 2017. The overall winners will be announced at a prestigious awards dinner during the event.

East Coast Say Hello to an award Cosy little slipper socks!

East Coast Nursery were delighted to take home a Right Start Award for their Say Hello Friends Double-sided Activity Mat. The Right Start Awards testers said: “One of the nicest mats we’ve seen - bright and interesting with lots of fun features for babies to discover. It’s cushioned and comfortable. A highquality, good sized mat with lasting appeal.”

The Say Hello range was developed by East Coast Nursery with Baby Sensory.

Tel: 01692 408802 www.eastcoastnursery.co.uk

Baby trade 2017 focuses onn interna tional baby Dribble free bibs! ...Become a stockist of our award winning range...

www.sockons.co.uk All products are supported by a comprehensive press and pr campaign.

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Companies returning from autum trade shows are now gearing up for 2017 and momentum for Harrogate International Nursery Fair – the UK’s only gs nursery trade event – has grown, with an influx in bookin in recent weeks.

Adrian Sneyd, show organiser, comments: “Historically, logical order a lot of companies tend to focus on their marketing in chrono UK event. our on d focusse fully now are e and many returning from Cologn planning are which nies compa new from t interes of lot a d We have receive tional interna with ion to exhibit for the first time and we are also in discuss show. the at ns pavilio c specifi y countr organisers which are considering a healthy “Obviously, Harrogate is still six months away, but with such t show. However, vibran r anothe for way the paves lly natura it t interes early last minute.

I would urge exhibitors not to leave their bookings until the n they are positio the better the stands, their acquire The earlier companies to be unities opport greater means also early g Bookin secure. likely to more time included in free marketing in the run up to the show and allow ers.” custom your to known to make exclusive show offers g forms, Full information about exhibiting, including rates and bookin if you tively, alterna – are available on the website at www.nurseryfair.com or 880906 01902 on Adrian call ments, would like to discuss your require com eryfair. email: adrian@nurs

sponsored by hardenbergco.co.uk 01785 503 305

Child Car Restraint Conference eases confusion The Baby Products Association’s Child Car Restraint Conference attracted over 130 delegates from across Europe addressing wide spread confusion about new regulatory framework for booster seats.

Expert speakers included Marianne Hynd of Graco, Mark Pitcher of TRL, Costandinos Visvikis of Cybex, Erik Salters of Dorel and Richard Frank of Britax; and all explained the complexities of the current R44 Regulation compared to the new UN Regulation R129 which now runs parallel.

Representatives from many major retailers such as Mothercare, Kiddicare, John Lewis and Halfords as well as independent retailers, consumer parenting and trade press turned out in force and took the opportunity to raise pertinent questions that are currently confusing the industry.

Grey Collection In celebration of this seasons hottest shade

www.thebpa.eu

Vital Ingredient l Baby d, Vital Baby for Vita weaning and feeding bran

Multi-award winning nership with Dr Rana is thrilled to celebrate its ongoing part essful first year. succ ly Conway this month after a huge rated its 10th celeb h whic d bran ly The popular fami author, Dr Rana Conway on and ist ition nutr d ome welc year birthday last advice, infor mation and ide prov to rt board as its in-house weaning expe . A true expert in nutrition and a mum further insight in to the weaning stage le addition to the Vital Baby team, herself, Dr Rana has been an invaluab eld. fi reinforcing the brand as leaders in its Web: www.vitalbaby.co.uk

Weybury Hildreth welcomes Natasha Leviton WHL, the company behind the Purflo and Koo-di brands, are thrilled to announce the appointment of Natasha Leviton as European Sales Manager.

Natasha, formerly Head of Sales at Pink Lining, brings with her a vast amount of commercial experience within the nursery sector and will be instrumental in the company’s ambitious growth plans.

Natasha can be contacted on natasha@whleurope.com

Great Little Trading Co. is thrilled to open second store Children’s Retailer, Great Little Trading Co (GLTC), is bringing its unique collection of award-winning children’s furniture, toys and interior decor to the Intu Shopping Centre in Bromley with the opening of a new retail store.

Designed with developing tots in mind info@oxouk.com www.oxototuk.com

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news Getting mobile This month Ben Hodson, Head of Creative, The Gro Company discusses the importance of mobile friendly websites and lessons for success when considering a refresh.

Icon fashion baby range Sleep brand The Gro Company have collaborated with iconic British Designer Orla Kiely to create an exclusive collection of baby bedding that is timeless, stylish and with quality and functionality at its core.

The Standout collection of six i O l Ki l prints i h Grobags and three Gro-snugs in new and unique Orla Kiely has created an iconic fashion range for baby.

The exclusive Gro range consists of nine Orla Kiely prints.

The first three Grobags, Apple, Boats and Birds launched on the 6th October, available exclusively at Mothercare and gro-store.com Web: www.gro.co.uk

A Flood of Sales Experience for Frugi

been written about the need to be mobile ready, but there are still a

It comes with great excitement that Frugi announces the arrival of Caroline Flood as Commercial Director.

Caroline’s appointment has been created to drive the overall sales strategy forward to support Frugi’s continued growth to support the brand’s domestic and international expansion.

Caroline joins the team from Cath Kidston, where she was head of wholesale and had full accountability for profit and loss for the UK and European wholesale side of the business.

great many of us who aren’t. As we head into a post-Brexit landscape

Web: www.welovefrugi.com

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t’s 3am (again). Your #BFF recommended that new product that will absolutely send your baby back to

sleep. You balance your phone in one hand, trying not to drop it on baby’s head as you comfort her, determined to buy it and the website you’ve been sent to doesn’t work on a smart device. Arrgh!

Opportunity lost.

We all know our consumers are super mobile savvy, and much has

we all need to be reducing our barriers to market and make it easy for our audience to not only find us, but engage with us when and where it suits them. We have the good fortune to be in the nursery industry rich consumer territory, with fantastic products that invite a creative approach; but we need to continue to invest in our digital platforms ensuring that we provide an experience that best represents our brands.

A common pitfall is to take the experience of your desktop site and shrink it to a smart phone screen. All devices should be considered separately and optimised according to the opportunities that the device deserves. With current trends of internet usage we should all be thinking mobile first.

Top Tips We recently redeveloped our brand site, these are some of the top tips that we learnt along the way: • Understand your audience – who are they, what is their mindset in coming to your site, how do they shop?

• Be technologically up-to-date.

Babycup Scoops Two Awards and Named in ‘Best for Baby’!

Babycup First Cups have scooped two awards in two wo weeks and have also been named in Gurgle maga zine’s ne’s ’50 Best Things for Baby’, a comprehensive list of the he best things parents can do for their babies.

Renowned for quality and trusted by health experts and consumers, Babycup’s perfectlyproportioned weaning cups have won in the Projec t Baby Awards, recognising excellence in nursery products, and the Janey Lee Grace Awards, for natural living.

Babycup is delighted to have more distributors and retailers come on board and can be contacted on n

+44(0)1483 866081 or sara@babycup.co .uk

• Create compelling content – keep your Brand relevant and engaging.

• Keep things fresh – have fun! Is it a site you would like to spend time browsing?

• User test – remove barriers and don’t assume • Invest in good creative - design sells!

Don’t just take my word for it, visit gro. co.uk and let me know what you think.

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NUK finds Dory NUK has teamed up with Disney/Pixar to celebrate the movie event of the year with the launch of a limited edition range of Finding Dory themed baby feeding products. The range which features a 300ml Baby Bottle, Learner Cup, Active Cup and Orthodontic Soothers is available to order now.

For further information please contact mail@nukbaby.co.uk

we know playtime is serious business Toll Global Forwarding, part of Toll Group, is proud to support “Prince Lionheart” as their preferred supply chain partner.

Optimising retailers’ end-to-end supply chain through upstream consolidation, value added services, downstream logistics and UK customs consultation, with visibility and control throughout.

Our comprehensive suite of international freight forwarding services complements all customised supply chain solutions, through a worldwide network of owned and affiliate operations across more than 150 countries.

Do you have the required building blocks in place, to ensure the future success of your supply chain?

For more information T E

+44 (0)20 8818 7853 sales.uk.tgf@tollgroup.com

www.tollgroup.com/tollglobalforwarding

news What’s in store...

Leading licensed character softs specialist Rainbow Designs talk to the Karen Gosselin, owner of Boo’s Boutique in St. Helier, Jersey about the current retail trends in the nursery sector.

Is there a particular license that is performing well at the moment for you within the Nursery category?

Peter rabbit and Guess How Much I love You are our best performers as they are such classic brands.

What do customers look for in a product when it comes to baby gifting?

Customers look for quality at the right price when buying a baby gift but they mainly look for something that is super cute like the My First Booties with the rattles in the toes.

They absolutely love them!

Are customers prepared to pay a little bit more for Baby Gifts or Licensed products?

Yes I do think that customers are willing to pay more for a baby gift as they want something that is really special.

What do you predict will be a hot product for you this year in the Nursery/baby gifting category?

I predict that The Snowman and the Snowdog ‘My First Christmas’ Jingle Bell Booties with chimes will be a hot product for us this year especially with Christmas on its way.

New warehousing and logistic partner for Prince Lionheart (UK)

At Prince Lionheart (UK), they strive for efficiency throughout all areas of the business, from designing products through to getting them to the consumer, via you, their loyal customers and partners.

Efficiency begets efficiency and together with reliability and integrity form the core foundation of any relationship, be it commercial or otherwise. It is with this objective that they welcome a new logistics and warehousing partner in Toll Global Forwarding Group (UK) Ltd. Toll Global have been responsible for their container movements for over two years and seems a natural extension of services for them to assume responsibility of the entire process of caring for their products, from factory to UK warehouse.

Francis Stephens of Toll Global said: “From its beginnings over 125 years ago Toll is now among the Top 5 global forwarders. We are pleased to contribute to and be part of the Prince Lionheart (UK) success story.”

Georgiana Browne of Prince Lionheart (UK) states: “We value long-last ing relationships and we are confident that in Toll Global, we have found a good fit for the UK business.”

Prince Lionheart look forward to a brighter future with increased service levels for you and your customers alike.

Web: www.princelionheart.com Web: www.tollgroup.com

Successful Launch Year for Little Chick London With the BANTA Award winning Bed-Side Crib due to start deliveries into retailers in mid November, all the items in the launch range of essential sleep time products for pregnancy, babies and toddlers from Little Chick London, are now on sale in the UK at a number of retailers including Argos and JoJo Maman Bebe, and the company have also started exporting, having signed up their first overseas retailer based in France. Little Chick London are thrilled that their Bed-Side Crib won a coveted BANTA Award, particularly as the awards are judged by industry peers, and a consumer preview of the Bed-Side Crib at the Sandown Park Baby & Toddler Show saw a great reaction as mums look for a safer alternative to co-sleeping.

Tel. 07976 773486 Web: www.littlechick.london

Well known and respected d Eric Snook has die founder of the Golden Cot Toy

Tributes are being made for former Bath mayor and to Union Shop, which stood on Abbeygate Street for three decades before moving in the Street, te Southga of Passage in 2013, Eric opened his first shop at the bottom Bath. in traders dent indepen of r early 1950s. Mr Snook was a vocal supporte , Mr Snook passed away at the Royal United Hospital on Monday 10th October aged 95. in A Just Giving donation page has been set up, should you wish to a donation memory of Eric. www.justgiving.com/fundraising/ericsnook

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neW! safety turns easy Now from birth

AVAILABLE now

axissfix plus with unique 360° Swivelling system The Maxi-Cosi AxissFix Plus is a clever car seat. Suitable for children from birth up to the age of 4 years old, it can be used both rearward and forward-facing. I-Size approved and equipped with IsoFix, the 3600 swivelling mechanism ensures that you can secure your child in seconds. Experience the ease of use and outstanding safety!

www.maxi-cosi.co.uk

Rearward Facing:

48-87cm

From birth to approx. 2 years

Forward Facing:

76-106cm

From 15 months to approx. 4 years

Feature HIPPYCHICK

A Happy Holiday Season with Hippychick Whether your customers are shopping for baby’s first Christmas or for someone small who is excited for Santa’s visit. Hippychick have Christmas covered. xperts continue to advocate that traditional toys are better for child development than electrical ones, and that is Hippychick’s specialty.

Hippychick are a well-established, family run company based in Somerset – dedicated to sourcing and developing well-made top quality and highly sought after toys. Their carefully curated collection has been thoughtfully put together to offer one of the strongest pre-school offerings in the industry.

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Keep it cosy

Hippychick’s fastest growing toy brand Nattou offers a wide range of plush toys and nursery accessories in a broad cast of characters. A Belgian brand, Nattou’s attention to detail and complementary colour ways set these toys apart. The highlight of their offering, their award winning rockers, are unlike their counterparts. They are soft, plush and safe, featuring a safety harness to put parents’ minds at ease. Just in time for Christmas, Nattou have launched a brand new collection meet Nina the rabbit, Jade the unicorn and Lili the tortoise. This pink and neutral range sits alongside friends Jack, Jules and Nestor and

Max, Noa and Tom to complete the colour spectrum. With RRPs starting from just £9.99 there is a Nattou gift option for any budget.

Wheely great fun

While other ride-on toys are content in going forwards and backwards or side to side, the unlimited directional movement offered by the Wheelybugs mean that the rider can add round and round to their fun filled journey. Built to last, most Wheelybugs remain in families for generations, a perfect ride-on for both indoors and out! We know it’s hard to choose, so to perhaps sway your mind in the run up to Christmas, for every mouse Wheelybug sold Hippychick are donating £1 to The Peoples Trust for Endangered Species for their Dormice protection initiatives.

Moover

Moover is a stylish range of classic wooden n toys with a modern twist. The click key construction adds an extra element of fun;; as children get older they can learn to takee apart and build on their own. Parents will be pleased too with no strenuous building on Christmas day – plus to make a nice change the boxes are easy to wrap!

RRPs start from just £29.99.

BoiKido

The simplest of things can spark a child’s imagination: sounds, bright colours, shapes and even their own reflection!

Vibrant and educational, BoiKido wooden toys are built to last. Made from eco-friendly, sustainable wood, BoiKido toys oys look exciting on your shelves and they are as good for the environment as they are for children’s development. From pocket money toys to larger items such as walkers and construction tables, BoiKido is a range of exciting and unusual wooden toys. RRPs start from

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jjust £4.99 and this Christmas, to ssupport their independent customers, H Hippychick are offering 20% off all B BoiKido toys.

Pl-ug

U Unplug their iPad and make them tthink this Christmas. We all have fond memories of building our own m hideaways from old sheets and pegs – h iif only it was this easy and mess free!

P Pl-ug’s clever components let children build dens to even the most elaborate b design safely while still having fun. d Pl-ug kits contain all the clamps, P ssuckers, brackets and connectors n needed to build indoors or out without d damaging furniture or walls!

