Nursery Today November 2018 by Lema Publishing

@babydunlopillo on Instagram

NOVEMBER 2018 ISSUE 2 VOLUME 22

The NEW Safer Sleep Latex Mattress

your baby • our mattress • their dreams

year guarantee

On the road to new adventures

Inspired by the clean lines and ingenuity of Dutch design, Nuna baby gear is easy, safe, and as flexible as you need it to be. Out and about or at home, our products “get” the mess, the fun, the sleepless nights, the lazy Sundays together—the love. Each and every one of our products is designed to make the practical side of family life that much easier. See a sneak peek above of some of our new products and fashions available in 2019. Designed around your life.

contents Re g ul a r s the team Editor Penny Franks penny@lemapublishing.co.uk

22 34

Ad Manager

Christine Contreras christine@lemapublishing.co.uk

Rainbow Designs Anthony Temple addresses the importance of offering product ranges that endure through the ages and stages.

apshot Supplier Sn cts New Produ roducts The BabyP

Ross Hewitt This issue Ross takes us through how best to utilise Facebook as a marketing tool.

Design Production Director

Gro Company Groâ&#x20AC;&#x2122;s National Account Manager, Duane Burcher, is feeling festive.

file Retailer Pro p Talking Sho

Contributors 7

News

NOVEMBER 2018 ISSUE 2 VOLUME 22

Associatio

Barking Mad John Barker takes a look at stock issues, which is a topic often discussed by many independent retailers.

Paul Naish paul@lemapublishing.co.uk

Publisher

p16

Managing Director Malcolm Naish malcolm@lemapublishing.co.uk

Circulation

Cover Story 14

Robert Thomas robert@lemapublishing.co.uk

p24 Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930

Parents Insights Jenny Kieras asks are you considering the impact of city centre living on your future product development?

Mark Naish mark@lemapublishing.co.uk

Dunlopillo

Features 16

Mattresses

Wheeled Goods & Accessories

Pregnancy & Maternity

Mother & Baby Awards

www.nursery-today.co.uk

p44 p40

Introducing the new Tiny Tatty Teddy range by BreathableBaby, featuring the adorable grey bear. Tiny Tatty Teddy is the perfect choice for a gift for both boys and girls

For further information, please contact rachelle.harel@breathablebaby.com

Be part of the bigger picture ...

24 - 26 March 2019

Harrogate Convention Centre, North Yorkshire

STOP PRESS: More major brands confirmed ... www.nurseryfair.com Tel: 01902 880906 / 882280 Email: adrian@nurseryfair.com HINF OCT 2019 ADVERT NT - DRAFT.indd 1

11/10/2018 14:20:04

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

elcome to the November issue where we focus on a variety of product categories, with our first being mattresses. Parents would appear to be doing their homework and we are seeing an increase in the number of consumers who understand the benefits to their child by purchasing a specific mattress. Our mini survey from FanFinders (Your Baby Club) this month would suggest that consumers are now looking more closely at the type of materials used in manufacture, the breathability of the mattress and whether it has Looking for anti-allergy properties. By stocking a mattresses? Check selection of mattresses in-store this could out our feature on provide you with a great up-sell opportunity page 16. when new parents are looking at nursery furniture. Turn to page 16 to find out more. Our cover this month features Baby Dunlopillo and we take a closer look at their mattresses, heritage as a brand and how their mattresses have become a household name. For more information turn to page 14. November is also the month where we take a look at the wheeled goods sector. This is perhaps a staple product category for many of you and one which is clearly about function but are also purchased based on their design and kerb appeal. The travel system continues to be a popular choice, as this is perceived as value for money. However, whereas before the travel system would come with own brand car seats, this has not been the case for a number of years and we have a very Sue Shiraji, Babycare clear pick and mix option. Many of Dagenham systems come with a variety of

adaptors which enable them to work comfortably alongside say a Maxi Cosi infant carrier. A couple of years back we saw a strong trend emerging with regard to compact folds and while these are now a staple within many brands ranges, the trend this year during Kind Und Jugend appeared to focus on functionality, one hand fold and weight across product ranges. Turn to page 24 where we highlight a number of products that are available to purchase now. This issue I would like to also pass on our sincere condolences to family and friends of Sue Shiraji of Babycare of Dagenham. Sue was diagnosed with a rare and aggressive form of cancer which she had been fighting with incredible courage, tenacity and strength. Sue’s compassion, selflessness, kindness and thoughtfulness was an inspiration to all who knew her. If anyone would like to show their respect, Sue’s wishes were for donations to her chosen charity, Sarcoma, who lead the research in this most rare and challenging disease. You can place donations by visiting: www.sarcoma.org.uk/donate On a final note, it may feel like ages until the doors open, but now may be the time to take a look at Harrogate International Nursery Fair. The event next year is shaping up nicely, with many brands having confirmed their stands. Retailers attending the UK’s only nursery trade show in March 2019 will be spoilt for choice with exciting new products to offer their customers. It has now been announced that Allison Baby will be exhibiting all three of its

brands; Joie, Nuna and Graco and will return with an even bigger stand for 2019. The show organisers have already confirmed the return of favourite brands including Hauck Group – one of the UK’s leading distributors of wheeled goods and nursery items; British born and family run BabyStyle; together with Bebecar, UPPABaby and Red Kite Baby to name just a few. Adrian Sneyd, show organiser, comments: “We are delighted that so many of the UK’s favourite baby brands are returning to present their collections at Harrogate next year. For many retailers, this should be their go-to trade event, Harrogate is centrally located for the whole of the UK so practically on their doorstep and for most without the hassle of delayed or cancelled flights. The more brands on board, the greater the choice of products we can offer retailers giving everyone a better buying and selling experience.” A new show plan layout is now available at www.nurseryfair.com with many others already looking to secure positions. If you wish to get more information about booking a stand contact Adrian Sneyd on 01902 880906 or email: adrian@nurseryfair.com

New twists on classic wooden toys www.hippychick.com 01278 434440

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news Rainbow strengthens sales team

Putting the fun into functional With the promise to make life with small children less work and more joyful for parents; retailers attending the UK’s only nursery trade show in March 2019 will be spoilt for choice with exciting new products to offer their customers. This week brings confirmation that Allison Baby will be exhibiting all 3 of its brands; Joie, Nuna and Graco and will return with an even bigger stand for 2019. Harrogate International Nursery Fair already confirmed the return of favourite brands including Hauck Group – one of the UK’s leading distributors of wheeled goods and nursery items; British born and family run BabyStyle; together with Bebecar, UPPABaby and Red Kite Baby to name just a few. Adrian Sneyd, show organiser, comments: “We are delighted that so many of the UK’s favourite baby brands are returning to present their collections at Harrogate next year. For many retailers, this should be their go-to trade event, Harrogate is centrally located for the whole of the UK so practically on their doorstep and for most without the hassle of delayed or cancelled flights. The more brands on board, the greater the choice of products we can offer retailers giving everyone a better buying and selling experience.” A new show plan layout is now available at www.nurseryfair.com with many others already looking to secure positions. If you wish to get more information about booking a stand contact Adrian Sneyd on 01902 880906 or email: adrian@nurseryfair.com

Rainbow Designs is investing and strengthening its core sales team with the appointment of two new team members. The Home of Classic Characters has welcomed Mark Standen on board in the new role of Sales Manager and Mandy McGough as Northern Territory Manager. Mark joins Rainbow as the Sales Manager with responsibility for the independent sales team, key accounts, as well as B2B Online Sales. With 14 years in the industry, Mark has experience with Yankee Candle, Carte Blanche and more latterly, Posh Paws and brings with him a wealth of toy, gift and greeting sector knowledge and experience with brands such as Disney. Mandy’s position at Rainbow will draw upon her four years’ experience as a territory manager for DMC. Her role with the arts and crafts company saw Mandy working with toy stockists, similar to those she’ll now be liaising with at Rainbow. Web: www.rainbowdesigns.co.uk

Put the fun in furniture The Style Products Company are excited to announce a first of a kind license agreement with Mr Men and Little Miss. Mr Men and Little Miss enjoy one of the highest brand awareness across the UK, and is most well known for their unique fun and colourful characters, as well as important educational messages. The Style Products Companys’ strong toddler furniture brand Kiddi Style has launched a great range of wooden toddler furniture, to delight toddlers in the world of book reading, and fun character tie-ups. The high-quality range is sized just for toddlers - their very own fun furniture, whether to display the books in the bookcase, draw and have fun with the table and chairs, or drift to sleep in their amazing bed! Featuring all the favourite characters including Mr Tickle, Mr Happy, Little Miss Princess and many more! Email: david@styleproducts.com Web: www.styleproducts.com

Artsana signs agreement with Recaro

LOOK WHO IS WHOLESALING! Gabe & Grace Designer Merino Lambskin Pram Liners & Baby Rugs INFO@GABEANDGRACE.CO.UK WWW.GABEANDGRACE.CO.UK

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Recaro Holding GmbH, the holding company of the Recaro Group, and Artsana Group, a multinational group mainly active in the baby care segment, signed a global license agreement relating to the development, production and distribution of premium child seats and strollers under the Recaro brand. Under the agreement, Recaro Holding as licensor grants Artsana Group as licensee a long-term license for the exclusive, worldwide use of the Recaro brand for high-quality child seats and strollers, once the transaction has been completed. Artsana Group, headquartered in Italy, is an international group focused on the baby care segment and has achieved a leading market position over the past 60 years. Today it markets brands in more than 150 countries with 10,000 employees worldwide. In connection with the license agreement, Artsana Group will take over the existing Recaro Child Safety product portfolio and the related child seat know-how in order to maintain the existing premium market positioning and will continue to develop new products in line with the Recaro brand heritage. With this agreement, Artsana Group will be able to expand its position in the juvenile business and strengthen its presence in key markets, especially in Central and Northern Europe. The transaction is expected to be completed during the course of the next weeks following the approval of antitrust authorities.

Nimble Now on Boots Nimble have reached new heights as its range of award-winning childfriendly household cleaning products becomes the latest launch on Boots. com, the online shop of the UK’s no. 1 pharmacy chain. Having presence on Boots’ online platform moves Nimble one step closer into being at the forefront of the child-friendly dl h household h ld cleaning l i market. k Von Sy, Founder of Nimble set up the company three years ago to enhance the safety of household cleaning products and give kids a safer, cleaner environment to play, grow, and learn. All Nimble products are made with plant-based ingredients and manufactured in the UK. Nimble’s range of products include Milk Buster, Sticky Stopper, and Laundry Lover. Milk Buster is a baby bottle cleaner that removes milk residues and odour better than regular washing-up liquid. Sticky Stopper is a bleach-free antibacterial spray that is good for toys and surfaces. Laundry Lover is a baby laundry detergent that takes out tough stains like the best, but cares for the colours and fabrics like the mildest. For more information, contact Nimble at hello@nimblebabies.com or check out Nimble’s website: www.nimblebabies.com

For the record Folkestone family business, Bigjigs Toys Ltd, celebrates a huge win as they take home the Guinness World Record for the Longest Wooden Train Track. Bigjigs Toys collaborated with ARUP, an engineering and design company to take back the record Bigjigs Toys had held previously in 2012. This record-breaking attempt beat the current record of 2,607.15 m with a huge distance of 3395.8 meters.. The track took an extensive team of excited rail engineers and volunteers 3 hours to lay and a further hour to push a train along the track to verify the distance.

Apramo Cracks UK

Christmas all wrapped up Gro’s National Account Manager, Duane Burcher, is feeling festive.

hristmas songs are playing on the radio, seasonal ads are eagerly awaited, mince pies are being shamelessly munched and Christmas preparations are well and truly underway. In 2017 over 50% of people started their Christmas shopping in October and November with just a quarter holding off until December to start* so now is the time to make sure your gift offering is ready to fly out of the door. The excitement and anticipation of Christmas is made even more special with the imminent or recent arrival of a new baby. The nursery category has the opportunity to maximise sales in this peak trading time by offering parents of young children and parents-to-be some great gift ideas. For retailers, making the most of the ‘Golden quarter’ can be business critical and having a well thought out Christmas offering makes hitting sales targets much more achievable. Attracting parents and gift buyers to your store with a good offering is imperative; with so many retailers shouting about Christmas you can help make that purchasing decision easier for customers by clearly signposting gift options. Enticing bundles of products can help add value for buyers and boost transaction values. Easy to add on products also help to increase sales value. For example the addition of coordinated comforters to our Grobag range make a simple and attractive upsell. Having ready suggestions for children of different age groups and interests will help wider family members choose appropriate gifts that will be gratefully received. On top of everything don’t forget that Christmas is a time of joy and happiness, in addition to lining up great product and prices for consumers don’t forget to have fun and enjoy the buzz of a busy Christmas.

Following a successful 18 months of trading, this month sees Apramo transition to an independent UK company, with a new European headquarters based in the Midlands. Known for its safe, stylish and stress-free parenting products, including the award winning Flippa Dining Booster and recently launched All Stage car seat, the move is a significant one for Apramo UK Limited, who will now be trading directly in the UK & Ireland. The UK-base will also be responsible for pan-European sales and distribution. Apramo UK’s, UK & Ireland Sales Manager, Gary Anderson commented: “It’s really exciting times for Apramo, as we are celebrating our 10th anniversary as a brand this year, so it’s only right that this milestone year is celebrated by creating another significant achievement in the company’s growth. We’ve got some great product innovations on the horizon and are very excited about what 2019 will bring.” Web: www.apramo.com

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news JMDA Advise on New Italian Car Seat Safety Law

Growing with baby Anthony Temple, Managing Director of Rainbow Designs, the Home of Classic Characters, addresses the importance of offering product ranges that endure through the ages and stages. rand loyalty is within us all and today’s parents and grandparents are no exception. When it comes to buying gifts for loved little ones, consumers usually have a brand or character preference, or a loyalty based on their own childhood favourites. As the Home of Classic Characters, we have taken this on board and ensure that we are creating product ranges that grow with baby though the ages and stages of their development – from birth through to pre-school years. Many of the renowned brands in our portfolio are evergreen and have been around for decades such as Peter Rabbit, The Very Hungry Caterpillar and Paddington Bear. Our ‘ages and stages’ approach taps into the brand loyalty and recognition of these characters and as a result we have created a depth of well-designed products that can be a part of children’s lives throughout their infancy; encouraging development through play with and colour and number recognition, sensory play and fine motor skills development. An example of this approach is our new ‘Tiny and Very Hungry Caterpillar’ range that will launch in January. We have built upon our extremely successful plush, wooden and developmental Very Hungry Caterpillar toy range, which supports up to pre-school age, and developed gifts for newborns and infants. Focusing on products that span from birth, with lines that include Booties, a Ring Rattle, a Comfort Blanket and Activity Spiral, we aim to tap into the demand for baby gifts featuring this timeless and well-known brand. Heritage brands hold a special place in the hearts of many parents and grandparents and this provides the nursery retailer with the perfect opportunity to embrace the ‘ages and stages’ approach. It is an opportunity and to stock innovative products within a single character brand, that not only look great on the shelf together but also appeal to and cover the full range of infant years.

