Nursery Today by Lema Publishing

The U.K. nursery tradeâ&#x20AC;&#x2122;s no. 1 magazine

Month: October 15 Issue 1 Volume 19

www.nursery-today.co.uk

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

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CONTENTS October 2015

Regulars

April 2015 Issue 7 Volume 18

Leader

News

Licensing news

BPA

Nursery Natter We speak to retailers about Kind + Jugend – why was it important to attend and what

the team

did they achieve?

Editor

Retailer profile

Penny Franks penny@lemapublishing.co.uk

Trade Talk

Assistant Editor

Penny Franks

Paul Donnelley pauld@lemapublishing.co.uk

Contributors

Ad Manager

Christine Contreras christine@lemapublishing.co.uk

Design Production Director

What is the point of a brand?

Paul Donnelley

P24

Paul Naish paul@lemapublishing.co.uk

personalised or Christmas gifts for the

Robert Thomas robert@lemapublishing.co.uk

little one? Christine Contreras

David Fairhurst, Intelligent Retail Getting the right target for your business

Mark Naish mark@lemapublishing.co.uk

P42

Managing Director Malcolm Naish malcolm@lemapublishing.co.uk

Anthony Temple What choice is there for parents wanting

Circulation

Publisher

Christian Jones, Gro

NSG Yas spills the beans about what went on at Cologne

Mark Naish

GFK What do shoppers really want?

Nigel Plested Nigel asks why is K+J important to the

Paul Naish

industry

P50 69

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

www.nursery-today.co.uk

Ross Hewitt Ross suggests that businesses should get FIT

Malcolm Naish Malcolm Naish

Colin Pattison Are you geared up for Black Friday?

Features P56

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

A member of the Audit Bureau of Circulation

Kind und Jugend show review

Innovation Awards

Nursery furniture

Wheeled accessories

Baby walkers and motivators

Health and well-being

Logistics

20th - 22nd March 2016 Harrogate International Centre

The UKâ&#x20AC;&#x2122;s only international nursery industry trade show! Secure your Stand position â&#x20AC;&#x201C; space is selling fast! For stand rates and booking form visit:

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

nother Kind Und Jugend has passed - and wow, what a show it was! With superb exhibitor numbers coupled with high footfall, everyone was buoyant and busy. It has now been reported that this year experienced a new record with regard the number of exhibitors (1,141 from 50 countries), but also a significant growth in the visitor attendance level with more than 21,000 visitors from all over the world, in fact it has been

“

The UK Pavilion is quickly becoming the preferred location to exhibit for not only smaller companies but some of the bigger and better known brands too and we have received a number of enquiries during the show from British companies hoping to move into the UK Pavilion next year. Adrian Sneyd, UK Pavilion organiser

”

reported that visitors arrived from as many as 110 countries, with 70% of the overall footfall coming from outside Germany. The show has, over many years, established itself as a must attend international event and the end figures pretty much reflect that. We saw perhaps all the key brands in attendance and many newcomers this year. The UK Pavilion has grown considerably over the years since first appearing in 2009 - and what a fantastic place to start any visit to the show. With more than 40 exhibitors, which included key brands who also chose the opportunity to exhibit within this area (for example, Cosatto, BabyStyle, East Coast Nursery, We Made Me and Trunki), it’s hardly surprising that the UK Pavilion has grown not only in the level of exhibiting companies, but also is now known as a must visit location within the show halls. Many smaller, new UK companies could also be found here, all taking full advantage of this established UK Pavilion to springboard themselves into an international arena. From speaking with exhibitors housed here, I didn’t

message from the editor... hear any negative comments - everyone appeared happy with the results achieved and the number of visitors who chose to ensure they checked out what’s hot from the UK contingent. This pavilion is the largest country pavilion within Kind Und Jugend - perhaps this is demonstrating the growth and importance of companies from the UK? We are definitely seeing a resurgence in the popularity of products that carry the ‘Made In Britain’ mark, so this could also be the case for companies who are UK based? Adrian Sneyd, UK Pavilion organiser, stated: “The UK Pavilion is quickly becoming the preferred location to exhibit for not only smaller companies but some of the bigger and better known brands too and we have received a number of enquiries during the show from British companies hoping to move into the UK Pavilion next year. If this is the case – and space allowing – the UK group will have even greater prominence in 2016.” You can find a full review of Kind Und Jugend in this issue (turn to page 24) and we’ve also highlighted an

training and bath products, therefore this acquisition aligns itself perfectly to their expertise within the existing product Brother Max range. Watch this space as we are certain to see this brand experience

