NOVEMBER 2019 ISSUE 2 VOLUME 23
BEING A PARENT IS KNOWING WHEN TO TAKE A RISK ... ... AND WHEN TO STAY SAFE. The new and improved DUALFIX rotating car seat range. britax-roemer.co.uk/dualfix
DUALFIX i-SIZE awarded a Which? Best Buy
The International Hip Dysplasia Institute acknowledges this baby carrier as a hip healthy product.
Keep them close Introducing You can’t hold your baby all the time. Even though you may want to. CUDL™ makes it easy to keep baby close and secure, all while keeping your hands free. It’s comfortable and customisable with mesh fabric, padded shoulder straps and waist belt and the magnetic buckles ensure an easy and secure attachment. Keep baby facing in and snuggled up starting with an integrated infant booster for newborns, which then easily unzips as your child grows. As baby wants to explore the world, have them face out (up to 18 months) or switch to backpack mode (up to 36 months) for growing toddlers. Find out more at nuna.eu
contents the team Editor Penny Franks penny@lemapublishing.co.uk
Ad Manager Christine Contreras christine@lemapublishing.co.uk
Contributors
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News
file Retailer Pro p Talking Sho apshot Supplier Sn
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cts New Produ The Baby Products n Associatio
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Pramland’s John Barker takes a further look at the issue of pricing and suggestions for the industry moving forward.
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Parents Insights This month Jenny Kieras take a look at how to engage Gen Z parents.
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Production Director
Barking Mad
Ross Hewitt Post-Christmas is coming, Ross talks about why now is the time to get ready!
Paul Naish paul@lemapublishing.co.uk
Production
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Rick Vickers rick@lemapublishing.co.uk
Intelligent retail David Fairhurst take a look at recapturing abandoned baskets with Google Remarketing.
Managing Director Mark Naish mark@lemapublishing.co.uk
Cover Story
Chairman Malcolm Naish malcolm@lemapublishing.co.uk
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Circulation Robert Thomas robert@lemapublishing.co.uk
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Britax Römer Check out Britax Römer’s new and improved Dualfix range
Features 16
Lema Publishing Ltd
Wheeled Goods & Accessories
1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930
www.nursery-today.co.uk
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Mattresses
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Pregnancy & Maternity
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editor’s letter www.nursery-today.co.uk Instagram: nurserytoday LinkedIn: Nursery Today
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irstly a warm welcome to our November issue. I would like to start on a positive footing. This month our cover hero is Britax Römer. Earlier this year they listened carefully to their consumers, to help shape the relaunch of their rotating car seats in the UK. They asked over 1,000 UK mums, dads and expectant parents for their views. If you turn to page 10 you can read all about their updated Dualfix range which delivers on the key features that are driving consumers’ purchasing decisions. My main focus on this page this month is naturally the news that everyone is talking about and if you haven’t heard, where were you? This month the main news has been the closure of Mothercare within the UK, which has been well documented across a variety of news platforms with the announcement that administrators have been appointed. Mothercare took the decision to cease all trading in the UK, shutting all bricks and mortar stores during a phased closure. Around 2,500 staff have been affected by the collapse, with just a skeleton staff of around 50 remaining on at the Watford head office to oversee the operation of its profitable overseas franchise business. To add further misery for Mothercare staff, it looks unlikely that they will receive any form of redundancy pay, with reports citing that workers have been advised to visit a government website and apply for statutory redundancy, which is usually limited to a week’s pay per year of employment. We must bear in mind at this point that shortly prior to the chain’s collapse, Mothercare bosses received combined bonuses of more than £550,000. For example it was reported that Chief Executive Mark NewtonJones was said to have been awarded £158,000 and Chairman, Clive Whiley £240,000. This news however does bring so many emotions for so many. Firstly, Mothercare has been an iconic store on our High Streets since opening their first store in 1961 in Surrey. Secondly just thinking about everyone who
Check out the updated Dualfix range on page 10 from Britax Römer
Mothercare employees turn to social media
have been made redundant, with many having families and of course Christmas on the horizon - everyone’s thoughts naturally go to all of those who have been affected. I have been seeing so many Mothercare employees posting across various Social Media stating how they felt part of a family and hold many happy memories during the course of their time at Mothercare - all of whom are now looking for recruitment and fresh challenges. One post which I found very thought provoking on LinkedIn contained the following the day the news unfolded: “Today the whole Mothercare team will feel like they have failed. That’s not true. The macro-economic factors that ultimately meant Mothercare’s UK business could not survive are outside of the control of those who worked in the business. “What colleagues have done is very important. The business came very close to the edge back in 2014. Through their hard work, passion, drive and commitment they gave the brand five more years of life in the UK. That’s over a million more babies born into families helped by Mothercare and they’ve helped to ensure that the brand will survive and thrive around the world. That’s their legacy. “So if you have someone with Mothercare on their CV coming across your threshold, what will you find? You’ll find someone
who is driven by values and purpose to deliver results, even when there isn’t much time or budget. You’ll find great multichannel experience. And you’ll find someone who prioritises team over self.” Of course, it doesn’t stop there. Following the Mothercare news, hot on its heels was the announcement that Mamas & Papas were closing six stores and making more than 70 staff redundant, with a further 54 jobs at their Huddersfield HQ being put under review. As if all of this isn’t enough, we still have Brexit to contend with and the continuing uncertainly of what this will bring and also an Election right before Christmas, which is bound to have some level of impact on trading for all during the festive season. Finally, as I started on a positive footing, let’s end on a positive note. This month represents the industry coming together to find out who the winners will be of the coveted Mother&Baby Awards. Can I give a huge shout out to everyone who has been shortlisted and wish you all good luck. The winners of the 2020 Mother&Baby Awards will be announced at a prestigious ceremony on 26 November at the Westminster Park Plaza, London. We will bring you a round up of the winners in our December issue.
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news
Sponsored by
Perfect partner for Jackloc
Queens Award winning window restrictor company, Jackloc, have announced that they have partnered with the Child Accident Prevention Trust, in their continued drive to increase window safety awareness amongst parents and childcare providers. The affiliation allows Jackloc to be officially recognised as a champion for child safety, a pertinent acknowledgement following the company’s beginnings to produce a product to prevent children from falling from windows. Eric Collins, Managing Director at Jackloc said, “Jackloc strive to continue to deliver the best quality and most robust product, to provide peace of mind for parents. We are proud to be an official corporate affiliate of the Child Accident Prevention Trust, the UK’s leading charity specialising in the prevention of serious accidents to children. Our support of this charity’s work reflects our active commitment to child safety and helps to ensure the charity is able to continue in its important work to keep children safe.” Web: www.jackloc.com
Joie launches car seat Fit Guide
Joie has announced the launch of its brand new Fit Guide, an interactive tool allowing parents to compare car seat options for up to three vehicles in a single search. In just a few clicks, the custom-built tool enables buyers to compare car seats across three different vehicles - an industry first. So, if you have more than one car in the family, or you need a car seat that the grandparents can use too, you can easily determine which seats will fit correctly across all cars. Joie has inputted the make and model of over a thousand cars on the market to ensure that almost everyone can find their perfect match. By looking at not only the age, weight, and height of the child, but also by car type, parents can rest assured their little one is safe and secure all round. Once the tool has generated a selection of the best car seats based on the information provided, you can learn about each one in more detail including weight, materials and specific vehicle fit. Damon Marriott, Head of Product Development, Joie comments, “Choosing a car seat, especially for new parents, can be incredibly confusing. With so many options available to parents, it can be difficult to know which seat will match the needs of their child, as well as how to best fit the vehicle safely. Our new Fit Guide empowers parents by presenting them with correct information so they are informed to buy the right seat for their child and car. “The tool’s ability to compare car seats across three different vehicles is a unique feature in the car seat market and further demonstrates Joie’s commitment to helping make our customers’ lives easier.” Web: www.joiebaby.com
Hauck set for further expansion
Avedon Capital Partners (“Avedon”) will acquire a shareholding in Hauck, a leading European nursery products brand, to support Hauck’s international growth plan. In partnership with Avedon, Hauck aims to accelerate growth in its European core markets as well as expansion into selected international regions in the coming years. This includes investments in organisation, product portfolio expansion and digitisation of sales and marketing channels. The transaction will take place subject to the approval of the competition authorities. Hauck seeks, building upon its market leadership in Germany, to further internationalise its organisation. Jörg Feyler, CEO of Hauck: “As a family business we have successfully gained market leadership in Germany and in the UK and expanded our business into several other European countries where we saw sales potential for Hauck. With the combined strengths of Avedon and Hauck we look forward to further accelerating our market expansion.” Julian Bärenfänger, Partner at Avedon: “Hauck is a compelling investment opportunity in a stable, non-cyclical consumer market. With its strong brand heritage and a diversified portfolio of non- discretionary, attractively priced products, the company provides an ideal platform for value creation across multiple levers. The growth plan will be supported by targeted investments into the organisation and management as well as into new product categories.” Web: www.hauckuk.com
New York, New York
Nuna Baby has kick started a new video billboard campaign taking place right in the heart of New York City—Times Square. The campaign commenced on Monday, October 21st and will be running through to November 17th. Running on multiple screens throughout Times Square, the campaign will showcase Nuna’s commitment to providing the highest quality baby and lifestyle products to parents and their little ones. Web: www.nunababy.com
Powered by passion
Beaba, the innovative parenting brand best known for its baby food preparation and feeding ranges, is celebrating 30-years of creating innovative and stylish solutions to simplify parents’ lives.Rewinding back to 1989 - when we were listening to Madonna’s ‘Like A Prayer’, dancing to Bobby Brown’s ‘My Prerogative’ and watching Three Men and a Baby - Beaba launched the world’s first food maker for babies and children, The Babycook.Fast forward to 2019, seven million units are now sold worldwide and the Babycook has evolved to include the Solo, Duo and the energy-saving, super-stylish Neo. Together with this award winning, iconic food maker, today, the company also boasts a portfolio of complementary products and accessories.Natalie Jackson, VP Sales and Marketing, at Beaba said. “Here at Beaba, the biggest
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driver for our continued growth is our passion to create innovative and stylish products that help to make life easier. From being able to adjust chairs and bouncers with just one hand, to preparing food with the push of a button, our products focus on simplifying life for today’s busy parents, with style.”
Trade Enquires contact: Natalie Jackson natalie.jackson@beaba.com
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Athee Waran joins Toys n Playthings
Nursery Today’s sister title, Toys n Playthings magazine has welcomed a new Advertising Manager in the shape of Athee Waran, a former sales executive of Time Out and Groupon. Having previously worked for Time Out Group and Dennis Publishing in various sales and business development roles, Athee brings a wealth of experience and understanding in print publishing to the role. “It’s great to have Athee on board,â€? says Mark Naish, Publishing Director at Lema Publishing. “With the support of Simon Davis, who had been working with a number of our clients this year, the team will continue to deliver the very best service to our valued clients. And with Athee’s strong background in magazine business development, I have no doubt that he will be able to drive the publication forward.â€?An “ecstaticâ€? Athee adds: “I look forward to running the commercial print side of Toys n Playthings and getting to meet everyone in this exciting industry.â€?Athee’s appointment is eective immediately, and you can get in touch with him on
baby has you. you have us
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01442 289930 or email at athee@lemapublishing.co.uk
Insights People named Global Research of the Year The Insights People have been named Global Market Research of the Year by the International trade Council in its annual Go Global Awards. The award was presented during a ceremony in Chicago late last month. With over 200 entrants from across North America, ďŹ nalists were required to deliver an elevator pitch to a panel of judges before winners for each category were selected. During this session in Chicago, Nick Richardson, CEO of The Insights People, presented his vision of the company as ‘the market intelligence company of the future, today’. “Being recognised as a 2019 Go Global Award winner by the International Trade Council is truly an honour,â€? says Nick. “In the fast-changing modern world, we believe that market intelligence has never been more important. “We founded The Insights People because we wanted to create an intelligence source, with the depth and breadth of insights into kids’ ecosystem, for our clients to quickly identify â€˜ďŹ‚ash’ and global trends. “The methodology we have created at The Insights People is designed to enable them to apply our data and insights to multiple forms of their business, including advertising, content, licensing, marketing, product and sales.â€?
Natural winner
Natural Baby Shower have been celebrating after winning “Best Online Retailerâ€? at the Baby Awards 2019.The founders of Natural Baby Shower, Victoria Hampson and Clifton Vaughn, started the business from their kitchen table, powered by their passion for parenting, the environment and desire to make baby shopping simpler. This award is recognition that the retailer has grown into a loved and trusted leading independent retailer. “This award means so much to me and everyone at Natural Baby Shower. It is our passion for the planet that makes us unique and our commitment to bring parents only the highest quality, sustainable and safe products is at the heart of everything we do. After 12 years, to win such a prestigious award makes me so proud.â€? Said Victoria Hampson, Founder of Natural Baby Shower. This award recognises Natural Baby Shower as the “Best Online Retailerâ€? and supports their mission and promise to oer beautiful eco-friendly baby brands that are best for baby, best for parent and best for the environment.
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news Evans forms New League
Toy Industry veteran Malcolm Evans has announced the formation of New League Marketing, a specialist consultancy aimed solely at the Nursery and Baby sectors, and infant child seats for vehicles. Whilst having a registered trademark for both New League marketing and the baby brand Uppy Uppy, New League Marketing can assist other companies in all aspects. With over 35 years’ experience in one industry spanning Pedigree Dolls & Toys, Superjouet, Smoby, Berchet, Vivi Bikes of Italy and most recently Kids@Play which he sold in 2017, Malcolm will offer his considerable knowledge and experience to companies in this Nursery sector worldwide. “Over the years I’ve been involved with product development and planning, safety testing, logistics and sales, marketing and advertising – the whole lifecycle of products in our industry,” said Evans, “And now I felt it was time to start offering these services to the other business on an ad hoc basis. Whatever part of the development and launch process our Clients need help with, we’ll get involved, become part of the team and put our years of experience to good use.” At New League, Evans will be joined by long-time collaborator, Ian Sandall, who joins as Creative Director. Ian has worked with Malcolm for over 20 years, delivering a variety of creative solutions throughout the product development process. “I’m delighted to be part of New League Marketing,” Ian said, “and having worked with Malcolm closely over the years, I know that we have a great deal to offer our clients in this exciting market.” New League Marketing can be contacted on 03333 448 481 or visit www.newleague.co.uk
Marbel opens new office
UK toy distributor Marbel Ltd. have announced that they have relocated and officially opened their new offices on Monday the 4th of November. With the move comes a brand new team for Marbel, this includes customer service, marketing and finance staff all ready to begin assisting customers and growing the business. Managing Director, David Allan said, “We are delighted to be in our new office, we are now central to UK operations in a modern office with our purpose-built showroom to show our customers the range of toys we offer.” Marbel Ltd can now be found at their new address: Unit 10, Kibworth Business Park, Kibworth Harcourt, Leicestershire, LE8 0EX or on their new telephone number:
Sponsored by
Administrators appointed to Mothercare UK Limited
Mothercare is to cease trading in the UK, shutting all its 79 stores and online business through a period of “phased” closures as it calls in administrators from PwC.Around 2,500 retail jobs will disappear from high streets, shopping centres and retail outlets as the nursery chain collapses, but the administration will not affect Mothercare’s overseas business. A skeleton staff of 50 will remain on at the UK headquarters to oversee the operation of its international franchisees.“This is a sad moment for a well-known high street name,” said Zelf Hussain, a PwC Partner and joint administrator. “No one is immune from the challenging conditions faced by the UK retail sector. Like many other retailers, Mothercare has been hit hard by increasing cost pressures and changes in consumer spending.”Clive Whiley, the chairman of Mothercare, echoed the sentiments, saying the UK high street faced “a near existential problem” spurred by the compounding issues of high rent and British shoppers continued adoption of online retail.The administration will give the nursery retailer the stability it has not had for more than five years, and has allowed it to secure financing to remain a going concern and focus on its global business.There will be a phased closure of the 79 UK stores over the coming weeks/months
0116 478 5230.