H Hopping around the t Christmas tree

Not since the iconic Spacehopper N have we seen a bouncy toy that has h ccaptured children’s imagination quite like Hippychick’s range of q H Happy Hopperz – a collection of b bright inflatable animals that take b bouncing to a whole new level.

C Created with ears and horns for children to grip on to and feet to ch st steady their bounce, these animals co come in a variety of styles and colours th that give Old MacDonald a run for his money! hi

For more information on any of Fo Hip Hippychick’s toy ranges please visit www.hippychick.com w w or call 01278 434440 for a catalogue.

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retail

KIDDIELAND

Heading to Kirkdale We take time out to catch up with Louise Weaver Co-Owner of Kiddieland, based in Kirkdale, Liverpool. As an established independent retailer, with over 50 years’ experience under their belts, we wanted to find out more behind the key to their success.

You first doors in 1962, how have you established yourself lf as perhaps Liverpool’s longest standing independentt nursery store?

We pride ourselves on our customer service and product knowledge. As we are an established retailer we have been able to create ongoing relationships with our customers, many of which span three or more generations. We also like to offer a range of exclusive lines. Our customers frequently want products that make them stand out from the crowd and we are focussed on providing these.

How do you currently manage your shop floor space? For example, do you segment it into product categories?

Our shop floor is segmented. We currently have bespoke iCandy and Bugaboo ‘shop in shop’ room displays and each of our other suppliers have a dedicated area or room.

What challenges have you faced over the years?

The industry has changed so much over the past few years. Easy On-line access has changed the way consumers buy and have also raised the amount of products they expect you to stock. As we do not yet have a 14

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“ Th e S p an iss h look is ext

full website this has been perhaps the major hurdle for us.

re p opula r a g amine lyt How important are H brands b to you? y e a r. G en der h is BrBranded products are sp ec ific p ro duc ex extremely important to us, they are without doubt the a re very imp o rt ts the ma main lifeline of our store. As I to ou r c usto meant men mentioned earlier though, we are increasingly required to add B a b y p ink , b a br s . mor more exclusive lines and are y b lue an d anyt h alwa always on the lookout for new g and iinteresting products. w it h fu r / le a t h in e r a re must h aves Is th there a particular product that you feel is prod t h is t ime o f a cur current must have with your customers? y e a r. ” Sleepyhead, Chicco Next2Me and Sleepy Halo aare all really strong lines at the h moment. Mamaroo and Shnuggle baths are also proving very popular.

Do you feel that your customers now conduct more research on products before entering your store?

Definitely! We have seen a huge increase in customer research in the past few years.

There are pros and cons to this of course, but overall I think that it’s a positive thing.

Being product aware as expectant parents helps them to make sure the products they decide on will be right for them.

Are you often asked to price match and what are your thoughts on this?

Yes. Price matching is becoming more and more frequent. Again there are positives and negatives to this. On the down side of course profit margins are affected which is obviously not ideal. On the plus side though it’s nice to know that the customer would prefer to buy from you rather than another store.

How do you manage social media? How important is this to your business?

Social media is definitely becoming a major part of our business model. Facebook is our main platform but we have also just recently started up with Instagram. We run a regular Facebook competition which has been hugely successful for us and we always have great feedback when we upload new products and deals.

Do you feel that you receive adequate support from your suppliers, or is there anything more they could offer you?

I’d say all in all our suppliers are great.

Stock issues have been problematic with

most of the suppliers at some point over the past year. As long as they keep us up to date with lead times we can normally deal with it without too many issues. Lack of communication with this information is when we run into problems.

What about current consumer trends, have you noticed anything specific recently?

The Spanish look is extremely popular again this year. Gender specific products are very important to our customers. Baby pink, baby blue and anything with fur/leather are must haves this time of year.

How do you source the product ranges that you offer?

Harrogate and Kind und Jugend are exhibitions we attend with the hope of finding something new and innovative.

We also listen to customer feedback and suggestions. If we get asked about a new product that we don’t stock, we will do some research to see if it’s right for our store.

Do you feel that we have sufficient innovation at present, or is there a product category that you feel could offer a bit more?

As a whole I think the industry is moving in the right direction with this.

All suppliers are constantly looking to improve current lines or designing new items with safety and simplicity seeming to be the main focus. Any kind of gadget also always proves popular so adding anything a bit different improves sales.

Our next issue will focus on car seats - do you feel that there is consumer confusion in this sector?

Yes. It is without doubt a bit of a muddy area for customers at the moment. There are so many options available that customers often get bogged down by information overload.

We try to get a few basic requirements from them and then demonstrate two or three models which hopefully better suit their needs.

How important is it to you to receive strong product demonstrations from your suppliers? Do they regularly visit your store to keep you updated and refreshed?

It is very important to us that we receive regular product training from suppliers in order for us to pass on the correct and up to date information to our customers. We have great relationships with our reps and know that if we are unsure on anything we can rely on them for training and support.

Finally, do you have any exciting plans on the horizon?

We are hoping to get our website completely up and running in the next few months. We are also in the process of refurbishing the shop exterior, for example our shop sign. We are also expanding into the next building early next year ‌ full steam ahead!

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talking shop This issue we speak to independent retailers on their thoughts on wheeled goods.

Susan Pellett

WH WATTS

ANN’S PRAMS NURSERY & BABY CENTRE

What do you feel is currently driving the wheeled goods product category?

I think that there are two types of customers at present. The budget end where money and special deals are important and then we see at the other end where it is about quality and the needs of what the system will do such as off road etc.

Customers all like a good price and it would be nice if more of the suppliers were able to offer better margins and free showroom stock for their valued retailers.How popular are travel systems at present?

Travel systems are very popular as customers want the complete package as a rule. We sell more off road travel systems as we are very rural here. There has been a big interest in Mountain Buggy since we took on the brand as it is off road and a suitable running pushchair too.

Are you seeing a downturn in sales for three wheels compared to four at the moment?

For us there is no downturn in three wheelers due to the type of terrain.

People travel quite a distance to see the Jane Trider, Mountain Buggy and Out n About ranges that we carry on the shop floor.

Do you feel we have sufficient h innovation when in we w look at wheeled goods? g I think there could be more improvement m within the wheeled w goods section as we g are a selling more car seats which have s greatly improved g over o the years whereas wheeled w goods just seem to have stood still.

Gary Watts

What do you feel is currently driving the wheeled goods product category?

I would say that brands are still driving this area of the market, people seem happy in generall tto b be seen with a branded product, but pricing can for some customers certainly be an issue.Fabrics also make a difference. There are customers who will purchase a product simply on the way it looks alone.

How popular are travel systems at present?

If we can regard travel systems as any pram with a car seat then we sell 95% plus with car seats, but we do not sell the Graco type travel systems anymore and haven’t done for a while.

Are there any particular consumer trends?

We are seeing a slight trend towards more traditional products. Fabric trends haven’t really changed with Grey being a must have colour.

Are three wheels still popular?

We struggle with 3 wheelers, Mountain Buggy does OK but some of the other brands suffer due to price cutters on line.

How important is style vs. function?

Both are definitely important but most customers would purchase on style before functionality, although they may be put of if a product is too large.

Do you feel we have sufficient innovation when we look at wheeled goods?

There is innovation within the wheeled goods sector with new products like the BabyStyle Hybrid and others but I suppose there could also be more.

How important is price in this category, what would you say parents are currently expecting to spend?

Price certainly is an issue for some customers, some products are simply not affordable for some and others will not pay the price, but I am regularly surprised at how some manage to be able to raise the money to pay for products. Customers have very different expectations on what fits within there budget.

‘Timeless Twinkle Twinkle designs in soft blue and pink tones Available to pre-order now Peace of mind from BreathableBaby

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PRAMLAND

John Barker

Wheeled goods questions: What do you feel is currently driving the wheeled goods product category?

Fashion currently plays a larger part in customer’s decisions. Customers are more aware of brands and which celebrities are pushing ing which pram.

I feel that our customers are heavily influenced by the media and we are finding this is reflecting on which brands and items are selling well for us.

How popular are travel systems at present?

We are big advocates for carrycots and tend to find our customers share our passion for them. The vast majority of our customers like the convenience of using the car seat on the chassis but we educate them so they limit their use.

Interestingly less than 5% of our customers choose not to buy a carrycot, 98% choose to purchase an infant carrier but only 60% of them will purchase car seat adaptors. Even customers that consider lie flat infant carriers will also choose to purchase a carrycot.

Are there any particular consumer trends?

I think we’ll all agree that’s there’s one trend for 2016. Grey! Anything grey from prams and strollers to bedding and furniture – customers love grey.

Are you seeing a downturn in sales for three wheels compared to four at the moment?

We have never had success with three wheeled strollers. Of all the brands and models we’ve sold, four wheels have always fared better than three. We assume this is due to geography. Hull is very flat and maybe our customers perceive the three wheel stroller as a more all-terrain or hilly option?

Do D you feel we have sufficient innovation su when we look at wh wheeled goods? wh would say yes. Someone Iw introducing a is always a stroller or idea. It’s hard to keep up sometimes.

Whether or not the innovation is warranted, or if a market exists for it is hard to say. I think sometimes mes the brands need to look at their ranges and say “Do we need to change anything? Do we really need to introduce another model in to the range? Do we need to change the colours we offer?” Innovation for the sake of bringing something new out should never be at the cost of the current range.

Contact Penny Franks for a chat on 01442 289 947 penny@lem apublishing .co.uk if you would like to be included in our next issue.

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Cover Story: KIWY

Italian Flair Kiwy is the latest brand from Italy to step into the market with their own unique take on child car safety. A small independent brand formed by three principles with a passion for safety, innovation and the all-important flair for style, Kiwy is a market leader throughout Europe and Asia. n the 10 years since Kiwy was formed, much has changed in the child car seat market but the original driving vision has not.

Based just outside Parma, the factory has undergone recent expansion as the brand continues to spread its message of dedication, reliability and the relentless pursuit of technical and aesthetic perfection.

Marco Lasagni, Co-founder and Technical Director explains: “My whole engineering career has been focused on improving the safety experience for child and parent. To develop a safety product is the result of study, research and experimentation from not only within our discipline but also looking to industries complementary to our own. It is the fine tuning of inventive and innovative processes that leads us to the next discovery. When we created Kiwy, we determined that the emphasis should be the highest levels of protection and comfort for the child. As parents, we understood this to be our baseline mission.

“Of course, as Italians, our appreciation for aesthetics, we believe, gives the brand unique distinction. The materials in our products will perform to the highest

I

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“ Th e c a r se at

w e m a de w it h Fer r a ri w a s a true l a b ou r o f lo ve .”

G ian n i L e qu o que C o m mer c ia l D ir , ec t o r

standards but must also be pleasing to the parent and child. We use only the best quality Italian fabrics and leather all sewn in our own factory. For us, it was important to have complete control on quality.”

The early history of Kiwy was through co-branding which led to partnerships with leading established nursery brands, Bentley and the legendary car manufacturer Ferrari.

“The car seat we made with Ferrari was a true labour of love,” Gianni Lequoque, Commercial Director says: “For us to work alongside Ferrari was a dream come true.

The dedication to every detail and aspect of design and engineering was craftsmanship at its finest. We are proud to be a small part of the history of Ferrari. Our seat is installed within the museum at Maranello, Italy.”

Revolutionary innovation led to the introduction of the ADAC award winning Shock Absorber and Automatic Tensioning System or SA-ATS, AIR-GOnomics, Q-FIX system and integrating of new patents to be launched over the coming months.

Kiwy development continues to include a new range of nursery items for early next year but the core of the company remains child car seats. In January the all new SF012 Q-FIX comes to market.

The SF012 Q-FIX is secures and protects a brilliantly versatile the hip area seat protecting the alongside height child from birth to adjustment seven years (birth backrest for – 25kgs). Extended correct harness rearward facing for positioning and up to 18kgs with the appropriate safety. simplicity of seat “Our product belt installation and range continues to for children nine to grow as we anticipate 25kgs, the use of and respond to our retractable ISOFIX customers’ needs and connectors as part of wants.” Gianni Lequoque the Q-FIX safety says: “The Kiwy story is standard. Without removing still very much in its infancy any parts, the seat will with new ideas to reach out to accommodate the growing child our loyal and the new retailer and into a solid booster chair. consumer. To this end, we have launched The new born is enveloped by the into the UK and Ireland market with the bambino pillow in the crucial areas of head, Northern Ireland company Malaika as neck and pelvis support at the optimal 45˚ distributors and partners in innovation. We recline. Breathable, hypoallergenic fabrics are excited by the challenges ahead, and and padding selected for their comfort and welcome the new regulatory durability. All Kiwy seats are equipped with changes and our solutions.” self-adaptive memory foam to ensure uniform distribution of pressure on the child’s body, breathable 3D eco-textiless with thermos-regulating properties ensuring a superior level of comfort and less fatigue for the travelling l: s emai e i r child. i u q com For en Simultaneously movable shoulder urope. e a k i a l a belt positioning and headrest perfectly .com info@m protect the child’s head and neck with yworld w i k . w w additional side impact protection as Web: w d they grow, adjustable with one-handed 16 der 20 sey Win operation for correct fitment and © Lind convenience.

Quick, simple installation with easy seat belt routing makes this seat a clever new addition to the range.

Responding to the new proposed regulatory booster seat changes for next year, Kiwy have added to their Group 1/2/3 range the SLF123 PLUS Q-FIX. As well as boasting the usual ISOFIX connection, side impact protection and AIR-GOnomics, this ‘grande’ model will comfortably seat the larger child due to extended width at the shoulder. The restyled headrest is adjustable in height and width. For the smaller child, an ergonomic comfortable cushion

new Resp on d in g to g ut hlaeto ry p rop o se d re c h an g es b oo ster se a t K iw y fo r n ext y e a r,o t h eir h ave a dde d t an g e t h e G roup 1/ 2 / 3 Pr L U S S L F 12 3 Q-FIX.

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social media ROSS HEWITT

Increase your interest in Pinterest I’ve always had a question mark over the relevance of Pinterest to UK brands and retailers, but that little punctuation symbol is shrinking more and more over recent months. Perhaps the time is now?

interest d it…

Dylan calle launched in o! ag s decade 2010, the same year as I Instagram.

Both offered an online o experience that r revolved around images yet I Instagram today enjoys over half h a billion users and Pinterest P is still languishing around the 150 million active user mark. I say languishing, but when you y consider that valuations of these online services is generally worked out by investors inve at $100 per user then it’s worth fifteen billion dollars! do Not too shabby.

So the th user growth hasn’t been exponential when exp compare to its social media compared peers. But B there are other reasons I have swerved my snake-like snakehips around Pinterest.

It has always been Pinter Am so American!

No N matter what you search sear for, within a few seconds sec of scrolling a pe peanut butter and apple p cookie recipe will pie appear. It’s all down to us demographics. the user Pinterest ha have always verged on the secretive side when it comes to releasing statistics, but we do know that over 60 per cent of users are American and around 80 per cent of users are female. You can see how those cookie recipes get eyes on them now.