UK Pavilion networking event

array of products that were displayed (a great refresher for those who attended and of course a round up for those who couldn’t make it this year). As a final note on Kind Und Jugend, this is also the home of the coveted Innovation Awards - yes, you can see who the winners were simply by turning to page 40. Congratulations to all those who went home with this fantastic award. Whilst I have the opportunity, can I draw to everyone’s attention exciting breaking news that has just come in as I write this page - Solution EU have announced the acquisition of Brother Max, which is good news and I am confident that they will propel the Brother Max range into new areas as there are already new product designs in the pipeline. Solution EU are an established company who already work with UK and EU leading retailers to design and manufacture own branded goods and are recognised as a go-to supplier for private label of weaning, feeding, toilet

great growth. If you would like to enquire about any Solution EU and Brother Max product or service email info@solutioneu.com or call the team on 01280 878260. On a final note, The BPA’s Concept & Innovation Awards are now open for entry to anyone from budding designers and students, to mums and dads who have discovered a gap in the market. Full information about the Concept & Innovation Awards and entry forms are available on the BPA website at www.thebpa.eu. The deadline for entry is Tuesday 5 January 2016, after which shortlisted entries will be invited to London to present their ideas to a panel of judges who are all experts in the baby products industry.

Leader 5

NEWS Clever little things that keep baby socks on!

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Baby brand announces partnership with celebrity mum Suppliers and designers of soft nursery interiors, Bizzi Growin, has announced an exciting new partnership with celebrity mum-of-two Laura Hamilton. The television personality, famous for presenting programmes such as ‘A Place in the Sun’ and ‘Cowboy Builders’, has joined forces with the international brand to promote Koochicoo by Bizzi Growin; a luxury baby blanket which will soon launch in various outlets globally. Bizzi Growin currently work in partnership with some of the UK’s well-known retailers including Mothercare and Babies R Us on ranges that are exclusive to them and the brand prides itself on its products being ‘designed with love by Bizzi Mums, for Bizzi Mums’. Bizzi Growin is stocked in many high street and independent retailers throughout the UK and is always keen to meet with new distributors. Web: www.bizzigrowin.com

Dreambaby welcomes Diana to Tee-Zed Diana Francisco-Suarez will be bringing her wealth of knowledge to the growing Dreambaby team, as their new as European Sales Manager. Spanish-born Diana moved to Scotland in 1997 and fell in love with the country. She brings a solid understanding of the requirements of the European market, drawing on experience from undertaking a UK Business degree, spending a year in France and more. An expert in commerce and export with a flair for sales, we welcome her energetic and bubbly personality with open arms! As a part of the international sales team, Diana will be an additional set of legs on the ground to ensure that Dreambaby keeps growing and developing in the markets all over Europe. Their UK domestic team are so excited to have her join their office, where she will additionally be working with them to enhance the local business. Darren, who heads up the UK/Europe Business, realised quickly that Diana would fit the role perfectly. Knowing her potential, he arranged for Diana to chat to their MD Tony Ziegler. Before long it was clear that the Dreambaby team had found who they were looking for. They look forward to working with Diana, both as part of their UK team and under Australia-based international sales manager John Rose. Web: www.dreambaby.co.uk

Long Service Awards presented at The Gro Company. ...Become a stockist of our award winning range...

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6 nursery today

Monday 14th September saw the Exeter based safer sleep brand gather to award eight members of their thirty five strong team, with their 10 year Long Service Award. The team got together and raised a glass of bubbles to long service colleagues: Duane Burcher-Lewis, Sales Office Manager, Bryony Burcher-Lewis, Product Manager, Angela Eastley, Management Accountant, Edwina Carson, Credit Controller, Debbie Mercy, Technical Designer, Amanda Symth Customer Service Supervisor, Angie Hopkins, Demand Planning Manager, and Elizabeth Lovell, Marketing Executive. Managing Director, Christian Jones presented each member with a certificate and a £100 voucher. He commented: “It’s a rare commodity, in business to have the luxury of such dedicated staff who embody the brand and company spirit with their knowledge and commitment. The difference it makes to the management team is huge knowing that due to this commitment the business is run effectively by brand owners which each and every one of them are.”