Marbel exclusively supplies the UK market with brands such as Hape, Nebulous Stars, Nanoblock, Kathe Kruse and many more. Hape offers a vast range of interactive and entertaining educational wooden toys. www.marbel.co.uk
M&P fall into administration Mamas & Papas has closed six stores and made more than 70 staff redundant after falling into administration just days after its high street rival Mothercare went under. But the nursery chain will avoid calling in administrators after being sold off in a pre-pack deal to Bluegem Capital, the private equity firm that has owned the retailer since 2014. Through the pre-pack agreement, Bluegem will be able to shed some of its financial liabilities, such as the six stores it will close in Milton Keynes, Aberdeen, Preston, Lincoln, Leamington and Fareham. The remaining 21 stores will remain open, thought Mamas & Papas bosses say the 54 jobs at Huddersfield HQ will be put under review. “These actions are always difficult but they are also necessary in a challenging market to ensure Mamas & Papas achieves its considerable future potential,” said Mamas & Papas chairman Riccardo Cincotta. “We will continue to review our store portfolio in the light of customers’ changing behaviour and we remain fully committed to an omni-channel offering that reflects their evolving needs.” Bluegem acquired Mamas & Papas after the retailer filed for a CVA and closed half its store estate five years ago. The new owner reportedly pumped around £20m into the business.
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Robert Anslow receives recognition Robert Anslow, managing director of the Baby Products Association, has been recognised for his exceptional contribution to the nursery industry. Receiving the PPS Outstanding Achievement Award, Robert is the director of Harrogate International Nursery Fair and Harrogate Christmas & Gift, but perhaps more importantly also a staunch supporter of child safety serving on several British and European safety standards committees and acting as an expert witness in coroner’s courts and criminal and civil courts on cases concerning product compliance. He has also worked on patent and copyright problems in the toy and nursery products industry. Robert’s career in the childcare products industry began in 1971 with his family-owned business Charlesworth Developments manufacturing nursery and toy products. In recent years, Robert has led the Baby Products Association to become a voice of the industry at European level as a founding member of the Europe Nursery Products Confederation (ENPC) where he is now vice-president having served as president for four years.
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cover story Britax Römer
New and improved Welcome to Britax Römer’s new and improved DUALFIX range.
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ritax Römer were one of the first brands to introduce an innovative rotating car seat back in 2013, namely the popular DUALFIX. Since then they’ve launched DUALFIX i-SIZE and DUALFIX M i-SIZE in 2018 both of which have been endorsed for their safety ratings by independent consumer organisations. But they haven’t stopped there. Earlier this year Britax Römer listened carefully to their consumers, to help shape the relaunch of their rotating car seats in the UK. They asked over 1,000 UK mums, dads and expectant parents for their views and here is how their updated DUALFIX range delivers on the key features driving their purchasing decisions.
NEW: Providing all round safety and comfort, DUALFIX2 R
In 2019 Britax Römer are proud to present the launch of their DUALFIX² R entry level
model, which is the newest addition to the DUALFIX range of rotating car seats. Suitable from birth to 18kg (approximately four years), the DUALFIX2 R offers parents peace of mind that their precious little one is travelling with optimum safety and comfort on each and every journey in those first 1500 days of life. Advanced safety features were determined by UK parents to be paramount in their decision-making process. For less than the cost of one shop brought coffee per week, parents can be confident that their child is protected with proven safety features including superior side impact protection, patented Pivot Link ISOFIX, deep protective side wings and a robust 5-point harness with soft chest pads, to ensure the child is held safely and comfortably within the protective shell of the car seat. Furthermore, ergonomic product features were deemed important by UK parents and following an update in both design and usability the shorter rebound bar enables the DUALFIX² R to be rotated by parents in every one of the multiple recline positions, 4 rearward facing and 4 forward facing, to make everyday life that little bit smoother. With the press of one simple button, the DUALFIX² R rotating function unlocks and can be turned toward the open vehicle door. Approved to ECE R44/04 the
DUALFIX2 R 10
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DUALFIX² R is installed with ISOFIX and a support leg. The DUALFIX² R comes in a sleek and sophisticated black shell and is available now in a variety of colour options. The DUALFIX2 R pricing has been competitively set at £275 which provides the best value consumers can buy at this price point.
Premium safety and comfort from birth to four years, DUALFIX i-SIZE
The Which? Best Buy awarded DUALFIX i-SIZE is Britax Römer’s most premium rotating child car seat which features major advancements in comfort, safety and design and is suitable from birth to 105cm approximately four years. The DUALFIX i-SIZE adheres to the latest R129 regulation and is i-Size approved which many UK parents told Britax Römer in their recent consumer research on rotating car seats is a must-have. The DUALFIX i-SIZE has been developed, designed and manufactured in Germany, only being approved after extensive testing in Britax Römer’s modern in-house crash test facility. Furthermore, UK parents defined superior side impact protection as the most valued safety technology on a rotating car seat. The DUALFIX range in its entirety offers this safety feature which is integrated into the protective shell of the car seat across all DUALFIX models, ensuring ultimate protection for children during car journeys, long and short. Providing comfort and ease of use to both parents and children alike was also an important consideration for UK parents in their decision making process. The DUALFIX i-SIZE car seat can be used rearward facing from birth to 105cm or forward facing from 15 months to 105cm and also features a 90-degree rotation to the open car door, to help place and harness a child for the journey ahead, ensuring improved user experience. The RRP of the DUALFIX i-SIZE has been revised to £375, effective now.
Additionally, the rebound bar, which featured in UK parents’ wish list of product features, helps to prevent the car seat from tilting in an impact and can be adjusted by an entire eight degrees to give growing children additional leg space. This is a unique feature of both the DUALFIX M i-SIZE and the DUALFIX i-SIZE in the new and improved DUALFIX range. The RRP for the DUALFIX M i-SIZE has been revised to £325, following extensive consumer research. This is effective now.
DUALFIX i-SIZE
Britax r ea y is h t er li r a E “ refully to Römer listenederca their consum las,untcoh hoelf p sh ape the re r seats in their rotatin g Kca. the U ”
Safety and flexibility incorporated to the perfect follow on seat, DUALFIX M i-SIZE
The award-winning DUALFIX M i-SIZE is the perfect follow on seat to any infant carrier and is suitable from 61-105cm (approximately three months – four years). The DUALFIX M i-SIZE incorporates key safety features determined by UK parents to be crucial including superior side impact protection with ‘SICT inside’ and deeply padded side wings to provide a safe and protective cocoon for babies and children.
To support their retail network, Britax Römer have invested in the development and delivery of a powerful national marketing campaign, created locally and tailored to the UK market, to advertise the entire DUALFIX portfolio. Through their carefully developed training, store staff will be well equipped to assist consumers in their purchase of rotating seats. DUALFIX M i-SIZE
For more about the new and improved DUALFIX range, please visit: www.britax-roemer.co.uk/dualfix nursery today
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retail
HELLO BABY
Birth, baby and beyond This month Nursery Today’s Editor Penny Franks had the pleasure to chat with Hello Baby’s owner Trevor Ginn. There are exciting times on the horizon - here we find out more. You opened your doors in 2007 in London’s East End then relocated to St Albans in Herfordshire in 2011, what type of impact did this have on your business?
our website we also depend on people looking for brands they recognise.
Do you look at products that may not be so well known, but that you feel offer a point of difference?
Running a growing retailing business from a small unit in London just wasn’t practical and moving to St Albans enabled us to get a much larger space for less money. On the negative side, the lunch options were much better around Brick Lane!
How did you keep engagement with your existing customers after your move, or have you a new customer footfall?
Actually, when we were in London we were a purely online business whereas in St Albans we can have space for a sizeable shop in our unit. We are the only dedicated baby and nursery shop in the area which is a great position to be in.
Would you say you are a one stop shop for all things baby?
Yes we are! Opening the shop enabled us to work with big brands such as Joie, Phil & Teds, Mountain Buggy and Babyzen who require retailers to have a physical presence. Overall, we have about 8000 lines available.
How important are brand names to your business?
Yes brands are very important. We don’t manufacturer our own products and whilst we work to promote brands in store and on 12
Trevor Ginn
We love innovate, ‘cool’ products! However we would typically only try them out if they work with a wholesaler such as Baby Base so we can buy in small quantities.
“ Having spent over 10 years at the coal face of retail, particularly eCommerce , I a m launching a consultancy (www.vend lab.com) to help brands and retailers boost their sales through online marketplaces and cross border trade as this is my particular area of expertise. ”
Is there a particular product category that you are known for with regard your expertise? We are really strong in most nursery categories. I’d say our strongest category is safety and we have pretty much anything anyone could want.
Do you have a current ‘hero’ range that your customers can’t stop buying?
We are doing really well with Aden + Anais who make a lovely range of muslin products including sleepwear, muslins and bibs. I would advise everyone to check out their new Harry Potter Range!
How do you currently keep abreast of consumer trends?
We read Nursery Today, go to the Harrogate show, talk to our suppliers and keep our ears to the ground.
Do you feel your suppliers give you adequate support or is there anything more they could offer you?
It is very important that our shop staff are up to date with how products work, though with the range we have this is a neverending task! It is much easier now that most product demos are available on YouTube. We find prams and pushchairs easy to demonstrate, but car seats are more difficult. For example, it is difficult to explain the difference between two Group 3 cars seats without going into detail. Suppliers could help more in this way by providing crib sheets.
You have a solid review rating online, how do you ensure this continues? We keep our ratings high by providing a good service, simple as that really. We also
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need to watch our ratings on platforms such as Amazon as they penalise accounts which fall under certain performance ratings.
How important is your website to your business? Do you offer the same products online as you do in-store?
We sell the majority of our products online so it is vitally important to us. The website offers a wider range than is available in-store as some products are shipped directly from the manufacturer (e.g. furniture). On the whole though, if an item is not on display in store we can go and get it from the warehouse.
Do you operate on Social Media and if so, what benefits does this bring to your business?
Social media is fun, but is difficult to use to drive sales. That said, it really is the future of retail as Instagram and Facebook are adding more shopping features to their platforms. We have recently hired someone to run our social media campaigns and started working more closely with our suppliers on ‘review and keep’ campaigns.
Do you sell product across any other platforms apart from your store and website?
We sell on all the major platforms including eBay and Amazon as well as some less well known ones such as Cdiscount in France and TradeMe in New Zealand. Export makes up a lot of our sales.
You stock ethical baby items - are you seeing an increase in growth in this area?
Not as much as you might think given all the news about waste. We sell a lot of gorgeous wooden toys made from companies like Brio and Janod, but equally popular are bright plastic toys which kids just love. Unfortunately, most products are
made in a pretty unsustainable way and it is disappointing how much unnecessary packaging is used. When posting items we frequently have to use extra packaging to protect items which will be going straight into landfill which is daft. The whole situation requires a complete change of mindset on all sides – retailers, suppliers and consumers.
On a separate note, you are also now offering your services on a consultancy basis, can you tell us a little more about this? Having spent over 10 years at the coal face of retail, particularly eCommerce, I am launching a consultancy (www. vendlab.com) to help brands and retailers boost their sales through online marketplaces and cross border trade as this is my particular area of expertise. Marketplaces are becoming more and more important to retail, yet many retailers and brands completely ignore them as an opportunity for driving domestic and international sales.
Our December issue will feature a column from you, what will the content of this be?
Starting in December I will be writing a series of articles on eCommerce for Nursery Today. December’s will be on Amazon covering such areas as fulfilment by Amazon (FBA), Seller Fulfilled Prime and Amazon Advertising. In January I will talk about eBay which, whilst not the force it was, is still a great sales platform. Finally, I will cover international trade, covering tricky areas such as translation, postage and VAT.
How will you work this arm of your business alongside Hello Baby?
I have a great team working here and I leave most of the day to day running of the business to them. As a business owner it is important to delegate and give yourself space to come up with new idea and try new things. nursery today
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focus WHEELED GOODS
Best wheel forward
The wheeled goods category continues to boom, with parents looking for function coupled with style ensuring they are proud to push.
W
ith so much choice available, you could be forgiven for thinking this is perhaps a saturated market, but you’d be wrong. There is clearly a place for each brand who is represented within this category. With trends continuing to change and parents looking for something that they are not only proud to push, but also have additional function and a superb level of style, brands are keeping up to speed and enhancing their ranges to reflect this. Brands continue to ‘push the boundaries’ with one new entrant recently showcasing their all carbon fibre chassis, while others have focussed on providing products which align with sustainability and of course, let us not forget the emergence of tech - for example, power assist! We asked Damon Marriott, UK Head of Product Development at Joie if he feels consumers are brand focused when choosing products in this category? “When parents have previously had a great experience with a wheeled goods product, they are likely to lean heavily towards the same brand for a second purchase. For first time buyers in this category it is much more of an even playing field, which could be easily influenced by aspects such as
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“puToshmchosait customers their
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David Winstanley, Pram world
aesthetics or recommendations from friends and family. ” We also asked Independent retailer Pramworld’s David Winstanley for his thoughts. “To most customers their pushchair is the most important purchase and especially at the more premium end of the market our customers are very brand focused. Brands recommendations often come from friends or online reviews and we find customers usually start
their search looking at 4-5 brands then narrowing products down based upon specific features.” However, with so much choice available it can often be daunting for first time parents especially to find the right travel solution for their particular needs. This is possibly why this is a category that is heavily researched online and brands definitely hold a strong position. First time parents buy into brands that they see others using, or by word of mouth and let’s not forget all the ‘mummy forums and blogs’. We asked Cybex’s UK General Manager, Luke Burns if he feels this is a category which is well researched online prior to purchase? “Yes, parents do a lot of research before purchasing. Some parents are influenced by their friends, family and celebrities, whilst others look at online reviews or prefer to come in store and get advice from sales staff. It all comes down to personal preference,” said Luke. “Parents feel more confident if a pushchair has great reviews from real parents or trusted impartial sites and is award-winning, but it must also fit in with their budget and lifestyle.” Owner of White Farm Baby Barn, Sara Hubbard agrees, but does feel this can sometimes be a negative thing. “Some customers do come in and have absolutely no idea where to start, which is fine as we try and guide them as best we can. Sometimes researching on platforms such as social media can be detrimental, as they only show the glitzy, instagram perfect use of the pushchair, rather than the practical aspects of using a pram for your baby.”