For nursery brands and retailers, it’s great that 80 per cent of users are female. For UK businesses, not so great that they all live in the USA. But

P

in g t , M an a g an d it w e H s s Ro Pi e o f S ec ret l M e d i a ’. r o t c e ir D ia ‘S avvy S oc in g a ut h o r o f h is d ig ita l m a rket st r n R o s s b e g a 9 8 an d h a d h is fi y tr 19 c a reer in t h e nu r sery in dus o t & fo r a y in M a rket in g o s s in f o d a e H r as ver C c e fo r S il ec ret Pi e in r e m m o c E S e set up g 2 0 0 8 . H d h a s b een h e lp in n a d e lo v 2 0 10 foun d an d t e g s t n e . c li r s in c e on lin e eve i e .c o .uk etp w w w.sec r etp i e .c o .uk ec r | R o s s @ s 4 10 0 2 7 | 0 1 9 0 4 ec ret _ Pi e @S | Tw itter :

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as Bob Dylan prophetically sang decades ago, the times they are a changing.

ComScore research has recently suggested that over 10 million people in the UK use Pinterest.

Now, if we have a similar gender bias in that UK audience then there may actually be gold in them thar pins.

Over three million pins occur every day on Pinterest in the UK so there is plenty happening on these shores.

Pinterest users spend over 15 minutes on average each time they use it.

That’s big.

Comprehensive research has also shown that 75 per cent of Pinterest users either have purchased, or are planning to purchase something they have seen on Pinterest. That’s massive; no other social media service comes close to that.

‘Keep’ is going to become a far more powerful action than ‘share’ and the scrapbook will have more value than the megaphone.

Pinterest is perfectly positioned for this next wave of behaviour and indeed they don’t really see themselves as a social media platform provider. They state that their business is a “catalogue of ideas” that inspire people to go and do or get something.

I think that is true.

Pinterest is a great place for inspiration and users create their boards with projects and life events in mind. It’s the service that lets someone keep the things they discover and build the plan for their next big moment.

For pregnancy and parenting this is a real opportunity. Pinterest is prime pregnancy and baby product planning territory. For every one new mum who shares a photo on Facebook or Twitter of the pushchair they have just bought, I’m estimating there are thirty pregnant ladies building a Pinterest board to help them make a purchase decision further down the line.

Forget the user number statistics and look at the services themselves.

How many people do you know who actually love Facebook anymore?

Every Pinterest user I speak to smiles when they mention it. ‘Keep’ is coming, so get yourselves ready…

“The slowest now will later be fast, as the present now will later be past.

The order is rapidly fading, and the first one now will later be last...Cause the times they are a-changing”.

Fo r nu rsery br an ds an d retailer s, it’ s gre at th at 80 % of user s are fem ale . Fo r UK busin es ses , not so gre at th at th ey all live in th e US A. But as Bob D yl an prop heti ca lly sang deca des ag o, th e ti mes th ey are a ch an gin g.

Shares…who cares?

The sharing bubble will eventually burst and it is likely to be Facebook’s fault. Too much dribble gets shared by individuals. For businesses they have to pay through the nose to get their content shared with more than two per cent of the people who actually clicked buttons because they want to see that very same content. Social media as it is and has been will burn out. It’s not new anymore and will become just another thing, like phone calls and email (how cool and exciting was email when you first started using it and how much of a pain in the ass is it now?).

Understand Your Baby’s Feeding Patterns Track Your Breastfeeding Journey Momsense analyses real-time recordings h_ rhnk [Z[r l lpZeehpl% Zeehpbg` rhn mh [^mm^k ng]^klmZg] [Z[r l _^^]bg` iZmm^kgl Zg] rhnk [k^Zlm_^^]bg` ikh`k^ll'

cleverclogstrading.co.uk :oZbeZ[e^ mh hk]^k ghp' =blmkb[nm^] [r <e^o^k <eh`l' <hgmZ\m DZke _hk fhk^ bg_hkfZmbhg'

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focus MATTRESSES Picture courtesy of Harrison Spinks

Sweet dreams We all naturally want a good night’s sleep, but how much emphasis is currently being placed on a baby or infant mattress? We take a closer look. s adults we all know the importance of a good night’s sleep and the majority of us place lots of importance on the mattress we sleep on. This is now becoming the case with parents who are turning their attention to what their babies and young children sleep on.

We asked Steve Truswell, Nursery Sales Director, Harrison Spinks Baby whether he feels the quality of a mattress is now more researched by parents? “Yes, we are certainly finding the quality of a mattress is more closely considered by parents because more and more information is becoming available now about what they can buy and what they shouldn’t by researching the options that are available.”

Jason Heller, owner of huggle an independent London nursery store, feels that a mattress is quite high on the must-have list for many of their customers. “It is one of the first things our customers ask about after they have chosen their car seat and pushchair.”

Preparing for a new arrival doesn’t come cheap though, so is cost a consideration? We asked Jason what his customers are prepared to spend? “Cost is always a consideration but for many of our customers who may be spending between £500 to £1,000 on a cot, they view the quality of a mattress as money well spent and is something that is becoming more and more of a priority for them.”

When we look at the amount of time we spend asleep, which is so much more for babies and infants,

A

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nursery today

“ Th ere is a lot mo

it is not surprising that more re and aare more than more research is being w worthwhile. “Cost is aalways a consideration conducted by parents. Paul Maurice, co-founder and eespecially with budget en re Director of The Little Green restraints. However it is im Sheep told us: “Consideringg important for us and ret the sheer amount of time a retailers to educate par baby will sleep in their first parents about the imp year, parents are aware thatt importance of the cot mat creating the safest and mostt mattress they are buying for th natural sleep environment is their child to make sure they consider vital. Having specialised in budge this arena for over nine budgeting for it,” he said.

“We aare also seeing a trend years, we have seen that of par parents are specifically parents getting older due to them waiting longer looking for a mattress that before starting a family, not only offers firm and which m sustained support, it also means they are further along in their careers offers the ultimate Stephen and ofte comfort for their baby. often have a higher Truswell , Harriso disposab Both of which are core disposable income.” n Spinks We asked Jason whether deciding factors, but also he feels that the purchase of we are finding parents are a cot ma considering a mattress that is made of 100 per mattress is now a cent natural materials and contains no harmful separate purchase and that parents are no longer chemicals or toxins. We have also learnt that parents happy to just opt for a standard foam mattress. “We are also looking for luxurious quality and mattresses certainly do. We see it every day and it is very that are long lasting, making the initial outlay a apparent that many of our customers are prepared fantastic investment.” to purchase a natural mattress even when furniture Cost is naturally a consideration, but Steve feels (such as the Stokke Sleepi) includes a foam one,” that by guiding customers through the benefits of said Jason. “Until the UK fire regulations for buying a quality mattress for little ones, the rewards mattresses are brought into the 21st century, parents

re deta ile d in f o ava il a b le re grm at i on fo a m m a ttr a rd in g n o w a ls o n es ses an d m a ttres ses a tu r a l c ot sp rin gs too ,an d p oc ket a llo w in g p a w h i c h i s r m ake a meonts to in fo rme d de re c i s i on ”

focus MATTRESSES Picture courtesy of Harrison Spinks

Picture courtesy of Kit for Kids

“in foWrmith a multitude o f

will continue to look for alternatives to the chemicals used on foam mattresses (which can’t be healthy for such small people who are at such a key developmental stage in their lives).

“We work with suppliers in the USA who can have their mattresses approved in California (one of the most litigious places in the world with a far greater fire hazard) but still cannot get them approved for the UK without using specifically treated materials.”

Steve agrees and feels that the purchase of a mattress is now viewed by many to hold as much importance as the purchase of the cot. “We believe it is becoming much more of a considered purchase due to the information available. Parents are able to take into account key features and benefits of a mattress rather than simply accepting a cheap foam one that may be offered when they purchase the furniture set. Sustainability is also at the heart of Harrison Spinks - we even have our own farm! We believe parents resonate with our rich heritage and sustainable credentials which offer so much more than a foam mattress.”

For those parents who are not prepared to stick with a mattress that comes as standard with the purchase of a cot, do they research the type of materials used in the production process.

We asked Steve his thoughts. “There is a lot more detailed information available regarding foam mattresses and now also natural cot mattresses and pocket springs too, which is allowing parents to make a more informed decision.

“Sustainability is a key trend as well so parents

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are keen to make sure the products they purchase for their baby, such as our NaturalStart offering with its 100 per cent organic cotton cover, are environmentally friendly and fit in with their sustainable lifestyle choices.”

By being on the front line, Jason feels that their customers are now better educated by information available to them and they are experiencing a customer in store who knows exactly what they are looking for. “With a multitude of information about the benefits of good mattresses (and especially natural mattresses) so readily available, many of our customers arrive at our store very well researched.

Those that don’t often take away information from us and return soon having made their decision.”

Penny Winter, Marketing Manager at Kit for Kids feels that knowledge is key in this category.

“The vast amount of information now available by manufactures/retailers regarding cot mattresses makes it easier for parents to research the different types of mattresses from home. However the volume of information available can cause confusion resulting in many new parents seeking help in store.”

Of course, mattresses are also an ideal up-sell opportunity. Jason told us why. “It is normal for the team instore to sell a mattress with every cot, cotbed or bed that is sold and three out of four of those sold will be natural mattresses. We work very closely with the team at The Little Green Sheep (they are currently our exclusive mattress supplier) and are very fortunate that they have always been extremely supportive in terms of training our team and providing instore PoS and information to make this happen.”

From research conducted by The Little Green Sheep, there is clearly an increased demand for a good natural mattress. Paul told us: “We launched

a t ion a b out t h e b en e fits o f g oo d m a ttres ses ( an d esp ec ia lly m a ttres ses ) snoa treu raa l ava il a b le , m any o f d ily c usto mer s a r rive ou r sto re very w eallt ou r rese a r c h e d . Th o se don ’t o ften take a wt h a t in fo rm a t ion fro m a y retu rn s oon h avin us an d g m a de t h eir dec is ion .

”

Jason Heller, huggle

the UK’s first organic cot mattress and have found in the nine years since, the demand for this product has continued to grow year on year.

“Our research continually tells us that our parents definitely make separate purchases for their cot mattresses, no matter which brand of cot they have bought. We have sizes available for Moses baskets, cots, cribs, prams, single beds, and even custom made options, so we can keep up with demand and offer a natural mattress option for every need. There is now so much information available to parents, which means they can really research alternatives to foam, which will, of course, mean more and more parents making a separate mattress purchase.”

As a retailer of cot mattresses Jason feels there are many retailer benefits by offering customers quality mattress. “Clearly there is the add-on purchase value when offering a quality mattress, but most importantly there is a level of trust that our customers develop knowing that we will always offer a good quality, natural alternative if that is important to them.”

Maximum Support Perfect postural support for the head and neck as your baby grows

Airflow Motion activated airflow baby pocket springs

Firmer Side 0-18 months

ResponsiveS ide 18 months-5 years

Posture Double comfort and more responsive as they grow

World leading BabySpringÂŽ technology adapts to babyâ&#x20AC;&#x2122;s sleeping position, providing perfect postural support 100% natural

illings for excellent temperature regulation

Handmade, chemical free and naturally anti-bacterial Non-removable, 100%

organic cotton outer cover

100% natural, waterproof and breathable mattress

protector available

www.harrisonspinksbaby.co.uk

Victoria Charlton - Nursery Sales Manager +44 (0)757 2577 407 vcharlton@harrisonspinks.co.uk /harrisonspinksbaby

focus MATTRESSES

British-made mattresses ry Nurse Coast East from give to designed mattresses, of range comprehensive a offer East Coast Nursery 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, containing 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. 0 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

Sound asleep The new Merifor cot mattress brand from Kit for Kids Group provides protection for the child and reassurance for the parent through expertise, research and design.

This range of carefully created cot mattresses provides the best sleeping environment for the next generation, the future dreamers of our world and will be available early 2017.

To find out more please visit

Aw a

rd

in w in n

g

www.merifor.com.

Tel: 01732 455000 Email: sales@kitforkids.com

A bit of breathabilit y

Little Chick Lo ndon have crea ted the new Breathable Crib Mattress to of fer the best in safety and com fort. Using the most up-todate high perfo rmance mater ials the triple layered anti-al lergen removab le washable cover has a br eathable, air pe rmeable surface and co re, with a wate r resistant backing. The co mpressed polye ster core offers superior support and do es not, as foam does, ye llow over time.

Designed to fit the BANTA awar d winning Little Chick London Breathable Be dside Crib, and most cribs and cradles requiri ng a mattress sized 90cm x 40cm x 5cm.

Tel: 07976 77 3486 Web: www.little chick.london

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ic n e g r e l l a HypoWool

Comfy al N atur L atex

Breathable Cotton

S upportiv e Coconuts

One mattress, four ingredients ... the most natural night’s sleep KŶůLJ ĨŽƵƌ ŶĂƚƵƌĂů ŝŶŐƌĞĚŝĞŶƚƐ ŐŽ ŝŶƚŽ ŵĂŬŝŶŐ Ă >ŝƩůĞ Ğ ƚ 'ƌĞĞŶ ^ŚĞĞƉ ŵĂƩƌĞƐƐ͘ dŚŽƵƐĂŶĚƐ ŽĨ ƉĂƌĞŶƚƐ ƚƌƵƐƚ ŽƵƌ ŵĂƩƌĞƐƐĞƐ ƚŽ ŬĞĞƉ ƚŚĞŝƌ ďĂďLJ ƐůĞĞƉŝŶŐ ƐĂĨĞ ĂŶĚ ƐŽƵŶĚ͕ ŝŶ Ă ƉƵƌĞ ĂŶĚ ŚĞĂůƚŚLJ ĞŶǀŝƌŽŶŵĞŶƚ͘

&ŝŶĚ ŽƵƚ ŵŽƌĞ͕ ĞŵĂŝů

ƚƌĂĚĞΛƚŚĞůŝƩůĞŐƌĞĞŶƐŚĞĞƉ͘ĐŽ͘ƵŬ Ɖ͘ĐŽ͘ƵŬ

focus MATTRESSES

A natural start Innovative cot bed mattress range offers babies the best possible night’s sleep. arrison Spinks Baby’s NaturalStart is a 100 per cent natural cot bed mattress collection, which utilises luxurious fillings and BabySprings – the world’s smallest pocket springs – to provide babies with the best possible night’s sleep.

With the unique combination of BabySprings and natural fillings, some of which are grown on the company’s own 300-acre farm in Yorkshire, the NaturalStart

H

mattresses increase comfort level and aid postural support during sleep throughout a baby’s developing years.

As well as the mattresses, the NaturalStart collection also includes a hypoallergenic, waterproof mattress protector, further enhancing the sleeping experience for babies.

More information about NaturalStart can be found at www.harrisonspinksbaby.co.uk.