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Experts in CRS design, from concept through to full manufacture, JMDA are making the industry aware of the new law recently passed by the Italian Senate which means child car seats used in the country will soon have to be fitted with electronic safety alarms. Following a number of fatal incidents in Italy over the past few years, a new law has been passed by the Lower House of the Italian Senate which will require all child car seats to be fitted with electronic safety devices as of 1st July 2019. These electronic safety devices aim to alert parents and carers to the presence of the child in the car seat, in a bid to prevent them from being left unattended in closed vehicles for extended periods of time. This law will apply to drivers of vehicles registered in Italy or registered abroad and driven by residents in Italy. JMDA Design’s Creative and Managing Director Derrick Barker explains, “The new CRS law passed in August by the Italian Senate is big news. Our clients may well be wondering how this will affect the design and manufacture of new Child Restraint Systems (CRS) for the European market.” He adds, “If this law proves successful in reducing the number of fatal incidents involving children being left unattended in vehicles in Italy, it may well be adopted by other European countries and eventually by the rest of the world. We are working closely with our Italian colleagues from DGS Project and bringing new information as it is released to our customers. Anyone concerned and keen to talk through the new regulation and its impact on the CRS industry should get in touch.” For further information and advice regarding the recent law effecting child car seats passed by the Italian Senate, please call +44 (0) 1386 426100, alternatively email marketing@jmda.co.uk.

Muslinz design exclusive print for stockist

MuslinZ has teamed up with one of its stockists, Little Poppets & Co, after the nursery specialist requested a star print in grey and white to adorn a new collection of muslin squares. The new range is being sold exclusively by Little Poppets & Co. Caroline Taylor, managing director from MuslinZ, said: “We are so excited to be working on this print with Little Poppets & Co and to be able to offer a unique design to their customers. It has been such a fun process working together and it has already been so well received by their loyal customer base.” Caroline was thrilled for the MuslinZ brand to expand its relationship with Little Poppet & Co and is happy to work with other stockists on exclusive print designs on its products. The MuslinZ product range includes high quality 100 per cent cotton and luxury bamboo/organic cotton muslin squares as well as dribble bibs, hooded towels, swaddles, prefold nappies, terry squares and nappy wraps. Web: www.muslinz.com

Tomy shines at Made for Mums Tomy celebrated four wins at the Made for Mums Awards 2018 with two Gold accolades for its Lamaze and Johnny Tractor & Friends collections whilst Tomy Toomies was presented with both Silver and Bronze awards. The Made for Mums awards follow a strict judging policy, all products are rigorously tested by real mums, dads and their children as well as a panel of industry experts and celebrity parents. Mary Wood, General Manager UK & Ireland Tomy UK, commented: “We are thrilled to share that Lamaze, John Deere and Toomies have been so well received in the Made for Mums awards, it’s fantastic to receive recognition from both consumers and industry experts. We are building on this success by entering gifting season with our largest ever Christmas marketing campaign. Best-selling brands will be supported with heavy weight TV campaigns to drive consumer awareness and sales during this key period.” Web: www.tomy.com

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retail

BABYBITZ

Bitz and pieces Founded in 1993, independent retailer Babybitz are about to celebrate their 25th anniversary. We spoke to founder Mike Coward to find out more. in a different place each day. This was how h we first became established, but having endured the weather (it was h too to cold and wet), the decision was made to lease my first shop. m

Y are about to celebrate You your 25th anniversary, y w what would you say has been your largest b cchallenge since first o opening?

In the early days cash flow was always a problem as we were trying a to grow. Now the challenge is to have the correct range of product h on o the shop floor and in the stock room. r

Are you running any A in-store i activity to celebrate c this fantastic milestone? m

Y we have some things planned, Yes but nothing finalised as of yet. We b h have been doing some fundraising w our local maternity/children’s with unit, u so our celebrations will probably involve i them.

Firstly can you tell us a little about Baby Bitz, what was the inspiration to open your showroom?

Babybitz came about by accident and was only meant to be for six months after I was made redundant. I started with £249 worth of stock from Kooltrade on a 10ft market stall, setting up

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“ Too m any pa rents no w buy off th e intern et, with no gu idanc e an d do not kn ow wh at th ey are buyin g or ho w to use it. ”

You have seen many changes within the industry over the years, what product category do you feel has been the most dynamic?

I would say that cars eats have seen the most development over the years. Customers now have more focus on car seats, branding and compatibility.

Do you feel that as an industry we have had a good level of innovation over the years? Yes there is a lot of innovation within the nursery trade, but when it comes to prams and cots there is only so much you can do.

How different are your customer expectations now in comparison to when you first opened?

When we opened our first shop we had 12 prams on display and this was sufficient with customers finding it hard to make their minds up. Now we have o 50 on display and are often asked ‘is over t all you’ve got?’. this

Do you find that your D ccustomers are well-informed when they arrive at your w sshowroom?

Iw would say it is a 50/50 split. One half hav have done their homework [which often changes once you try to fit it in the car], with the other half tending to be colour and fashion led.

We work in an extremely emotive industry, how do you manage your customer’s expectations?

Being able to demonstrate the safety issues of car seats and prams and the ease of use. This helps to reassure new parents that they will be able to use the product when the time comes.

Too many parents now buy oﬀ the internet, with no guidance and do not know what they are buying or how to use it. We always assemble customers prams and give a follow up demonstration when they collect and ﬁt car seats to give added reassurance.

Is there a particular product category that you have become a specialist of over the years?

I would like to think that after 25 years I have good product knowledge, but car seats have made us up our game with investment in a dedicated car seat area with regular staﬀ training.

Do you feel that your customers are more savvy in their approach before purchase?

As before probably about 50% of our customers have done detailed research, before they come to store, which leads nicely to the next question!

Do you oﬀer a price match service and if so, how does this eﬀect you?

Price matches and the internet is the baine of all retailers. Nobody wins. The company oﬀering the lower price does not necessarily get the sale and we lose proﬁt. However, of course we will if we must to keep our customers using local independent retailers.

How important is social media to your business?

Social media plays a big part in running the business enabling us to keep customers informed of new products and enabling us to give help and advice. We ﬁnd that this gives extremely quick results.

How do you keep ahead of consumer trends? Again social media plays a big part along with Nursery Today.

Do you attend trade shows and if so, how important are these to you?

Yes. Staﬀ and myself attend shows throughout the year. It is important to see new product, get feedback from reps and of course pick up any deals available.

Finally, are there any exciting plans on the horizon that you would like to share with our readers?

We are presently going through a revamp of the store with new stands, decoration, till point and TV’s giving product information. This will continue into next year.

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cover story Dunlopillo

Your baby, our mattress, their dreams This issue we take a closer look at Dunlopillo, their heritage as a brand and how their mattresses have become a household name.

ith newborns spending more than half the day, typically 16 to 17 hours sleeping, it is not a luxury but a real necessity for parents to choose the safest sleeping environment possible to look after their precious little ones. With concerns over the use of chemicals, breathability and support, parents are putting increasing importance on safety and brand recognition when choosing the right cot or cot bed mattress.

89 Years of Dunlopillo

Heritage Founded in 1929, Dunlopillo D is the UK UKâ&#x20AC;&#x2122;s leading manufacturer manufa of pure latex m mattresses and pillows, pillows offering a natural sleeping environment environ with a host of unique t The success benefits. thei multi of their awardaward-winning adult Signature Signat Bed Collection Collec has helped Dunlopillo become becom a household name with large group retailers such as John Lewis, Bensons for Beds and B Furniture Fur Village selling their premium range.

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Earlier this year Dunlopillo achieved a bed industry first after being awarded three individual Which? Best Buy 2018 Awards for the Orchid, Millennium and Royal Sovereign mattresses from within their Signature Bed Collection. As the largest consumer body in the UK, Which? is known for its rigorous testing, which is exactly why consumers have such confidence in the brands it awards, and Dunlopillo is no exception. An unprecedented achievement; being awarded not one, not two, but three Which? Best Buy Awards is a real testament to the premium quality of Dunlopillo beds, so itâ&#x20AC;&#x2122;s not hard to see why the brand is synonymous with luxurious natural comfort.

So what is latex?

Latex is a natural product derived from rubber trees. Latex sap is harvested from rubber trees which grow in large plantations across the world in tropical regions of Asia, Africa and South America in a sustainable process. It takes 100 days for one rubber tree to create enough latex for a cot mattress as a single tree will only produce 27ml of latex sap a day. The most environmentally friendly mattress filling; latex rubber trees purify over 90 million tons of carbon dioxide a year and contribute to reducing global

warming. Beyond the eco-friendly advantage of latex, a latex mattress can n offer so many other wonderful benefits. s.

Benefits of Dunlopillo illo latex Natural latex has anti-allergenic, antibacterial and anti-microbial properties and the unique manufacturing process of Dunlopillo latex ensures all the beneficial characteristics of natural latex are embodied within the innovative Dunlopillo mattresses. This provides a naturally healthy sleeping environment which is inherently dust-mite and mould resistant; beneficial for allergy and asthma sufferers and perfectly suited for precious little ones. The unique open cell structure of Dunlopillo latex means it is naturally breathable and does not have the associated heat issues of memory foam. This is particularly important for babies as they are not capable of regulating their body temperature. The microscopic air bubbles in Dunlopillo latex promote constant air circulation and natural movement throughout the night helps to ventilate the mattress. This helps to keep little ones at a comfortable and cool temperature whilst they sleep in order to prevent overheating - a common concern for parents. The elasticity and natural resilience of latex means Dunlopillo mattresses offer a ‘progressive comfort’ by adapting and contouring to the body to provide an instant response that will adapt to the individual profile and movement. This delivers targeted support for babies in every position for their delicate growing bodies, and thereby encouraging a deeper and more restful sleep.

Introducing Baby Dunlopillo

The Safer Sleep mattresses by Baby Dunlopillo come in the popular cot (120 x 60cm) and cot bed mattress (140 x 70cm) sizes, and are the perfect way for parents to invest in their baby’s sleep. Designed around breathability, practicality and of course safety, Baby Dunlopillo have cleverly innovated the Safer Sleep cot and cot bed mattresses to ensure a healthy start and the best night’s rest from the moment the baby’s body touches the mattress.

Ensuring a healthy sleep environment for little ones can be exhausting; parents can spend time daily changing cot sheets and blankets, but are they aware that the type of mattress their baby sleeps on will ultimately determine how hygienic their sleep environment is? A Dunlopillo latex mattress is the best choice for parents to help guarantee a hygienic sleep environment as bacteria and fungi have no chance at all of surviving in a latex environment, providing babies a perfect natural protection. The chemical free sleeping surface is treated with a 100% natural anti-allergy Actipro technology to prevent any surface build-up of harmful allergens, dust mites and odours – beneficial for babies with asthma or allergies. The Safer Sleep cot and cot bed mattresses includes an outer cover which is removable and machine washable at 60 0c to keep it clean and healthy. Plus for practicality it also features a sealed, waterproof but breathable inner core so there’s no need for parents to worry about nappy leaks or milk spills throughout the night. Much like the adult mattresses the Baby Dunlopillo mattresses are durable and made to last. Designed to keep little ones safe from newborn until the age of five years old they represent an excellent long term investment, and even come with a five year guarantee so parents can shop with confidence. Steve Birds, Baby Dunlopillo Account Manager says: “We are delighted to have our Safer Sleep cot and cot bed mattresses available now in Mothercare and boutique independents. Our new in store display unit available for independents will offer an easy and tidy way to hold sample mattress cubes and informative marketing leaflets, allowing consumers to shop the Baby Dunlopillo range with ease.”

lerg en ic , al ti an as h x te la l ra u at “anNti - ba cteria l and anti - m ic robi al ue p rop erti es an d th e unDiqun lop illo ss of m anu fa ctu rin g p roceth fi ci al la tex en su res all e rabelnela tex are ch ar ac teri st ic s of n atue in n ovat ive em bo d ie d w it hin thes ses. Dun lop illo m attr ”

If you want to be part of the Dunlopillo brand that consumers already love and trust and become an authorised Baby Dunlopillo retailer please email their National Account Manager: steve.birds@steinhoffukbeds.co.uk www.dunlopillo.co.uk

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focus MATTRESSES Image courtesy of Kit for Kids

Safe to sleep 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 a huge onus on the mattress we sleep on. This is indeed now becoming the case with parents turning their attention to what their baby and young children sleep on. We asked Steve Birds, National Account Manager, Steinhoff UK Beds, whether he feels that the quality of a mattress is now researched more by parents. “It’s clear parents are conducting more research into the different mattress options available on the market and because of this they are aware of the varying options.” Said Steve. “However they don’t always understand the benefits of these different mattress options. This is why it’s so important for us to have excellent online content around the unique benefits of our premium Baby Dunlopillo Safer Sleep mattress and to support staff training.” When we look at the amount of time we spend asleep, which is more so for babies and infants, it is not surprising that more and more research is being conducted by parents. Charlotte Gelstharp, Marketing Assistant, Natural Baby Shower feels that online research is common practice among new parents who now research purchases heavily to ensure their baby is in the best environment possible, with mattresses being no different. With a higher level of research would it be fair to say that consumers are looking more closely at the materials used in the production of an infant mattress? “People are much more educated on such topics. Natural and organic materials are a much bigger priority now than they used to be,” commented Charlotte. “Parents are aware that choosing to go natural instead of synthetics is choosing to be kinder to your baby’s delicate skin and kinder to our planet.” What though are consumers looking for when searching baby mattresses? Steve feels that safety is paramount and is at the top of the list. “First and foremost consumers are looking for baby-safe products. Safety is paramount which is why we’ve developed our Baby Dunlopillo Safer Sleep cot and cot bed mattresses with a chemical free sleeping