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focus WHEELED GOODS
Travel systems have always had a place within this category, but are we seeing a more ‘mix and match’ approach by consumers? “For first time parents, the growth is certainly continuing in the travel system market, due to the simplicity and ease of purchase,” commented Nuna’s Brand Manager, Steven Smith. “Whilst there is a lot of information available, it can be overwhelming trying to figure out what brands and products work together. We also hear ‘I want everything to match’ very regularly. By providing travel systems, it improves the customers buying journey, gives them great confidence in knowing that it will all work together and also ticks the boxes in terms of being their latest functional fashion accessory.” David Winstanley certainly sees this with his customers in-store, commenting “We find customers are much happier with a bundle option as it offers one price for everything, giving a really good starting point for the customer. From a basic bundle we offer customers the option to upgrade different components i.e car seat and isofix base.” Are consumers more cost conscious at present? We asked Luke if he felt this was a consideration prior to purchase? “This depends on the individual and their needs as a parent,” says Luke. “There are so many factors to consider, first time parents are less cost conscious as their newborn is their pride and joy. They may also be willing to invest more in the right pushchair as it will benefit them in the long-run or they may even be lucky enough that a family member is purchasing the product for them.” Next let’s take a look at trends, is there anything of specific notability at present? David feels sustainability is definitely the way forward. “A huge trend we saw at K&J was a move towards more sustainable products, and it was great to see this across the board from lots of key brands.” Steve agrees and feels that this is something that has started to move forward within the manufacture of fabrics, etc. within the manufacturing process. “The subject of eco-friendly and sustainability is becoming something people are consciously exploring in their decision making process. Society in general is becoming more aware of the issue facing the environment and know alternative eco-friendly products are available,” comments Steven. “Organic materials, Oeko-Tex fabrics, GOT’s certified cottons are becoming more prevalent in this sector and is being demanded by the consumer.” There is clearly a desire for prams and pushchairs that cover style, function and value. However, what about technology. Are we seeing an increased demand for additional features? Cybex recently launched their e-Priam, which definitely
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“puToshmchosait customers their
r is th e m t impo rtant pu rc ha se os an especi ally at th e more d prem iu m en d of th e m arket ou r customer s are very br an d focuse d.
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David Winstanley, Pram world
received attention! “We are starting to see a shift in innovation and technology. We recently launched the e.PRIAM earlier this year, an electronic stroller that is an industry first and one that we believe will be a game changer for the parenting market,” said Luke. “The e.PRIAM combines smart features allowing parents to travel more, carry more, and fit more into their busy schedules. The stroller features sensors in the handlebar to monitor pushing and pulling pressure while a smart algorithm guides motors integrated in the frame to add support when required giving parents a helping hand when they need it most.” Not only does stocking wheeled goods in-store drive footfall, but it is a great retail opportunity to ‘up sell’. This is quite a fierce category on-line, and we have to remember that the internet isn’t going to disappear. However, for those savvy bricks and mortar independents out there, we also know this is a great ‘first point of contact’ to really engage with the customer, find out what their key requirements are, not only with regard to buying their first shiny new ’wheels’, but also a great starting point to perhaps find out about other retail opportunities that could present themselves and really show your demonstration skills off. Good retailers know that knowledge and understanding is key to gaining customer confidence and trust as a very early stage - more often not, before the actual arrival of baby.
The survey says…
Nursery market specialists FanFinders surveyed 600 consumers via their online platform Your Baby Club focussing on the wheeled goods sector. Here’s the results. Did you buy a Travel System?
Yes: 332 (55.3%) No: 268 (44.6%) If yes (332 Users)
Did you opt for a system that you could select a different brand of car seat by using adaptors?
Yes: 162 (49%) No: 170 (51%)
Did you make this purchase online or in store?
Online: 180 (54.2%) In-Store: 152 (45.8%)
Did you research Travel Systems prior to purchase?
Yes: 301 (90.6%) No: 31 (9.4%)
Was the cost of this one part of your decision?
Yes: 276 (83.1%) No: 56 (16.9%)
Was the size and weight of this important to you?
Yes: 278 (83.7%) No: 54 (16.3%) Were brands important to you when buying products in this category?
Yes: 148 (44.6%) No: 184 (55.4%)
All Users Answering (600) Did you buy a second lightweight pushchair?
Yes: 145 (24.2%) No: 455 (75.8%) For more information on FanFinders and the consumer insight they offer, please call: 0203 808 3011 or visit www.fanfinders.com
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focus WHEELED GOODS
An expedition like no other
Launched to the consumer at The Baby Show, year BabyStyle are looking forward to a promising with Hybrid 2. stroller goes beyond expectation offering
As the first stroller of its kind, the highly acclaimed new parents an unrivalled point of difference. ior manoeuvrability, the stroller has 12 A beautifully designed lightweight chassis with super with a sun visor as well as a hood dable position handle adjustment and features an exten rt, the Hybrid Edge 2 stroller comfo For y. canop the of ventilation net spanning the curvature able calf-rest and a 5-point padded harness. integrates a reclining bucket-seat design, an adjust all-round suspension and puncture free Optimising perfor mance, the Hybrid Edge 2 has converted from a single to a tandem be also rubber tyres for an ultra-smooth ride. It can original Hybrid stroller. stroller, using the same tandem axle design as the Chassis Weight – 11.45kg Folded (L71, W59, H30cm) Fully open (L78, W59, H107cm) Handle (89 – 112cm) Suitable from Birth to 15kg Raincover included. Tel: 01509 816 444 Web: www.babystyle.co.uk
Mixing versatility A new look for Nuna’s MIXX
Offering all the best-loved features of the existing MIXX – combined with new upgrades such as a no re-thread harness, all-season seat, all-wheel suspension and UPF 50+ canopy – the new-look MIXX is the ultimate versatile pushchair. Designed to make life easier for both parents and children, its one-hand smooth manoeuvrability, easy to fold flat design and simple flip seat means swapping in the carrycot or car seat is a doddle – so getting out and about becomes stress free. The MIXX is compatible with all Nuna 0+ car seats, as well as many other branded seats. Available in Aspen, Caviar and Birch. Tel: 01889 580260 Web: www.nunababy.com
All good at Chicco New for 2020, Chicco’s Goody stroller is the perfect solution for parents looking for a compact yet premium product for their little one. Thanks to its lightweight structure and compact folding, it offers the ideal stroller for getting out and about with the whole family. Suitable from birth up to 48 months (22kg), Goody is designed with a spacious seat and padded backrest that can be adjusted to three different positions, allowing parents to find the best position for their little one. The stroller also features auto folding and easy opening, meaning it can easily be transported in car boots or during travels, weighing just 6.9kg. Also, thanks to the car seat adapter, it is compatible with select Chicco car seats, both of which can be purchased separately. The stroller comes in a stylish jet black or cool grey design, adding to its premium aesthetic. Web: www.chicco.co.uk
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focus WHEELED GOODS
Function with style The Mios is a functional and stylish pushchair for city living.
Weighing just 9kg, it is the perfect companion for parents when out and about in the city. Key features include; a reversible seat unit that can be quickly and easily to the desired sitting position thanks to the memory buttons, adjustable backrest which can be reclined to four different positions using one hand, and an innovative one-hand folding mechanism which transforms the Mios into a compact self-standing package in seconds. The Mios can also be used as a 4-in-1 travel system with the Cloud Z i-Size, the Lite Cot or Lux Carry Cot.
Web: www.cybex-online.com
Smooth ride VPack is the latest travel system from Bebecar. It includes a compact-folding chassis, carrycot, pushchair seat, raincover and car safety kit.
VPack’s 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. The safety kit allows the carrycot to be safely used in the back seat of the car, letting new babies travel while laying flat. The group 0+car seat can be secured in the car with seatbelts, or with the separate Easymaxi bases. It fits the pushchair chassis without adaptors, for seamless travel. Tel: 01692 408801 Web: www.bebecar.co.uk
Flex your style
Looking for a stroller that is there when you need it but stores neatly away when you don’t? g. Suitable from livin At only 8kg, Flexa is perfect for big city need for practical the from born was a Flex , 22kg to birth storage solution. The performance married with a compact ld and a minimal result? A stroller with a clever, verticalfo closet. The clever ay storage footprint, perfect for your hallw when folded, ding stan freea Flex supporting feet also make s. wall ed scuff el whe to bye good so you can wave Web: www.diono.com
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focus WHEELED GOODS
Ergonomically minded
Finally - Ergobaby bring ergonomic comfort to ultra-compact strolling. te freedom with ergonomic comfort
The Ergobaby Metro Stroller combines ultima anywhere. for baby. From day one, it is light enough to go and adjustable leg rest keep ng paddi zone The Metro Stroller’s plush, multiand large back tyres deliver full nsion suspe ride th smoo its baby comfortable, while size handling in a compact package. r currently on the market You can rest easy too, because it’s the only strolle AGR of Germany. the by t paren and baby certified “Back Healthy” for Email: service@ergobaby.co.uk Web: www.ergobaby.co.uk
Push Me Kwik Straight off the blocks and into the streets. The brandnew city busting stroller has arrived.
Award winning The Duellette tandem double pushchair is suitable for newborn and toddler. Complete with a sporty toddler seat, and carrycot which converts to a seat unit, boasting a breathable mattress, liner. Both seats have adjustable footrest, 3 positions, and suitable up to 15kg The Chassis is compatible with Kids Kargo belt or isofix car seats. Kids Kargo also offer universal adapters to host other car seats brands. Optional: Tan leatherette accessory packs adding a trendy/twist changing bag and footmuffs. Maneuvering comfortably through single doorways, with an adjustable handle, this tandem is great value for money. Email: info@kidskargo.com Web: www.kidskargo.com
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From soft padded seating for nap times and one-handed folding, adjustable leg rests and large shopping baskets, this street ready stroller is sure to help you out with your daily needs. This award-winning stroller is super lightweight and so easy to use and folds down very compactly so is great for storage or to use when travelling. The Push Me Kwik is the ultimate package as it comes with its own fitted raincover, a large shopping basket and padded bumper bar for additional safety. So, it’s going to be fun, it’s going to be cool and it’s going to be Kwik! Email: Web: www.redkitebaby.co.uk
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Versatility with Versatrax
goes further Multi-mode pram thatfirst-tim e purchase covering every
Versatrax has been designed as a true a simple push of a mode parent’s want from birth up to 22kg. With ering travel system off letely, comp es remov seat button the pushchair ility with a rearward compatibility with 4 different modes for total versat or carry cot. With seat car seat, ing or forward-fac the included adapters, parents can pair with Joie’s Gemm, i-Gemm, i-Snug and i-Level infant car seats or matching ramble xl carrycot (all available to purchase separately). Like the rest of Joie’s Trax family, Versatrax features a one-hand flash fold located in the middle of the seat. Whether fastened forward or rearward, simply pull up on the fold strap to convert to a compact and easily movable package, ready for transportation using the built-in carry strap or trolley mode. Versatrax comes fully featured including a multi-position recline with a lie flat mode, durable and puncture free foam-filled rubber tyres, all wheel suspension, height adjustable push bar, cup holder and an impressively large storage basket which is accessible from the front or the back. Tel: 01889 808 900 Email: uksales@joiebaby.com
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focus WHEELED GOODS
Modern day living Maxi-Cosi Lila CP is a pushchair designed for modern day urban and suburban life.
It has a dual-sided, thermo-regulated mattress to ensure that baby is comfortable in all seasons. The breathable mesh will keep little ones cool in the summer months, while the fleece side retains warmth when temperatures drop. The 4-wheel suspension also makes it easy for parents to manoeuvre and ensures a smooth ride too. True to the standard of the Maxi-Cosi Lila family, Lila CP is fitted with an integrated nap keeper to shut out bright sunlight and keep out insects too. Combine with the Maxi-Cosi Oria Carrycot for a from-birth solution or convert into a travel system with the Maxi-Cosi Jade car cot or Maxi-Cosi Pebble Pro i-Size car seat. Email: sales@uk-dorel.com Web: www.maxi-cosi.co.uk
Fully featured Nuna has just launched the new lightweight TRIV pushchair.
Perfect for city living or jet-setting travellers this fully-featured compact stroller has an easy-tofold flat design, oversized storage basket and easy to flip fold seat – making it the perfect travel companion. All of TRIV’s features are designed to ensure a smooth ride for little ones – even on bumpy roads – as well as easy manoeuvrability for parents. From its one-hand adjustable push bar and quick-release, five point no-rethread harness to its all wheel suspension, one-touch brake and front swivel wheel locks – Nuna’s TRIV is ready for every journey. Web: www.nunababy.com
Roaring success with Red Kite Out from the wilderness and into the streets.
The Push Me Savanna has arrived and is bringing the wild to your child. This awardwinning travel system is designed for baby straight from birth, with an infant car seat and adapters included. Featuring a whole host of helpful features such as lockable swivel wheels, easily removable bumper bar, reversible padded seat liners for the stroller and car seat. Loads of other extras include a generous shopping basket, raincover and front apron to help make this the ultimate value travel system on the market. Don’t wait, It’s time to bring out the wild in you and the show the world who you represent.
Email: sales@redkitebaby.com Web: www.redkitebaby.co.uk
Flash and function
Meet tourist, a tidy tagalong with an ultra-compact fold
Designed to make travelling easy, tourist adds flash and function to everyday adventures. This stroller features an ultra-compact fold and packs away in an instant using Joie’s one-step, self-folding system. The included easy one-click adapters allow 3in1 multi-mode compatibility so parents can pair with Joie’s gemm, i-Gemm, i-Snug and i-Level infant carriers or matching ramble carrycot (all available separately). Tourist is packed with features including a multi-position recline with a lie flat mode for newborns, full size UPF50+ canopy with eyeshade visor, height adjustable push bar, removable fabric covered bumper bar, 2 position calf support, all wheel suspension and a full-size easy access shopping basket. Weighing in at just under 6kg, this is one of the lightest fully featured strollers available and comes ready for travel with the included rain cover, custom carry strap and bag.
Tel: 01889 808 900 Email: uksales@joiebaby.com Web: www.uk.joiebaby.com
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focus WHEELED GOODS
Tackling daily life Maxi-Cosi Adorra is a pushchair to tackle the daily tasks of an urban lifestyle.
It offers a large, comfortable seat for baby which is suitable for use until the age of 3.5 years. For parents, there is a huge shopping basket which means that they can carry all of the essentials and any shopping they need on the go. The one-hand fold mechanism makes it convenient too, so parents can fold and store their pushchair with one hand whilst holding baby in the other. Combine with Maxi-Cosi Oria Carrycot for a from-birth solution or to go from car to pushchair with ease, use with Maxi-Cosi Jade car cot or Maxi-Cosi Pebble Pro i-Size car seat. Email: sales@uk-dorel.com Web: www.maxi-cosi.co.uk
Make mine electric The e.PRIAM is a revolutionary electronic pushchair that makes parental life even more enjoyable and effortleesss.