Four simple ingredients elebrated for launching the UK’s first organic cot mattress, the Little Green Sheep is the much-loved brand behind natural and organic baby mattresses. Its award-winning range promises babies a safe, pure and healthy environment, away from harmful chemicals.

The Little Green Sheep have dedicated their time to creating the best quality mattresses, which are naturally fireproof.

A typical mattress from The Little Green Sheep contains four simple ingredients, including breathable cotton yarn, the fibres of organic coconut husks, natural latex from the Hevea Tree and finally, organic sheep’s wool – hypoallergenic and temperature-regulating, which is naturally fire-proofing.

With sizes available for Moses baskets, cots, cribs, prams, single beds and even custom-made options, every family can enjoy the high quality and safe comfort of a Little Green Sheep mattress.

C

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

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Award winning, Little Chick London Bed-Side Crib, the safest choice for bed-side sleeping p g Managed by the RHSM Group Web: www.littlechick.london Email: hello@littlechick.london Tel: 07976 773486

BABY CARE INDUSTRY STRATEGIC MAP Do you want to be visible on foreign markets?

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supplier snapshot This issue we speak to some of the industry’s finest to find out their views on the wheeled goods sector.

Debbie Wakefield

MARKETING COMMUNICATIONS MANAGER, DOREL What do you feel is currently driving the wheeled goods product category?

Fashion and convenience; it’s finding that balance between the two.

How popular are travel systems at present?

Travel systems allow for flexibility, especially with today’s parents being on the go, therefore they are always a popular choice. A travel system also provides options for short rt journeys going direct from car to stroller for example.

Are there any particular consumer trends?

As pushchairs are a more emotive purchase, style is always a big deciding factor.

Are there any exciting plans on the horizon that you would like to share?

We are thrilled to add the ultra-luxurious Moodd designed by US stylist, Rachel Zoe, to the collection in January. There will be more exciting launches during 2017, watch this space!

Jonny Samuel

SALES AND MARKETING DIRECTOR, TUTTI BAMBINI What do you feel is currently driving the wheeled goods product category?

We believe that branding is a key driver behind consumer purchases in the wheeled goods category.

Mums and dads want to be able to make a statement with the pushchair they are seen in public with, much like they would with the cars they drive.

Additionally, when a brand has lots of heritage and longevity within the market, consumers know they can be trusted should they need them. Our recent rebranding project has focused on the history and family element of our brand, and has brought a fresh and sleek new logo to elevate the brand position within the market.

30

rear facing travel system.

For parents living in more rural areas with more space, Arlo is a full size solution, which also has the ability to be used as a twin or tandem system, designed to grow with families.

How popular are travel systems at present?

We find travel systems to be an extremely popular purchase among consumers looking for a new stroller. They can be used from birth, as well as the added benefit of the car seat when travelling, provides a solution for parents that they can use for a number of years. Our Riviera and Riviera Plus travel systems include a separate carrycot which can be used from six months, and are also adaptable with a number of the major car seat brands. In 2017, the introduction of Koji and Arlo will see a stylish and well-thought-out range of pushchairs.

Do you feel we have sufficient innovation when we look at wheeled goods?

Some brands have attempted innovation within the wheeled goods market, focusing on the compactness of fold, or ease of fold, making parent’s lives a little easier. However, we feel that as long as the product is built with premium quality and the simple functions are well thought out and easy to operate, consumers tend to not stray too far from the typical pushchair mechanisms. Our innovation comes from the cross-over of car seats, carry cots and accessories to work with each of our new pushchairs (Arlo and Koji) enabling retailers and consumers alike to upgrade later without the need to buy more units.

They have also been designed to be as compact and lightweight as possible, without compromising on quality or functionality.

Are there any particular consumer trends?

Consumer trends are generally dependent on the lifestyle of that particular consumer. Parents living in cities with limited space are more likely to choose compact strollers. Koji provides a perfect solution for this, as it has one of the smallest folds in the market for its class, yet can be used as a forward and

Are there any exciting plans on the horizon that you would like to share?

The last nine months have seen a lot of activity at Tutti Bambini, but this is just the start of what is to come. We have a sophisticated range of pushchairs due to be launched in 2017 and 2018 covering all different needs for parents.

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Leigh Riley

D DEPUTY MANAGING DIRECTOR, COSATTO C W What do you feel is currently driving the wheeled goods product category?

We are seeing more and more lightweight, compact, folding strollers with examples of this on show at K+J earlier this year. In the past few years we have seen a trend for products that are designed to appeal to an urban customer, which is believed to be based on a shortness of space in both the home and ttransport. The travel system sector is still going strong, with the tandem travel system market being added to by several brands. We still see b tthe main volume within the standard travel system product.

How popular are travel systems at H present? p They’re still very popular. While there may be T a drive towards more lightweight compact iitems in the stroller sector, we still find people want the simplicity of being able to get w everything they need in one go; a pram, pushchair, car seat and the convenience and p ffunctionality that goes along with this.

Are there any particular consumer trends?

As mentioned, lightweight and compact seems to be the trend in wheels at the moment. With Brexit looming it will be interesting to see what effect that has on consumer buying patterns.

Do you feel we have sufficient innovation when we look at wheeled goods?

We are always looking at ways to innovate in the markets we are active in. By looking at other industries, I’m sure we can adapt some technologies to improve performance, functionality and safety moving forwards, watch this space!

Are there any exciting plans on the horizon that you would like to share?

At Cosatto we’re always looking to move forward with exciting new products, designs or services. We will be launching our new travel system, the WOW, in November. It’s a fantastic product designed to be the ultimate travel system, having been built from years of feedback from our customers on what mums really want.

Carolina Olsson

Andy Crane DIRECTOR, BABYSTYLE

What do you feel is currently driving the wheeled goods product category?

At present we are seeing that fashion is quite a consideration for prospective purchasers with a striking, eye-catching design initially being the focus before attention is then drawn to the other attributes on offer. Fashion though, I’m sure, will never be the most important as naturally, ease of use, safety features and affordability usually dominate in the selection process.

How popular are travel systems at present?

Travel systems remain very much in demand, the simple addition of the car seat onto the stroller has become a must-have for many and is the first selling point they look to when making the decision on what brand or style to purchase.

Are there any particular consumer trends?

Desire and fashion, which links in again with the first question!

There are two consumer trends that we are noticing at the moment, primarily the ability to convert a single pushchair into a double if needed and we are also

seeing a move from using the more traditional eva tyres over now to the use of PU tyres as they provide a much smoother ride and remove the prospect of any punctures.

Do you feel we have sufficient innovation when we look at wheeled goods?

Absolutely not! There is always room to improve on everything in life, prams and pushchairs certainly being no exception to this. This is why BabyStyle are delighted that the much anticipated and truly innovative Hybrid will be in stores soon.

Are there any exciting plans on the horizon that you would like to share?

BabyStyle is always looking to evolve and with that we are working on some new exciting designs which we hope to be able to reveal at Harrogate next year.

So yes, we have an exciting new year planned but we can’t divulge any more information yet!

Lindsay May JOOLZ

What do you feel is currently driving the wheeled goods product category?

We feel innovation, style and functionality is driving the wheeled goods product category.

How popular are travel systems at present?

Travel systems are increasingly popular in the market, customers like a product that can offer a solution for every situation in their lives.

Are there any particular consumer trends?

We have noticed brands are placing value on the product styling. We have seen many grey and navy colour palettes coming through at Cologne.

Do you feel we have sufficient innovation when we look at wheeled goods?

Speaking from a Joolz perspective, we have recently launched our new Day2, every aspect to the product is innovative, from the puncture proof tyres to the see-through ventilation on the cot.

Are there any exciting plans on the horizon that you would like to share?

Our Day2! With 20 new and improved Positive Design features, it has become a pushchair like no other. We call it the Joolz Day2.

This new benchmark is not just designed in The Netherlands, it is also produced there. Taking another step towards a more positive and sustainable way of living.

HEAD OF PRODUCT MANAGEMENT WHEELED GOODS, BRITAX EMEA What do you feel is currently driving the wheeled goods product category?

At the moment, versatility and individual choice for parents are the key attributes to pushchair design. It is important to keep both style and ease of use at the forefront of our planning to ensure that we never compromise on comfort or safety for both children and parents.

Our Britax Affinity 2 is the perfect example of this, made for parents who prefer a tailored solution. We give them the option to select four colour options for the base model and multiple options of colour packs enabling parents to change their pushchair colours to reflect their lifestyle.

How popular are travel systems at present?

Travel systems are extremely popular at the moment. While this preference obviously depends on the specific model, we have noticed that parents nowadays expect this option to be available rather than expect to ask for it.

With our long standing foundation in car seat design and as a leading brand within this category, it is natural that all our wheeled goods models are compatible with our infant carrier range, including our latest addition, the BABY-SAFE i-SIZE. At Britax, we fully understand that each parent and child is different, which is why we offer a lie flat option and offer several different carrycot options.

Are there any particular consumer trends?

On the one hand there is a strong trend for lightweight and convenient buggies, but on the other hand, consumers want comfortable pushchairs to be robust and practical to help make the transition from city to off-road driving easy. The key trend is ultimately about ensuring our products make parents lives as easy as possible.

Obviously fashion trends do have an impact on colour and soft goods options. These are usually trends with shorter life cycles so are often more closely linked to overall consumer goods and apparel trends, but they do play an important part of wheeled goods trends as we strive to stay relevant and maintain style.

With each purchase of a pram or pushchair travel system, consumers often want to be able to buy the matching infant carrier and accessories, so we put a lot of focus on harmonising the wheeled goods and car seats designs and colours.

Recently, there has also been a strong trend for more conscious consumers to take into consideration different aspects of product safety, whether functional and chemical. We’ve put massive resources into our development, so that we can assure that our products are safe and tested well beyond the legal requirements.

Do you feel we have sufficient innovation when we look at wheeled goods?

Consumers tend to have an immense appetite for news and innovation, so innovative design and technology is driven by this. For us, it is innovation that drives trends in our industry, but this can be seen on many different levels, and does not necessarily have to be a revolutionary technology. It can also be choice of materials or a small detail which may make a big difference to the end product or end user.

With our long history in product development, reliability and safe products are paramount to any new product. However, when looking into specific keywords and trends, family freedom and mobility are also key. So with these in mind, this thinking extends to our product development just as much as safety and style.

Are there any exciting plans on the horizon that you would like to share?

Kind Und Jugend always gives us a chance to show our new and upcoming products and this year was no different. Our biggest launch of 2016/17 is of course the BABY SAFE i-SIZE, which acts as a travel system option to all our wheeled goods models and meets the new car seat regulation ECER129 (i-SIZE). Alongside this, we also have several new projects in pipeline, so watch this space!

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focus WHEELED WHEEL GOODS GOODS Picture courtesy of Bebecar

Strolling along The wheeled goods sector is buzzing with options for the majority of retailers. With a constant refresh by manufacturers and suppliers, there really is something for everyone. atering to a style savvy audience, wheeled goods continue to move forward in both function and style. Some may feel this is possibly an oversaturated market, but with so many varying forms from travel systems to strollers, mums (and dads) continue to demonstrate that they want products that they are proud to push and the demand for both function and style is evident. Whether it comes from the desire for the latest fabrics, or a chassis/frame that may stand out from the crowd - it is obvious for many retailers that the demand is there and furthermore, this sector offers fantastic upsell opportunities by way of accessories.

We have also experienced new comers to the market here in the UK. For example, the Roma Collection featuring the Rizzo compact fold and lightweight pushchair designed for newborns up to 15kg (exclusive to independents) and Otti Prams, who offer great value travel systems for urban living.

These demonstrate that there is room for newcomers to stand proud alongside the more established brand names. With so many social media platforms directed at new mums, new brands have a ready and waiting target audience.

One area that has become clear is the issue of overall weight. Manufacturers are looking closely at this, with amazing results. Take for example the newly launched OhLaLa from Chicco - a true lightweight stroller at only 3.8kg (so light, you can lift it with one finger!). We asked Holly John, Chicco’s Marketing Manager why size and weight is becoming more important to the consumer - is this perhaps something that is starting to be a new trend?

C

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“We certainly feel that lightweight strollers are a significant emerging trend; more and more we are seeing new innovations that place ease of manoeuvrability as top priority.” Said Holly.

“With a new generation of parents who are always on the move, it is important to have a stroller that is easy to take with you in both a car or on public transport. Particularly in urban areas, we’re seeing a rise in parents raising children in smaller living spaces; having a light and compact stroller is very important when you have little room to spare.

“Having one stroller that you can take with you wherever you go is rapidly becoming the more practical – and affordable – option for new parents, and is also a great bonus for when you want to lend it to the grandparents! However, it’s important to bear in mind that being light and compact does not make the OhLaLa flimsy; in fact, it is hardwearing and sturdy thanks to its stable frame, making it a complete and compact solution right from birth.”

Talking of trends, it would appear that for now grey is here to stay as a choice of fabric and although it’s not abating in popularity, that doesn’t mean that new trends won’t happen. Angus Bauer of Otti Prams feels that unique trendy fabrics may start leading the way. “We are definitely seeing a trend away from dark block colour fabrics to unique trendy fabrics that reflect parent’s personalities. Parents are looking for something different. Prams are becoming fashion accessories/a talking point as opposed to utilitarian vehicles,” said Angus.

Style is obviously important but what about function? Angus gave us his thoughts. “New parents

“ N e w p a rents f avou r

s i mp l i c ity an de use a s opp o s a se o f e d to c o mp l i c a te d sy ste m s . Th e t h e p ro duc t s i mp ler t c h an c es o f p h e les s rob le m s a ri s in g .

”

Angus Ba uer

favour simplicity and ease of use as opposed to complicated systems. The simpler the product the less chances of problems arising.”

Four wheels are at present proving more popular than three wheelers. However, that doesn’t mean that there isn’t a market still for the latter. Not everyone seeks systems designed purely for urban living.

Susan Pellett who is the owner of Ann’s Prams Nursery & Baby Centre, which is located in a more rural part of the country, ensures that they provide their customers with systems in keeping with the landscape around them. “We sell more off road travel systems as we are very rural here. There is quite a big interest in the Mountain Buggy Terrain pushchair in our area. We took on the brand as it is off road and a suitable running pushchair too.”

Susan continued: “For us there is no downturn in three wheelers due to the type of terrain and customers that we have in this area. In fact people travel quite a distance to see the Jane Trider, Mountain Buggy and Out n About range that we carry on the shop floor.”