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surface which is treated with a 100% natural due to their temperature regulating qualities anti-allergy Actipro technology. This prevents any ensuring safe sleep.” surface build-up of harmful allergens, dust mites Rachel Conaghan, Project Co-ordinator, Kit for and odours to create a healthy sleep environment for Kids says there are three key areas. “From our babies – especially beneficial for those little ones perspective, as a cot mattress brand, our consumers with asthma or allergies. are interested in the following three areas when it “Practicality, in terms of having a removable comes to purchasing sleep related products for little washable cover is also imperative to consumers, as ones. Firstly purchasing the correct size, ensuring well as breathability. Dunlopillo latex has a unique items fit snugly is important for baby’s safety. open cell structure meaning it is naturally breathable Secondly, an essential feature for parents is ‘easy to to promote constant air circulation. This helps to clean’ and the ability to keep items hygienic, such as keep little ones at a comfortable and cool machine washable at a bug busting 600C. Thirdly, br breathability is imperative when temperature whilst llittle ones are in contact with they sleep in order b bedding and mattresses. to prevent C Consumers are looking for overheating. rreassurance they are purchasing “Being p products that provide the manufactured in h healthiest sleeping environment the UK and by a p possible.” trusted brand is Considering the amount of also becoming of ti time a baby sleeps, we asked increasing C Charlotte whether she feels that importance to m more parents are opting to buy a parents when m mattress separately to the one that making purchasing decisions as it m may be offered as standard with a co cot or cotbed purchase? gives assurance “A lot of people don’t want that they are th the normal mattress that comes getting a top wi with their cot purchase. For many quality product.” re reasons; not knowing the quality We asked Charlotte Gelstharp, Natural Bab of the mattress, what went into Charlotte for her y Shower th the manufacturing process or thoughts, who has m materials it is made from. They seen first hand will i often add a natural / organic the desire for naturall mattress after purchasing their cot.” materials. “As a baby will spend a lot of time in their Steve agrees commenting: “Newborns will spend crib, getting the perfect mattress is often a high more than half their day sleeping, typically 16 to 17 priority for parents. Natural materials and products hours, so parents are realising how important it is to are always important, so parents know their baby is invest in their baby’s sleep; making the cot mattress in the safest and healthiest sleeping environment one of their most important purchases. Providing a possible. Safe sleep is an important topic, so making safe and supportive sleep environment is vital the right choice of bedding and mattresses is vital. throughout a little one’s key developmental years.” “Consumers are looking for natural + organic, With a more educated consumer, this is a value for money, and safety. Brands like Merino nursery category that has continued to evolve, with kids are good for baby bedding and night clothes

“ Awalotnt thof e peono ple don’t

rm al ma ttress th at comes with th eir cot pu rch ase . For many rea son s; not kno wing th e qu ality of th e ma ttress , wh at went into th e manu fac tu rin g proces s or ma terials it is ma de fro m.

”

focus MATTRESSES Image courtesy of Dunlopillo

The survey says… Nursery market specialists FanFinders surveyed 1500 consumers via their online platform Your Baby Club focussing on mattresses. Here’s the results. Did you buy a different mattress to the one offered when you purchased your cot or cotbed?

Yes: 1030 (68.7%) No: 470 (31.3%) Did you research mattresses prior to purchase?

Yes: 972 (64.8%) No: 528 (35.2%) Were you brand focussed?

Yes: 626 (41.7%) No: 874 (58.3%)

buying habits changing. “The cot/cotbed mattress has historically been an afterthought, following the more aesthetic purchase of the cot itself.” Said Rachel. “More often than not, basic foam mattresses are offered with the cot, which do not have the same level of support or benefits that are now widely available. Parents are becoming increasingly aware of the importance of their child’s sleep environment and at Merifor we recognise the need to provide

consumers with a choice of quality products that provide excellent support for their child and can be considered an investment in their future wellbeing.” Of course, mattresses are also a great upsell opportunity and more retailers are seeing the benefits of offering customers quality mattresses. Take a look at the following pages where we highlight mattresses that tick all the right boxes.

Make it waterproof

Hippychick’s waterproof bedding protection range is high quality and discreet – they really do have to be felt to be believed. They take a much needed, but also much maligned product and transform it into comfortable, soft, undetectable piece of bedding that is breathable. Available in both brushed cotton and Tencel fabric, in fitted and flat sheet styles – it is difficult to see how something that feels so luxurious can be so practical. Tencel is made from sustainably sourced naturally hygienic wood cellulose fibres, its natural waterproof and absorption properties draw moisture away to keep you cool at night, whilst inhibiting bacteria, mould and mites. Their cotton protectors are soft to the touch, naturally absorbent and breathable without negotiating on their practicality. For more information on either of these products contact Independent Nursery Specialist, Mike Bird. Tel: 01278 434440 Web: www.hippychick.com

Natural sleep For over 11 years, award-winning The Little Green n Sheep has been making natural and organic mattresses, starting with certified organic baby mattress. This month, the much-loved brand has re-launched it’s mattress offering with all new photography and a brand new website. Mark Nicholls, Marketing Director, commented “No onee has sold more natural mattresses in the UK than The Little Green Sheep, and we are so very proud of the brand’s growth in the last 11 years. I’m delighted to announce the fresh new look for the brand, including beautiful new mattress photography, which will bring it up-to-date with the modern parent.” Tel: 01789 734023 Email: trade@greensheepgroup.com

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Did you consider the materials used in the manufacture of the mattress?

Yes: 1098 (73.2%) No: 402 (26.8%)

Did you look at the breathability of the mattress?

Yes: 1260 (84%) No: 240 (16%) Did you search for a mattress that had a washable cover?

Yes: 1202 (80.1%) No: 298 (19.9%) Were you looking for a mattress that had antiallergy properties?

Yes: 1112 (74.1%) No: 388 (25.9%)

Safer sleep

Now available the Safer Sleep Latex mattress from Baby Dunlopillo! Made from 100% Dunlopillo latex and manufactured to the highest safest and quality standards, the Safer Sleep mattresses embo dy all the wonderful benefits of latex to make a truly unique and premium cot and cot bed mattress. This provides a naturally healthy sleeping environmen t which is inherently dust-mite and mould resistant; beneficial for allergy and asthma sufferers and perfectly suited for precious little ones. A Dunlopillo latex mattress is the best choice for parents to help guarantee a hygienic sleep environment as bacte ria and fungi have no chance at all of surviving in a latex environment, providing babies a perfect natural protection. Email: steve.birds@steinhoffukbeds.co.uk

Providing Peace-of-mind Sleeping Breathable Safe Hypo-allergenic

Breathable Nest Maxi

Keep Me Close Breathable Bedside Crib

For sales please contact enquiries@whleurope.com or call 01384 298531 'LVFRYHU WKH IXOO FROOHFWLRQ DW ZZZ SXUÄ&#x2021;R FRP

focus MATTRESSES

Micro sleep

Superior safety for all standard cribs the

mattress provides The Little Chick London breathable crib s when combined babie for ion solut sleep safe ultimate all-round can also be used and with the Little Chick London bed-side crib; sized mattress. cribard stand a with other brands of crib requiring well-known many ts fi cm, 5 x 40 x 90 is h The mattress, whic a high level with retailers branded cots and bedside cribs providing of potential sales opportunities. ce fabrics, the Using the latest technology in high performan surface with a eable perm air , hable breat a has three-layered cover The Polyester ing. back stant 3D sandwich mesh filling and water-resi en and allerg anti, hable breat is core provides superior support, time. over w yello unlike foam, will not fast drying making it The removable machine washable cover is requirements of the ing meet and extremely hygienic and practical; s as well as the resse Matt of y Safet the for 10 BS 1877-10:2011 Part the with ts paren newly published BS EN 16890, it provides possible ce surfa sleep t safes reassurance that they have chosen the for their little one’s crib. l. For more infor mation contact Rachelle Hare Tel: +44 7976 773486 Email: hello@littlechick.london

The Cleaner Sleep Micro Pocket Spring Mattress from East Coast Nursery has been shortlisted in the Mother & Baby Awards. The washable, quilted cover is made with Amicor luxury anti-microbial fabric, to prevent allergens and dustmites. Inside there’s a micro pocket spring unit support. i m comfort and support i i premium wrapped in superior-grade dent-resiistant ffoam, giving it’s es, mattress Coast East all like and sizes, bed cot and cot in It’s available proudly made in the UK. been Victoria Taylor, East Coast Brand Manager said, “We’re so happy to have event.” big the at do we how seeing to forward looking shortlisted, and really Tel: 01692 408802 Email: nursery@east-coast.co.uk Web: www.eastcoastnursery.co.uk

Luxury standard To add to the range that already includes foam, sprung, pocket sprung and natural coir, Obaby are now adding luxury to the standard 120 x 60cm and 140 x 70cm mattresses with the introduction of dual core or breathable mattresses with a choice of covers including moisture management, breathable and all seasons to give parents complete confidence that their little one will get the perfect mattress Web: www obaby.co.uk

Protecting Our Future Dreamers The best anti-allergy cot mattress, to protect the future dreamers of this world. Merifor’s multi-award winning cot mattress range provides the healthiest sleeping environment possible to protect the future wellbeing of the child. All Merifor mattresses have a unique core construction. The easy to clean, breathable and 100% waterproof sealed inner cover is allergy eliminating, which is why Merifor is the first dedicated cot mattress brand to receive the Allergy UK Seal of Approval. Parents can rest assured that their little dreamer has the best protection from allergens, preventing potentially harmful bacteria and reducing irritants which can have life-lasting effects. A Which? Best Buy, our popular Serenity mattress has a supportive pocket spring core that adapts to the child’s changing weight and shape including a heat adaptive machine-washable cover, and with a 3 year guarantee, consumers benefit from long lasting protection and reassurance. All Merifor mattresses are carefully handmade and rigorously tested to ensure they comply with the latest British and European cot mattress standards. Merifor collaborates with retailers by providing marketing support both instore and online. The range is available in a variety of sizes and unique core compositions. Tel: 01732 455000 Email: sales@kitforkids.com Web: www.merifor.com

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Bedside Crib: The awards keep rolling in… Side-by-Side sleeping has been given the Purflo touch. he multi-award winning Keep Me Close Breathable Bedside crib is making an impact in this years’ awards already scooping a Platinum from Loved By Parents, a bronze from Mumii and a gold from Junior Design, as well as being shortlisted awaiting results for the Mother & Baby Awards. Designed with the core principle of safety in mind the Keep Me Close bedside crib comes complete with a machine washable, air-permeable mattress that complies fully with the British Standard BS4578 for breathability, six height adjustments, one-side incline and breathable mesh panels. All resulting in a breathable, hypoallergenic, gorgeous and functional piece of nursery furniture.

Maxi Nest: Taking the nest step…

Building on the phenomenal success of the Newborn Nest and responding to the overwhelming demand of consumers Purflo are delighted to introduce the Maxi Nest. Suitable to use as the next step from the Newborn nest from six to 36 months it includes all the same well-loved features, such as the removable and washable cover, the breathable mesh base and gorgeous fabrics. Built to last the Maxi Nest has the unique addition of a breathable, removable and machine washable 3D mesh mattress that complies fully with the British Standard BS4578 for air-permeability. Made from a durable 100% cotton the cover is also machine washable and the addition of Amicor Pure to the padding adds hypoallergenic to the list of features. Email: enquiries@whleurope.com www.purflo.com

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talking shop We spoke to a number of independent retailers to find out their views on the wheeled goods category.

Tristan Allerton

123 ABC UK LTD

HESTON BABY CENTRE

Are your customers brand focussed when looking at prams/pushchairs? Yes, very much so. They tend to look for products that they are familiar with. We tend to find customers like what their friends have or recommendations. So it is really important for newer brands to get their name out there. Is style more important than function? I think it depends on the customer. Most of the time, they want both. I think first time parents tend to look at style more, whereas second or third time ones tend to go for functionality. Are your customers looking at a travel system or do they have a more ‘mix and match’ approach? We find most customers like an all in one package. Therefore if there isn’t one available we will tend to create a travel system package with a third party car seat. Nearly all our customers are looking for travel systems. Is weight a consideration? Yes, pretty much always. But customers seem to have very differing ideas of what constitutes heavy and light. We can give one customer the lightest travel system possible and they will say its heavy, and vice-versa Do you feel that your customers are looking at price matching policies? Yes, more than ever. There is some crazy pricing out there on certain brands, and it has resulted in us reviewing the brands we keep on the shop floor. We have to take the decision that if we can’t make money then a product has to go. That inevitably will be bad for that brand, so it is important they find a way to make sure retailers can make a decent profit, or they will be out. At the end of the day we are paying to display items and if they are not earning their space, not selling or selling with no margin, then we can’t afford to give that product space. Is this a category where you feel able to up-sell? Yes, I once managed to up-sell a pushchair raincover to a full travel system. Once a customer likes a product it tends to be quite easy to add a few extras or upgrades whether it be the wheels or the car seat. Is there a particular brand/product that is proving popular at the moment? We find it’s the same brands we do well with, Egg, iCandy, Venicci, but the order tends to cchange from month to month. We’re very excited about some of tthe new pushchairs, iCandy All Terrain, O Oyster 3 and think these will give these b brands a real boost. D you feel you receive adequate Do s support from your suppliers? D Depends on the brand. Some are b better at somethings and others at o other things. As retailers we need good a accurate stock forecasts, margin, stock a available to buy, good margin, good p promotion (brochures!), good margin, s some marketing, margin and of course margin and a little bit of margin. We find some suppliers are too quick to fob off when it comes to margin and don’t seem too fussed. So the only way to deal with it is to remove those products.