An industry first, the e.PRIAM featur sensors in the handlebar to monitor pushing and pulling pressure, while a smart algorithm guides motors integrated in the frame to add support when required giving parents a helping hand when they need it most. The CYBEX e.PRIAM is battery-powered and assists uphill, downhill and across uneven surfaces such as sand and gravel. Web: www.cybex-online.co.uk
An Italian story of love
A cold December of 1963, a stroller called “London” was born and named after the Italian for English, “Inglesina” was born. Since then it is considered one of the premium luxury brands for strol
lers and prams across the world. Its products have featured in the Olympics, and in the hands of fashionable celeb rities such as Kylie Jenner. This year and for the first time in the UK, Inglesina chose the Baby Show in Olympia London to launch their brand and products with a baby shower-inspired party, where 20 top parenting social media influencers had the opportunity to enjo y an exclusive introduction to the bran d and products, as well as enjoying lovely Inglesina cupcakes and alcohol-free prosecco. Their star product Aptica, the 3-in-1 crossover stroller, is already available in selected independent UK stores. The stroller also includes a bass inet and a stand for overnight sleeping, so that your baby can easily sleep next to you.
Web: www.inglesina.com
Precision performance Meet brisk lx, a sidekick loaded with luxury
With all the perks of a full-sized stroller, this compact 3D package folds in a flash with its one-hand, onesecond fold. Brisk lx is suitable from birth and features a super shady extendable canopy, SoftTouch harness and a smooth flat reclining seat designed to prevent waking baby. Engineered from precision performance lightweight aluminium, this pushchair has been tested beyond the standard weight capacity to hold up to 22.5kgs and pairs with all Joie infant seats in a snap to create an effortless travel system - no adapters needed. Brisk lx comes complete with soft comfort grip ergonomic handles, removable bumper bar with fabric cover, front swivel wheels, rain cover and matching footmuff. Tel: 01889 808 900 Email: uksales@joiebaby.com Web: www.uk.joiebaby.com
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talking shop This month we focus on wheeled goods and accessories. We spoke to a number of independent retailers on their views on this sector.
David Winstanley
Sara Hubbard
PRAMWORLD
WHITES FARM BABY BARN
Do you feel that your customers are brand focused when choosing products in this category? To most customers their pushchair is the most important purchase and especially at the more premium end of the market our customers are very brand focused. Brand recommendations often come from friends or online reviews and we find customers usually start their search looking at 4-5 brands then narrowing products down based upon specific features. Are your customers looking for an all encompassing travel system or opting more for a ‘mix and match’ approach? We find customers are much happier with a bundle option as it offers one price for everything, giving a really good starting point for the customer. From a basic bundle we offer customers the option to upgrade different components i.e car seat and isofix base. Is size and weight a consideration for your customers? Absolutely! For our customers size and weight are a major consideration especially for getting the stroller to fit into the car or travelling on public transport. Customers are often thinking about grandparents using the stroller and overall longevity as a heavy stroller could mean moving to something more lightweight sooner. Have you noticed any notable changes to buying habits within this category? The most notable change over the past few years is customers looking for and buying into bundles. We saw this system firstly from Mamas & Papas and now we see bundles from lots of key brands and it’s an offering that really works! Are your customers looking for any additional features, for example power assist, etc.? Customer demand is very much led by new innovation and although the customer may not be asking for things such as power assist, once they see these extra features, they actually really like them! When a product feature becomes really popular i.e the Cloud Z with a rotating base, there seems to be an expectation from customers that these features are also available from other brands - a trend we saw with cabin approved strollers! Have you noticed any particular upcoming trends? A huge trend we saw at K&J was a move towards more sustainable products, and it was great to see this across the board from lots of key brands. We also saw a lot of checks and grey seems to be as popular as ever!
Christy Foster ONLINE4BABY
Do you feel that your customers are brand focussed when choosing products in this category? Brand does play a significant part in the purchasing decision alongside other factors such as price and aesthetics. Customers, now more than ever, are looking for value for money but have high expectations from a quality perspective so we’re seeing brands who manage to service both seeing the most growth. Are your customers looking for an all encompassing travel system or opting more for a ‘mix and match’ approach? Some customers love all of it to match as it flows together and it looks good from a style perspective but we also have customers who are happy to mix and match if they can get more for their money. In the showroom we look at every customer’s individual requirements and what they want to spend and then work within these from a product recommendation point of view. If they have their heart set on a particular brand but can’t afford the full travel system our experts work with them to find a package which suits their needs but also fits within their budget. Is size and weight a consideration for your customers? Yes definitely. People live hectic lives nowadays which means transporting your
Are your customers looking for an all encompassing travel system or opting more for a ‘mix and match’ approach? Our customers currently are sitting at a 50/50 split. We have customers coming in focusing specifically on a ‘bundle’ travel system, where everything is provided and laid out for them. The other half are more interested in mixing and matching the best pram for them along with the safest car seat on the market, regardless of the price and whether they come packaged together. Is size and weight a consideration for your customers? With more customers driving smaller cars on finance agreements (where they can’t change their car immediately or easily) size of chassis is definitely a major factor for a lot of people. Weight is still a consideration, but we try to put the weight of a pushchair in relative terms for them; the average chassis is lighter than their baby will be at a year old - this gives them some perspective on what they can physically manage. Have you noticed any notable changes to buying habits within this category? Definitely - with the introduction of more ‘bundles’ to the market we have seen people wanting to get pram, accessories and car seat all tied up in one bow. We have however, noticed people swaying more towards the luxury bundles that offer good quality products, paired with high quality car seats, which is of course a relief for us, knowing baby’s are travelling safely. Do you feel that this is a category that is well researched online prior to purchase? Predominantly, yes. Some customers do come in and have absolutely no idea where to start, which is fine as we try and guide them as best we can. Sometimes researching on platforms such as social media can be detrimental, as they only show the glitzy, instagram perfect use of the pushchair, rather than the practical aspects of using a pram for your baby.
baby products whether that be in this country or abroad so they want to be sure that they can move around without being hindered by a bulky or heavy product. For online customers we make sure we include the weight and folded dimensions of the pushchair or travel system so they can check it will fit in their car. More and more people are buying online and we have to try and provide that physical store experience as much as possible to those who can’t call into the showroom but want to buy from us. Are your customers looking for any additional features, for example power assist, etc.? This links to what’s trending and some customers are focused on the next big thing. However some just see value in the simplest of things such as a hidden pocket. I think it takes a while for new developments such as power assist to become mainstream, so currently it’s not something we get asked about a lot. Do you feel that this is a category that is well researched online prior to purchase? Showroom customers are quite often knowledgeable and have been researching online before coming to purchase. We see this on our website too. We have hundreds of thousands of users visiting our website each month and from our analytics we know that often they are looking for a specific product, have a good idea of the brand they want or are looking for a specific feature e.g umbrella fold. Customers have become semi ‘experts’ because of the availability of good quality content that wasn’t around 10 years ago. nursery today
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focus WHEELED GOODS & ACCESSORIES
Breathable solution
Cybex’s latest accessory is its new universal footmuff.
Warm and cosy The warm and cosy Chicco universal footmuff 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.
Ideal for the colder months ahead and exploring the great outdoors, the ultra-compact SNØGGA footmuff can be used on any of Cybex and gb’s pushchairs and can be universally used with any other pushchair brand. Lightweight and ultra-compact, the SNØGGA can be used in temperatures from 10°C to -10°C with its TOG 4 insulation rating. Featuring the renowned 3M Thinsulate material, it provides a light, breathable and water repellent material, ideal to withstand the unpredictable British weather, whilst keeping a child comfortable and cosy. With a handy zip on the front, the footmuff can be easily removed if a child gets too warm, without having to remove the child from the pushchair. When not in use, it can be rolled up to fit into the bag (included) or a strollers’ shopping basket.
Web: www.cybex-online.com
Web: www.chicco.co.uk
Take me with you Taf Toys Koala Take Along Mobile
Perfect travel companion
To complement the Trio Best Friend and Trio Best Friend Light travel systems, Chicco’s range of travel accessories are perfect for every day outings. bag or The versatile Chicco organiser bag can be used as a shoulder backpack and the Chicco 2-in-1 tote bag can be used together or separately depending on parents’ needs. Web: www.chicco.co.uk
The cute and colourful Koala Take Along Mobile from Taf Toys’ award winning Koala Daydream Collection is perfect for entertaining babies on the go. Alongside other brand favourites such as the Mini Moon Pram Arch and the Mini Moon Pram Mobile, this portable pram mobile includes a number of engaging features to stimulate babies’ senses and enhance their development. The soft koala, snail and rainbow hanging toys encourage babies to reach out and grab, whilst the 4 delightful melodies will captivate and soothe them. This great mobile also features an extra large clip for secure attachment to prams, buggies and car seats. Tel: 01254 872454 Email: sales@halilit.co.uk
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GRACO
advertorial
Soothe away with The product is really comfortable and snug for the baby helping them feel safe and secure. The variety of movements is great.
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Amy 29, Birmingham
Design continues to be at the heart of all development at Graco, taking real consumer insight and needs into I have consideration when evolving their product been pleasantly surprised at how effective it has been. I offering for parents and babies.
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he new All Ways Soother will move and soothe babies like parents do. The innovative All Ways Soother with removable rocker is a multi-use baby soother that offers 16 soothing motions for the most baby smiles. Moving from side to side, up and down with calming speeds, this replicates the motions that parents use to soothe their baby. The All Ways Soother is becoming a real hit with parents and Graco are proud to share fantastic insight and reviews. Suitable from birth to approximately 9 months old (0-9kg), it features a multi-directional seat with eight ways to swing, in two directions. Offering maximum functionality, the All Ways Soother has six swing speeds and two speed vibration settings. Parents will love that the removable rocker makes it a multi-use soother for use throughout the home. 10 charming melodies, five nature sounds and a mobile with two soft toys will help to keep baby alert and attentive. For optimal comfort, the All Ways Soother has three recline positions and a plush seat pad with removable infant head and body support. The All Ways Soother comes with an AC adapter for ultimate convenience. David Welsh, Managing Director, Allison Baby UK Ltd, said: “With the All Ways Soother
seemed previously unable to put my baby down, he wanted constantly to be held and would not settle out of my arms. It is nice to see him soothed and stimulated by the product, and looking safe and comfortable. Emma 41, Shropshire
we are delivering on our promise to bring products that offer comfort and security to babies and are simple and intuitive for parents to use.” For more information, visit www.gracobaby.eu or contact uksales@allisonbaby.co.uk
I would highly recommend this to everyone as great value. I loved the different moves and sounds as they were very useful. I would buy this as it really helped me a lot when baby was cranky and loud.I would recommend for many reasons and one of them would be keeping both baby and mum relaxed and happy.
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Sarah 34, London
I would recommend as it is worth the price and would definitely be worth investing in if planning on having more children. This product exceeded my expectations and conquered my skepticism. My overall experience has been very positive. Karen 37, London
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I found the six swing speed settings useful. He responded better to a faster speed initially and then once he had calmed and was becoming sleepy it worked best to reduce the speed. This is how I have also found it to be when rocking him in my arms so it is great that the product is able to perform the sa me way. Jo 36, Scotland
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15/11/2019 13:05
supplier snapshot This month we spoke to a number of the industry’s finest to find out their thoughts on the wheeled goods sector
Luke Burns
UK GENERAL MANAGER, CYBEX Do you feel consumers are brand focused when choosing products in this category? Parents begin their research with brands that they may have heard of or their peers have. They require a functional pushchair that offers convenience and comfort and they want to be able to tackle everyday life with ease, whether that’s on a shopping trip, on holiday or whilst running errands. Design and style are also major factors in a consumers’ purchase decision, as is having a variety of colours, frames and fashions to suit an individual’s style. Ultimately it comes down to personal preference. If parents are invested in a brand, they are more likely to stick to that brand when they have their next child or when they need a travel stroller. Are we seeing a continued growth in an allencompassing travel system, or do you feel consumers are taking a more ‘mix and match’ approach? We are certainly seeing a growth in the travel system as it provides parents with everything they need to support their baby from birth to toddler. There is much more variety with travel systems; for example, our Priam and Mios pushchairs come in a 4-in-1 travel system so that parents can use the frame with the Cloud Z i-Size, the LITE Cot or the LUX Carry Cot. With a wide range of accessories available, parents can choose one brand and have a range of matching products. Are consumers now actively looking for tech or additional features with regard to wheeled goods? We are starting to see a shift in innovation and technology. We recently launched the e.PRIAM earlier this year, an electronic stroller that is an industry first and one that we believe will be a game changer for the parenting market. The e.PRIAM combines smart features allowing parents to travel more, carry more, and fit more into their busy schedules. The stroller features sensors in the handlebar to monitor pushing and pulling pressure while a smart algorithm guides motors integrated in the frame to add support when required giving parents a helping hand when they need it most. Is there any advice you can offer retailers to assist them when selling wheeled goods? Some parents may already have an idea of what they are after or new parents might be completely overwhelmed by the number of wheeled goods on the market and may need some advice. Therefore, I believe we should be emphasising and selling key features that they might not be familiar with or perhaps they think they don’t need, but in reality, they could make everyday life that much easier.
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Debbie Wakefield
MARKETING MANAGER OF UK AND IRELAND, DOREL JUVENILE Do you feel consumers are brand focussed when choosing products in this category? To some extent consumers are still brand focussed when it comes to choosing the mode of transport for their little one, but we’re seeing trends change. Some first-time parents still have a tendency to look to the heritage brands because that is what they know, but most are doing their research into the higher value items and are considering elements such as the design and function, rather than the brand behind it. Parents today are savvy, with the internet at their fingertips, talking to their friends and family, looking at reviews and recommendations from influencers, all of which means that their focus is finding a pushchair that will compliment their lifestyle. Are we seeing a continued growth in an all-encompassing travel system, or do you feel consumers are taking a more ‘mix and match’ approach? Convenience is king. A travel system is a must and with products working together across brands it makes the purchase journey a lot easier. As key players in the market, most pushchairs now come with Maxi-Cosi car seat adapters, which means that our cars seats are compatible with almost every pushchair on the market. So not only do parents get the car seat that they want, it’s also compatible with the pushchair they want. Do you feel weight and size is a consideration prior to purchase? Weight and size are a massive consideration for families when looking to purchase their first travel system for baby. Parents are looking for a pushchair to compliment their lifestyle, that fits perfectly into their world, and convenience is key. We’ve seen this in recent years with the rise of the compact pushchair. This is something that, here at Maxi-Cosi, we have answered with the launch of Laika in 2018. Is style more important than function? Over the last few years, style has become increasingly more important to parents, as they consider their pushchair to be a fashion accessory as well as a necessity. However, function is still the most important factor when it comes to choosing a travel system. When looking for a pushchair consumers are naturally drawn to a certain style, but realistically it needs to perform a function, and if it’s not going to withstand the day-to-day requirements of their lifestyle then consumers won’t make the purchase. Do you feel that consumers are cost conscious at present? Are there any notable changes to buying habits? Consumers are looking for value for money, which is why online price comparison resources are so popular. They are hunting for the best possible price they can find their product at, without compromising on quality. When it comes to travel systems, longevity is of the utmost importance. A pushchair is a big price tag item and parents aren’t looking to buy a whole new system for their second child unless it’s absolutely necessary. They expect their initial investments to last, so if this comes at a slightly higher price point to ensure this, then they are happy to pay it. However, it is notable that less premium brands remain popular, as customers can still get a quality product for a lower price point. Is there any advice you can offer retailers to assist them when selling wheeled goods? Make sure you feel confident on the product that you are selling. New parents are looking for as much information as you can possibly give them on a product when making their purchasing decisions. Here at Dorel, we have a team of trainers who visit our retailers to ensure that they are at the top of their game and know everything there is to know about both Quinny and Maxi-Cosi. Knowledge is power, so the more you know a product, the more passionate and confident you’ll be. People will value your opinions, especially when it comes to recommending a pushchair to fit their lifestyle. Eye-catching displays and POS material play a part in this too. If your range looks the part and your team have confidence in what they’re selling, that’s a winning combination.