Lansinoh forms partnership with Lullaby Trust Breastfeeding and baby products brand Lansinoh has announced a new partnership with The Lullaby Trust, which will help the charity to raise important funds. Together both organisations they are committed to supporting families and their babies. As part of this ongoing commitment and to mark its partnership with the national charity, Lansinoh has launched the Happy Tummy Club, a popular online community dedicated to supporting mums on their journey through pregnancy and post birth. The Lullaby Trust, providing expert safer sleep advice for babies, will benefit from a donation of £1,000 for every 10,000 new mums that sign up to the Happy Tummy Club. For more information about Lansinoh and its award-winning products visit Lansinoh.co.uk

Apramo are all systems go! Apramo UK launched their full range of car seats and accessories at Kind und Jugend this September and have been bowled over by the response from visitors. Ian Morley, MD of Apramo UK said, “We have signed up several international distributors, as well as retailers throughout the UK and Europe. For a first show, it has far exceeded our expectations, but we are fortunate to have huge resources behind us to enable us to cope with this rapid expansion” Ian would also like to point out that his absence on the Friday was due to food poisoning and in no way was alcohol consumption involved! For anyone who was unable to visit them at Kind und Jugend, Apramo are planning to be out on the road over the coming weeks. They will also be carrying a limited amount of stock of bestselling lines with them, to enable stockists to trial the range without having to wait or make a carriage paid order, what could be easier? To arrange an appointment to see the range and learn more, simply email sales@apramo.co.uk.

Summer Infant are boosting its marketing efforts Summer Infant has just signed an agreement with The Progress Lab to spearhead their marketing efforts in the UK, in its endeavours to increase brand awareness and exponentially grow their brands over the coming year. The team at The Progress Lab who will be acting as a virtual marketing team for Summer Infant will be Joanne Gray, (ex Sales & Marketing Director at TOMY) and Ruth Williams (ex Senior Marketing Manager at TOMY), who bring with them a wealth of experience in marketing to parents. The Progress Lab will be focused on building Summer’s presence in social media, managing media relations and forging partnerships with like-minded brands. Richard Trott, Managing Director at Summer Infant Europe said, “We are thrilled to have some dedicated heavy-weight marketing resource on board to help build our Summer Infant, SwaddleMe, Kiddopotamus and BornFree brands in the UK. We have a fantastic collection of both new and existing products, with additional new ranges coming to the market in the next six months, so there’ll be plenty to talk about and get our consumers engaged with our brands.” Web: www.summerinfant.co.uk

TotsBots crack the perfect nappy in a nutshell! TotsBots, the UK’s leading cloth nappy brand, is thrilled to announce the launch of PeeNut, a unique system using minimum bits, but offering maximum bots! In a nutshell it’s pure brilliance! Unlike anything else on the market, the new PeeNut nappy system offers an amazing combination of performance and simplicity. It consists of a triple layer bamboo microfibre pad and a waterproof wrap to keep it all secure. This clever nappy is adaptable enough to grow with baby. It is a day-to-night, birth-to-potty system which uses less, but gives more. This brand new option makes for a fantastic investment and will save on the washing too! Web: www.totsbots.com

nursery today 7

NEWS This issue Christian Jones, Managing Director at one of the leading safety safe brands, Gro Company, this month talks about the importance of brands.

Cosy and snug with Cuddledry

Maintaining Brand relevance in a changing world

s we move into the age of our longest reigning monarch – an age that has seen the majority of technological and medical advances explode into our lives, it is interesting to consider that the relevance of the monarchy is still strong today - albeit in a very different guise. Given the fact that even Apple, after re-invention just over 10 years ago, is now in danger of suffering from what next? syndrome, how can you create and sustain brand relevance in a demanding and ever-changing world? One of the most important factors is to have a personality that fits with your core values. This can be playful, technological, healthy, or any number of other styles. But whatever it is, you need to stay true to your brand values. Innocent Drinks has been fantastic at this maintaining its core values through an uncompromising approach, mixed with great communication, and a sense of fun. Listening to your consumer, through questioning and insight, is another key factor in maintaining relevance. No brand manager is an island – and it would be problematic and undesirable

for their brand if they were. Customer feedback (both positive and negative) can be an incredibly valuable source of information for your company. Social media allows this feedback to occur quickly and easily, and has enabled companies that embrace it to have an unprecedented level of interaction with their consumers. This can be an extremely fertile ground for developing your brand’s message. In addition, consumers will connect with your brand more intensely if they feel that they have a share of voice in your business. Finally you need to give your consumers more when the time is right and when it fits with your brand credentials. Innovation works well when the consumer understands where the innovation fits with your core values and resonates with their relationship with the brand. Apple has made this work particularly well by delighting its consumers but also creating an anticipation that needs to be maintained.