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Andrew Hammond

Are your customers brand focussed when looking at prams/pushchairs? Yes customers usually come in with a brand in mind but love to change their mind once they see other brands they like, but yes, customers are very brand focussed. Is style more important than function? Although we sell both “fashion and functionality” we find that there is a stronger demand for fashion styles rather than functionality. Are your customers looking at a travel system or do they have a more ‘mix and match’ approach? For the last three years now customers have been looking for travel systems which is still growing for us and for those brands that do not offer travel systems the customers are happy to mix and match with car seats from specialist car seat brands that are compatible with their desired pram system. Is weight a consideration? Customers like to test the weight of the chassis on its own as this is the component that they assume is the heaviest. Do you feel that your customers are looking at price matching policies? Price matching is the new haggling tool for most customers but we rely on great staff and customer service and a low deposit scheme with a very flexible pay up system and someone to talk to if there is ever a problem which negates trying to save 10 or 20 quid. Are you experiencing any particular trends in this category? The trend still seems to be all about travel systems and still grey as a colour which shows no signs of slowing. Is there a particular brand/product that is proving popular at the moment? Venicci just seems to go from strength to strength and with Silver Cross coming on board recently. These are two brands that are helping lead the way for us. We are seeing good sales from brands like bugaboo, stokke and mee-go but most brands are performing well. Our wheeled business is still growing quiet significantly. Do you feel you receive adequate support from your suppliers? We have built up a great portfolio of brands in the short time we have been in the nursery industry and the support from all the suppliers and reps has been great. I sleep great at night knowing that any issues we may have the suppliers are always there to help and resolve.

Sara Hubbard

WHITES FARM BABY BARN

Are your customers brand focused when looking at prams/pushchairs? Most of the time they are, although this can vary depending on the customer. A lot of parents-to-be take advice from friends and family, and are more aware of brands people they know have used. We find that despite this, a lot of them are still open and interested in trying other brands.

JACK IN A BOX

Katie Adamson

Are your customers brand focussed when looking at prams/pushchairs? Some customers come into store with a clear idea of a particular brand, however that may not always be the best fit. My team and I spend time discussing the customers lifestyle, whether they are walkers or spend most of their time in the car. Perhaps there is a second child to consider. We can then demonstrate a wide variety, and often they choose a different product to their original thoughts. Are your customers looking at a travel system or do they have a more ‘mix and match’ approach? In general terms customers, especially first time parents, want things made easy and travel systems offer great value and a simple choice. Is weight a consideration? Weight is something we do stress to our customers, pointing out it’s easy when baby is only 8 Lbs but when baby is 2 or 3 times that, manoeuvrability can be problematic. So yes weight is a consideration. Would you say this is a category that is heavily researched prior to purchase? You would like to think so, but we do often get expectant parents walk in with that ‘please help us’ look on their faces. Often these customers are our best ambassadors as we share their journey and they get exactly what they wanted. We never pressure people and often will see those customers 4 or 5 times before a final choice is made. Some even now know where the kettle and biscuits are kept! Do you feel that your customers are looking at price matching policies? I can honestly say that in 10 years I can count on one hand the number of times I have been asked to price match. We offer something very different, as an old fashioned bricks and mortar independent retailer, service it at our Heart, and that means margins need to be maintained. Are you experiencing any particular trends in this category? We sell a lot of complete systems and I think those suppliers that make it easy for the purchasers are winning. Is this a category where you feel able to up-sell? We don’t actively up sell, we believe that a great sale will bring that customer back, however we do show a broad range of products and offer payment plans to allow our customers to purchase a higher value product if they choose. Is there a particular brand/product that is proving popular at the moment? The brands that are moving off my shop floor, are the ones where I get complete support from the supplier and those suppliers that have good stock availability. Do you feel you receive adequate support from your suppliers? Some suppliers do far more than others, the suppliers who do, see the benefit in sales volumes, help with discounted display stock allows me to put more of their range on display, this turns into more sales for them. Also post sale fault and repairs being dealt with quickly makes a real difference.

Is style more important than function? We still come across ‘style-led’ parents, who are looking for a pram/pushchair to fit in with their everyday fashion choices. With this being said, a lot of parents are focusing on practical features; they want the easiest pram for them, and the most comfortable for baby. Is weight a consideration? Definitely. A lot of customers are concerned with how heavy a pram is as grandparents are spending more time looking after baby, and need to be able to lift the pram in and out of the car. A lot of customers don’t realise how little time they actually spend lifting and carrying a chassis, and at this point ease of fold becomes more of an important consideration. Would you say this is a category that is heavily researched prior to purchase? Yes and No, in equal measure. Some customers will come in knowing exactly what they want and need, right down to the colour, but others find themselves overwhelmed when trying to research a pram online. There is so much choice, and without seeing a pushchair in the flesh to feel and use, it can be a difficult decision to make, or even to narrow down to a few contenders. Are you experiencing any particular trends in this category? At the beginning of 2018 it definitely seemed like this year was going to be ‘the year of the bundle’. However, customers have shifted their interest in the tail-end of the year, focusing on the features that come with a pushchair rather than the accessories included in a ‘bundle price’. We have seen a lot of companies try and target the ‘bundle’ customer by offering an accessory free, or on sale when purchasing their pushchair full price, and this seems to have been effective. Is this a category where you feel able to up-sell? 100%. Once a customer comes into the store and can feel and use the pushchairs, a lot of their opinions change. It is difficult to tell the difference between a £1000 pram and a £300 pram on a computer screen, and many customers change their mind when they see quality products in the flesh. We always strive to help pick out a pram that is just right for the customer’s needs and lifestyle, regardless of the price. Is there a particular brand/product that is proving popular at the moment? Everyone is loving the Bugaboo Fox - its much lighter than its predecessor; the buffalo; and offers a compact, off-road solution with gorgeous colour options. We have seen our sales with Bugaboo as a whole brand increase over the last 6 months, and feel this is down to a positive push in social media and advertising; beautiful campaign shots and increased exposure has helped our customers become more aware of Bugaboo. Do you feel you receive adequate support from your suppliers? Most of our suppliers offer great support for us here in store. We are quite particular about what we stock, as space is a premium, but we also take into account how much support in terms of POS, display stands, and regular account manager contact a brand can offer us. We feel that if we have a positive relationship with the brand, we actively want to sell their products.

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focus WHEELED GOODS & ACCESSORIES

Wheels in motion The wheeled goods category continues to pick up speed. We speak to a number of people to find out what is pushing the sector forward. hether it is a pram, pushchair or stroller, overall style is important in this sector - parents want to be proud to push, however are consumers focussing on the practicality of their chosen style/ brand and how a system fits into their lifestyle or is it simply all about the style? Independent retailer, Kate Adamson (Jack in a Box) told us: “With a new baby style and look are important, however most of our customers appreciate the need to be practical and get the right functionality, whether that’s a small fold or easily removable wheels for example. I am so delighted to say that most manufacturers give us great designs and colour ways to offer.” We asked Luke Burns (UK General Manager, Cybex) his thoughts. “Here at Cybex, functionality and style go hand-in-hand. We aim to combine both as we understand that parents want all the functionality, without having to compromise on style. “Functions such as a one-hand simple fold and recline function, all-wheel suspension and being able to use it as a travel system make life easier for parents, but we want parents to be able to express their individual style too.” With a strong variety of brands and styles to chose from, is this then a product category that is researched prior to purchase? Tristan Allerton of Heston Baby Centre definitely thinks so. “This is very much a researched product category, but that isn’t really a good thing as online reviews and opinions/forums etc. are so subjective. What is right for one is not necessarily right for others.” Tristan recognises that his customers may feel that a particular brand is what they would like, but talks to his customers to find out a little more about their lifestyle to guide them toward products that may be better suited to their needs. “Being quite a rural store with towns with cobbly streets within our catchment area we make sure we steer customers away from city style systems, and towards more robust bigger wheeled models. This is why it’s really important to get customers into store so that they can try things out. We quite often find they have decided what they want before arriving, but quickly change their mind once they get hands on.” BabyStyle’s Andy Crane (Managing Director) definitely feels this is a well researched category. “Yes I think that customers are well aware of what they want and how it works, and ultimately what the cheapest price is out there. They have done their homework

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through research, reviews, shows and tests, as well as seeing what is out there currently being used Image courtesybyof other parents.” Quinny Hubb Andrew Hammond from 123 ABC UK Ltd agrees. “Now more than ever customers tend to come in with most pushchair or not. Parents who live in the city, travel of the answers to the questions that they would on public transport or need it to fit into small car normally ask due to researching online before visiting.” boots are more drawn to pushchairs that are We asked independent retailer Sara Hubbard, lightweight and compact.” Whites Farm Baby Barn if her customers buy a With this in mind, is this perhaps why we have travel system where all the elements are from one seen an increased demand for compact folds? “This brand, or are they now has been a ggrowingg trend which has seen a market having a more ‘mix and shift and increase in compact match’ approach? “Most of folds.” Commented Luke. our customers come in “More and more parents, and asking for a ‘travel system’, often grandparents, want a but are not fully aware of pushchair that is easy to fold what the phrase means.” and store away whilst taking Said Sara. “If a car seat fits up little space – compact on to the wheels they have pushchairs offer just that.” chosen, ultimately this We asked Tristan if he felt becomes a travel system. we were experiencing any Because of our explanation particular trends in this of this, a lot of customers ccategory? “I think it’s been an are happy to take advice oodd year, with many brands in and then will decide on a ttransition. pushchair and a car seat as “We are obviously two separate entities. If Andrew Hammond, 123 ddesperately waiting for new they go together to make a products to come to replace p ABC UK Ltd system - bonus!” ssome quite ageing lines. We are Luke Burns feels that it sseeing that functionality is d match h is all down to personal choice. “Mi “Mix and iimproving i so much h and the bar is being raised very comes down to personal preference, whether its high, but style is there too. colour choice, fashion or budget. We find some “We seem to find greys are always popular, but parents like to stick to one brand whereas others like have also seen a bit of a come back for greens. to choose their pushchair and mix and match their Chrome seems less popular and grey frames are car seat with another brand when considering safety doing well. Certainly seeing a return to the carrycot features.” as well. But we have been encouraging this.” Last year, we noted a trend toward compact Finally, with so many great brand names and folds, would this then indicate that perhaps overall product lines to chose from, we asked Sara whether weight is now a huge consideration? Andy Crane she felt that perhaps this was an oversaturated thinks perhaps not as much as it once was and that category, or if there is enough space for the various parents who are looking at buying a pram or travel brands to compete? “We feel there is always system then weight won’t be the overall deciding enough space for brands to compete.” Said Sara. factor, however if they are buying a holiday stroller “We believe it is important for brands to innovate then yes, weight matters. and launch products that offer the customer The overall weight of course can be dependent something a little different than what is already however on the lifestyle of the parents. Luke stated: available in the category; this past K&J show in “We believe that a parent’s lifestyle and where they Cologne, we all experienced this, which is great live helps to dictate whether they go for a lightweight news for the industry.”

No w mo re than “ ever customers

ten d to come in wit h mo st of the ans wer s to the questions tha t they would norma lly ask due to rese arc hing online befo re visiting .

”

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focus WHEELED GOODS & ACCESSORIES

Perfect combination The i-Top from Bebecar is a luxury pram that folds extra small. Its adjustable suspension and wheels with ball bearings make every journey smooth and comfortable, but the compact fold allows it to fit easily into a car boot. It can be folded freestanding, without having to bend down – a really valuable feature for a mum recovering from a c-section. Don’t forget - Bebecar have a promotion running until the end of December, for a half price car seat with any pram combination from the current range, including the i-Top. The car seat fits the chassis without adaptors, for seamless travel. Tel: 01692 408801 Web: www.bebecar.co.uk

A real pearl

The stunning new Oyster3 has stolen the show this year, in Harrogate and Cologne, being hailed by retailers from the UK, Europe and beyond as an immediate success. In addition at recent consumer shows the response has been overwhelming. Higher, bigger and roomier than the multi-award winning and much loved Oyster2, the Oyster3 has a compact fold, with the seat unit facing in either direction, which results in it being more compact than its predecessor. The Oyster3 will be clean rivet free lines and a available in two chassis options with rend fabrics. totally new range of luxurious and on-t contact BabyStyle. ter3 For more details of the new Oys

Perfect for on the go

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

Web: www.babystyle.co.uk

Web: www.chicco.co.uk

Double the Bumbleride fun! Indie Twin offers many options for multiples from birth. With twins or an infant and toddler, this versatile side-by-side gives you a customised fit for each little one. Soft, durable fabrics made from 100% recycled PET are fully removable and machine washable. The narrow silhouette, all-wheel suspension, fully adjustable lie-flat seats and canopies redesigned with more headroom and sun coverage make Indie Twin’s adaptability unmatched. Folding Indie Twin is easy and completely seamless thanks to the ergonomic trigger release on the handlebar. Stay on the move with two. Tel: 0208 127 6715 Web: www.bebebrands.com

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AD_0257_Litetrax4_JS_NT_UK_v3.pdf

30/10/2018

00:00

litetraxâ&#x201E;˘ 4 flex signature C

CMY

Welcome to a luxurious world of warmly woven quilted fabrics; aged cognac leatherette touches; and an elite, high brilliance carriage chassis; all exquisitely crafted to make memories of each moment with baby last forever.