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Sharon Morrison
SENIOR PRODUCT & FASHION MANAGER, GRACO
Do you feel consumers are brand focussed when choosing products in this category? Yes and No – I think as a first time expectant you obviously don’t have that brand loyalty there and will rely heavily on the advice of friends and family and reviews. It’s a minefield of brands when you first start out. Of course, there is always a brand perception that plays part of the purchase journey, heavily dependent on consumer status and their circumstances. As an experienced parent you have already made brand connections, positive and negative, so the brand does play a bigger part. Do you feel weight and size is a consideration prior to purchase? Absolutely! It’s all about your lifestyle and how/where you are going to be using the pushchair. If you live in the city, models better suited to the urban lifestyle would be ideal – lightweight, agile and compact. If you like the outdoors, and do lots of walking an all-terrain option which offers robustness would be suitable. Is style more important than function? What the eye sees is always important, it creates an emotional connection and today’s consumer is a lot more style and design focused. From a function point of view a lot savvier than a few years back. A lot more research goes into the purchase journey and people desire product and features that suit their lifestyle whether that might be versatility, robustness and/or technical gadgets for example. Are consumers now actively looking for tech or additional features with regard to wheeled goods? For wheeled goods there are so many elements to take into consideration. For some the traditional features might still outweigh new innovative tech features. But who knows? This is where the world is going in general so it won’t be long. Cybex has started a trend, be interesting to see how it takes off.
Damon Marriott
UK HEAD OF PRODUCT DEVELOPMENT, JOIE Do you feel consumers are brand focused when choosing products in this category? When parents have previously had a great experience with a wheeled goods product, they are likely to lean heavily towards the same brand for a second purchase. For first time buyers in this category it is much more of an even playing field, which could be easily influenced by aspects such as aesthetics or recommendations from friends and family. Are we seeing a continued growth in an all-encompassing travel system, or do you feel consumers are taking a more ‘mix and match’ approach? Both routes seem to be quite popular at the moment. Cross brand compatibility provides a level of flexibility and choice that consumers appreciate, whilst single brand travel systems offer consistent aesthetics. There is an upside to both options, however in the end it does comes down to personal preference and budget. Do you feel weight and size is a consideration prior to purchase? Weight and size will always be important consideration prior to purchasing wheeled goods. Parents will spend a lot of time pushing, pulling, carrying and lifting these in and out of car boots which may be a tight squeeze, so shaving a couple of kg’s off of the daily workout can make a substantial difference. Is style more important than function? With wheels goods in particular overall function and style seem to be equally important, however the scales can tip from person to person. Since a pushchair spends the majority of its time in the public eye, it can be seen as an extension of the parent meaning style does play a key factor. However, looking good doesn’t mean as much if each minute with the pushchair is a battle - if it doesn’t possess many functions to help make ease of daily life, then it’s pretty much a non-starter. Do you feel that consumers are cost conscious at present? Are there any notable changes to buying habits? The vast majority of consumers are cost conscious every single day however are still prepared to make a significant purchase if they feel they’re getting the right product for the right price, which of course we do aim to provide at Joie. There is no downtime with baby products so we have to deliver year on year, irrespective of the economic climate. Are there any particular trends within this product category? A big trend is the option of forward and rearward facing seat units - in my experience it’s the most common question asked about a pushchair alongside weight, and understandably so. Particularly with pushchairs used from birth, parents want the option of a rearward-facing seat to easily interact and monitor their child. Is there any advice you can offer retailers to assist them when selling wheeled goods? Our sales trainers can offer one-on-one training for in store sales assistants to provide insight into our products and help increase sales.
Steven Smith BRAND MANAGER, NUNA
Do you feel consumers are brand focussed when choosing products in this category? With the ever increasing role of advertising, influencers and celebrities in our day to day lives, consumers are becoming more brand aware, often even prior to pregnancy. There is a noticeable difference, that brands are focusing on their wider brand building than just product promotion in order to gain trust and confidence early on. With the vast amount of research resources available to the consumer, they certainly know which brands fit into their budgets and needs. That said, many first time parents particularly will sway from one brand to another when the see and understand some of the outstanding features that impact their lives for the better. Are we seeing a continued growth in an all encompassing travel system, or do you feel consumers are taking a more ‘mix and match’ approach? For first time parents, the growth is certainly continuing in the travel system market, due to the simplicity and ease of purchase. Whilst there is a lot of information available, it can be overwhelming trying to figure out what brands and products work together. We also hear ‘I want everything to match’ very regularly. By providing travel systems, such as the Nuna MIXX bundle, to the consumer, it improves the customers buying journey, gives them great confidence
in knowing that it will all work together and also ticks the boxes in terms of being their latest functional fashion accessory. How important are the fabrics and materials used in the manufacture of these, do you feel we are seeing a shift toward products are are eco-friendly in their production or perhaps a move toward this by brands? The subject of eco-friendly and sustainability is becoming something people are consciously exploring in their decision making process. Society in general is becoming more aware of the issue facing the environment and know alternative ecofriendly products are available. Organic materials, Oeko-Tex fabrics, GOT’s certified cottons are becoming more prevalent in this sector and is being demanded by the consumer. Nuna utilise as many of these types of materials as possible in our products, such as merino wool and sustainable yak wool. Consumer want products that are ‘better for baby’ but whilst also limiting their impact on the natural environment. As a manufacturer, we take our responsibilities very seriously and limit our environmental impact by investing heavily in thorough R&D research. nursery today
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advertorial
Go for gold At Mother&Baby, we know about your child’s sleep. After all, we’ve been helping mums get their babies off to dreamland for the last 63 years!
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t last we’ve finally brought all of our years of experience, expertise and motherly advice together to bring you our new “Gold Collection” of Mother&Baby mattresses designed to give your baby and toddler the best night’s sleep possible. The mattress we lie on is crucial both to how we relax when we sleep and how restored we feel the next day. That’s why we’ve created the Mother&Baby Gold Collection, so you can rest easy knowing that your baby is being well looked after and is getting the best night’s sleep possible. As well as being super supportive and comfortable, each mattress incorporates Purotex-infused covers, a revolutionary technology based on 100% natural probiotics, which are an all-natural remedy against allergenic sleep disrupters. Thanks to friction between your body and the fabric, the microcapsules burst open and absorb humidity. The probiotics start to multiply and clean up allergensUsing the active probiotics on our Gold collection of mattresses, the Purotex permanently cleans up 93.7% of house dust mite allergens for a fresher, cleaner sleeping environment. Moreover, test results have shown that Purotex also cleans up 92.8% of cat and 66.7% dog allergens.As the average new-born baby sleeps for around 32
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Nursery Today caught up with CuddleCo to find out more about this superb collaboration with Mother&Baby. Why did you decide to collaborate with Mother&Baby? Mother&Baby are trusted by the parenting nation for their advice and recommendations, which made the collaboration an exciting and challenging one. Mother&Baby aren’t just the voice and champion of mums and dads around the country; they genuinely care about everything baby, and as the voice of mums and dads, the Mother&Baby-branded “Gold Collection” had to provide a real, tangible benefit for both parents and children alike. Mother&Baby have been very pro-active, working alongside us to research and develop the “Gold Collection” of mattresses with nursing support pillows to follow on in the new year. We have to say a big thank you to editor Sally and her team for constantly driving and challenging us to deliver real change and benefit to the new range. Does social media or online influencers have any effect on this sector? Social media influencers not so much, but real mums and dads yes! The core ethos of Mother&Baby dictates that every mattress in the range was to be reviewed without bias by their real mums and dads, hence we have sent out between 6 and 10 samples of each product to a random selection of their mums – that’s close to 110 mattresses being reviewed! You will be able to read the reviews in the up-coming editions of Mother&Baby Magazine.
17 hours a day, we want to raise the awareness of good night’s sleep. Did you know that about third of the British population suffers from House Dust Mite Allergy (HDMA)? This type of allergy is caused by the inhalation of house dust mite allergens, small skin particles that have been in contact with DERP1, the enzyme that the mites use to digest food. There are millions of these allergens in every bed.Purotex reduces allergens drastically and keeps your mattress surface clean and fresh in a natural way. But don’t just take our advice, read what our real mums have to say in our product reviews in Mother&Baby. Hello Happy • Hello Clean Hello Fresh • Hello Healthy
For further information contact: Tel: 0161 702 5062 Email: sales@cuddleco.co.uk Web: www.cuddleco.co.uk
Are consumers looking at the breathability of a mattress? Of course! Breathability, cleanliness, anti-allergy fabrics, they are all hugely important. The average newborn baby spends around 17 hours a day asleep, and in this time they are developing, stretching, wriggling and growing, so giving our newborn babies the healthiest, cleanest, freshest environment is vital. That is why Mother&Baby insisted that it was crucial we delivered this as a sleep environment.
Mother&Baby Sleep Guide included free with every purchase.
What about anti-allergy properties, are consumers looking more closely at this? This is one of the most important aspects we focussed on with the “Gold Collection” range of mattresses. For Mother&Baby it was vital that babies had a clean and fresh sleeping environment to aid their best development as they grow. We are proud that we have delivered this together, we have a 100% natural probiotic solution that laboratory tests prove reduces house dust mite allergens by 93.7%, cat hair allergens by 92.8%, and dog hair allergens by 66.7%. What about the type of materials used during production, is this something that is of consideration? We have infused Purotex with Tencel, so the answer is yes, having natural, sustainable fibres helps to enhance breathability and temperature regulation. The environmental management of its sustainable production was also key to the decision. Is this range made in Britain? Absolutely – both for quality assurance purposes and to reduce carbon footprint involved in shipping we felt it was vital for parents to know that this range was made locally.
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focus MATTRESSES Image courtesy of Slumberland
Spring into action
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.
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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. “The majority of consumers would research online prior to purchase to help them understand current sleep safety issues and trends. However it is still important to most consumers to go into the retailer to see and touch the product and speak with staff who are experts in the nursery industry. This is why we are supporting our retailers with bespoke point of sale stands and cot mattress samples to help educate customers on the key benefits of our award-winning cot mattresses.” Obaby’s Beth Henry agrees and acknowledges that the purchase of a baby or toddler mattress is a considered purchase. “For some new parents this is one of the ‘big first time parent decisions’ and they do a lot of research, so quality and information is very important.” Therefore, is this also perhaps a category effected by social media and online influencers? Purflo’s Managing Director Richard Trott feels that this is perhaps becoming a grey area with many parents. “There’s been a bit of a back lash around social influencers with parents more and more sceptical about its authenticity. We work with real families experiencing parenting first hand as well as all the other demands of modern life, not those whose full time job is blogging.” 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. 34
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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? One notable area that has gained momentum, and once which suppliers and manufacturers have kept pace with, is that of breathability. Steve told Nursery Today “The breathability of the mattress, along with practicality and safety, are the three key areas consumers are looking at. Newborns are not capable of regulating their body temperature so our Slumberland cot and cot bed mattresses have been designed using breathable baby safe fibre and a fully breathable temperature control cover. This allows for constant air circulation which is important in keeping your baby cool whilst they sleep in order to reduce the risk of overheating.” Richard agrees stating “Consumers are actively seeking out breathable features and breathable products for babies, especially for new-borns. Breathability also gives parents peace of mind that their child will be able to breathe and be safe no matter what position they sleep in.” What though are consumers looking for when searching baby mattresses? What level of importance do they place on the materials used? Steve feels that more consumers are now looking at the type of chemicals used during the production process. “Trends show that parents are becoming more cautious of the chemicals used during manufacturing so every single material we use from supportive springs to baby-safe fibre is given great consideration. We use Oeko-Tex Class 100 fabric which is inherently fire retardant allowing for the sleeping surface to be free from all antinomy, phosphorus and arsenic chemicals - the safest way for babies to sleep.” Beth also states that Obaby have also recognised this trend and this is why all of their mattresses are all produced to a high standard and are chemically free. We asked Green Sheep Group’s Marketing
The survey says… Nursery market specialists FanFinders surveyed 600 consumers via their online platform Your Baby Club focusing on mattresses. Here’s the results. Did you buy a separate mattress when buying your cot/cotbed?
Yes: 362 (60.3%) No: 238 (39.7%) If yes: Did you research baby mattresses before buying one?
Yes: 294 (81.2%) No: 68 (18.8%) Were brands important to you when buying products in this category?
Yes: 121 (33.4%) No: 241 (66.6%) Did you look at the materials used in the production of the mattress?
Yes: 277 (76.5%) No: 85 (23.5%) Did you look at the breathability of the mattress?
Yes: 335 (92.5%) No: 27 (7.5%) Did you search for a mattress that had a washable cover?
Yes: 319 (88.1%) No: 43 (11.9%) Were you looking for a mattress that had antiallergy properties?
Yes: 280 (77.3%) No: 82 (22.7%) Remember the contact blurb at the bottom of this.For more information on FanFinders and the consumer insight they offer, please call: 0203 808 3011 or visit www.fanfinders.com
14/11/2019 12:28
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Director, Mark Nicholls for his thoughts on this. “The materials used in mattresses are increasingly coming under scrutiny from parents, as they start to look much more closely at exactly what goes into their child’s mattress. For over 12 years, Little Green Richard Trott, Sheep has championed only using natural and organic materials, and we’ve found that the message of sustainability and quality has never been more relevant than it is today.” This would bring us to a point of note. More infants and young children today appear to suffer from allergies, how important are anti-allergy properties when we look at mattresses? “There’s been a significant rise in cases of early life allergies so it’s a really important to offer products to help alleviate this,” said Richard. Steve feels that everyone who produces infant mattresses are now aware and produce products that take this into account. “This is becoming one of the most important requirements for a cot mattress. All of our mattresses are made using a natural anti-allergy treatment to provide babies with an allergen free sleeping environment,” said Steve. “This helps to
reduce the harmful dust mite build-up which is known to aggravate childhood allergies such as Asthma and Eczema.” Beth totally agrees commenting “Our mattress covers are not only anti-allergy but are also anti-bacterial, anti-fungal and anti-dust mite and can also be removed. They are machine washable at 60 degrees.” What about Pur flo sustainability, are parents looking for mattresses that can be recycled after use rather than end up in landfill? “We’ve found that more and more parents are asking about the sustainability and manufacturing processes of mattresses, as they question more what the environmental impact their purchase is going to have,” said Mark. “However, although it is increasing, ensuring that the mattress is right for their child still appears to be first and foremost parents’ biggest consideration.” Considering the amount of time a baby sleeps, we asked Richard if he felt that cost vs. quality was a consideration? “Definitely, parents are willing to pay a premium price if they are receiving a premium, quality product. It’s all about education and providing consumers with the safety steps you have taken developing your products. As long as you have the
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facts to justify your price point people are willing to pay more to ensure safety and quality.” Finally, what role do brands play within this category, is this something of importance to the consumer? “Buying from a reputable brand such as Slumberland - regarded as experts in British bed manufacturing - will definitely give both retailers and consumers alike assurance that they are getting a top quality product with all the correct safety measures,” commented Steve. Beth however also feels that it is also up to the brand in question to offer reassurance. “Our product testing and five year guarantee ensure parents have this reassurance.” Mark feels that brands do have their place when we look at mattresses and told Nursery Today: “I think brands do play an important role in the category, especially for the more specific mattress types like natural/organic whereby trust and heritage is important. We’ve found at The Little Green Sheep, parents buy into this, along with the quality of our mattresses, and this is something which is passed on from parent to parent. For the more mid-market mattress offerings. However, there remains a strong retailer own branded presence, whereby perhaps parents aren’t quite as considered in their behaviour when it comes to buying their mattress. “With a more educated consumer, this is a nursery category that has continued to evolve, with buying habits changing.” Of course, mattresses are also a great up-sell 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.