The growth in this category however isn’t just limited to wheeled goods, those all-encompassing accessories are proving popular and showing a steady increase in sales for retailers and suppliers alike. And when we look at those who choose to buy their travel system as ‘separates’, it opens up a whole world of retail benefits.

n at i g n i Weig h3 . 8 k g

focus WHEELED GOODS

OhLaLa In the second stroller category the new OhLaLa stroller at only 3.8kg is both light and incredibly sturdy. With an extra long shoulder strap and one-hand book-folding mechanism, OhLaLa provides maximum comfort for parents as well as children. The fully reclining backrest, comfortable seat and padded straps ensure the baby’s full comfort from

For the bold New to Red Kite Baby this Autumn is the hotlyanticipated Push Me Cube stroller, a lightweight stroller perfect for keeping parents in style and on the go. The Cube is available in three beautiful colours for the bold, the bright and the classic tastes of you and your little ones. The lockable swivel wheels help ease manoeuvrability, with padded five point harness and bumper bar giving both security and comfort they are guaranteed the comfiest ride about town.

The easy-to-use compact design is perfect carry-on luggage for a trip abroad, including a shoulder strap and carry case to make the Cube the perfect companion for travelling near or far.

Web: www.redkitebaby.com

birth. OhLaLa is very easy to handle and carry, and takes up very little space when folded, meaning it is ideal for travel both by car and on public transport.

Web: www.chicco.co.uk

Chase every customer

Make a fashion statement The Quinny Moodd has long been mum’s favourite choice of pushchair and US stylist to the stars, Rachel Zoe, has taken the design and added her own twist, resulting in a highly covetable and luxurious pushchair.

Launching in January 2017, the collection also includes the award-winning, i-Size Pebble Plus, the baby car seat with excellent safety performance and a comfortable baby-hugg inlay for a better fit and lying position for a newborn.

Available in complementary colours, trendy fabrics and deluxe detailing, stay ahead of the fashion pack with the foldable carrycot, footmuff and changing bag.

Web: www.quinny.com

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Brand new to the Obaby range of strollers, the Chase – Crossfire adds a fresh new look to one of their most popular stroller designs. The Chase’s unique pneumatic s folding chassis offers forward and parentan facing options and can also accommodate ot the matching carrycot at and group 0+ car seat for extra versatility.

With the matching nd carrycot, car seat and le accessories available across all colourways, there’s a Chase ery available to suit every customer.

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

feature JOOLZ

Positive by design Ergonomic comfort, ease, style and sustainability together in one design – meet the new Joolz Day2 fter years of consumer research, prototyping and product development, Joolz is excited to announce that their first and very successful pushchair has been completely redesigned.

With 20 new and improved Positive Design features it has become a pushchair like no other.

They call it the Joolz Day2. This new benchmark is not just designed in The Netherlands, it is also produced there. Taking another step towards a more positive and sustainable way of living.

A

Positive Design

The Joolz Day2 is both designed and built in The Netherlands.

Once again, they have compressed

“ Th e Jool z

e ergonomic comfort, ease, e, sstyle and sustainability ttogether in one product.

With just the goal: to make W ke your life as easy and yo beautiful as possible. That’s be t’s what they call ‘Positive wh De Design’. It is their tradition, n, and the future. Because an happy parents raise happy hap children. And that makes chi everybody happy. eve

D ay 2 vis u ally stan d s out th anks to its stre a m lin ed ch as si s, le at h erette touch p oints an d New and N sop h isti ca te d improved im The super smooth folding, fa b ri cs . the iimproved ergonomics, ”

th ssee-through ventilation the in the th cot and the easy-access easy XL shopping basket are the most remarkable improvements. But then again, there is so much more to explore.

Take the ultra-light and 100 per cent puncture-proof tyres, the width of 59 cm which makes you perfectly mobile, the XL sun hood with air-top that assures shade and fresh air for your baby, the high seat position so you will never have to bend too far and you can easily pull your little one up to the table, the toy hanger loops, the four-wheel suspension, the hypo-allergenic mattress with extra head cushioning, the upright open harness with magnetic buckle… and that is just half of it. Discover it all and experience the Best Day Ever.

Sleek Dutch Design

The Joolz Day2 visually stands out thanks to its streamlined chassis, leatherette touch points and sophisticated fabrics. The new

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aluminium logo tops off the stylish design. Joolz has optimised its collections, added two new fabric colours and created new leatherette designs. Choose your own colour or create your own unique pushchair with the Joolz Tailor concept.

Last but not least, they invite you to complete your best day ever with the Joolz Day2 accessory line. A complete new selection that perfectly matches the Joolz Earth, Studio, Quadro and Tailor collections.

The Joolz Day2 hits stores and online in November. The RRP starts from £799.

Web: www.my-joolz.co.uk

with the

New Cosatto Wow

Wow. The ultimate pram and pushchair. Shown in Fjord.

Styled by Anna, the original Understated Mum. One of many - ready and waiting.

Be the ďŹ rst to wow them. Pre-order now. Contact sales@cosatto.com.

focus WHEELED GOODS

Meet Evalite Duo

way s t i n o s i d this is being on its way! As Hybri as the Hybrid is l checks at the

ality contro ill soon be over eir ng their final qu The waiting w oi rg de un e ainer port for th ar ollers off to the cont nt se d typed out the str an he up T d hire. r being boxe ay to Leicesters ith factory ready fo na Sea all the w hi of November w C d st en Ea e e th th nd ou ar K ?

U e be journey from th ent may duled to dock in Christmas pres container is sche after. A perfect on so t ou nt se the stock being 6444 Tel: 01509 81 bystyle.co.uk Web: www.ba

Joie is thrilled to introduce the Evalite Duo, one of the lightest double pushchairs you will find at just 10.5kg. Suitable from birth to 15kg, this tandem is a great solution when pushing two!

The Evalite Duo offers custom comfort with individual multi-reclining seats, the rear seat reclines completely flat making it suitable from birth. There is the option of pairing the Evalite Duo with a Joie Group 0+ infant car seat without the need for adaptors. All of these options allow parents to tailor this pushchair to their individual needs while keeping little ones effortlessly cosy and happy.

As you would expect with Joie, the Evalite Duo is full of fantastic features without compromising on price. It has a large expandable hood, a two position adjustable leg rest and an extra-large shopping basket. Parents with two children will appreciate the one hand fold with automatic fold lock that makes packing up quick and easy. Also offering all wheel suspension, locking front swivel wheels, a single step ShoeSaver brake and SoftTouch five point harness, this promises to keep not one but two children in comfort.

Tel: 01898 808 900 Web: www.joiebaby.com

The Hero Travel System Welcome the Modhero. Everything a new parent needs in one premium package. vailable exclusively at independent nursery boutiques, this lightweight from-birth pram turns into a parent facing or world facing pushchair at the push of a button. The clever car seat mode takes you from chassis to car with just one click and get this, the car seat comes included.

This luxury lightweight system has ergonomically designed features and exquisite tailoring. From the adjustable handle to the extra-large basket, Modhero’s all about making your life easier. The included 4-year guarantee is the cherry on the cake.

The aluminium chassis has a clever compact fold. It loves small car boots.

Modhero’s adventure-ready with premium all round suspension and multi-terrain, puncture-proof tyres.

The Modhero package includes all the extras: compact-fold chassis, carrycot, 2 direction seat unit, infant car seat, zip extending UPF50+ hood with pop-out visor, snug fleece-lined footmuff, chest pads, bumper bar, raincover and 4 year guarantee.

Did we mention, the car seat comes included too.

Modhero is the hero that every parent needs which includes all the kit they need when they’re out in the field. Modhero RRPS at £589.95, will be available in two new colourways for SS17 and will be sold exclusively at independent nursery boutiques.

A

Tel: 01204863178 Email: chris.rigby@cosatto.com

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The new Joolz Day

2

a pushchair like no other

20 NEW & IMPROVED POSITIVE DESIGN FEATURES

+ Super smooth folding + Easy-access XL shopping basket + Large cot with see-through h ventilation + Made in The Netherlandss

ORDER NOW! office@my-joolz.com

Profile COSATTO

Prepare to be WOWed Cosatto asked, listened, and delivered. Say hello to the Wow, the ultimate dream machine. A brand new frombirth 3-in-1 travel system built by Cosatto – and parents.

Cosatto Wow is an exquisitely detailed pram and pushchair and is designed to carry an infant car seat.

The Ultimate Product Development Associate Director Steve Howarth said “Wow is a joint labour of love. We listened to parents, heard retailers’ views and their feedback helped create the ultimate system. It’s even got us saying ‘Wow’.”

“Customer feedback is invaluable to us, it keeps our products improving and our ideas flowing. We feel that on the Wow we have taken into account everything that a customer could ever want. The Wow is the next generation of pushchair.”

The Facts Wow is suitable from birth up to 15kg (four years approx.) and is compatible with the Cosatto Port 0+ car seat (sold separately). It is equipped with multiple on-the-go solutions including a smooth compact fold system, telescopic luxury leatherette handle, easy-release carrycot, one-hand pushchair seat recline with adjustable calf support as well as a super-sized basket with handy hideaway compartment.

With the carrycot plush and crafted for comfort, Wow comes with a deep, comfy and structured pushchair seat, something Cosatto have found as key for parents as their little ones grow. This is as well as padded upholstery, headhugger, chest pads and tummy pads. The comfort even extends to parents, with the telescopic leatherette handle that lets the user adjust the handle height; perfect for tall mums and little dads.

The travel system has a fresh air panel in the beautifully structured hood with extendable UPF50+ protection sun visor for when parents and little one are out and about. And when the weather turns? No problem, Wow comes with its own raincover. Other active features include rubber skin all-terrain wheels, and a compact, easy-fold lightweight aluminium chassis – because parents don’t need heave-ho on the go.

All in the detail With beautiful tailoring, the finest woven fabrics and every stitch carefully considered, Wow’s sold separately is a fabulous, plsh and cosy yet beautifully 40

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structured footmuff and a coordinating changing bag to complete the package.

That’s not all that’s new from Cosatto.

Say hello to the new understated designs. They discovered there’s a huge untapped market out there – modern mums who love a pared down vibe but still like to show their colours and express their joy.

Cosatto have stepped in and created a capsule collection of designs across key pieces, blending future trends with an understated aesthetic, it’s a fresh take for those who like their pattern hush, hush.

“ I t ’s t h e ult i m

a te tr ave l sy st t h o se in t e m b y - C o s a tto h e kn o w , reta iler s an d p a ren t s .”

Understated Design The collection is subtle and more accessible for everyone.

Understated, with a witty flash of pattern – it’ll sit easily with your existing range in store.

Creative Director Vicky Morley said “Cosatto is all about pattern and personality and always will be. With the new Understated designs, we wanted to create a tonal look to appeal to a different customer. Someone who still loves pattern and design, buys into the ethos of our brand but likes muted, subtle colour.”

Morley continues “The new range perfectly complements our existing range and extends our appeal.

It’s a collection for all those mums who are into clean lines and simplicity but appreciate a witty flash of pattern. When they do colour it counts. They still want to express their personality. We’ve created designs they’ll love and the wider Cosatto-loving world will too” The new understated designs “Posy” and “Fjord” are available to order on travel systems now.

For more information: Tel: 01204 863178 Email: chris.rigby@cosatto.com

A mini worlllseedthe

This year wi arrival of the super compact stroller, MiniMo. With dimensions of 54x48.5x25cm and a weight of only 5.8kg, MiniMo is the smallest ble and most maneuvera ge. stroller within the ran ren ild ch for le It is suitab ly from birth, with a ful d reclining backrest an adjustable leg rest to they adapt to the child as ed vid pro o als is It w. gro er uld with a long sho to strap and a travel bag en wh it ry car ily eas folded. Easily foldable le, and designed with sty ct rfe pe a is o M Mini combination of practicality and flair.

.uk Web: www.chicco.co

Otti

®

Beautifully designed prams.

Made to be enjoyed.

follow us on: We donate £30 to hope for children for each pram sold.

Spottech Spottech – Combines the compact folding of a lightweight stroller with the comfort of a luxury pram.

Now in stock 01692 408801 www.bebecar.co.uk BebecarUK

Spottech pram shown in Berry Blush with chrome - white chassis

@BebecarUK

focus WHEELED GOODS

nalichtairsy o s r e p g n i s s Expre 4-wheel pushchairs and 3-wheel off road push

Global pushchair brand

Q p r u irk int y s

e neat Otti Prams mak rtable for babies fo m co e ar which to push along sy and toddlers, ea e try tracks and th pavements, coun beach. ialise in classic Otti Prams spec e sive prints for th and quirky exclu d ne sig de e ich ar fabric covers, wh parents can at th so , se ou in-h nality when out rso pe express their comply fully with and about. They ty standards and the latest EU safe month warranty. benefit from a 12 oud to also The team are pr e R ee anger - thre state that their Fr magazine. r was voted in Mother & Baby wheeler off-roade st te pe ty r ea G in a Top second recently net

rams.

Web: www.ottip

Now in stock – Bebecar’s Spottempaccth , easy folding of

Born in the USA ten years ago and arriving in the UK four years later, UPPAbaby have become a global pushchair brand in a relatively short space of time. From the outset, UPPAbaby picked up rave reviews as a result of clean, no nonsense, functional styling and have now developed a strong and loyal following.

Vista was one of the first pushchairs that could be adapted to grow with a family. Clever design brings the opportunity to adapt a single stroller into a pushchair for one, two or even three children. If one’s enough, the Cruz offers practical city chic styling.

Distributed in the UK by DCUK Ltd Tel: 04122 383555 Web: www.uppababy.com

co Combining the mfort of oller with the co str t a lightweigh an exciting the Spottech is a luxury pram, e.

Bebecar rang d to addition to the s been designe te The Spot ch ha time st la e th to y journe their very first in their the child, from ith the carrycot, or w in ow ed gr on d co an co be no need ill s convert w e’ s er rn th chair. Newbo aptors. And sh ad t pu ou a ith ed w ne sis they e chas g. It’s small at, which fits th they’re toddlin ce on r le ol str Easymaxi car se -fold tional umbrella to buy an addi a Fiat 500! of ot bo ics. e th to ant Magic fabr enough to fit in 10 in stain-resist e bl la ai av is Spottech 8801 Tel: 01692 40 becar.co.uk Web: www.be

A smooth transition

Transition from sunny days to winter nights with Speedstar, the lightweight, umbrella fold stroller with the whole kit included.

Suitable from newborn to toddler, Speedstar comes fully kitted out with chest pads, head hugger, fleece-lined foot muff, matching changing bag. The umbrella fold frame weighs just 7kg and has built in front & rear suspension for a smoother ride.

The passenger will enjoy never ending comfort with the on-board, smooth seat recline and adjustable calf support. The visor includes built-in UPF50+ sun protection, whereas the foot muff can be attached on for those chillier days.

Tel: 01204863532 Email: emma.dunkerley@cosatto.com

Perfect pushchair partner The BeSafe iZi GO Modular is the perfect partner for most popular pushchairs.

Offering innovative, unique benefits over other Infant Carriers this seat is fully i-Size approved and is part of a system whereby the base can be used again for the next stage seat – bring shoppers back into your store for that second purchase!

The BeSafe seat allows you to earn great margins on the Infant Carrier part of the Travel System sale, so take the opportunity. Some retailers say you can earn as much on the BeSafe car seat and base now as you do on the pushchair.