A SIMPLY TIMELESS SYSTEM WITH THE FINEST OF FOLDS.

joiebaby.com/signature in-seat suspension for a 30% smoother stroll

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

focus WHEELED GOODS & ACCESSORIES

Unlimited freedom, unlimited comfoCritytStroller

Quality and luxury at ices affordable pr er anoth successful year and is

British company Kids Kargo has had ssfully raising brand looking forward to what 2019 brings. Whist succe two Bronze awards won have Kargo Kids year, the awareness throughout also been have in two categories in the 2018 Mumii awards. They recently and 2019, s award baby shortlisted at this years Mother & r has also been Jogge Fitty The s. Mum for Made from received a 4* review s 2019. short listed at this years Mother and Baby award er of retailers, Kids Kargo are excited to gain a growing numb through customer demand. s are compatible The Duellette and Fitty Jogger double Travel range . They are the sellers ar popul with Maxi Cosi car seats and are their most they have now so and , living city and ry perfect double pushchair for count of the ns versio single are These . range single launched their junior r junior) Jogge (Fitty Duellette (Duel DS Junior) and Fitty Jogger range stage. later a at seat d secon a ase which enables consumers to purch of extending their These are a great investment if they are thinking rs and with an colou s family. Both of these ranges are available in variou cost. extra no at items extensive list of features and additional cts at affordable Kids Kargo are proud to provide high quality produ er service at their UK prices. With the added benefit of personal custom ing friendly and provid for n head office and warehouse, they are know love. and nise recog ers comprehensive service that custom

ro Ergobaby’s Met tions of urban ita lim e th es fi de and ng the comfort travel by bringi is by ba go Er at n th ergonomic desig ct ultra-compa known for, to an fits on buses, y sil ea stroller that rline overhead tubes, in most ai l car boots. bins and in smal ergonomic r’s le The strol a soft, cushy design features zone advanced multipadded seat with to give st re g le adjustable support and an d is the an rt fo m co level of dly’ baby a superior en fri certified ‘backr first stroller to be fo n ig pa AGR (Cam by the doctors at he T y. an m s) of Ger Healthier Back and large ride suspension th oo sm ’s Metro t en m handle pave back tires easily a r fo es d curbsid cobblestones an e. rid e bl rta comfo by.co.uk ba Web: www.ergo

Tel: 01234 750333 Email: Andy@kidskargo.com

Master multi-tasker! The Chrome DLX is a master multi-tasker that combines all the best features available in a multi-mode pushchair. It now comes with a super light comfy matching carrycot included, requiring no adapters, fitting is quick and easy. The parent or forward facing seat unit also includes matching hood, seat fabrics and footmuff. An option to add the Joie iGemm or iLevel i-Size infant car seats offers total versatility for parents leading a busy lifestyle. It features an instant gravity fold that is easily activated with or without the seat attached and in either direction, it ensures ease of use in every mode. The modern floating chassis with clean tailored lines creates a sophisticated and streamlined look and the fully reclining, cocoon-shape seat is perfect for sleeping newborns facing parent or facing the world. Loaded with parent must-have features including a single-step scuff-free brake, all-wheel suspension, plus a large, integrated shopping basket. Chrome DLX and matching carrycot comes in 3 stylish shades! Tel: 01889 808 900 Email: uksales@joiebaby.com Web: www.uk.joiebaby.com

Your best friend Each

element of the new Chicco Trio Best Friend from Chicco has been specifically designed to simplify parenthood and accompany little ones’ first three years with comfort and style. The stylish stroller offers a smooth drive and is easily convertible from forward facing to rearward facing. The book folding design can be operated with one hand and stands alone once folded . The frame measures only 69cm when folded, or with the forwa rd or backward facing seat measures 78cm – making it one of the most compact solutions available on the market. When used as a car seat, the Trio Best Friend is light and easy for parents to carry while transporting to the car and provides ultimate comfort during journeys thanks to the removable reducer cushion. Finally, the semi-rigid carrycot is lightweight and extremely functional, and is the perfect solution for everyday strolls.

Web: www.chicco.co.uk

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nal Me & You

NEW iSafe Multi-Functio

16kg in weight. Lightweight and functional Key features include: Aluminium Construction. ts. Extendable Handle 3 Heigh assis. 1 Second, Easy Fold Away Ch Large Shopping Basket. ncture Free. All Terrain Rubber Tyres & Pu One touch breaking system separately) X2 Carseat compatible (sold (sold separately) Maxi Cosi Carseat compatible r when the secondary Can be used as a single strolle seat is not required tion Car Seat & Seat Unit combina yal Blue, Teal, Black Four colourways: Sienna, Ro

Available to order now! Tel: 01902 593037 | Email: BabyTravelTrade@gmail.com | Web: www.wholesale-baby-goods.co.uk/

focus WHEELED GOODS & ACCESSORIES

Compact proportions Red Kite comes in

A new compact fold stroller from this the shape of the Push Me Print, suitable from birth at only ials, essent baby your size down to you allows r strolle 6.3 kg. This stroller is very easy to fold and the compact proportions allow this buggy to be easily stored in the smallest of spaces. The Sprint comes equipped with swivel wheels, comfortable seat padding, a 5 point harness and you also have the bonus of a large shopping basket to take along all of baby’s travel essentials. Folding into 60cm x 49cm x 26cm, the Sprint stroller can even fit into the overhead compartment of an airplane and can be folded with just one hand. An extendable suitcase style handle offers an added way of transport for when little ones want to stretch their legs. Tel: 01454 326555 Web: www.redkitebaby.co.uk

Perfect trio of accessories

To compliment the new Trio Best Friend travel system, Chicco has designed three new travel accessories that are perfect for every day outings. The versatile Chicco organiser bag can be used as a shoulder bag or backpack and the Chicco 2-in-1 tote bag can be used together or separately depending on parents’ needs. The warm and cosy Chicco universal foot muff with water repellent technology is ideal for winter months. The frontal zipper opening allows parents to easily reach their little one and the lower part of the foot muff can be folded for even more comfort. Web: www.chicco.co.uk

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

Lightweight and state of the art The all new iSafe Travel/ Pram System and iN LiNe Tandem System is a state of the art multifunctional system.

aby Tavel UK’s most fashionable and functional pushchairs has arrived, with a selection of stylish accessories ensuring comfort and safety. With adjustable soft touch comfy grip handle bar offering a choice of positions, quick release large rear wheels with EVA tyres, all round soft suspension, rigid yet lightweight chassis, multifunctional seat units, large shopping basket and many more great features ensures this is one of the most versatile tandems on the market. The iSafe Multi-function Me & You is only 16 kg in weight, making it extremely competitive when compared to its rivals. Tel: 01902 593037 Email: BabyTravelTrade@gmail.com Web: https://wholesale-baby-goods.co.uk/

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focus WHEELED GOODS & ACCESSORIES

Bit of prestige le is available in

The classic and elegant Prestige by BabySty the special Nimbus Edition, a 13 piece collection offering customers a complete package at a great price. The Nimbus Edition comes with the Prestige Active chassis in black along with pram body, pushchair seat, an infant seat and base including apron, hood and raincover and a full set of accessories in Nimbus Grey fabric. The accessory package includes Footmuff, parasol, changing bag, hand muff, baby blanket, insect net, and car seat raincover and multi car seat adaptors. Web: www.babystyle.co.uk

Making Shopping Easy Every parent knows the struggle of battling with shopping bags and a pushchair. Clippasafe’s Big Bag Clip, which has been awarded a Bizziebaby Silver Award, is a fully enclosed loop-style bag holder made from strong but light aluminium that makes shopping easier for busy parents on the go. Designed to open and close easily, they provide a more sturdy option to traditional plastic bag hooks. Once attached to the stroller handle they can be left in place and if kept closed, they will not come off or be misplaced. One Mum who tested the Big Bag Clips praised the usability and convenience of the product: “It’s so easy to fit to pushchair and I was surprised just how much it could hold. It made my trips to the shops so much easier and I have already purchased another one as a spare.” Clippasafe’s range of stroller accessories also features a clever self levelling Cup Holder, a Stroller Organiser complete with thermal drinks compartment and Rain Covers for prams and pushchairs that are perfect for cold, winter weather. Tel: 0115 9211 899 Web: www.clippasafe.co.uk

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Metropolitan minded The Seattle based award-winning nursery brand Diono are starting 2019 in all the right ways. Having recently moved into fantastic new office space in the heart of Manchester’s Northern Quarter, the brand is launching a wave of exciting new product, including beautifully modern city-sized strollers. Excurze is just one example of Diono’s metropolitan minded design. The streamlined and compact frame make light work of city streets, with quality tested all round suspension ready to tackle any unforeseen bumps in the road. The Diono designers have combined this purposeful engineering with great activewear inspired and durable fabrics, to let you explore come rain or shine. The editions range features 3 trend inspired colourways including their infamous yellow Sulphur paparazzi hood and matte black chassis. For more understated luxury, look to the Luxe collection of black camo and black platinum prints, all lovingly designed with complimentary silver chrome chassis. Email: sales@diono.com Web: www.uk.diono.com

Versatile travel companion V W Warm in winter, cool in summer, BOWRON’s Babycare range combines the necessity for p practicality, durability and safety with the desirability of softness, comfort and luxury from a natural material. n Bowron Babycare is an ideal and versatile travel companion. The product is fully washable, can be professionally dry-cleaned and the familiar comfort of the soft wool fibre ensures your ca b baby will feel secure and content wherever you go. Bowron Sheepskins make the safety of all its products a Priority. This along with the companies 130+ yearss of experience in the industry makes co Bowron Babycare the time proven, preferred choice for B parents when buying for their babies. p E Email: jackie.cleak@bowron.co.uk @bowron.co.uk Web: www.bowron.com W m

supplier snapshot We spoke to some of the industry‘s finest to find out their thoughts on the wheeled goods sector.

Holly John

MARKETING MANAGER, CHICCO

Andy Crane

MANAGING DIRECTOR, BABYSTYLE M D you feel that consumers are brand Do ffocussed when looking at prams/ pushchairs? p Yes I feel that most customers these days are very brand aware, and in a lot of cases have already decided on the brand through online and offline research before actually buying. Is style more important than function? Yes I believe it is, I think that rather like a car you have to like the style firstly, and then if the functionality is there also it’s a win-win, I think that trying to sell from functionality alone is very difficult. Do you think that consumers who are looking at a travel system have a more ‘mix and match’ approach? No I think if there is a dedicated car seat from the manufacturer in particular colour combinations then consumers will buy the branded travel system. However some customers have already decided on a particular brand of car seat and then want to match that to a pram of their choice. Is weight a consideration? Not as much as it used to be, but this very much depends on the category. If they are buying a pram or travel system then no, but if they are buying a holiday stroller then yes of course the weight matters. Do you think we have seen an increased demand for compact folds? Yes, certainly compact folds are much more in demand rather than umbrella folds. Would you say this is a category that is heavily researched prior to purchase? Yes I think that customers are well aware of what they want and how it works, and ultimately what the cheapest price is out there. They have done their homework through research, reviews, hat shows and tests, as well as seeing what is out there on the street already. ar Have you noticed any particular trends in this category? Yes, all of the above are trends that we, as designers and manufacturers,, take into account. How are you driving consumerr awareness of your brand? Regular social media, magazine advertising, online advertising, selected bloggers, editorial reviews, comparisons and group tests, leading awards etc. It does seem that celebrities are still very much the leading influencers for brands too.

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Do you think we have seen an increased demand for compact folds? As more and more parents look to get out and about in the city or travel with their little one, the demand for compact and light weight pushchairs has certainly grown to meet these changing demands. Whether parents are looking for a product that will easily fit into their car or something that they can easily manoeuvre through busy public spaces, the ability to easily fold, carry and store a pushchair is very important. Strollers such as the award winning lightweight Chicco OhLaLa weighs only 3.8kg making it easy to carry and transport when on the move. While Chicco’s MiniiMo2 measures at only 55x48.5x25cm when folded, so it can be easily transported both in the car and on public transport. Have you noticed any particular trends in this category? When it comes to compact folds, we’re starting to see that brands are becoming more inventive with the way in which strollers can be folded into a format that is easy to carry, for example, it might form a backpack once folded such as the MiniiMo2. Storage space is also essential for parents on the go, and this is something that is also becoming a key feature within compact folds. Both the Chicco MiniiMo2 and OhLaLa are designed with sizable storage spaces that can fit all of the essentials needed when taking little ones out, all without compromising on the size of the stroller to ensure a small compact fold. Do you feel that consumers are brand focussed when looking at prams/pushchairs? In most cases, purchases in this category are often made whilst consumers are still pregnant, so they are conscious of being able to trust where they are going to place their newborns when they arrive. When making these decisions, consumers are going to look for a familiar brand that they can rely on to provide maximum quality and functionality of the product to ensure their little ones’ safety and comfort. Would you say this is a category that is heavily researched prior to purchase? More often parents are making educated choices by researching online as information can be found so easily via mobile. As well as visiting stores both in person and d online, we now also finding that parents frequently look at reviews on independent trusted websites where they can compare different brands when making a purchase. Consumers will now also seek the opinions of other parents. A new parent will more likely to resonate with the experiences of other parents who have been in the same situation and found the product easy to use or beneficial, so it is important that we are working with influential press and bloggers to get reviews of our latest innovations online.

Olivery Pain

OPERATIONS MANAGER, BEBEBRANDS O

D you feel that consumers are brand Do focussed when looking at prams/ f pushchairs? p I believe brand is of great importance to consumers who’re looking at pushchairs. With a c quality brand comes come desirability, durability and safety. All parents want the best for their little ones and the peace of mind that comes with a trustworthy brand is of great value. Is style more important than function? The two are equally important. For a pushchair to be successful, it must offer great functionality, a stylish design and make life comfortable for parent and baby alike. Do you think that consumers who are looking at a travel system have a more ‘mix and match’ approach? In Today’s information-rich market, increasing numbers of consumers are adopting a ‘mix and match’ approach to travel systems. Compatibility guides and universal product designs allow consumers the freedom to design and build their perfect travel system. Is weight a consideration? Yes, though the importance of weight/size is dependent on the lifestyle of the consumer and the intended use of the pushchair. Would you say this is a category that is heavily researched prior to purchase? Yes! Consumers are able to compare factors including compatibility, dimensions, features, prices and reviews prior to purchase, thus allowing them to find their best pushchair option. The wealth of information available online allows much of this research to be done at home or on the go. How are you driving consumer awareness of your brand? Following its relaunch in the UK, we’re using social media to drive awareness of Bumbleride. We collaborate with influencers who align well with the brand and encourage them to share their honest feedback and experiences in posts and reviews. We too exhibit Bumbleride at shows and events where consumers can explore the product range.

Kevin Golding

COMMERCIAL DIRECTOR, BEBECAR UK Do you feel that consumers are brand focussed when looking at prams/ pushchairs? There are definitely consumers who buy their pushchair because of the brand name, sometimes without even trying it out first! We often found at Baby Shows that parents would visit our stand on their way to seeing the brand they had planned to buy, and it was interesting to see them change their minds after trying the demonstration models. Is style more important than function? The single most important thing for anyone to consider about a pushchair is the baby who will be using it. Their comfort and safety should be everyone’s priority. Unfortunately, many parents place more importance on the appearance or price of the pushchair. I think it’s important to talk about the experience of the child in these products the benefits, or potential risk, to their wellbeing and development. Is weight a consideration? Yes, I think so. If a parent is taking their pushchair onto public transport, or taking it in and out of the car often then the weight of the chassis will definitely be a consideration. That said, any chassis that’s too lightweight is often uncomfortable to push over rough ground there’s definitely a good balance to be found. Do you think we have seen an increased demand for compact folds? Compact folding is a big consideration for us, and our i-Top chassis has been really well received this year - it’s a luxury pram with a seat unit that folds extra small. Alongside the folded size, we also need to consider the practicality of our folding methods. The i-Top can be folded freestanding, without having to bend down. Have you noticed any particular trends in this category? As you would expect, there’s a shift of colours and fabrics every year we’re just about to launch our 2019 fabrics. Alongside the bestselling blacks, greys and navy there will be lots of pastel colours around in 2019. How are you driving consumer awareness of your brand? We are lucky to have a fantastic following on social media, so we use our Facebook page as an instant-reach platform to show consumers our new fabrics, the chassis that are in stock ready for despatch (or those with limited stock remaining), highlight special offers that are available, and to share photos and posts from our retailers. We’re also focusing on POS materials and store displays, to help our brand stand out in retailer displays.