Fully breathable Respiro offers 100% ventilation - guaranteed!
The Respiro mattress is a new revolutionary alternative to the traditional cot mattress, engineered with high tech breathable mesh and open sides, that guarantees 100% ventilation for your baby or toddler. The mattress also uses no foam or stuffing, which eliminates any hiding place for dust mites and bed bugs. The two-stage multipurpose design provides the perfect tension for safe sleep! The high-tech mesh fabric is stretched tightly on its frame to provide a firm surface for newborns to sleep on and a softer side for toddlers. This innovative product will encourage your child to sleep peacefully and when ready, flip the mattress over to match their growth and development from baby to toddler. The mesh surface is easily removable for machinewashing and comes with a laundry bag, splash mat and storage tote.
Tel: 01293 804599
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focus MATTRESSES
Keep them close Purflo is the UK’s original baby safe sleep brand started by new parents determined to create safer sleeping environments for babies.
Purflo’s first product was a cot mattress developed with a world leading professor of infant health and development physiology. values and creates breathable environments for babies same the by Today, Purflo is still driven le Bassinet. The to sleep including their Keep Me Close Breathable Bedside Crib and Breathab extra ventilation The le. permeab air and le mattresses in both of these products are fully breathab sleep. night’s safe a for essential is which te helps regulate baby’s tempera Web: www.pur flo.com
Optimum support Obaby have a wide range of mattresses. Ranging from simple fibre mattress to their deluxe Moisture management mattress, the range from Obaby ensure little one’s have the perfect night sleep for many years. The moisture management dual core mattress adapts as little one grows and is fantastic for those wanting to provide their child with optimum support. The mattress offers an impressive four sleeping options thanks to the reversible core and cover giving a choice for the best combination for a perfect night’s sleep. Tel: 01652 641691 Web: www.obaby.co.uk
The perfect slumber
Manufactured at Slumberland’s dedicated nursery production facility in Taunton Somerset, the Slumbertime Luxury Pocket Sprung Mattress won ‘Best Safety Product’ at the 2019 Mother & Baby Awards.
s throughout; the mattress Featuring individual pocket springs and Oeko-Tex 100 certified material Actipro natural treatment, rgy anti-alle cover, control ture tempera e washabl includes a breathable and d for the same shortliste plus benefits from a chemical free sleeping cover. Having been recently inning mattress is award-w this why see to hard category for the 2020 Mother & Baby Awards, it’s not loved by parents across the country.
Best of British British-made mattresses from East Coast Nursery
East Coast Nursery offer a comprehensive mattress range, giving consumers a choice of construction and support. The range comprises: • Foam, with a choice of wipe-clean or washable covers • Airflow Foam, with ‘eggbox’ shaped layer to improve airflow • Fibre, with a breathable, washable cover • Spring, containing a spring unit wrapped in dent-resistant foam • All Seasons Spring, with a dual-sided cover to keep baby warm or cool all year • Pocket Spring, with individual springs and high-grade foam • Cleaner Sleep Micro Pocket Spring, with anti-dustmite Amicor cover • All Natural, with natural coir and wool with bamboo cover Sample cubes are available to all stockists. Tel: 01692 408802 Email: nursery@east-coast.co.uk Web: www.eastcoastnursery.co.uk
Tel: steve.birds@Relyon.co.uk Web: www.slumberland.co.uk
Natural options
en Sheep have For over 12 years, award-winning The Little Gre y mattresses. natural and organic bab been leading the way inating by The Mirror, as well ess mattr bre fi al natur best d name being This month the historic brand are celebr n. ity followers such as Vogue Williams and Amy Jackso as being the mattress of choice for a string of celebr UK the in esses mattr baby al natur “No one has sold more Mark Nicholls, Marketing Director, commented I’m years. 12 last the over h growt ’s brand the proud of than The Little Green Sheep, and we are so very and ic wooden baby gym, as the brand continues to build organ our of h launc the nce annou also to ted deligh leverage its already strong natural ethos.” Tel: 01789 734023 Email: trade@greensheepgroup.com
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nursery matters JOHN BARKER
Barking Mad This month John Barker takes a further look at the issue of pricing and suggestions for the industry moving forward.
H
ello one and all. Welcome to my corner of Nursery Today. Last months mammoth article won’t be repeated don’t worry, I have a clear plan for this months 1,000 words (Ed : As if you’ve ever kept it to that!). I think I speak for the entire nursery industry when I say “Thank the maker September is over!”. What an awful month! Having spoken to a good number of you at Cologne and subsequently many of our reps it would appear parents to be universally decided not to buy prams in September. What has been even more frustrating is that we’ve been very busy with people in the store, it’s just that none of them are ready to commit to an order yet, some of them are due in December and January! We have put it down to Brexit fatigue and we’re confident this blip will correct itself in October (It’s either confidence or just plain stupidity). Onwards and upwards as the saying goes, it wasn’t our first quiet month and I’m sure it won’t be our last. Many of you will remember last month I touched very briefly on the sticky issue of pricing. Well this month I want to address it head on. I singled out Bugaboo for a couple of reasons, firstly the brand is currently being trashed by pricing so aggressive you have to question the brands place on any of our shop floors. Secondly I am a passionate lover of the entire Bugaboo range and feel the product deserves its rrp price tag. Before I get started I’m happy to say that our new UK team is only just settling in and I’m sure they are more than aware of the issues they’ll face, I’m also 40
confident that they WILL address these issues and we’ll be back to normal very soon. I must point out that I’m using Bugaboo as that is something relevant to us and our store. I am positive many of you none Bugaboo stockists will be able to relate with alternative products. We, like many of you have several Bugaboo’s on display in the store. In fact we have 5 Fox’s alone. Working on an average cost of £650 per stroller that’s a total commitment to that one product of £3250. A quick bit of maths and a few assumptions means we have to sell 18 or 19 Fox’s in the year to just pay for our demo stock. This shouldn’t be an issue at all but when I throw in to the mix the current pricing of the product online and the subsequent HUGE reduction in our margin the required number of sales increases to a point where we have to ask ourselves a question, “Do we want to work for nothing?”. Why a brand is willing to work with a retailer so disinterested in their brand, pricing and reputation is beyond me. From the outside looking in it would appear that the pricing is a direct consequence of controls not being in place in relation to nursery show offers. I understand nursery shows will happen and I’m not going to debate about them here. I also understand that the consumer visiting these shows expects a good deal. Furthermore I understand that a retailer showing would expect a good deal to promote for the duration. What I don’t get is how that deal can continue after the show. If I am being completely honest Bugaboo appear to
be heading in a direction that will result in a decision being made, do we continue with multiple retailers and work with them ALL to ensure our brand grows or are we happy to lose shop floor space in order to continue
M any stores approached me in Cologne to encourage me to be more vocal on issues like this. I have tried to keep my article from becoming the nursery industries equivalent of Points of View (besides I look nothing like Anne Robinson) but this is something I do feel genuinely concerned about supporting nursery shows. I’m not naïve, I do understand a brands requirements, which first and foremost means sales. Unfortunately these sales will only come off the back of brand awareness. If I had a pram brand I think I’d be sat here thinking what do I want from my stockists? I’d probably draw up a
list of desirable qualities a potential stockist could bring to the party: 1) Respect for the brand 2) Passion for the product 3) Commitment to push the range with a good representation on a shop floor 4) Prepared to work with the brand and other retails to maintain a good margin for all parties In return they’ll police the villains and protect the product, brand and price (as much as they are legally allowed too, obviously). Something tells me Kevin at Bebecar and Andy at Babystyle are sat reading this jumping up and down, waving their arms shouting “THAT’S US, THAT’S US”! At Cologne Joie announced plans for their product and brand, it sent shockwaves around the halls and hopefully it will show to other brands that if they are committed to us independents they must work with us. It’s time for brands to be brave, self preservation is the order of the day and to expect a retailer to sell a flagship product like the Fox with a margin in the region of 20% before VAT sees off a good chunk of this amount is insulting. Our shop floors are worth more than this to us and you should be respecting this. Many stores approached me in Cologne to encourage me to be more vocal on issues like this. I have tried to keep my article from becoming the nursery industries equivalent of Points of View
john@pramland.co.uk
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(besides I look nothing like Anne Robinson) but this is something I do feel genuinely concerned about. When brands in our store are seeing growth year on year and Bugaboo arenâ&#x20AC;&#x2122;t I feel like we arenâ&#x20AC;&#x2122;t doing them justice. What I should be feeling is that they are letting me, and all of you down too. To illustrate how upset I am about the current state of pricing on the Fox, Iâ&#x20AC;&#x2122;ve even included a brilliant picture of me using my best â&#x20AC;&#x153;compo-faceâ&#x20AC;?. A what face? Here in Hull we refer to people looking sad in the local news paper reports as sporting a â&#x20AC;&#x153;compofaceâ&#x20AC;? which is an abbreviation for compensation face â&#x20AC;&#x201C; or look at how sad I am, give me some money and my life will be better. To the entire UK Bugaboo team I say sorry for the level of negative press youâ&#x20AC;&#x2122;ve experienced over these few hundred words but we independents want to work with you to get back to where we where, and if that means some unkind words in a trade journal then Iâ&#x20AC;&#x2122;ll be your huckleberry! (I can sleep happy tonight now Iâ&#x20AC;&#x2122;ve got a Tombstone quote in the article). packed full with Star Wars nods thanks So Iâ&#x20AC;&#x2122;m off to finish up October and to the new Rise Of Skywalker trailer Iâ&#x20AC;&#x2122;ll be back in November with another 17B1RYHPEHU B [ PP SGI that dropped last night. . . .is it article (if Penny asks me), no doubt
normal to rack up double viewing figures in the space of a few hours? Think thatâ&#x20AC;&#x2122;s bad? I waited up the
other night just to get some Amazon Tolkien Second Age news! Geek over and out <insert mic drop>.
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nursery today 41 John Barker.indd 2
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focus PREGNANCY & MATERNITY Picture courtesy of Pexels.com
Bump to profit The pregnancy and maternity sector is booming - are you focussed on the baby express?
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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. An item that continues to grow in popularity which is perhaps considered a must have by many expectant mum is a good maternity support pillow, which can also be used as a support pillow when feeding little one after birth. With many products that assist during the pregnancy and maternity stages, pregnancy and maternity pillows are a category that is researched prior to purchase. We asked Central Medical Supplies Fiona-Jane Kenworthy for her thoughts. “Mums-to-be are avid researchers of all things pregnancy and baby and often look to both Healthcare Professionals and other mums as well as parenting publications for recommendations. Our patented Dreamgenii is multi-award winning and recommended by UK midwives as well as other mums and so when looking for a pillow, mums can always find information on our product.” Sleep is a notable area that pregnant women often have discomfort with, especially in the latter stages of pregnancy. This may also explain why 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. With a continued rise in popularity to aid sleep, are pregnancy pillows a category that is influenced by online social media? Cristina Ceobanu of Clevemama would say yes! “For us social media was an excellent marketing tool for this type of product as people posted their experience using the product and afterwards their followers send us queries in regards to the pregnancy pillow.” Fiona-Jane would agree telling Nursery Today “We consistently work with micro-influencers via our social channels to communicate the benefits of Dreamgenii. Similarly, pregnant celebs have also greatly increased our brand awareness and of course sales with Mrs Hinch the most recent influencer extolling the virtues of our brand. We also work with some high profile charities, advising mums on the importance of sleep positioning.” We also asked Ergobaby’s Amanda Loveday if 42
s- to -b e are avid “reseMarum ch er s
she felt that is a product category where brands might play a pivotal role? “Brands always play a key role in our industry. Buying from well known brands or brands that retailers and other parents recommend is extremely important to new parents who rely so much on our knowledge on the different products available.” And what about price? if this important? “Absolutely! From experience these items can often be pick up items or as a gift for a babyshower so sub £50 is key depending on features offered,” said Amanda. It doesn’t end there, 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, for example, a coat that can grow with a baby bump and have a continued level of use after birth. A good maternity bra is a prime example of something that even before baby is born will be looked at to provide a better level of support. Is this also a category where mums-to-be will research online prior to birth? “Again, a mum-to-be will research the best products for themselves and baby looking for items that improve health and wellbeing and so it’s an ever-growing, ever-evolving sector,” comments Fiona-Jane. “Women’s breast develop at different rates during pregnancy, but there is generally a need for a comfortable pregnancy bra, then a practical drop cup feeding bra, which ideally can discretely be opened with one hand.” When we talk about maternity bras, is this a sector where design can play a pivotal role? “Yes, just
of all pregnanc y an d ba by anthdinofgsten look to both H ea are Profes si on als an d ot heltrhcm as w ell as pa rent in g um s publ ic at ions fo r reco m men da ti on s.
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Fiona-Jane Kenworth y, Central Medical Supp lie
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because a woman is pregnant should she have to forego style? Our Cantaloop designs are superfunctional but also look lovely and flatter all sizes,” said Fiona-Jane. Let us remember, if we are discussing maternity bras this is also a great opportunity to discuss items required after birth, nipple creams, breast pads, etc. We asked Lisa Craven from Lansinoh what anxieties pregnant mums may have with regard to potential embarrassing ‘leaks’ while out and about. “There are so many anxieties that come with becoming a new mum,” said Lisa. “Suffering from embarrassing milk patches and visible leaks on clothing when out in public is something mums shouldn’t need to add to their list of worries. At Lansinoh, we have both disposable breast pads and washable breast pads in our range of products, to give mums more confidence when they’re out and about.” 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 during pregnancy and beyond.
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centre panel
2-in-1 multi-award winning
pregnancy support & feeding pillow
back support cushion
Unique shape designed to promote the health of mum
bump support cushion
leg support
and baby Encourages the user to lie on their left hand side the best position to promote maximum blood flow between mum and baby during sleep Supports back, bump and knees to aid
restful sleep
2-in-1 use - use as a support pillow during pregnancy, and as a feeding pillow once baby has arrived
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www.dreamgenii.com
info@dreamgenii.com
01538 399 541
focus PREGNANCY & MATERNITY
All zipped up The Zip Us In jacket expander panel is the ideal solution to expand the jacket you already love throughout your pregnancy.