Tel: 01606 814 638 Email: sales@hts.no Web: www.carseat.co.uk

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A growing collection

The egg collection keeps on growing and the special editions continue to be very well received. The Jurassic special editions have reignited the secret palaeontologist in many of the staff at BabyStyle, whereas of course customers are just loving the whole look with the striking matching accessories creating an exceptionally unique combination. Additionally, in stores now is the bubbly and enticing prosecco which when paired with the tan leather bag looks totally and utterly stunning and is truly the modern definition of classic style.

Happy 1st Birthday, Modular!

Web: www.babystyle.co.uk

Keeping on trend

Always be yourself, unless you can be a unicorn… then always be a unicorn. Stay on trend and add a bit of magic to you and your little one’s day with this enchanting pattern from Cosatto.

A massive trend within both fashion and home-wear, they’ve placed this magical pattern onto some of their favourite products including the Yo 2.

Yo 2 is the posh pushchair, consisting of luxury fabrics, smooth handling, snug stuff and a statement curved profile.

New features include adjustable calf-support, padded removable bumper bar, taller handles, cup holder, extendable hood and bigger wheels with reflectors for a smoother, safer ride.

Tel: 01204863532 Email: emma. dunkerley@ cosatto.com

• Adjustable leg room • SIP+ • 5-belt harness • Double cushion inserts

To join in, contact BeSafe UK/Ireland on: sales@hts.no

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Profile: LAPSI

Noordi is on its way The word Noordi will be on everyone’s lips by 2017! apsi have partnered with Noordi to produce Strollers and Travel Systems using intelligent design features focusing on safety and comfort for both parent and child. Some stroller manufacturers’ designs are about style only, in both the frame and body. This limits the functionality, durability and comfort and often comes with a high price tag. More and more, parents are finding that to follow the trends or fashions, does not pay off in the long run and are more often looking at purchasing pushchairs that are more practicable.

Lapsi have spent a long time looking for a good pushchair manufacturer who can produce strollers and travel systems that are designed around the child, using top quality materials. A manufacturer who cares and have listened to their audience, then followed up on market research to see what is important when purchasing one of the most important baby items on a parents list.

Driven by their passion to bring to life a selection of strollers and change the status us quo, Noordi are now ready to release their new products with the help of Lapsi, who are sole distributors for the Noordi range within the UK. K. Julie Smith, UK Sales Manager, is confident that the market is ready for the new ranges. “I have seen over the last few years that the functionality of most strollers is all about them being more of a fashion addition that looks good whilst being pushed in the city streets and not what is practicable and comfortable for the child.”

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in mind to include functions that are really important to parents when being used on a daily basis. Whether on the city streets or on ground that may not be so friendly, the suspension on all Noordi frames has excellent shock absorption, along with air tyres, creating the smoothest ride for the baby and also for the parent to handle.

The Polaris City 3-in-1 comprises of a choice of either chrome or black frame, with either Moon Mist (Silver Grey), Shadow (Mid Grey) or Pumpkin (Orange) as the main body colour combinations to choose from.

• The Carrycot is lightweight and has a neat carry handle with air vent base, finished off with a soft textile lining fabric.

• The Sport Seat • Car Seat including adapters (group 0+) • Rain cover • Mosquito net • Stylish matching changing bag, Whilst the Polaris City 2-in-1 includes ev everything except the car sseat and adapters.

The Noordi Paw Print ccan also be found on the ttyres, pres studs and fabric, eensuring the style and quality is there to be seen at q al all times.

D riven b y t h eir p a s s ion to b rin a se lec t ion o f sgt to li fe an d c h an g e t h e ro ller s qu o , N oo rd i a re sta tus re a d y to re le a se n o w P Polaris Sport The Polaris Sport has a 42” n e w p ro duc ts w t h eir Th wid wide seat, allowing ample h e lp o f L ap s i, wit h t h e roo room for the child to grow s o le d istributo r s h o a re and move without restrictions, plus one of the most N oo rd i r an g e wfo r t h e com comfortable, co-ordinating soft it h in texti textile seat inserts on the the UK mark market. The padded five point safety harness and cover have

Polaris City Travel Systems

The Polaris City Travel Systems, both 3-in-1 and 2-in-1, have been designed with the parent and baby 44

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contr contrasting stitching, adding that h lluxury touch and with one movement, the Polaris Sport has an easy fold technology to fit into the smallest boot. The Polaris Sport is available in four colour options, using top quality fabrics, chosen for their durability and performance, Iron Gate (Dark Grey), Moon Mist (Silver Grey), Pumpkin (Orange) and Italian Plum

(Plum), with the choice of either Chrome or Black Frame.

The Polaris range provides parents with the commitment of high quality standards,and fresh new colours that are reflective of today’s trends.

Lapsi’s aim is to deliver choice and innovation back to parents, which is exactly what they are doing with the new and exciting Noordi Ranges.

Available in the UK before the end of the year.

Tel: 01584 881448 Web: www.lapsi.co.uk

GFK

UK Nursery sector as dynamic as ever

Picture courtesy of Brother Max

ith the hubbub of the major nursery shows slowing down and Christmas around the corner, the UK nursery sector remains as dynamic as ever.

Growth in volume sales continue to outpace value growth as the prices have dropped in the last six months.

All categories within the industry continue to grow on a quarterly basis bar a small drop in Safety and Equipment categories. Products like cot bumpers and thermometers are growing in double digits. However, toilet training is not doing very well after a quarter on quarter drop as is the drop in other equipment categories.

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sery “sectWhorileconthetinunur es to

grow, there have been cha llen ges in Q3 , Baby Transport 20 16 acro ss vari ous Volume decline within strollers continue in Q3 2016 as a cate gori es. Sign s of result of the slowdown in the grow th dec eler ation sales of travel systems. The holiday period provided uplift continue wit h pri cing to the sale of lightweight taking a hit this buggies. Prices fell in Q3, 16 as compared to the same qua rter. Wit h the period last year as with effects of Brexit are double/multiples and buggies still bein g mon itored, being the affected stroller categories. Parents continue to the con sumer focus on flexible travel systems con fidence is up and for newborns with the option of purchasing additional parents are attr acte d to attachments. feature -ri ch pro duc ts, Value growth which outpaces volume sales is scop ing out the best becoming a consistent trend value dea ls. within car seats. Brands and customers are putting continued focus on i-Size car seats, as made obvious at the Baby Product Association’s Child Restraints Conference, the industry is paving the way for the next phases of development within the category including i-Size booster seats.

Baby Feeding

Picture courtesy of Joie

Within the feeding category, highchairs continue to grow year on year, however, there were declines in Q3, 2016 as compared to last year.

This affected all types of highchairs apart from table boosters.

Other products including soothers, teethers, Bottle and Breast feeding are growing as well.

Tullika Bhalla

Brands and customers are putting continued focus on i-Size car seats, as made obvious at the Baby Product Association’s Child Restraints Conference.

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Tullika Bhalla

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 euros.

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

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Profile: DCUK LTD

Meet the distributor DCUK (Distributor Corporation UK Ltd) delivers global brands to the UK nursery retail sector. Here we question Richard Bamforth, Director of Sales, to find out more about their UK operation and the benefits you can expect to receive by using a trusted distributor of nursery products.

What benefits are there to using a distributor rather than say a wholesaler or going direct to a brand?

A retailer should see no difference between dealing direct with a brand or a brand’s appointed distributor. The distributor is, after all, the brand’s representative and in many respects, our offer is exactly the same.

A wholesaler however, is a very different proposition which suits some product categories and brands better than others.

For independent retailers, what a distributor can offer which direct brands can’t is a number of different brands from one supplier. This keeps order quantities low while still meeting carriage paid orders.

Unlike a wholesaler, distributors and brands have clear distribution strategies to make sure their products are presented to the market in the right way and work closely

with selected retailers, giving them some geographic exclusivity. It’s also important to point out that as a distributor, the strategy for one brand may not be appropriate for the next which could warrant a totally different retail base.

How do you source the brands that you represent?

We approach potential suppliers in a number of ways.

Our sister company, based in Toronto, keeps a close eye on the North American market and looks out for developing brands that have no European exposure. We approach those brands and offer to work with them to make their products suitable for the European market and to use the UK as a stepping stone into Europe. A great example was UPPAbaby where they used their UK experience to open up distribution across Europe.

International trade shows are also a good hunting ground and six years on from starting the company, we now get direct approaches from brands.

What about customer service and delivery timescales, how important are these areas to you?

Over 20 years in 46

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this industry has taught me that good customer service is vital. Before we delivered the first UPPAbaby pushchair we had our helplines set up and a fully equipped service centre. It’s also an area we constantly review and try to improve as consumers become more demanding often cutting out the retailer and contacting brands directly.

Social media and ‘contact us’ pages offer the consumer multiple channels to contact brands directly and we need to be responsive. We also have a responsibility to our retailers to make ourselves accessible and give them rapid support when required.

Distributors and brands are more accountable than ever before.

With a four month factory lead time on most items, we hold good stocks in the UK to supply our retailers. Of course, we have the occasional items which are out of stock but the most important thing is to communicate with our retailers and to be honest about availability. That way, nobody makes promises to consumers we can’t keep.

In terms of delivery to our retailers, we send out stock on a daily basis either by next day courier or a two day pallet service.

What type of aftersales support do you offer?

We have a dedicated customer helpline who deal with both consumers and retailers.

They deal with product queries, spares and servicing/repairs. We do this through a third party, Century Logistics, but all the staff work exclusively on DCUK products. We work closely with them and consider them part of DCUK team.

How do you keep ahead of any consumer trends that may be emerging?

Product development is ultimately the

responsibility of the brand owners but we do help steer them in the right direction so that they bring products to market that are suitable for the UK consumer. We are fortunate that some of the brands which were quite small when we started the business and needed some direction when it came to UK tastes, are now global brands and think accordingly.

How do you support the brands that you represent and gain UK consumer awareness and confidence?

Most of our brands had little or no awareness in UK when we took them on.

The support of independent retailers has been a key element of our success particularly those with a pioneering ing spirit who are prepared to give floor space to unknown brands. I still think that without them, emerging brands would have no chance in our market. Those early ly adopters are worth their weight in n gold and the Harrogate Show is a great opportunity to meet them.

The Baby Show, and I particularly say The Baby Show rather than baby shows in general, has helped us generate brand awareness (more on that subject later). We have always presented our brands exclusively at these shows and avoided the discount bun fight that they were known for some years ago.

Particularly with a pushchair brand, there is no substitute for getting a new product on the streets and parents talking about it.

Finally, review sites have been instrumental in our growth.

Thankfully, most reviews have been good.

But, even bad reviews can be used in a positive way if you take on board the reviewers comments and react accordingly.

Reviewers’ like nothing better than shouting about something that’s changed because of their findings.

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The supp ort in dep en dent reta ileofrs ha s been a key element of ou r succ es s p arti cula rly th ose w it h a p ioneerin g sp irit w ho are p rep ared to give floor sp ac e to unkn ow n br an ds . I st ill th ink th at w it hout th em , emerging br an ds w ould have no ch an ce in ou r m arket.

Do you operate a minimum order policy?

Yes but we keep it at a reasonable level. I would rather ship to retailers little and often reducing our credit risk. We also keep pack sizes small, that way, retailers don’t realise all their profit on the sale of the last item from a box of say 10.

Which product categories do you currently cover?

UPPAbaby pushchairs, Nomi Highchair, Bumbo floor seats and bathtime accessories, the Halo bedside Crib and Pogu safety products.

Do you have a particular hero product that is considered a must have?

First, UPPAbaby Vista. It was one of the first pushchairs that can adapt to be suitable for a growing family while still retaining the footprint of a single stroller. It’s the product that formed the foundation of our business and made UPPAbaby a global brand in just ten years.

Secondly Bumbo, the iconic floor seat,

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now updated with more styles and more features.

How often do you refresh your ranges?

Range changes are primarily driven by our suppliers. In terms of our suppliers, we want to build successful long term relationships with the brand owners but are always looking at new opportunities that don’t conflict with what we already have.

What are the big challenges to the UK nursery industry right now?

Brexit will no doubt drive inflation in the UK nursery business as we have a predominantly overseas supply base. In Sterling, the US dollar costs 33% more now than it did two years ago and the Euro 14% more. Brands and distributors can’t absorb cost increases of that level so if you don’t think it’s going to happen; you need to pull your head out of the sand! The important point is that family incomes are not going to rise to absorb the increase so both suppliers and retailers need to think how they are going to adapt to meet the challenge ahead.

At the risk of being controversial, the expansion of baby shows over the last year or so is not good for the industry and eroding our vitally important independent

retail base. As I mentioned before, there is a place for them to build brand awareness but in a controlled way. I would like to see a maximum three per year. I favour the three Clarion shows for their approach to the consumer with messages about depth of choice, meet the experts and meet the brands. Messages like ‘unbeatable prices’, ‘guaranteed best prices’, ‘huge deals’ used at some other shows do not sit comfortably with anyone who cares for their brand. With eight shows in the calendar, it’s time for a cull! Remember, there are only so many babies born every year so shows can’t grow the overall market.

And finally, can we expect to see any exciting products arriving in the future?

Behind closed doors, Cologne gave us an opportunity to see what’s coming in the second half of 2017. It’s all good and gives both our retailers and DCUK the opportunity for further growth next year so watch this space.

Tel: 01422 383555 Email: sales@dcukltd.com Web: www.dcukltd.com

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focus PREGNANCY & MATERNITY

Push the profit The pregnancy and maternity sector is booming - are you focussed on the baby express? eing pregnant for the vast majority is a wonderful time, but it does come with problems. For example, restless nights trying to gain a good night’s sleep, discomfort whilst driving and of course the general anxiety about the growing bump.

It doesn’t end there, there is also the probability of general swelling and enlargement of breasts, which for many causes discomfort and therefore some turn to maternity bras even before baby is born to provide a better level of support. Of course there is also the general aches and pains that many experience.

We are fortunate that there are products that have established themselves as must have items and are actively bought by many who are expecting. For those who are pregnant for the first time, through research and the information highway available via mum forums and blogs, there isn’t much that can’t be found and there is always someone offering sound advice and suggestions for products that may help.

Sleep is one area that pregnant women often have discomfort with, especially in the latter stages of pregnancy.

A good support pillow is often one of the first items bought. By supporting their ever growing bump, expectant mums find that these really do assist on a number of levels and literally totally embrace these products.

We spoke to Sajid Iqbal, Director/ Owner of Snuggle Up: “Sleeping during pregnancy can be a nightmare.

Many expectant mothers struggle to sleep on their back and sleeping on their side simply is not an option as the bump makes it far too uncomfortable.

Many mothers are now choosing to buy one of our award-winning support pillows to take the pressure off the stomach, which makes sleeping on their side a viable option.”