Beth Henry

MARKETING ADMINISTRATOR - OBABY Do you feel that consumers are brand focussed when looking at prams/pushchairs? Yes, we know from the end user shows we visit that new parents are being drawn to popular brands marketing when there are some fantastic pushchairs out there that have not got the brand awareness. When they attend the shows, they can then see first-hand that they have more options than they first thought. Is style more important than function? No. Customers main requirements we have found are the weight of the pushchair and how compact it folds. Style is secondary. Do you think that consumers who are looking at a travel system have a more ‘mix and match’ approach? I would agree with this as many consumers will now look for a car seat first and will then look for a pushchair that is compatible.

Do you think we have seen an increased demand forr compact folds? I would say compact folds and small lightweight buggies were in more demand in 2017, I think 2018 has seen consumers want a bigger system that can fold small and is lightweight. Would you say this is a category that is heavily researched prior to purchase? Yes. There is so much choice out there, unless it is researched thoroughly, the consumer would be totally confused. ‚Ä®How are you driving consumer awareness of your brand? Social media and end user shows work for us. Once a consumer can see the product for themselves it completely changes their opinions of the higher profile brands.

nursery n nu nur s y ttoday ser oda od ay

social media ROSS HEWITT

Hit the target with Facebook This issue Ross Hewitt takes us through how best to utilise Facebook as a marketing tool. f you are feeling dismayed at your lack of progress on Facebook, then it might be time to explore some of their aadvertising tools to see if you can lleverage some business out of the ssocial media giant that way. Unfortunately, the Facebook ads ssystem is clunky, confusing and ccomplicated to use (great!) but it does h have a lot of advertising power under tthe bonnet, so it is time to get to grips with it once and for all. I can’t explain everything in this article but here are a few key aspects asp to try and understand and I urge you to do more research readin on your own. and reading ta The targeting feature is the most pect of Facebook ads and useful asp aspect the most important. Good targeting yoour adverts will be means your

M an a g in g , t it w e H an d Ro ss ec ret Pi e e d i a ’. S f o r o t c M D ire vvy S oc i a l a rket in g a ‘S f o r o al m a ut h n h is d ig it h a d h is fi r st a g e b s s o R try 1 9 9 8 an d c a reer in t h e nu r sery in dus fo r a y into o f M a rket in g & a s H e a d r S ilver C ro s s in in c e fo E c o m mer set up S ec ret Pi e e g 2 0 0 8 . H d h a s b een h e lp in 2 0 10 an foun d an d lo ve d c li ents g et ever s in c e . on lin e k etp i e .c o .u k r c e .s w w w .u ec retp i e .c o | 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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shown to the ‘right’ people and if the ‘right’ people start to react to the advert by liking, clicking or commenting on it then your ‘relevance score’ increases for the campaign. This relevance metric is important as it’s a factor that determines how much you will be charged each time when your advert is shown. Don’t worry, you can set a maximum budget, but high relevance means more people see the advert for the budget you set. Facebook wants to show relevant content to its users so rewards good advertisers by charging less for more exposure and punishes bad advertisers who don’t target well by charging them more. The Facebook Pixel is another

crucial part of the puzzle and this needs to be installed on your website. Any digital marketing helper you have should be able to sort this out in ten minutes and it is important as it lets you target adverts on Facebook to people who have already visited your website and lets you set up conversion events so that you can measure the success of your ads. Even if you’re not planning to run any Facebook campaigns for a few months at the very least you should install the pixel now so that you can start to build up a ‘Custom Audience’ in Facebook of people who visit your website. This audience can then be used in future Facebook advertising campaigns.

Using Facebook to target previous website visitors is hands down the best route for advertising as people who have already experienced your brand or store’s website are far more likely to buy from you through Facebook adverts than people who are discovering you for the first time. Research on Facebook retargeting campaigns versus first-time exposure adverts show that people are 80% more likely to convert if they have discovered you previously. The reason for this is relatively easy to explain… When someone types something into Google (e.g. 3 wheeled stroller) they are already in a mindset of wanting to find out about that ‘thing’ and may already be looking to purchase. That keyword triggers an advert relevant to the product they are searching for and if they click on the advert then a warm lead arrives on the website that the advert points to. With Facebook, an advert appears in someone’s feed just because they are a certain type of person, or because they follow certain types of pages or even because they live in a certain part of the country. The advert has NOT

been triggered because they are in the process of searching for something and has instead appeared when they might simply be trying to relax and see what friends have been up to. A very small percentage of people are in a buying mood when they are on Facebook and their behaviour differs dramatically from how they use a true search engine such as Google or Bing. The advantage is gained by reintroducing your brand or store to people in this situation as they are less likely to ignore something familiar. There is naturally a finite number of people who will be in your Custom Audience that have already visited your website and been picked up by the Facebook Pixel, but by being able to create said Custom Audience you are then able to find more people on Facebook like this group by creating a ‘Lookalike Audience’. A Lookalike Audience is an audience generated by Facebook of people who are behaviourally or demographically similar to (or “look like”) one of your Custom Audiences. This is the best way to sift through the millions of

ious U sing Fa ce book to ta rg et prevw n w eb site vi sitor s is hand s do as th e best route fo r advert is in g peop le w ho have al re ad y ore’s experi en ce d your br an d or st buy w eb site are fa r more likely to verts from you th roug h Fa ce book aderin g th an peop le w ho are di sc ov you fo r th e fir st ti me ‘strangers’ on Facebook to find new prospects who have a higher chance of being interested in what you do. Targeting a new Lookalike Audience reduces the risk of your campaign having a low relevance score because a higher proportion of the people being advertised to should ‘look’ and ‘behave’ like people who already have interacted with your website. You can also create a Custom

Audience by uploading your email newsletter list or a list of customers and then create an even warmer Lookalike Audience from these contacts. These are the people you need to go after, so stop boosting posts and start creating some small campaigns to test out this targeting process. The actual instructions on how to do all of that are out there for you to read and follow…sometimes you just need to know where to start.

NEW

Dumbo NEW

Dalmatians

Winnie The Pooh - Starnight

Winnie The Pooh - Hug Me

Mickey - Ahoy

nspirational thinking

Minnie Mouse - Hearts

This Disney cot bed and nursery set thoughtfully combines clean and contemporary design with the delightful addition of Winnie the Pooh, Minnie Mouse, Mickey Mouse, Dalmations or Dumbo illustrations. As your child grows, learning to sit and stand, the mattress base can be lowered, with three base heights available in total, providing extra security and reassurance. The cot ILK [OLU JVU]LY[Z LќVY[SLZZS` MYVT H JV[ VM [OL OPNOLZ[ X\HSP[` PU[V H JVZ` HUK Z[`SPZO junior bed.

www.obabytrade.co.uk 01652 641490

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nursery matters JOHN BARKER

Barking Mad This issue John Barker takes a look at stock issues, which is a topic often discussed by many independent retailers. ometimes dealing with customers is like banging your head against a wall, unfortunately the same can be said about dealing with some suppliers too. I guess it’s the downside of being the middle man. I sincerely believe that some customers think we take orders off them just so we can mess them about when their baby is due. It fills us all with a wonderful sense of fulfilment and joy taking a £900 order for a baby due in four months time. It makes us even happier when the stock doesn’t arrive from the supplier four months down the line. We are positively ecstatic when the customer calls to enquire about their order, only to be told “it’s not here yet and the supplier has no stock left”. We laugh off their remark when they tell us “I don’t care, I placed my order with you. You need to sort it out!”. Do you know what? They are right. We sold them the pram and we promised we’d have it in stock when they needed it. We checked the stock list from the supplier, we ordered it with them immediately, we then sat back safe in the knowledge that they knew we needed that pram for our customer in four months time. But how do we now deal with this customer? The supplier can’t give us something they don’t have. Likewise we can’t give the customer what we don’t have. We could always hope that one of the lovely people on the NSG could help us out, but is this really a solution? The thorny issue of stock and forecasting can lead to

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cancellations and sadly, thanks to social media negative repercussions for businesses. It’s not realistic to expect suppliers to never be out of stock. Nor is it realistic to expect a retailer to carry everything in stock. So where’s the middle ground? I guess in an ideal world suppliers would ensure

Reta ilers must be re al ist ic w ith th eir orders an d fig ht th e urge to over order, it do es n’t he lp th e supp liers an d it do es n’t he lp your fellow retailer s a steady stream of their more popular items (by this I mean anything in grey) and minimise excessive delivery times. Is it honestly realistic to have such basic items as car Seat Adaptors on a three month lead time? The first step to ensuring harmony must be communication and accuracy of information, but on both ends of the telephone. The supplier must pay attention to the

requirements of the retailer and the use of a forecasting or forward ordering system will assist greatly with this if implemented correctly. The flip side is that the retailer must be realistic with his or her forecasts. Why order 50 of item A then when the supplier is ready to ship cancel half of it? Yes, this does mean that retailers desperate for stock get the benefit of items suddenly becoming available but there is also a negative side to this. If the supplier constantly sees high order levels met with high cancellation rates at the time of shipping, they are less likely to believe forecasting and therefore more likely to assume forecasts are inaccurate. In this case they may feel that the forecasts can be reduced, assuming that when the stock is available the cancellation will mean they have adequate stock. If this is the case and the retailer then decides they actually want the stock the supplier is faced with a deficit, this deficit will then carry from month to month as they chase their tails. Due to the lead times on items from factory to supplier it can be very hard to resolve stock issues swiftly. So this takes me back to my original point. Retailers must be realistic with their orders and fight the urge to over order, it doesn’t help the suppliers and it doesn’t help your fellow retailers. If the suppliers have

the confidence in the information coming from the retailers they will have everything they need to ensure their stock levels are not out stripped by demand. Confidence in the supplier means sales. No confidence results in the brand being bad mouthed, not only in the comfort of Facebook support groups but by the consumers too. If the end users can’t get the item this will have an impact on the brand. Retailers will reduce shop floor space for brands they don’t have confidence in and this will result in less customers seeing the product and therefore less buying it. The issue of stock control will be debated till the day the forces of chaos spew forth from the the warp and then it won’t matter anyway. All we can do till that point is our part, give your suppliers as much forewarning as you can and try and hold some stock of your better sellers in your storeroom. If all else fails the NSG family will try and look after you. But how should we deal with Mrs Smith? She is currently waging a hate campaign against you on Facebook; threatening to tell every mum to be she knows not to shop with you! In here is the dilemma. If we filled our warehouses and storerooms with stock from the worst offending suppliers we’d tie up most of our cash flow and we’d be hard pressed to get stock from the better suppliers.

john@pramland.co.uk

What myself and many of the people I have spoken with on the shop floors up and down the country are more frustrated by is how different suppliers can be. Retailers reading this now are about to start thinking of their suppliers and placing them in brackets as follows: Firstly we have those that simply never have stock issues, we’ll call these the “prefects”. Order it on a Monday and you’ll have the stock on Tuesday, without fail, always. Secondly we have those suppliers (these without a doubt make up the bulk of those we all deal with) that generally are very good with stock. They occasionally have an item out of stock but they are able to give you a restock date and best of all, this date is both reasonable and reliable. We’ll call these suppliers “normal”. As the vast majority of suppliers sit here we all get to maintain a level of sanity at the end of a working week. Finally we have that small number (and they are very few and far between – thankfully) that constantly let us all down on a regular basis. No matter how many stock lists or

updates we receive from them, stock never arrives. Stock availability reports seem almost randomly generated using the “think of a number + your birth date / any other number” school of planning. Retailers aren’t perfect and we’ll all (well some of us anyway) happily admit that. All we ask is that we get communication that we can trust and

Making bedtime a happy time…

rely on. Ok so we’ll push our credit terms from time to time but all we want is a gentle nudge. We’d rather that than miss out on stock we are desperate for. In a time when the industry is constantly sighting online pricing as the downfall of the independent market maybe we’ve got it all wrong. I would personally say we’ve lost more sales in the last 12

months due to stock issues than pricing. If a customer is faced with the same price or a small increase but they can take the item there and then, most will. Instead of clandestine meetings to discuss boycotting brands over pricing we should be having open talks with suppliers on how, as a band of independents we can work with them to resolve stock issues.

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focus PREGNANCY & MATERNITY

Bump express 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 or aid 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. 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.