The water resistant panel attaches to your own jacket giving you lots of extra space for your growing belly. Unlike a maternity coat, the panel isn’t redundant when your little one arrives. Both parents can continue using the panel to expand your jacket around your baby when babywearing. Email: info@zipusin.co.uk Web: www.zipusin.co.uk
Pillow perfection New to Hippychick – the ultimate Feeding Pillow
Available now from Hippychick is the multi-functional, transportable and a must have Feeding Pillow. The ergonomic shape makes the pillow ideal for placing baby at the perfect height for breastfeeding. The 100% luxury cotton pillow helps take tension and pressure off the mother whilst feeding, taking strain off arms and back. It comes in a little carry case allowing you to pack the pillow down small so it’s easy to carry and take out and about. The pillow even has soft hidden inner pockets to hold essentials such as nappies, wipes, your wallet and keys. Even use the pillow later as a baby nest when baby can sit, or for tummy time. Web: www.hippychick.com/feedingpillow
Body and bump ClevaMama Therapeutic Body & Bump Maternity Pillow is a must-have pregnancy pillow mums need during all stages of pregnancy.
Ergonomically designed, it follows the natural body curve and provides relief to critical areas such as head, neck, back, pelvis neck, knees, which are prone to discomfort while gently supporting the baby bump. Ideal support for mums when sleeping on their back and in particular on their side, ClevaMama’s pregnancy pillow eases the discomfort caused by Symphysis Pubis Dysfunction (SPD) and also helps combat fatigue, improve blood circulation, encourage relaxation, and reduce the distress of reflux. The Maternity Pillow can also be used to create a comfortable position when sitting up and for supporting the mum and her baby while nursing, when little one arrives. Email: info@clevamama.com Web: www.clevamama.com
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BABY CARE INDUSTRY STRATEGIC MAP Do you want to be visible on foreign markets? We recommend those with whom you can talk business. Get in touch with the representatives of the best nursery trade magazines.
CHINA NURSERY CHINA
POLAND BRANÅ»A DZIECIÄ&#x2DC;CA
E N G L A N D N U R S E R Y T O D AY
RU S S I A PA R E N T S â&#x20AC;&#x2122; C H O I C E
GERMANY BABY & JUNIOR
S PA I N P U E R I C U LT U R A M A R K E T
NETHERLANDS BABYWERELD
SWEDEN LEK & BABYREVYN
N O R WAY B A B Y, H O B B Y & L E K E T Ã&#x2DC;Y
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25.05.2019 20:20
Hospital Bag Essentials
HPA® Lanolin Nipple Cream Soothes and protects sore, cracked nipples
Breastmilk Collector Saves every last drop of breastmilk
Washable Nursing Pads Providing reusable leak-proof protection, wash after wash
Breastfeeding Pillow Supports mum and baby comfortably. Perfect for C-Section tummies
To find out more visit lansinoh.co.uk Search for LansinohFamily on social media
17 $' [ PP LQGG
focus PREGNANCY & MATERNITY
Firm support Nursing pillow from Ergobaby offers solid support
This firm nursing pillow is supple but firm to support your baby comfortably and helps to keep you from slouching. When you’re nursing 12x a day, you’ll notice the difference. Use the easy carrying handle and machine wash the cover for those little spills.
Email: service@ergobaby.co.uk
Quality collector The Lansinoh Breastmilk Collector allows mum to collect breastmilk that may have otherwise been lost, enabling her to focus on bonding with her baby. Suitable for all breast sizes, this breastmilk collector fits securely to the other breast when feeding or pumping and creates a natural suction to collect the excess milk. Light Portable and small enough to fit in your changing bag or handbag, perfect for everyday, discreet use. Email: sales@lansinoh.co.uk Web: www.lansinoh.co.uk
Ultimate comfort The Ultimate Comfort Body Pillow is a soft, supportive body-length pillow designed to comfort mum during and after pregnancy.
The patented shape contours the body to support tummy, back and hips for a better sleep, and it is extra-large for complete comfort and support. The zipped insert makes this a versatile body pillow for both mum and baby as it can be rolled into a pillow for baby’s tummy time, a toddler’s reading chair or mum’s feeding pillow.
Web: www.summerinfant.co.uk
Dreaming of sleep
the most Dreamgenii continues to be one of ancy sought-after and relied upon pregn a pillows on the UK market becoming of their must-buy for mums-to-be at the top gresses. shopping list as their pregnancy pro comfortably in bed as
mums-to-be sleep The patented pillow is designed to help orting be used from around 20 weeks. Supp their pregnancy advances, suitable to left your on mgenii encourages you to sleep the back, bump and knees, the Drea the in room the all up g ) without takin side (the best position for mum and baby w once baby arrives. Nine out of ten pillo ing nurs a as used be bed. It can also to a friend. nii mge women would recommend the Drea y white cottons and five different jerse feel soft a in The Dreamgenii comes ent interiors. muted patterned fabrics that complem Email: info@centralmedical.co.uk Web: www.centralmedical.co.uk
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focus
PARENTS INSIGHTS
All about the Zen This month Jenny Kieras take a look at how to engage Gen Z parents
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arents Insights recently issued its latest reports, covering a broad spectrum of what’s happening in both the online and offline lives of parents, from expecting through to those raising babies and toddlers to age 4. The report examines the developing relationship of families with technology through four parenting stages, as the family ecosystem continues to grow, becoming more complex and increasingly fragmented. The research is predominantly based on the results of surveying 2,500 parents between May and July 2019, though also utilises data we have collected since February 2018. Earlier we discussed how a new generation of Gen Z parents are being super-informed with limitless information available at their fingertips. Digital content plays critical role in their life… That’s why, adapting content marketing strategies to the characteristics of a new generation of consumers allows businesses to increase their customer base. But how can a business get the attention of the Gen Z parents?
Know who influences them
The number of parents using social media is on the rise with up to 96% of parents report using social media. Social media and YouTube more specifically can be a great place to find
content to help tackle the challenges of parenthood. Bloggers and celebrities are clearly having a bigger influence on the lives of parents. There has been a 19% decrease in parents claiming they don’t follow any bloggers or celebrities. Niche influencers are more authentic, and this leads to the generation of more conversions and the establishment of a better understanding with the audience. It would be a mistake to think that they engage only on Instagram. Today’s popular applications and channels, such as TikTok, Snapchat and eCommerce communities, allow you to take a fresh look at the role of opinion leaders and the mechanism of their influence. To get to know more about current parenting influencers, we asked them which bloggers/celebs they follow on social media as some new and old names changed their ranking: 1. First place goes to ‘The Unmumsy Mum’ with 40%, run by Sarah Turner. She shares every aspect of mum life on her Instagram and is also author of 2 best-selling books under her name. ‘The Unmumsy Mum’ extended her lead as the most popular blogger/celeb after 8% more parents started following this period. 2. Second favourite influencer is Giovanna Fletcher (30%), a British author, presenter, actress, blogger and vlogger. Recently, she collaborated with Next to launch a bedding collection, with sets available for both adults and children. Her children’s bedding was designed to spark conversation and facilitate the telling of bedtime stories.
3. ‘Hurrah for Gin’ is the third most common answer with 16%. It is a real and humorous account of parenting young children that talks about ‘perfectly imperfect’ parents. 4. Award winning blogger Emma Conway aka brummymummyof2 got 15%. Emma’s content covers a range of topics, from parenting, hauls, lifestyle and also travel. 5. ‘Who’s the Mummy‘ is the fifth in our list. Sally Whittle started her blog 10 years ago and its still taking top ranking within parents influencers.
Be friendly, kind and funny
When communicating with Gen-Z parents, it is important to remain natural, real and at the same time be able not only speak beautifully, but also listen carefully. If you manage to captivate them with your person, they will follow you and engage with your brand. Two-way communication is not limited solely to online experience. Extend it to the offline environment, organise a seamless interaction experience, make it omni-channel. Omni-channel experience is a multi-channel approach to marketing, selling, and serving customers in a way that creates an integrated and cohesive customer experience no matter how or where a customer reaches out, and this is exactly the approach that works in the case of Gen-Z parents. We’re offering brands an immerse planning meeting to illustrate how data and insights into the world of parenting can help inform advertising, content, licensing, product, marketing and sales planning for 2020. To download a complimentary Parents Insights report please visit www. parentsinsights.com/nurserytoday.
Jenny Kieras Chief operating officer
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 four), 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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14/11/2019 13:14
social media ROSS HEWITT
Post-Christmas is coming... get ready! At the time of writing this we are 58 days away from Christmas so NOW is the time to start planning your strategy for post-Christmas.
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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 lM D ire avvy S oc i a a rket in g ‘S f o r o h m a ut is d ig ita l h is fi r st h n a g e b ad Ro ss 9 8 an d h in dustry 9 1 in r e ry c a re t h e nu r s e 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 n 2 0 10 a 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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know plenty of you that sell online will be sweating about Black Friday and Cyber Monday whilst also thinking about starting a sale on Boxing Day… about but I feel the real prize is the potential revenue and customer creation that comes in with the new year. It is no secret that money is tight for most hard-working couples in the UK. The mean age for new mums has been steadily rising over the last couple of decades according to the Office for National Statistics. Partly driven by a focus on careers but also
heavily driven by a desire to be in a more comfortable and secure financial position before starting a family. More frequently though with modern life this financial security is an aspiration rather than a given so the mythical ‘biological clock’ kicks in and couples in their thirties start to make babies even though purse strings might be being pulled tighter than they would like (and all Generation X and Millennials can blame the Baby Boomers for this… but don’t get me started!). Pregnant couples spend over
£1,600 on average on baby products leading up to the actual birth, which sees over £1bn floating around the economy each year and that is before the post birth and toddlerhood products start being bought. So, times are harder than we’d like them to be and, retailers, there will be hundreds and thousands of couples in your catchment area who need to spend those large amounts in the first few months of the year. Right after Christmas!
Image source: Pexels.com
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So how can you help and make a good profit?
Bundling up the big-ticket items and offering credit or layaway style payment plans is one route. Some of you do this already and some may be considering it. It does work and post-Christmas is a good time to give it a push. It also works as the antidote to dropping prices in a race to the bottom and cutting each other’s throats through discounting (this is happening way too much now; grow up!). Full price, paid for over four or five months, may be more valuable to a household than 10% off for a limited period where it all has to be paid for immediately. Creating guides to products and how they can be bundled up will also help as it is still a minefield for nearly all new parents. I am still to see a retailer create video content that walks a new parent through their store, stopping to highlight and talk about the different types of products and what they do and how they can help. This type of content (and more) is
golden to confused pregnant browsers and will help to convert some of them into buyers inside your store. Explaining how the products in a suggested bundle work and interact with each other and showing how easy it is to buy them all at once is a sweet spot where content marketing and good merchandising gets jiggy with each other. Remember your ‘features to benefits’ approach to selling and keep this as the hook throughout. Back up your product bundle picks by curating blogger reviews and awards that have been given to said products and therefore offer some third-party validation. There are thousands of great product reviews available by trusted bloggers and influencers out there on the web and any brand should be able to send you a list of links if you ask…so ask. Just try to remember that people who are pregnant for the first time know very little about what they need and what they should do, and the 21st century battle for sales can be won with content that is delivered in the right way at the right time and not just
Full p ri ce , p ai d fo r over four or five month s, m ay be more va lu ab le to a househ old th an 10 % off fo r a li m ited p erio d w here it all ha s to be p ai d fo r im med ia te ly through mindlessly slashing prices and telling yourself how good you are at… ha ha…selling! Good retailers are the heart and soul of a community. They know their audience and help them while making profit that nobody begrudges. They are the stores that get recommended by friends and family. They are the places that brands invest in through POS, training and content. They work
hard for a sale and get them by offering a service on top. So, post-Christmas is coming… when you think about starting 2020 perhaps focus on how you will not let anyone walk out of your store without them knowing how good you are, instead of how you cheap you can be. It’s a longer term strategy, but a good one for the future of your own business and the whole industry.
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retail TECHNOLOGY
Don’t leave me this way David Fairhurst take a look at re-capturing abandoned baskets with Google Remarketing
N
David Fairhurst
Head of Creative Online Marketing - Intelligent Retail
ursery retailers who run ‘bricks and mortar’ stores will be familiar with the following scenario. A potential customer walks through the door, does a circuit of the shop (perhaps mumbling a bit and pointing at things) and then leaves, never conversing, never looking like a purchaser. Could you have done more to convert this potential customer into a purchaser? Were they just not interested in what you are offering or is there something else stopping the conversion? These and many other questions are probably floating at the back of your mind immediately after these customers disappear out of your shop door. Believe it or not, however many of these potential customers you see in a traditional ‘bricks and mortar’ store, the volume is amplified many fold in your online store, making this a very big problem indeed! As online you don’t have the ability to go over and give the ‘can I help you?’ sales patter, the chance of actually converting these potential customers into actual purchasers is totally reliant on website content and how easy you make it, on page, to entice those customers to add products to the basket and complete the sales funnel. Or is it?
Google Remarketing
The scenario above is the reason Google Remarketing exists. With Remarketing, potential customers are enticed to come back to a website they have previously visited by reminders
either placed on a network of affiliated websites or directly in search results. This means online retailers can in effect grab back some of those potentially lost purchasers and at the same time gain marketing coverage on a variety of different websites which past visitors may frequent. Google Remarketing works like this: 1). The online retailer sets up a series of audiences, based on different criteria. These criteria may be based on simple website visits or may be as complex as targeting only users who viewed a specific product and left that product in the basket without purchasing. Each type of audience requires a tracking code to be placed in the retail website, usually on every page in the website. Depending upon the complexity of the audience, the tracking code may need to be custom integrated at the product level. This will require the services of your website developer or you can use Google Tag Manager, a free tool from Google which allows you to tag your website without any deep integration (although certain parameters within your website will still need to be present for this to work). 2). Decide whether you want to use Google AdWords tracking code, Google Tag Manager code or Analytics code to do the actual gathering of data for you. All have advantages and disadvantages, however now that Google Analytics uses the gtag.js code this is already integrated with Tag Manager – if your eCommerce website exposes the
David Fairhurst Head of eCommerce, Intelligent Retail, www.intelligentretail.co.uk
David has been involved with Search Engine Optimisation and web development since 1999 and has spoken at many different retail and SEO conferences including Spring Fair and SES London
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required data then it probably makes sense to use Tag Manager for all tracking and data gathering. 3). Once you have your audiences, choose a type of remarketing to use. Is this to show adverts to tempt people back to your website when they have visited any page or just a specific page? Do you want to get back potential customers who have left products in the shopping basket? How about getting people to send an enquiry or to buy a matching product to the one they have already purchased? All these are valid reasons to try and recapture website visitors. 4). Set up your remarketing campaigns. These will cover different scenarios, samples above. 5). Decide if you want to use visual ads or text ads. Visual ads perhaps draw the eye better and with Google’s own HTML5 ad creation tool are easy even for novices to create responsive (i.e. viewable on all screen sizes and devices) ads which will capture attention. If you are more advanced, Google provide clear information on advertisement sizes so you can create visual ads using Photoshop or similar to fit any screen size. These are then chosen ‘on the fly’ by Google to fit any available ad space on an affiliated website being viewed by one of your previous website visitors. 6). Decide on a budget, a ‘cost per click’ amount you wish to spend up to and then sit back and wait. Google will only show ads once you have gathered an audience of more than 100 visitors and of course Google will want to approve the ads that you have created for correctness. The good news here is that if you use the embedded ad creation tool, your ads are almost certainly going to get accepted and if you stick to the suggested ad sizes, these ads will
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Image source, Pexels.com
get approved as well, if the ad content is appropriate. 7). Refine and weed out low performing ads and campaigns. This is the tricky bit. Deciding what is working and what isn’t requires time and data, two things which are both expensive for retailers. The really
good news is that as this is a ‘cost per click’ campaign, you only pay for clicks through to your website and as a repeat visit increases the chance of conversion, this is a really good thing. 8). Limit display of your ads. This I know sounds counter intuitive but stay with me for a second… Google
Meet Spin Safe
Joie’s new car seat Spin Safe is one of a select number to be Swedish Plus Test certified – this crash test is the toughest in the world combining high travel speeds with rapid deceleration, to create the greatest g-forces of any car seat test. This rearward only, 90-degree rotational car seat is loaded with safety technology – the multi position headrest with Top Shield provides extra head protection by keeping passengers securely in place, whilst the extra reinforced steel strengthens the car seat throughout, adding additional security for the head, body and hips. The side impact Guard Surround Safety panels and adjustable support leg also help slow and absorb the force of impact in the event of a crash. Spin Safe exceeds the highest safety standards, protecting little ones from birth up to 18kg (approx. 4 years). With the integrated ISOFIX base it offers 5 different recline positions and at just 13kg, it is one of the lightest Swedish Plus Test certified seats available. Tel: 01889 808 900 Email: uksales@joiebaby.com
Remarketing works by tracking visitors to your website around the World Wide Web. If you display ads on every website your previous visitors go to, it can seem a bit like ‘cyber stalking’ and be a bit creepy. If you limit the display of your ads to say, 2 times for any campaign per day then there is much
new!