So how do these products assist sleep? “With a cleverly simple ergonomic design, the U-Shaped Pregnancy Pillow follows the natural contours around the body encouraging

B

“ gnS leanepc yin gc adnubrine ga

Picture courtesy of Dreamgenii

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p re n ig h t m a re . M any exp ec tant mot h er s n stru g g le to s leep o g ep in t h eir b a c k an d s le is p ly on t h eir s ide s im h e t n ot an op t ion a s oo rt bu mp m akes it fa un c o m fo rta b le . ” Sajid Iqbal

you to sleep on your side, maintaining healthy blood and nutrient flow, which is good for both mummy and baby.”

States Sajid. “The head, bump, back, hips and legs are all cradled at once, even if you change positions during the night. This allows you to be supported from both the front and behind, which means complete relaxation of those tired muscles and total pressure relief for a perfect night’s sleep.

“It is specially designed to encourage you to sleep on your left side, in the recovery position, which, if used regularly from the second trimester, can encourage baby to get into the optimum position for birth. It discourages you from rolling on to your back during the night which can restrict blood-flow to mother and baby.

The leg support is designed to take the pressure off your back and tummy by gently elevating your leg whilst you are asleep.”

Clothing is another area perhaps for consideration in-store. Whether this comes in the form of maternity bras, general underwear or indeed clever items that have been designed with existing clothes in mind, for example a beloved pair of jeans.

Finally, let us remember that incorrectly positioned seat belts can be highly dangerous for women during pregnancy and recent reports have highlighted the kind of injury that can be inflicted on unborn babies by the pressure of a seat belt in a collision.

Safety expert and Managing Director of child safety company Clippasafe Roger Cheetham says: “Most expectant mothers are unaware of the potential harm an incorrectly positioned seat belt can cause to their baby. The lap strap should be worn across the hips, which are better able to deal with the pressure during an accident. Very sadly, many women have only become aware of this once it’s too late.”

Roger goes on to state: “Most women will continue to drive or travel as a passenger in a car well into pregnancy, so this is a must to ensure they are not subject to any increased and unnecessary risk.”

focus PREGNANCY & MATERNITY

The Ameda difference

A perfect fit

The stylish Cantaloop collection is distr ibuted exclusively throughout the UK by Central Medical Supplies. The range of maternity underwear is designed with both style and comfort in mind and designers work closely with mums-to-be and new mums to create products that not only provide the perfect fit but also allow women to feel comfortable and confident.

The unique seamless design is present throughout the whole range as is the double-knitted fabric which prov ides much needed support during pregnancy and beyond. The gorgeous nursing bra is extremely soft with adjustable straps and fully-opening drop cups. The cups are doublelayered and have in-woven shape for additional support. The Cantaloop nursing bras can be used during preg nancy as it will adapt to changing breast sizes.

The award-winning Cantaloop Supp ort Belt provides relief as belly starts to grow. The extra warmth and support can also help ease muscles.

The in-woven support and smooth sides are designed for optimal comfort and will offer the right support througho ut pregnancy.

The Cantaloop C-Section Briefs aid recovery following a c-section.

They are made from a soft, comforta ble fabric which thanks to innovative technology is highly supportive. The unique C-Satin Panel is silky smooth and won’t catch on any stiches or stap les and the high waist is comfortable and away from your scar. The briefs provide light compression which helps to control the swelling after surg ery and hold a dressing in place.

The wide gusset can also discreetly hold a maternity pad in place if required after birth.

Tel: 01538 399 541

Love your bump BellyBelt: The Love Your Bump BellyBelt cleverly adds inches to mum-tobe’s favourite jeans, trousers and skirts. All too often in pregnancy, women bid farewell to their favourite clothes but thanks to the ingenious, stretchy and adjustable BellyBelt mums can now make their much-loved jeans maternity friendly.

RRP: From £14.99.

Web: www. love-your-bump. co.uk

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After a staggering 70 years, Ameda’s passion for breastfeeding and quality of products continues to grow.

Recognised by a number of industry awards, the Ameda brand puts breastfeeding mums in charge whilst representing true value for money.

Hospital-approved Piston Technology allows mum to mimic her baby’s sucking technique using independent ‘Speed’ and ‘Suction’ dials for total customisation during her pumping experience.

This Dual-Adjustability provides up to 32 settings that mum can select to optimise her milk flow and comfort and can create a multi-phase pumping experience.

Ameda’s Unique Features include: • CustomControl: Independent ‘Speed’ and ‘Suction’ dials allow every mum to tailor the pump’s performance to her own unique personal needs.

• CustomFit: Seven breast flange sizes that adapt to all Ameda pumps allows for a more comfortable and customised fit.

• Airlock Protection: The world’s only breast pump kit with proven anti-viral protection barrier protects the breastpump and breastmilk from bacteria, mould and viruses - keeping mum’s milk pure.

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

Giving pregnancy support A multi-use support pillo

w with a soft washable naturally anti-bacterial bamboo fabric cover, the new 4 in 1 Support Pillow from Little Chick London is a pregnancy support pillo w to go unde d r mum’s bump or behind the back , helping to provide a better night’s sleep , and is so versatile it can be used as a support pillow when breastfeeding. Spare cove rs are also available with the unique structural properties of the bamboo fabric help ing to wick moisture away from the skin keeping mum fresh and cool all night long.

Tel: 07976 773486 Web: www.littlechick.london

You deserve a good night’s sleep With support in all the right places, this multi-award immune function, decreased inflammation, easier winning U-shaped Pregnancy Pillow relieves pressure, alleviates aches and pains and helps you sleep comfortably on your side, just as the doctor ordered. In fact not only are the pillows mum’s best friend, they are also very beneficial to those with health problems such as Fibromyalgia, Symphysis Pubis Dysfunction, Arthritis, Upper and Lower body pains.

While sleeping is important so you feel rejuvenated, quality sleep during pregnancy has also been linked to: better

labour and delivery, decreased necessity for caesarean sections, improved nutrient flow to the baby, uterus, and kidneys and decreased postpartum depression.

Tel: 0800 2289236 Email: info@pregnancypillows.net Web: www.pregnancypillows.net

focus PREGNANCY & MATERNITY

rt ffoo m o c n i l e r v on a ni TrPregnancy Belt is a perfect compa d bump whilst

BeSafe for mum an th and comfort promoting heal r. ctant mums, travelling by ca signed for expe de is lt lt Be y nc pulls the lap be The Pregna sat on, then also n he is w al rt go fo ’s m fe increasing co um safety. BeSa mp - for maxim lt in store, underneath bu a pregnancy be up ck pi . to be to ugh to full term for every mum pregnancy thro of s ge sta ng yi rly bu using from ea in the prenatal ! pped potential t manager now un co ac Fulfill this unta fe Sa Be ur yo g tin ac process, by cont 4 638 Tel: 01606 81 hts.no s@ le sa l: ai Em eat.co.uk rs ca w.

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Focussing support

The Boppy Total Body Pillow is designed to provide mothers focused support exactly where they need it. With a unique customisable design, the total body pillow is made up of three separate pieces that allow mothers to arrange the formation to suit their personal needs. With three different combinations, the pillow can provide both total body support or focused head and neck support. In its extended third configuration, it can support not only for the knees but also the ankles, which alleviates the strain put on the hips. Now available in a new ‘glacier’ colour option, featuring a white pattern against a grey background.

Web: www.chicco.co.uk

Sweet dreams

The multi-award winning Dreamgenii Pregnancy Pillow is designed to help mums-to-be sleep comfortably in bed as their pregnancy advances. The product can be used from the second trimester onwards, supporting the back, bump and knees. The Dreamgenii encourages you to sleep on your left side which helps to create optimum foetal positioning for baby. It can also be used as a nursing pillow once baby arrives.

Nine out of ten women would recommend the Dreamgenii to a friend.

The pillow’s packaging has been refreshed in 2016 and this new look allows retailers to display product to its full effect, communicating key benefits.

Fiona-Jane Kenworthy, Marketing manager at Dreamgenii comments: “It’s been the best year yet for Dreamgenii and as well as receiving a number of prestigious industry awards we have also supported the product with an extensive consumer PR and marketing programme which will continue into 2017.”

Three separate Dreamgenii pillow covers are also available: plain white, pink and blue oriental blossom.

For further information, please contact Dreamgenii on 01538 399 541.

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t to heart Hear The Summer

Belt up

For pregnant women, seat belts positione d over the abdomen are not only uncomfortable, but also pose a signifi cant risk to a foetus in the event of an abrupt stop. The pressure of the seat belt can cause significant harm and even fatality to the unborn infant, as it is abso rbed through the abdomen and wom b instead of the hips.

Designed to be as comfortable and simp le to use as possible, the Bump Belt has undergone independent testing to ensure it doesn’t affect the effectiven ess and integrity of the seat belt, meaning that mother and baby can both be protected in the event of a collision.

Tel: 0115 921 1899 Email: enquiries@clippasafe.co.u k Website: www.clippasafe.co.uk

Infant Heart-toHeart 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 mum-to-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. It’s important to manage customer’s expectations, 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.

Web: www.summerinfant.co.uk

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talking shop NURSERY SUPPORT GROUP

Shop matters with NSG s a retailer and as someone who engages with fellow retailers daily - I think we can all agree that the current trend is packages/ bundle prices. Customers want a price that encompasses all their travel needs i.e. includes car seat adapters etc. If items are being given away then yes this indeed is a slippery slope, but if this isn’t the case, if it’s just a case of maybe a free cup holder or a cheaper changing bag put in - isn’t this enticement enough for a customer to purchase? Certainly I’d think it would cut out the need for haggling with the customer for the best price on most occasions.

Brands like Venicci have brought this package deal to the forefront and by jingo has it worked - but I’m seeing more and more suppliers trying to move away from this idea and their sales slowing. We need to embrace change and embrace what is working, because for so many the latter is not working! We need to work alongside consumer led trends, even if it’s just this once! If it works, it’s got to be a win, win all round. Just don’t discount heavily, it’s not that difficult to do, the customer will know if its within their budget or not, the price does not need to be murdered for it to be a viable package deal.

As I’m writing this, there has been a video circulating on social media, regarding testing of car seats. Brands we know and support have been affected by this and I hope that by the time this magazine hits stores that the support we needed came through. Car seats are livelihoods for some of us and we have always valued our sector as being the most trustworthy.

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Yasmin Ali, Babyland, Fife

pa u S o t t a C o s i c o rn s Un

Videos like this bring our businesses and reputations into dispute.

Suppliers now more than ever know that if they do not support us, then we will reciprocate and remove products from shop floors, it’s that simple. We aren’t the group to be bullied any longer. It’s a good feeling to know we are not alone in our daily struggles and the NSG has become the go to place for many of us after a long hard day, or to share information when some suppliers aren’t so forthcoming.

As we move deep into autumn towards winter, we should see a new batch of customers coming in, buying now for next summer. Also (especially in cold Scotland) no opportunity should be missed for accessories!

Footmuff season is firmly here citizens!

Nice sized, good quality, long wearing footmuffs - anyone selling them? Most of our regular suppliers seem to already be out of stock, so anyone who has some that we have missed, please do get in contact so I can share your information with the NSG. Something that we have been

discussing lately on the NSG is how some brands, who increasingly contact Indies, to get on (or back on) their shop floors, come to us with price lists and stock info, tell us about their mission to maintain pricing and try to build a brand that is not discounted.

You then search online and their online retailers have blown the product pricing to smithereens. This is a particular shame when the brand has a great, high quality product that we know will sell. Yes you can’t price fix, we all know that, but you can monitor, you can pull stock, you can refuse to work with people. Alas, I’m sure these brands will feel the pinch as more of us refuse them. Hopefully they read this and get a little bit more clued up. What makes your product worthy of our shop floors? We have huge overheads and our shop floors are money. No one has space for dead stock and anyone serious is not in this to shift boxes and certainly know this, we are not show rooms. yas@babylandfife.co.uk (don’t be shy!)

car e b e B p er i o I m an g e R

My Wows!

1

A lot of shops have been asking me recently about high quality good priced furniture that isn’t from one of the ‘biggies’. Check out Little Dale, they have a lovely range, which is great quality. They have two different ranges currently, nice price point and good looking products. East Coast also have some lovely ranges which are worth having a look at. I saw a post on Instagram from a fellow retailer, Baby Lady and thought wow what is that? East Coast. The more expensive ranges seem to be making a splash also, so Boori or certainly the Imperio range by Bebecar which is stunning.

2

Cosatto unicorns. Going really strong, Both the Yo! and the Supa are performing well, as is the high chair with the sparkly tray. I hope Cosatto keep this in the range. I’m really very pleased with it. It’s gimmicky and I think a big gamble, which I hope has paid off - I LOVE it. I love Cosatto as I’m sure most know, toddlers should be in fun and funky strollers and almost all girls love unicorns.

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special feature

NIGEL PLESTED

So that’s it, another K&J over for another year ted

Nigel Ples

A always Kind Und Jugend is a As ttremendous opportunity to see what’s new and how different w p parenting categories are cchanging as we head towards tthe end of the twenty teens!

t’s a hard task to talk about the parenting industry in terms of visual trends, since many of the multiple brands have very different markets, territories, and channels. Some are catering for domestic aesthetic, while others looking to complement the way we want to see ourselves as parents, whilst out and about.

That said, there are things we are capturing at the moment that allow us to gather a sense of what’s around the corner and the types of aesthetic that are pushing to be accepted and become more commonplace.

There are two core themes we came away with this year that I can share now. One focused on travel and transport products and the other focused on the home. Here’s a condensed view on some of what we thought relevant.

I

Tailoring travel and indulging in parenthood

One thing we’re really interested in at the moment is the sense that many travel brands are pursuing materials and cuts that are less utilitarian, bright block colours, looking and feeling outdoorsy. Instead they are emulating more luxurious experiences such as car interiors and upholstered furniture. In addition to outdoor apparel, there is an establishing trend 56

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focusing on tailoring, stitching, woven, natural and softer handle fabrics with original materials being used to accent and detail the product; whether that is leather bound handles, die punched badges, bespoke zips and tapes, or machined metal parts. The whole effect is one of a luxury car interior, where textures, fabrics, and touch points are treated in a more unified way.

Some brands are marrying highlypolished mirror like surfaces, brushed aluminium treatments, with melangé fabrics and yarn died wovens.

Some of the strollers we saw around the halls are adopting this more indulgent take on detailing one step further, with show stopper type products plated in 24 carat gold, or with timber chassis, inlaid crystals, jewels and raised metal badging reminiscent of luxury purchases.

These values are also transcending into items such as baby carriers, where they are moving away from functional forms and becoming catwalk collections, either driven by seasonal print trends in womens’ wear, or made up of a couture sensibility, full of drama and theatrical detailing of snakeskin, and elegantly applied motifs, or even designed by household fashion names and catwalk kings and queens.