Sleep to the side Going to sleep on your side during mid-late pregnancy has been shown to reduce the risk of stillbirth according to Tommy’s #sleeponside campaign. On top of that 92% of pregnant women have trouble sleeping and staying comfortable throughout the night from as early as 20 weeks. The Dream Belt by Babymoov, provides comfort for you and real protection for baby by enabling mum-to-be to lie comfortably on her side which otherwise wouldn’t be so easy to sustain. Co-created with mums and midwives who recognised a reoccurring problem for pregnant women, the Dream Belt’s unique design consists of ultra-soft memory foam sides that fill the gap between the hip and the mattress. This relieves pressure of the uterus to mums’ bladder and major vena cava vein which provides blood, oxygen and nutrients to baby. Dream Belt follows mums’ every movement during the night thanks to its stretchy fabric which will adapt to her body shape and growing bump. Email: sales@babymoov.co.uk

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Support for feeding and beyond

Boppy Pillow from Chicco is a versatile 4-in-1 aid to provide both mum and baby much needed support with feeding and beyond. The unique ergonomic design offers a snug and secure fit for every mum, while the internal padding provides crucial support for little ones whilst they feed. The exclusive insert allows the Boppy pillow to adapt to the shape of every mum without losing its original shape or being too tight. After feeding, Boppy continues to play a crucial role in supporting a baby’s development as the pillow becomes a cosy nest which allows babies from two months to relax with their head slightly raised, assisting digestion and avoiding regurgitation. From six months Boppy helps encourage movement training by providing a comfortable cushion that facilitates the development of motor experimentation and coordination. Finally, from nine months, the pillow helps support the baby to maintain their balance, training them to gradually remain seated on their own. Web: www.chicco.co.uk

“My Little Koala’s breastfeeding covers support mums to breastfeed more easily while out and about. The nursing covers come in beautiful 100% cotton fabrics, feature a hooped neckline so mums can maintain eye contact with their baby, an adjustable neck strap so they fit each person perfectly, and two side pockets for storing breastpads, mobiles and other baby essentials.”

mylittlekoala.com info@mylittlekoala.com

Making life less worrying

Proud to support independents DĂŶĂŐĞĚ ďǇ dŚĞ Z,^D 'ƌŽƵƉ Ͳ ǁǁǁ͘ůŝƩůĞĐŚŝĐŬ͘ůŽŶĚŽŶ ŵĂŝů͗ ŚĞůůŽΛůŝƩůĞĐŚŝĐŬ͘ůŽŶĚŽŶ dĞů͗ Ϭϳϵϳϲ ϳϳϯ ϰϴϲ

The unique Dr Brown’s Options internal vent eliminates the vacuum and air bubbles in the feed, so helping reduce colic and burping Tel: 01538 399 541 Email: info@centralmedical.co.uk

www.drbrowns.co.uk

focus PREGNANCY & MATERNITY

p reast puchm Wearabitedlesecondbprod don Fashion Weeekk Lon at laun uct, Elvie Pump, Elvie saw their long awa in September 2018. sitting from existing breast pump technology, Elvie Pump is a complete departure being out with tly silen allowing her to express milk discreetly inside a woman’s bra and app, an to ects conn p pum st brea silent, wearable connected to any wires or tubes. The ’s user the from me volu milk itor mon p and which can be used to control the pum anywhere. ime, anyt p pum can they that so e, phon Email: sales@elvie.com Web: www.elvie.com

Style with comfort The stylish Cantaloop maternity underwear collection is distributed exclusively by Central Medical Supplies Ltd and includes a unique range of products and includes a range of lingerie designed with both style and comfort in mind. Each piece has a seamless design as well as double-knitted high quality fabric which provides support through pregnancy and beyond. The super-soft nursing bras can be worn during pregnancy as they adapt to changing breast size and the adjustable straps and fully opening drop cups make them versatile bras for any mum to be. The award-winning Cantaloop Support 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 throughout pregnancy. Post-birth, the Cantaloop C-Section Briefs aid recovery following a c-section. The unique C-Satin Panel is silky smooth and won’t catch on any stiches or staples and the high waist is comfortable and away from your scar. The briefs provide light compression which helps to control the swelling after surgery 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

Wire free, seam free

Platinum award-winn ing mater nity and nu rsing lingerie brand, highly anticipated Inv Bravado Designs, is isible Nursing Bra. Th thrilled to launch the e patent-pending wirenaturally moulds to free and seam-free, sup the body for a secon d-skin effect, providing er soft nursing bra invisible silhouette. ultimate support with a smooth, almost Designed with comp lete comfort in mind, the Invisible Nursing mums-to-be. Its paten Bra is a must-have for t pending seam-free an new mums and d wire-free bonded co fabric creates a smoo nstruction, teamed wi th silhouette, with va th bonded double-lay rious levels of stretch This magic nursing bra er to support a mum’s ch not only becomes a sec anging body shape. a luxurious feel. Not ond-skin but features compromising on sty inc red ibl y soft and breathable fab le, the Invisible Nursi been designed with pre ric for ng Bra, available in bo tty scallop detailing for th Black and Bare, ha a feminine touch too With all the support s ! and benefits that has become expected fro includes convertible cri m Bravado Designs, ss-cross straps for addit the Invisible Nursing ional support, easy op Nursing Clips and ful Bra en and close one-han l drop away cups, ide ded Bravado ‘B’ al for nursing and ma mothers can rely on, ximum skin to skin co the Invisible Nursing ntact. A nursing bra Bra is complete with Web: www.bravadod removable foam insert esigns.com s for shape and discre tion.

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MESS-FREE FILLING AND FEEDING SYSTEM

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feature MOTHER&BABY AWARDS

Shortlist for success The coveted awards from Mother & Baby are on the horizon with the winners being announced on the 27th November. other&Baby is a household name when it comes to mums to be, offering the latest expert advice and covering every aspect of becoming a mum. So it’s not a surprise that by winning one of these awards and being able to use the Mother&Baby logo on packaging a product becomes far more appealing to parents who are given instant reassurance of a product. From pushchairs to car seats, breast pumps to nappies, developmental toys to healthy baby food, the Mother&Baby Awards put all essential baby products to the test. At Mother & Baby they believe products should be tested by real baby experts – mums and dads. The annual Mother&Baby Awards celebrate the very best products, stores and brands around, with an army of mums testing products giving verdicts which help to decide just who deserves the coveted gold, silver or bronze rosettes. For the last 25 years, their army of mummy testers have been rigorously testing hundreds of pregnancy, maternity, baby and toddler products. From new innovations to the products they couldn’t live without, you can rest assured every product on this list has been put through its paces.

The Mother and Baby award shortlist 2019: Best Baby Carrier/Sling or Back Carrier: • • • • • • • •

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Close Caboo + Cotton Blend Carrier Ergobaby Omni 360 Baby Carrier Ergobaby Omni 360 Cool Air Mesh Baby Carrier FreeRider Baby Carrier Wrap Free-to-Grow Baby Carrier, Tula Infantino Carry On Back Carrier Mamaruga Zensling Toddler Carrier, Tula

Best Baby Food Range/Product:

• •

•

• • • • • •

Aldi Mamia Organic Fruit Pots - Apple and Pear Babease Stage 2 Complete Meals Ella’s Kitchen ‘Love Veg’ Range (first tastes + vegetable-only flavours) Kendamil Stage 3 Toddler Milk 12-36 Months Kiddyum Frozen Meals Lidl Lupilu Organic Fruit Baby Food Pouches Stage 1, Bananas & Apples Lidl Lupilu Organic Fruit & Vegetable Baby Food Pouches Stage 1, Butternut Squash, Apples, Carrots & Prunes Lidl Lupilu Organic Fruit & Vegetable Baby Food Pouches Stage 1, Sweet Potato, Pumpkin, Apples & Blueberries Organix Goodies Toddler Puffs

Best Baby Monitor: • • • • • • • •

Angelcare AC517 Baby Movement Monitor, with Video and Sound BT Audio Baby Monitor 450 Lightshow BT Video Baby Monitor 6000 MBP50 Video Baby Monitor with Large 5-inch Parent Display Unit Nurofen for Children FeverSmart™ Temperature Monitor Snuza Hero MD Portable Baby Breathing Monitor BabyView Eco Flex Baby Monitor, SEW-3048 Wisenet BabyView Eco PT Monitor, SEW-3049, Wisenet

Best Baby Skincare Range/Product: • • • • • • • •

AVEENO® Baby Daily Care Baby Hair & Body Wash Bepanthen Nappy Care Ointment Childs Farm Toiletries for Baby & Child FrezyDerm Baby Cream Kit & Kin’s baby bundle M&Y New Baby Safe & Sound Range Sukin Baby Range Weleda Baby Calendula Collection

Best Baby Toy: • • • • • • • •

Dynamic Gymini Fisher-Price® 2-in-1 Sit-to-Stand Activity Centre The Gro Company, Grofriends Light and Sound Sleep Aid Little Senses Glowing Stacking Rings Matchstick Monkey Teething Toy Seaside Spinning Top Skip Hop Explore & More Follow Bee Crawl Toy Taf Toys Laptoy Activity Centre

Best Baby Wipe: • • •

ASDA Little Angels Sensitive Cotton Soft Baby Wipes Aqua Wipes Lidl Lupilu Wet Wipes - Comfort

•

Lidl Lupilu Wet Wipes - Sensitive Aldi Mamia Extra Sensitive Baby Wipes 60pk Pampers Sensitive Protect Wipes Tesco Loves Baby Ultra Soft Fragrance Free Wipes Tesco Loves Baby Ultra Soft Fragranced Wipes

Best Bathtime Product: • • • • • • • •

Aldi Mamia Bedtime Bath & Shampoo Brush-Baby Teething Toothpaste Childs Farm Baby Bedtime Bubbles The Gro Company Groswaddledry Skip Hop Moby Waterfall Bath Rinser The Original Cuddledry® Handsfree Baby Bath Towel The Shnuggle Bath Water Babies Bath Book 1-2-3 Bubba in the Sea

Best Breast Pump: • • • • • • • •

Lansinoh® Manual Breast Pump Lansinoh® 2in1 Double Electric Breast Pump MAM UK Manual Breast Pump MAM UK 2in1 Single Breast Pump Medela Swing Maxi Medela Swing Pump & Feed Nuby Natural Touch Ultimate Breast Pump Philips Avent Single Electric Breast Pump

Best Changing Bag: • • • • • • • •

ABC Design Style & Jet Set Changing Bag Range Diono Tote Bag Jennie Travel Changing Bag Mothercare Little Bird by Jools Oliver changing bag Nuna Diaper Bag PinkLining WonderBag Skip Hop Greenwich Simply Chic Changing Backpack Zellie Adventure Bag

Best Cots, Cribs or Moses Baskets: • • • • • •

Chicco Next2Me Dream Chicco Next2Me Obaby Stamford Cot Bed PurFlo Keep Me Close Breathable Bedside Crib Shnuggle Dreami® Clever Bay Sleeper SnüzPod 3 Bedside Crib

Best Disposable Pant: • • • • • • •

ASDA Little Angels First Pants Boots Baby Easy on Pants Co-op Disposable Pant Range Sizes 5 & 6 HUGGIES® Pull-Ups Aldi Mamia Ultra Dry Easy Pants Size 5 Pampers Baby-Dry Pants Pampers Premium Active Fit Pants

Best Feeding Product for Weaning: • • • • • • • •

Bamboo Bamboo Suction Bowl and Spoon Set Bibetta Weaning Pack ClevaMama ClevaFeed Doddl Cutlery Ella’s Kitchen| Carrots, Peas + Kale | Love Veg Puree Mothercare Weaning Range TUM TUM Baby Weaning Set Vital Baby BabyFood Pro

Best Forward Facing Car Seat: • •

• • • • •

Bebe Style Group 1 2 3 Car Seat Ickle Bubba Solar 1-2-3 Isofix and Recline Car Seat Joie Bold Joie Elevate 2 Kiddy Guardianfix 3 Maxi-Cosi AxissFix Air Peg Perego Viaggio 2-3 Flex

Best Highchair: • • • • • •

Bebe Style Classic 2 in 1 Highchair Bebe Style Swivel Highchair Chicco Polly Magic Relax Joie Mimzy Snacker Joie Multiply Peg Perego Prima Pappa Zero3

Best Lightweight Buggy/Stroller: • • • • • • • •

Britax HOLIDAY DOUBLE Cybex Eezy S Twist Familidoo Air Joie Pact Flex Signature Maxi-Cosi Laika Mothercare Little Bird by Jools Oliver, Roll stroller My Babiie Dreamiie by Samantha Faiers MBX6 Wave Pushchair Silver Cross Jet

Best Multiple, Twin or Tandem Pushchair:

Best Pregnancy/Maternity Product: • • • • • • • •

Best Product For A Newborn – 0-4 months: • • • • • • • •

• • • • • • • •

• •

Best New Mum/ Maternity Skincare Products:

•

• • • • • • •

FrezyDerm Reconstria Cream Kit & Kin Breast Balm Lansinoh® HPA Lanolin Mama Mio The Tummy Rub Butter My Expert Midwife Mum To Be Gift Set nSpa Mum To Be Nourishing Stretch Mark Oil Science of Skin Solution for Stretch Marks

Best Performance Disposable Nappy or Nappy Range: • • • • • • • •

Aldi Mamia Nappy Range ASDA Little Angels Newborn Baby Ocado Size 4 Ultra Dry Nappies 50 per pack Eco by Naty Nappies Kit & Kin Eco Nappies Morrisons Nutmeg Ultra Dry ACTIVE Nappy M&Y Nappychat Nappies Pampers Premium Protection

Aldi Mamia Follow-On Formula Milk Comotomo Baby Bottle MAM UK Easy Start Anti Colic Bottle 2pk Nuby Natural Touch Easy Latch Anti Colic Bottles Philips Avent Natural 9oz Bottle Tommee Tippee Closer to Nature Complete Feeding Set Tommee Tippee Closer to Nature Feeding Bottles Tommee Tippee Perfect Prep Day & Night

Best Product for Breast Feeding (excluding Breast Pumps):

•

• •

Aden + Anais Classic Swaddles Bambino Mio Swaddling Blankets JayceeBaby Perfectly Padded Baby Playmat Mama Designs cellular blanket MAM UK Night 0+M Soother Merifor Moses Basket Mattress Roots + Wings Organic Merino Swaddle Wrap Blanket Sleepyhead of Sweden Sleepyhead Deluxe+

Best Product for Bottle Feeding:

ABC Design Zoom Tandem Bumprider Connect Cuggl Elm Forward Facing Twin Pushchair Kids Kargo Fitty Jogger DS Combi + Tan Handle set Nuna Demi Grow Out ‘n’ About Nipper Double V4

• • • •

Belly Bandit Upsie Maternity Support Belt Bio-Oil Cake Maternity Cotton Candy Seamless Sleep / Yoga Maternity & Nursing Bra ClevaMama Mum2Me Maternity Pillow & Sleep Pod CuddleCo Comfi-Mum Feeding Pillow Green People Organic Babies Soothing Nipple Balm 50ml Lansinoh® HPA Lanolin Spatone Apple

• • • •

Chico Jack’s Breastfeeding Twinning Sets ClevaMama ClevaCushion 10 in 1 Nursing Pillow Lansinoh® Disposable Nursing Pads with Blue Lock™ Core Lansinoh® HPA Lanolin Lansinoh® Thera°Pearl® 3-in-1 Breast Therapy MAM UK Nipple Shields My Expert Midwife No Harm Nipple Balm Weleda Nipple Balm