Sponsored by
Monitor success
Nanit, one of the most advanced baby monitors ever introduced has launched in the UK market.
Nanit’s products combine machine learning algorithms with advanced smart technology to provide in-depth data about your baby’s sleep patterns, quality and more. The Nanit Plus camera and line of Breathing Wear, which includes everything parents need to monitor and track their baby, their sleep, and their breathing motion, helps provide sleep-deprived parents with valuable insights and actionable, science-backed guidance to improve their baby’s sleep habits. Web: www.nanit.com/uk
The brand that parents trust www.clippasafe.co.uk Intelligent Retail.indd 4
less of a chance that your visitors will get upset about being tracked, which is a good thing. Remember, the whole point of this is to try and promote repeat visits and build community, freaking out your website visitors is not a good starting point! 9). Of course, because you are tracking your visitors, make sure to update your website information to tell your visitors that you are using these techniques. The European laws on website tracking are now wideranging and include the use of Google Tag Manager, Google AdWords and Google Analytics. If you don’t already have a clear cookie opt-out mechanism and informational page on your website about tracking activities, get it done now before you fall foul of the law! Using Google Remarketing, retailers can re-capture a significant portion of lost baskets, website visitors and perhaps gain supplemental sales from previous clients. We all know repeat orders are the easiest way to get sales and Remarketing is a great way to promote these. Factor in that you only pay when a user clicks on your ads, at the very least you’re getting free website display ads on someone else’s website, even when you don’t get any clicks!
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Sponsored by
new! Stars in their eyes
Baby accessories specialist MuslinZ has extended the range of prints for their popular Muslin Bathrobe with new Star and Spot designs and also a plain white version. e
The baby brand launche d the lightwei ght and soft bathrob at INDX Kidswe ar in a Woodla nd and Sealife print earlier this summer. Now MuslinZ has released a Star and Spot print to the bathrobe range which is a much-loved classic design. Both prints are firm favourites with both stockists and customers and the white version is perfect to be used in gift sets and for personalisation. from two layers of 100 per cent cotton muslin fabric for made is e The Muslin Bathrob and a loop on the babies and toddlers. It includes sewn on waist ties, a hood, two front pockets inside and the on prints different two has also inside of the neck so it can be hung up, it outside of the robe. 1-2 years and The robe is available in three different sizes: Small 6-12 months, Medium Large 2-3 years. includes MuslinZ has been producing muslin products for over a decade and its range dribble bibs, muslin squares, muslin cotton organic bamboo luxury squares, muslin traditional muslin hooded towels, reusable nappies and Terry wipes. Tel: 01295 810008 Email: info@merrygorounduk.co.uk Web: www.muslinz.com
Best in class
only car seat Cybex offers a pure rearward-facing inning car seat that has achieved ‘Best in
Cybex has introduced the Sirona Z i-Size R, an award-w Class’ and excellent results in the May 2019 ADAC Car Seat test. and exit from the The Sirona Z i-Size R, combined with the Base Z, offers parents easy entry – but its clever position boarding the to facing rearward from switch easily door, so that they can functionality prevents the seat being positioned forward-facing at all. we understand how Luke Burns, UK GM at Cybex, said: “When it comes to car seat safety, we offer maximum ensure to seats car our ng developi and ng innovati crucial it is to be constantly safety for children. child rearward facing “Our rear-facing only car seat will ensure parents that want to keep their boarding position easy an of nce convenie the having whilst to four years can do this and ensuring that any care givers or grandparents do not accidentally turn a child forward-facing.” The Sirona Z i-Size R has a number of safety features including integrated Linear Side-Impact Protection which provides increased safety in the event of a side-impact collision. Combined with the energy absorbing shell, it reduces the force of a side-impact in combination by approximately 25%. Additional features include a 12-position heightadjustable headrest, one-hand recline and rotation function to the car door for ease of use, and a 2-click installation with ISOFIX, allowing for simple installation and increased safety. Plus, the handy installation indicator also helps to prevent a possible misuse. Web: www.cybex-online.com
Caring for baby Baby Kingdom Collection’s range of products will be stocked by one of the UK’s biggest online retailers and manufacturers of designer clothing for children.
The premium baby toiletries manufacturer has formed a new partnership with Childrensalon one month after a similar agreement was confirmed with high-end department store John Lewis & Partners. Childrensalon, which is headquartered in Royal Tunbridge Wells, has a rich history and was founded in 1952 by Sybil Harriman. Today the business is a global phenomenon; shipping to customers in 160 countries worldwide with a revenue recorded of more than £80million in 2017. Robbie Mukherjee, International Sales Manager for Baby Kingdom Collection, said: “We are very excited to be working with Childrensalon - they are an excellent fit for Baby Kingdom Collection. They were looking to extend their vast range of children and baby high-end fashion with a collection of premium baby toiletries. “With more than 25 languages being spoken by their 400 plus staff, Childrensalon are a truly international business and one of their main selling points is their strong multilingual customer service. This international delivery is critical to Baby Kingdom Collection at this point in our growth and was key to us partnering with them. “We are in excellent company too as Childrensalon stock over 240 designer brands. We’re looking forward to this being the start of a very fruitful partnership.” Baby Kingdom Collection has continued to gain exposure in the mainstream media with its Body Cream being described as a ‘miracle cream’ and ‘wonder cream’ by customers who have revealed the product’s ability to help soothe severe cases of child eczema. The range of products, includes the baby shampoo, 2-1 hair & body wash, body cream, nappy cream, as well as the newly-released Luxury Gift Set. Tel: 01489 781979 Web: www.babykingdomcollection.co.uk
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The brand that parents trust www.clippasafe.co.uk 14/11/2019 12:59
new!
Sponsored by
Clever bathtime solution Keeping things classic
Hippychick are very excited to announce the release of 18 brand new Classic World products just in time for Christmas.
This exciting new range includes a large variety of wooden toys, from the Tabletop Easel to the Dream Activity Cube. There are a few standout items, including the My First Camera RRP £12.99, the Cash Register RRP £22.99 and the Chef Kitchen Set RRP £109.99, which are set to be real winners and have already received a lot of attention. With these products covering such a great price range there are many options available; lovely little stocking fillers or the bigger, more special gifts. All of these toys will encourage development and learning whilst being loved and cherished gifts. Tel: 01278 43444 Email: mike.bird@hippychick.com Web: www.hippychick.com
The ClevaMama ClevaBath is a revolution in baby bath time, designed to give peace of mind to parents by making bathing a baby so much easier and safer.
Designed to sit over any standard sink, it means no heavy lifting, no bending over for parents, no bad posture and no water mess or spills, just easy and gentle bathing for the baby. Not everyone has a bath in their home, but everyone has a sink, the ClevaBath cocoons the baby snuggly in an upright position, so they feel safe and relaxed during their bath time. Its innovative, flexible and perforated basin makes it so easy for draining the bath water after use. With removable and adjustable bum support ClevaBath is perfect for babies from new born up to 12 months and its lightweight and collapsible design facilitates easy storage. This is the first ever bath which fully transforms the kitchen sink into a happy baby bath. Email: info@clevamama.com Web: www.clevamama.com
Smart technology Owlet, the health technology company behind the awardwinning Smart Sock baby monitor, announces the UK launch of its latest products, the Owlet Cam and Bundle.
The Owlet Cam is one of the safest, most advanced baby monitoring systems on the market, giving parents the ability to hear, talk to and see their baby from anywhere. When integrated with the Owlet Smart Sock, the Owlet Cam enables parents to track their baby’s heart rate and oxygen levels, plus get proactive notifications about their baby’s wellness, all in one app. Owlet is redefining baby monitoring as we know it, and are launching the Cam to ensure parents receive that all important peace-of-mind. Parents can purchase the Cam and the award-winning Smart Sock as a Bundle. Both products are Wi-Fi encrypted, offering the most secure connection for a parent to their child. Celebrating the Owlet Cam and Bundle’s UK launch, CEO of Owlet Baby Care, Kurt Workman said: “We are so excited to offer parents even more ways to monitor their baby. Our mission from the start has been to reduce parents’ anxieties by empowering them with products that help track their baby’s wellbeing. With the addition of the Owlet Cam and Bundle, we can offer a truly complete baby monitoring system. From wellness insights to sleep trends, and live streaming audio and video, it’s an ideal way for parents to monitor their baby during sleep.” Web: www.owletbabycare.co.uk
Vital for the family
Welcome to the #vitalfamily – new product ranges for newborns to toddlerhood and beyond! help make
Dedicated to producing high quality products that ng family life easier for over 35 years, multi-award winni and sive exten an uced introd now has brand, vital baby g, changing, innovative range of newborn and toddler feedin products. safety and care teething, drinking, bath-time, health tions collec ECT PROT and IENE The NURTURE, HYG g, feedin breast for t perfec cts produ e includ year rst fi for baby’s range The g. feedin sterilising, healthcare, hygiene and bottle ering peace of has been introduced to care for new families, off use. of ease and e nienc conve , mind, reassurance Tel: 01707 262200 Email: sales@vitalgroup.co.uk Web: www.vitalbaby.com
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14/11/2019 13:00
BPA notice board If your product is challenged, we’ve got your back
Robert Anslow M anaging Director If you r company is a me mb er of the Bab y Pro duc ts Ass ocia tion and you are not cur rently receivin g me mb ers ’ e-bulletins wit h industry upd ates , but would like to, ple ase em ail juli e@ b-p -a. org wh o will add you to the databa se.
www.thebpa.eu
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You’ve launched a fabulous product, paid thousands to have it tested to all relevant British and European Safety Standards using reputable and recommended testing houses – and then out of the blue a third party publicly accuses your product of being unsafe. Overnight you are bombarded with panic messages from consumers who have purchased your product; retailers withdraw it from sale and suddenly your reputation and finances look pretty bleak. This scenario has happened – and is still happening – to companies in the baby products industry. Whilst the Baby Products Association can’t resolve the situation overnight, it certainly has resources in place to help and advise members and give guidance for challenging the accusation.
Be prepared
Whilst we all hope that we will never find ourselves in the scenario above, the Association can’t stress highly enough the importance of being prepared as there have been recent cases where business owners have been imprisoned for their products’ failings. If you are a member, you can login to the website at www.b-p-a.org and download a ‘Product Recall Plan’ and a ‘Crisis Handling Document’ (under Industry Documents). We recommend that you familiarise yourself with these and adapt them to your own company needs. This includes appointing a crisis management team (even if you are a very small company it is worth putting a team together to help with an immediate response in the event of a crisis) which is familiar with a crisis management plan and ready to hit the ground running.
Membership resources
As soon as an Association member believes it has a product recall problem, it should contact the Baby Products Association which will help to run through the options and discuss how it can help. This might be speaking to relevant industry experts or issuing a statement on the company’s behalf. Association members have 24/7, 365 days a year free access to the Quest Legal Service with experienced legal advisors to help in difficult circumstances and answer any questions you have. Quest also has over 200 free legal documents on its website for members to download. In addition, the Association has partnered with Nottinghamshire Trading Standards to provide an Assured Advice Scheme. This means that companies can receive advice about their products’ safety – for example, whether it meets the requirements of the relevant safety standard; with an interpretation of these if required which cannot be contradicted by any Trading Standards department in England and Wales and gives a firm grounds for defence in court.
New membership benefit – test house
The Baby Products Association is often asked to recommend test houses to its members and is delighted to announce a new partnership with Intertek which has over 30 years of experience in testing toys and childcare articles offering Total Quality Assurance. Intertek goes beyond regulatory testing to provide research and development services that incorporate real-life child observation and risk analysis to assess, identify and predict potential hazards in toys and children’s products at all stages of development and production. With this new partnership, Baby Products Association members will benefit from a generous discount on testing services. For more information contact James Birch on 0116 263 0330 or email: consumergoods.uk@intertek.com – for more information about the company visit: www. intertek.com/toys-childrens-products
New membership benefit – insurance
Insurance is a specialist area regulated by the Financial Conduct Authority in the UK, therefore the Baby Products Association is unable to advise its members on the subject. However, the Association has teamed up with the Finch Group which has put together a comprehensive package of insurance covers specifically designed for companies in the baby products industry. The Association doesn’t benefit from the arrangement with Finch Group – this is purely a new service to ensure that companies get the very best from their membership. The Finch group understands the difficulties with finding appropriate insurance covers and has extensive knowledge of the industry to allow it to support businesses from start-ups to established multinational organisations. All premiums are rated according to a number of risk factors – these can include trade, locations, experience, quality assurance measure, risk management, claims history etc. If you are a member of the Baby Products Association and what to find out more, contact The Finch Group on enquiries@finchgroup.net For more information about joining the Baby Products Association and to discover the great benefits on offer, visit the website at www.b-p-a.org or call 0845 456 9570.
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Buyersdirectory Coordinatedâ&#x20AC;&#x2C6;Bedding
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Wholesale
Reserve this advertisement space now in the UKâ&#x20AC;&#x2122;s only monthly nursery trade magazine, features as follows: DECEMBER 2019 â&#x20AC;&#x201C; copy deadline 30th November for editorial and 3rd December for creative NOVEMBER 2019 ISSUE 2 VOLUME 23
Car Seats & Accessories Pacifiers/Soothers/Comforters/ Teethers/Teething Necklaces for Mum Dapper Dads The Winners Are â&#x20AC;&#x201C; a look at the Mother & Baby award winners Call Christine on 01442 289936 christine@lemapublishing.co.uk for more information.
BEING A PARENT IS KNOWING WHEN TO TAKE A RISK ...
... AND WHEN TO STAY SAFE. The new and improved DUALFIX rotating car seat range. britax-roemer.co.uk/dualfix
DUALFIX i-SIZE awarded a Which? Best Buy
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joiebaby.com/signature For more information and all sales enquiries, please contact Joie on 01889 808 900 or email: uksales@joiebaby.com