This trend for accessible luxury is manifested in many product categories, not just wheels, gear or parenting sectors and is reflective of

a move away from buying products per se, and a drive for parents and consumers alike to feel more exclusive, bespoke, unique and astute when choosing something. It is indicative of a changing world, where mums and dads want to purchase experiences for babyhood rather than utilitarian solutions, and a market that is clearly dividing between value engineered and smart solutions at one end, and treats and experiences at the other.

play mats and bedding, cribs and furniture, which feels massproduced, cartoonish, or traditionally characterful.

The outcome is play products detailed in the way we would expect a story book, from a contemporary illustrator.

Fabrics that are telling stories in repeat patterns, and detailed in nostalgic palettes, which are dulled and subdued. Much of this is hand drawn and as a result it feels exclusively created for the end user, with hand made marks, squiggles and flourishes, instead of flat, graphic and more mainstream takes on character and scene. More emphasis is being placed on material quality, source and structure and a sense of currency in smaller brands who are keen to set new rules.

We have catalogued a multitude of play mats and play surfaces, breaking with tradition and creating tonal mats, made rich and exciting

There are two core themes we ca me away with this year th at I can sh are now. One focused on travel and transport products, and the other focused on the home.

Homemade home

At the other end of the product landscape, where we find products fitting into our domestic settings, there is a distinct trend for looking, feeling and telling a story of seemingly home-made.

It is a call to the Etsy generation, those who want to step away from

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As a result designs for highchairs, gear and seating are becoming more dramatic and elegant, or classical and poised, intriguing and engaging.

We’re still digesting it all, and shaping our thoughts regarding what will establish itself as most relevant to parents in the seasons to come. What we do know is that there are definite shifts in popular taste thresholds, married with the wants and desires of a new millennial audience who are new to parenthood.

Narrative Studio create a trend and forecast book available for purchase every November detailing the highlights of the K&J show, amongst others, whilst also forecasting textile, colour, material and finish for 2018.

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through quilting usually associated with luxury bedding or armchairs, each one punctuated with bold, and sometimes surprisingly odd characters and toys, who meet the modern vocabulary of a new generation of parents.

Married with this there is a move within furniture to become more bespoke, made up of tailored finishes, details or formats which the customer can evolve, modify or select, and many pieces are taking inspiration from mid-century aesthetics and classic details found in iconic chairs or cabinets. Some brands are taking advantage of this more mature look and feel and as a result we’re witnessing the softening of furniture, and the willingness to use materials such as wool, felt, leather and metal in unison, feeling mature, sophisticated and adult in silhouette and structure.

In plain English, there is more honesty to materials. Not necessarily a rejection of plastic and metal, and the manufacturing economy which those things provide, but more a sensitivity, to finish, and the marriage of

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.

Web: www.narrativestudio.com nursery today

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Feature ABC KIDS EXPO

ABC Show Report Written by Malcolm Naish For certain, it is a trip that you won’t forget in a hurry. As a non-gambler and this being perhaps my 10th trip to Vegas over the years, what does stand out however, is how Vegas sucks you dry of your cash very quickly unless a degree of common-sense is applied. nce you have got over the costs, the Vegas show is well worth a visit, with a million square feet dedicated to the baby and nursery market with 1,000 companies taking around 3,000 exhibition stands with an amazing mixture of product.

O

Kanga – Julie Ekstrom now in her 9th year at the show with her Lil Learnerz 58

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I caught up with show organiser Larry Schur on the third day of the show for his thoughts. Larry has run the ABC show for quite a few years now and for the last nine or so has worked with America’s nursery and baby association, the JPMA. That association had prior, to working with Larry, run their own show each May and on the last occasion this was held in Orlando.

Move on to 2016 and the JPMA have now decided to run their own show once again in

Anaheim, California. Again a convention centre where they not only intend to have a trade show, but also a consumer day along with a number of seminars.

Visiting Las Vegas for an exhibition must seem to many of our readers like a great opportunity to visit not just a show, but an opportunity to take in the sights of America’s gambling and entertainment capital.

When the JPMA decided some years ago to concentrate on their members’ needs rather than also run a show, they linked up with Larry Schur’s All Baby & Child Kids Expo. The industry in the main was happy to revert to one trade show a year in Las Vegas.

Now, of course, the American baby market is faced with two shows, and I have to say that the many exhibitors I spoke with at the ABC show did not see the need to split the industry and now have the additional cost of a second show to consider.

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ABC Kids Expo October 15-18, 2017 Las Vegas Convention Center www.theabcshow.com • Phone: 210.691.4848 • E-mail: info@theabcshow.com

Feature ABC KIDS EXPO Kidco – Lorraine Parisi demonstrates the company’s ‘Swing Pod’ created by a dad who wanted to incorporate swaddling and swinging to sooth babies.

Marcus & Marcus – Robert Walton was on hand to show me their bath toys, bibs and placemats – all part of the company’s preschool range.

Momsense – CEO Dr. Osnat (left)

Rita Katona, creator of the So Good So You – nutritious food for baby. I was impressed that Rita had not only persuaded shops to sell her product, but also they had to have a fridge to store the stock prior to selling.

ibaby – Elnaz Sarraf with ibaby’s most cool monitor that can be controlled from your iPhone and iPad including colour changes etc.

Larry, while disappointed with the JPMA’s decision, will continue to work with them and keep all lines of communication open. I understand that the JPMA show is currently contracted to Anaheim for two years, so time will tell.

As Larry pointed out, exhibitors at the ABC show with various loyalty bonuses can see their costs at ABC reduced by 25%, something worth considering when thinking about the 2017 show calendar.

With our pound languishing at a rate of around 1.23 to the dollar, I knew that everything would be expensive. But for the unsuspecting visitor, the fact that all Vegas hotels are charging a sales tax, plus a resort tax, added an extra $60 each day to my room at the Bellagio. Add to this the tipping culture that sees cabs, restaurants, bars and hotel staff demanding a minimum of 15% rising to 22% for the slightest service is mind-blowing.

Nevertheless, the American market is certainly one that more UK companies

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Cabo Cream – From Dallas, Texas Jill Farmer is the founder of Cabo Cream that helps mothers to decrease engorgement and thus allow mums to continue breastfeeding.

should consider attacking and one wonders why more BPA members don’t take up the challenge?

Through the good offices of the BPA the British government offer a grant which is available of up to £2,000 to help with the costs of exhibiting.

While the show was running, Donald Trump was in Vegas. Apart from a few of the cab drivers not happy with certain street closures it all ran pretty smoothly.

Most people I spoke with didn’t think much of either Hilary or Donald and daily both were dishing the dirt big time in order to gain a few percentage points.

Next year’s show dates are the 15th to the 18th October and as we go to press Larry reports that on-site registration for the 2017 show was up 20% on the corresponding period last year. This represents 1,061 stands sold equating to 40% of the total space available.

See you there.

Lil Sidekick – In team colours Marci, Amy and Chad delighted with their ultimate push chair accessory.

Twist ‘n’ Shake – Valentina demonstrates the company’s feeding bottle.

I meet an old friend from the toy trade – Amicam Berkovitch, President of Bfree whose feeding bottles lead the way in preventing vacuum and possible ear infections while feeding

Soapsox – Linds ay Phillips surrounde d by her Soapsox – a two in one plush bath toy and washing mit described as ‘Fundamental Pl ush’ with a collection of cute animals to choose from.

Babycare from e-cloth – A happy couple Steve Pearson and Corinne Petras demonstrate a relatively new product - a chemicalfree cleaning solution for baby.

Hang in There - Patricia Gage has created a collection of compact books on parenting skills, offering advice to mums from baby through to teens.

Babysense – A portable baby monitor that clips on to the nappy to monitor tummy movement.

Marie Butler, Nelson Fleming and Tom Muller are all smiles.

Belly Bandit – Founders Jodie and Lori Caden all smiles with their collection of maternity wear.

Miracle Baby – A swaddling blanket that over 2.5 millio has benefited n babies sinc e its creation from birth to in 2003. Use 14 weeks. Our d pic shows Ch (second left) ris Rasco with his stan d team.

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retail TECHNOLOGY

Google and Social Networks I read with interest about the recent spate of ‘killer clown’ attacks all over the UK. With this craze, adopted from our slightly insane cousins in the good old US of A, people are dressing up in clown costumes and arming themselves with (mostly fake prop) baseball bats, machetes and knives with the sole intention of scaring people and filming the resulting carnage for use on social media. s someone who has always had an intense dislike of clowns in general and scary clowns in particular, I’m quite amazed one of these buffoons hasn’t been bludgeoned to death by his own prop. But it seems I’m not the only one to get upset by this craze. Apparently professional clowns are getting pretty livid as well.

So where am I going with this?

What does a silly craze have to do with Google? Well it’s all to do with social media.

A

‘We don’t use social signals’

David Fairhurst Head of Creative Online Marketing - Intelligent Retail

Google has recently reiterated that it doesn’t use social media signals in its ranking algorithms and that statement has been pretty consistent apart from one slip by Google’s ex-spam supremo Matt Cutts back in 2010 when he suggested that Google were in fact looking at data coming from social media sites and using this in rankings search results.

This led to an avalanche of advice from the online marketing community to utilise social media in order to

So where a m I going with this?

What does a silly craze have to do with Google? o Well it’s all to d ia with social med

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

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promote search results, something which Google had a hard time trying to quash for a good number of months, if not years.

Is Google having a rethink?

Fast forward to 2016 and it seems Google may be gearing up for a wholesale use of social media data to rank searches, or at least that’s what a recent patent application suggests.

With this patent application from Google, it’s clear the search giant is looking to use not only links coming from social media but also data, connections and network information from these online social media channels to determine where and if certain pages appear in its search results.

The patent application is far too detailed and technical to go into here, but the general principles can be laid out quite easily. The Google patent application lays out a mechanism to analyse the social connections of a user and all of his or her contacts in order to personalise search results for each person every time they search.

If you think this sounds a bit creepy and intrusive then you’re probably right. But before you go painting banners and lobbying Parliament, remember that all of this data about you is already available to Google and if you are a user of Google’s suite of products you’re

even more geared up to feed the Google data monster.

Key points of the patent application deal with the use of data associated with the political affiliation, likes, dislikes and notable updates of not only your own online profile but those of your connections on social media accounts like Twitter, Facebook and LinkedIn. Search results will then be tailored depending upon criteria from social profiles and connections that Google’s AI system determines are important to you as a searcher. This means in effect your search results will be determined by not only what you say and think (in your social media accounts) but also what your connections on social media say and think. If you have connections who have radical political views or actually like to dress up in clown costumes then maybe the time is now to delete those contacts! Certainly I’d think twice about what you’re viewing on YouTube, writing on Gmail and commenting on social media as Google can and will be using this data in future to serve you personalised

search results (as well as paid ads of course!)

Big Brother or Game Changer?

While Google’s patent is certainly scary and does smack of a modern day Thought Police from George Orwell’s famous novel 1984, if this patent application is put to good and sensible use it could certainly be a game changer for Google.

No other search engine to my knowledge uses social signals and social data to anywhere near the depth that Google is proposing and this may ring the death knell in the future for blanket use of external links in ranking. If external links are at least devalued as a ranking factor compared to social signals then I think you’ll at least see a lot of online marketers breathing a sigh of relief.

Google’s insatiable appetite for links has been a real source of chagrin for online marketers for many years and has spawned a flourishing web spam industry. The sooner a more logical and modern ranking factor takes over, the better for all of us!

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BPA notice board Do you have an award-winning p product design?

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

www.thebpa.eu 66

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IIf you have an innovative new baby product idea, the B Baby Products Association invites you to enter its 2017 C Concept & Innovation Awards. These are free and op open to everyone from companies, parents or carers, to pr product designers and students. The only criterion is tha that the product must not be on the market prior to 28 28thMarch 2017.

The Concept Award is for product ideas in their visi visionary stage – which could be as simple as a drawing; whi whilst the Innovation Award is for designs which are furt further forward and have already reached prototype stag stage.

T The deadline for entry is Wednesday 4th January 2017, after which shortlisted entrants will be invited to present their product design to a panel of expert judges in central London. Four finalists will be chosen; two Concept

finalists and two Innovation finalists; and these will be invited to present their entries to the entire industry at Harrogate International Nursery Fair from 28th to 30th March 2017. The overall winners will be announced at a prestigious awards dinner during the event.

More information about the 2017 Concept & Innovation Awards and an entry form can be found on the Baby Products Association’s website at www.thebpa.eu

Baby Products Association promises greater guidance for retailers regarding child car restraint regulations The Baby Products Association’s Child Restraint Conference – which took place in central London in October – attracted over 130 delegates from across Europe addressing wide spread confusion about new regulatory framework for booster seats.

Expert speakers included Marianne Hynd of Graco, Mark Pitcher of TRL, Costandinos Visvikis of Cybex, Erik Salters of Dorel and Richard Frank of Britax; and explained the complexities of the current R44 Regulation compared to the current phase 1 of UN Regulation R129 which now runs parallel and the testing requirements, phase 2 which is presently being worked on and what might be in phase 3.

Representatives from many major retailers such as Mothercare, Kiddicare, John Lewis and Halfords as well as independent retailers and consumer parenting press turned out in force and took the opportunity to raise pertinent questions that are currently confusing the industry.

One myth is that backless booster seats will become illegal from next year.

Marianne clarified that this is not the case. Backless booster seats which meet current regulations will remain legal, so they can continue to be sold and used and parents who have already purchased these products may continue to use them with confidence.

However, the new amendment to the regulation means that a new booster cushion can only be type-approved for children weighing between 22 and 36 kg and will restrict its use to children of 125 cm in height and above.

It was also clarified that whilst ISOfix car restraints are preferable, mainly because the window for error when fitting is much lower, belted restraints will remain legal for use as long as they meet either ECE Regulation 44 or 129.

Retailers attending the event highlighted the need for much greater industry guidance from both manufacturers and suppliers of child restraints and the automotive industry. Those offering a child restraint fitting service explained the difficulties they face when customers’ vehicles are not on specific fitting lists and there is no direct guidance as to which product is most suitable for children travelling in those vehicles.

Luke Burns, chairman of the Baby Products Association, took all of these comments on board and has promised to highlight key points raised at the next association’s executive committee meeting for future work.

Robert Anslow, managing director of the Baby Products Association, summarised: “The outstanding turn out for this event highlighted the need for clarification regarding new child restraint regulations and it is very clear that retailers need greater guidance from our members. We will certainly be looking at producing a clear guide for retailers to use when advising consumers in the future.”

The issue was also raised that there is an apparent unawareness by the general public that all children up to 135cm in height must, by law, use some method of child restraint or booster cushion. It is common for children as young as six or seven to be seen travelling in vehicles with nothing more than an adult seat belt. The Baby Products Association will also look to include this issue in its next consumer Child Safety Campaign.

A useful leaflet ‘Choosing the Right Car Seat’ can be downloaded from the Baby Products Association’s website at www.thebpa.eu under ‘Safety Information’.

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