Best Pushchair: • • • • • • • •

Diono Quantum2, Carrycot & Travel Stand Joie Mytrax Flex Signature Joolz Hub Maxi-Cosi Adorra Mutsy i2 Nuna MIXX Out ‘n’ About Nipper Single V4 UPPAbaby MINU

Best Rear Facing Car Seat: • • • • • • • • •

BEBYLUX DIAMANTÊ iSize Group 0+ Britax Römer DUALFIX i-SIZE Cosatto Come and Go Cozy N Safe Merlin -Signature Range Joie i-Level Joie Spin 360 Signature Joie Stages FX Maxi-Cosi Rock & 2wayFix base Nuna REBL plus

Best Potty Training Product (excluding disposable nappies):

Best Reusable Nappy:

•

• • • •

•

• • • • • •

Charlie Banana 2-in-1 Swim Diaper & Training Pants w/snaps Dinosaurs ClevaMama ClevaBed Waterproof Mattress Protector OXO Tot Potty Chair OXO Tot 2-in-1 Go Potty Solution EU Peppa Pig & Paw Patrol Steady Potty Splash About Splash Jammers Summer Infant My Size® Potty Tot on the Pot

• •

Bambino Mio Miosolo All-In-One Nappy Close Pop-in New Gen V2 Reusable Nappy Ecobebé All in 2 Nappy System NaturalMamma Sunny Day TotsBots Bamboozle Stretch TotsBots Easyfit STAR

Best Safety Product: • • • • • • • •

Boots Ear Thermometer Mini First Aid Family First Aid Kit Reylon Mothercare Airflow Pocket Spring Mattress Safety First SecurTech Flat Step Slumbertime Luxury Pocket Sprung Mattress Splash About UV FloatSuit The Gro Company Groegg2 Tommee Tippee No Touch Forehead Thermometer

Best Sleep Product: • • • • • • • •

East Coast Cleaner Sleep Micro Pocket Spring Mattress George Home 2PK 100% Cotton Jersey Fitted Sheets George Home Cotbed Mattress Protector Merifor Serenity Cot Mattress Reylon Mothercare Airflow Pocket Sprung Mattress Silentnight Safe Nights Superior Pocket Cot Bed Mattress Slumberland Slumbertime Luxury Pocket Sprung Mattress The Gro Company Grobag Baby Sleep Bag

Best Value Disposable Nappy or Nappy Range: • • • • • • • •

ASDA Little Angels Comfort & Protect ASDA Little Angels Newborn Lidl Lupilu Extra Large Active Plus Pants, Size 6 Lidl Lupilu Junior Nappies Box, Size 5 Lidl Lupilu Junior Nappies Plus, Size 5+ Lidl Lupilu Maxi Nappies Lidl Lupilu Maxi Nappies Box, Size 4 Morrisons Nutmeg Ultra Dry Nappy

Innovation of the Year: • • • • • • • •

Flexi Holder Joie Mytrax FlexSignature Lumie Bedbug MAM UK 2in1 Single Breast Pump Maxi-Cosi AxissFix Air Nuna PIPA lite lx Nurofen for Children FeverSmart™ Temperature Monitor Tommee Tippee Perfect Prep Day & Night

Best Swimming Product: • • • • • •

ASDA Little Angels Swim Pants Childs Farm 3 in 1 Swim Close Pop-in Baby Cosy Suit Huggies Little Swimmers Konfidence Babywarma Splash About New Happy Nappy

Best Toddler Toy: • • • • • • • •

Fisher-Price® Laugh & Learn® Servin’ Up Fun Food Truck LeapFrog Scoop & Learn Ice Cream Cart My 1st Years Personalised Pull Along Caterpillar Orange Tree Toys Winnie the Pooh Puzzle Train Orchard Toys Look and Find...Number Orchard Toys One Dog, Ten Frogs PLAYMOBIL 9118 Pirate Ship VTech Toot-Toot Drivers Fire Station

Best Travel Product Over £25: • • • • • • • •

A Little Bit Brilliant SpaceCot Amazon Fire HD 8 Kids Edition Tablet (+3 years) Apramo Flippa Dining Booster BabyHub SleepSpace Benbat Yummigo2 Feed & Go Booster Seat Car Shades Cuggl Deluxe Superlight Travel Cot The Gro Company Groromper

Best Travel Product Under £25: • • • • • • • •

ASDA Little Angels Microwave Sterilising Bags CuddleCo Comfi-Cush Memory Foam Stroller Liner Nibbling Jewellery Jet Set Dummy Clip Nuby UberDummy with Steri Pods Philips Avent Steam Steriliser Bags Skip Hop Grab & Go Luxe Stroller Organiser Splash About Go Splash Swim Vest The Gro Company Travel Grobag Baby Sleep Bag

Best Travel System: • • • • • • • •

ABC Design Salsa 4 Baby Jogger City Tour LUX BabyStyle Egg Cosatto Wow Cybex Balios S 3-in-1 Travel System Ickle Bubba Stomp V4 Special Edition All in One Travel System with Isofix Base Maxi-Cosi Zelia Mothercare Journey

Further information can be found at: www.motherandbaby.co.uk nursery today

feature MOTHER&BABY AWARDS

Fully table ap adStyle’s Group 1-2-3 Car Seat is amazing value Bebe for money featuring an innovative, ergonomically designed seat that adapts to the changing needs of a growing child. There is a thick layer of breathable fabric together with four thick, plush removable inserts, including a removable headrest insert ensuring the best fit for the child. The deeply padded side wings offer optimum body protection and full head containment. Suitable from 9 months to 12 years, conforms to ECE R44/04. Email: david@styleproducts.com Web: www.styleproducts.com

Parents on the go Weighin

g only 7kg, the ultra-compact and lightweight Eezy S Twist has been created for parents on the go. Whether roaming the city or away on holiday, this sleek stroller offers smart features and comfort with a little extra freedom and provides little ones with a whole new perspective of the world, thanks to the smart one-hand mechanism that allows quick and simple adjustment of the 360° rotatable seat unit. Now a child can be parent or outward facing without having to remove the seat unit to do so. The narrow footprint of only 45cm makes this stroller perfect for public transport, narrow streets and travelling. The Eezy S Twist includes a full lie-flat position making it suitable from birth, while independent suspension on each wheel ensures the smoothest of rides for sleepy passengers. Web: www.cybex-online.com

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Egg-cellent ent ievto em ach ed for such a nominat be fantastic it’s Whilst

prestigious consumer award, egg has witnessed incredible growth thanks to the immense, and ongoing, backing BabyStyle have received from the UK independent trade since the launch in 2015. Their long-ter m support for theirr retailers has always been clear and entering egg for the Mother & Baby Awards at this stage comes from a desire to build on the foundations of the brand and to help stimulate further consumer interest in BabyStyle’s products. Being shortlisted is testament to the hard work, talent and commitment put in to building a luxury brand, not only from the team at BabyStyle but also from the stores who work with them. There are many awards in the nursery industry these days but a Mother & Baby Award is seen as the absolute pinnacle and is the one that suppliers, really want to win as it carries so much kudos with consumers and retailers alike. Web: www.babystyle.co.uk Web: www.eggstroller.com

feature MOTHER&BABY AWARDS

Be bold Joie Bold, three seats in one super transporter designed to grow from nine months to 12 years old. The Bold stands out from the crowd providing 5-point harness security up to seven years old (25kg), converting to a belted booster from 15-35kg. Joie ISOSAFE connectors, top tether and vehicle belt combine for a safer, stronger installation. And powerful side impact protection with Guard Surround Safety panels that shield little ones from head to hip. For ease of use the Grow Together multi-height headrest and harness system enables quick, simple adjustment with one-hand to 11 positions as your child grows, no rethreading of harnesses required. Additional features include 3 recline positions, removable body support for younger children and a cupholder that attaches on either side of the child seat. Tel: 01889 808 900 Email: uksales@joiebaby.com Web: www.uk.joiebaby.com

High in on functi classic 2 in 1 highchair

Bebe Style’s features an all round plastic seat and 5 point safety harness. Offering added value for function through various ages the bottom legs can be easily removed with a simple click and with the removal of the tray the highchair easily converts to a Junior chair. Furthermore, this highchair is easy to clean! • The highchair has been designed with smooth surfaces, so less food gets stuck • The tray is removable, and dishwasher safe • Extra tray insert • Wipe clean plastic design This highchair offers amazing value for money, and is made to a high quality. Web: www.styleproducts.com

onir e for Six highcha a is The Joie Multiply

meets table, converting from a maxed out highchair to a mini table with every mealtime milestone in between; beginning as a reclining or traditional highchair, and then converting to a booster seat, youth chair and toddler play table! Featuring 5 height adjustments and 3 recline positions, including a 3-position footrest, it allows the chair to be the perfect partner for every stage of development and to adjust to fit varying table or island heights. The Multiply is designed for practicality with a removable, 4 position, one hand adjustable tray that is dishwasher safe and can be easily stored away on the back of the seat legs! The integrated wheels on the front legs allow for easy movement when needed and its freestanding when folded makes it the ideal choice for even the smallest of spaces. Tel: 01889 808 900 Email: uksales@joiebaby.com

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SnüzPod 3 Nominated Again! Snüz were excited to hear that the SnüzPod 3 has been shortlisted for the Mother and Baby Awards! Since launching at the beginning of summer the buzz around the new model isn’t showing any signs of slowing down! Snüzpod 3 boasts a sleek new design and even more features including reflux tilt and dual mesh sides for added breathability. The lift-off bassinet is now 20% bigger and 30% lighter making it even easier to for use around the home. Available in an array of colours and with 9 height settings (31-63cm) Snüzpod 3 fits seamless into parents’ rooms. Tel: 01789 734023 Email: trade@greensheepgroup.com

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

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Kiddi Style are global manufacturers of quality products for toddlers. Our focus on safety, quality and value have enabled us to become one of the best trusted brands. Our passion for design and styling along with a sensible pricing policy does not detract from the most important factor of safety and fun.

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THE INSIGHTS PEOPLE

City living Are you considering the impact of city centre living on your future product development? he natural growth of the UK population is at its highest level since the 1960s, according to the ONS. As the population grows, so too does a preference for urban dwelling. An astonishing 92% of the UK is expected to reside in urban areas by 2030, so this is a fastmoving trend that will have significant impact on parents, and brands who recognise those changing needs early will have a far better chance of growing market share. “A number of our clients use our data to inform their future product development, as they recognise the need for insight to inspire and inform their innovation.” As more parents live in towns and cities – their attitudes, behaviour and consumption begin to change significantly, for example we have seen applications for driver’s licenses decline, as a city centre lifestyle means they are less likely to need access to a car. Millennials account for nearly 75% of new parents, and this generation of parents typically wait longer before starting on their parenting journey (the average age of first-time mothers continues to increase and is now at 30.5 compared to 26.4 in 1975). We know millennial parents value experience and authenticity. Living in the moment and placing a high value on sharing experiences with their children. These are the parents, therefore, that seek involved activities and memory-making. Our data shows that over 54% of parents will spend time colouring or drawing with their baby every day and this is significantly more prevalent with lower income families, as is ‘outside play’ and having ‘days out’. Parents with more children are more likely to own Lego, Play-Doh and Crayola products, suggesting that these toys have some ability to cross stages of development and add longer-term value to families also facing financial pressures. As the number of children increase, there is some increase in the percentage who bought toys weekly. However, there is also a bigger

T Jenny Kieras Product Manager Experienced in product development and both B2B and B2C marketing, Jenny’s focus at Parents Insights is expanding the products offered by the business, which currently surveys 10,000 parents each year to give brands valuable insights into emerging trends. Jenny has worked for brands and with buyers and retailers in this industry for many years, so also knows it is more important than ever before to be able to stay ahead of trends and back product decisions with data and insight. Parents Insights was launched by Manchester-based The Insights People in 2018 to give companies direct access to flash trends and key data to enhance their knowledge about their target audiences’ attitudes, behaviours and consumption.

About Parents Insights Parents Insights is the most comprehensive and dynamic market intelligence resource on all things expecting and new parents in the UK. Every week we survey 200 expecting and new parents (up to the age of 4), which is more than 10,000 every year – which enables brands and agencies to provide significant insight what is influencing into the attitudes, behaviour and consumption of this generations of parents. For more information on Parents Insights, a sample report and a demo of the Parents Insights award winning portal visit www.parentsinsights. co.uk/nurserytoday or call Jenny on 0330 159 6631.

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increase in the percentage that buy only annually, as a reward or as a gift. As such the frequency of toy purchase declines overall as the number of children increases. The brand showing the most growth this quarter is Little Tikes, the 5th most owned toy brand by parents with babies. The company achieved a record 43% increase in turnover for the 2017-18 period and according to our data, have increased in popularity by 5% in the last quarter. In addition to the well-known ‘cozy coupe’ cars, Little Tikes also have ranges dedicated to developing STEM skills and outdoor Woodland Play equipment made from FSC and PEFC certified Polish national forests where they have committed to planting more trees than they cut down. Toys with an educational bias and ethical consumption are both topics that have proven popular with parents. This is just a few examples of a trend which our Parents Insights data has identified, but the implications of this one trend from a product development and management perspective are significant, which then clearly also drives strategy across advertising, content, marketing and sales also. With the failure rate of new product launches as high as 90% in some categories, we are also seeing evidence that product lifecycles are reducing. Any brand targeting parents yet failing to adopt to their evolving needs will have a significant impact on their business. The first part of effective product development and management is to understand the consumer, and to reduce the risk of failure - brands must seek new ways to understand this ‘new’ parenting audience if they are to develop new and successful products.

So, what does parents living in towns and cities mean for you? Older first-time parents, living closer to work, less likely to use private transport and who value sharing active experiences with their children. Does it mean integrating Uber into your product design? Does it mean creating more compact, lighter-weight products suited to the rigors of public transport? Does it mean offering new payment options – for this generation of pay-as-you-go parents? As finances are squeezed and time increasingly precious, the bigger picture our data is able to show is that approximately half of parents state price as a key influence for purchases. We have seen they are prepared to make sacrifices (such as shopping at cut-price supermarkets) to enable them to have more of these memory-making experiences with their children. Our team of researchers and strategists specialise in utilising our data to provide clients with clear insights to inform all aspects of their business. For a free report or to schedule an introductory meeting please visit: www.parentsinsights.co.uk/ nurserytoday or call Jenny on 0330 159 6631.