Christian Jones is the Managing Director of The Gro Company who recently underwent a company MBO after just 24 months of Christian being at the helm. For more information about The Gro Company please visit www.gro.co.uk 8 nursery today

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Cuddledry has teamed up with leading national baby and toddler swim school Water Babies to make sure its little swimmers are wrapped up cosy and snug after their watery fun! The two organisations have worked in partnership to create a range of carefully designed towels, for parents to take to their swim sessions, and to record the achievements of their little ones with a series of special badges as they progress. Cuddledry has brought its expertise in baby and toddler towelling to Water Babies, to ensure that the new range is made to extremely high quality and is a credit to both brands. With babies starting swimming with Water Babies from just a few weeks old, the baby towels have been designed to provide the very best in warmth and softness, so tiny swimmers are rewarded with cuddles after each watery experience. And as they grow and develop with their Water Babies lessons and confidence, they will progress into a practical, cosy poncho style towel - where they can show off their badges with pride! The towels will be available featuring Water Babies characters and colourways later this year. Jennie Maltby from Water Babies states, “We are really excited to be working with Cuddledry on this project, the towels are fantastic quality as we have come to expect from Cuddledry. And the recognition of the skills our little ones learn in their lessons when the badges are sewn on will really add to the Water Babies swimming experience.” “We are honoured to have been chosen to work with Water Babies – an organisation that as parents ourselves we hugely respect. Learning to swim could not be more important for our little ones, and the success stories from Water Babies are testament to this,” adds Helen Wooldridge, one of the Directors at Cuddledry. Web: www.cuddledry.com

HEDGEHOG WHEELYBUGS HELP SAVE HEDGEHOGS THIS CHRISTMAS For every Hedgehog Wheelybug sold, Hippychick will donate 20% of the proceeds to the British Hedgehog Preservation Society. The British Hedgehog Preservation Society (BHPS) is a registered UK Charity dedicated to helping & protecting hedgehogs native to the UK. Founded in 1982 the Society has a number of celebrities amongst its patrons including Ann Widdecombe, Ben Fogle, Chris Beardshaw and Ken Dodd. Fay Vass, Chief Executive of the British Hedgehog Preservation Society is delighted to team up with Hippychick for Christmas. “The British hedgehog population has suffered an alarming fall in numbers, the loss being comparable to that of the World’s tiger population. The BHPS is dedicated to encouraging everyone to respect and love our natural wildlife. It’s never too early to begin fostering an interest in wildlife conservation. Toddlers, the Wheelybug audience, are a perfect age to start the process.” Donations to the BHPS will apply between October 1st and Christmas Day 2015. Web: www.hippychick.com

Hape wins again! It’s been a great year so far for Hape winning awards for their traditional quality wooden toys. The success began at the Right Start awards where they won an award with the King of the Jungle Sand Art product back in June. Marbel were delighted with this win as it came not long after launching the new arts and crafts range within Hape back in winter last year. Just recently Hape also won two awards at the prestigious Toyshop UK Independent Toy Awards taking home Gold with the Hape Pound n Tap Bench and Silver with the Hape Pull Along Puppy. Both these awards were won in the same Eco category taking first and second place. Once again we were thrilled to have two of our most popular products gaining recognition for their design and eco-friendly production.

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LICENSING NEWS

Licensed plush trends ... an inside take on this growing nursery sector Anthony Temple, Managing Director at leading licensed character baby soft toys manufacturer Rainbow Designs, takes a look at the nursery sector at this time of year.

s we race our way towards the Christmas retail flurry and another new year it is time to reflect on just what an exciting but busy time of year the fourth quarter is for all those involved in the nursery sector; the product designers, manufacturers, distributors and retailers. Of course, the arrival of newborns is a year round occurrence and so for much of the nursery sector their products are largely unaffected by the festive season but for the nursery gifting sector and baby toys in particular the Christmas period is a big revenue opportunity. For many parents, relatives and friends, they are searching for baby’s first Christmas present and are looking for that special gift or keepsake. What’s the answer? Personalised and First Christmas branded items alongside beautiful gift packaged toys are highly sought after presents. Items such as our gift boxed Booties and Breakfast Set from the renowned and classic Guess How Much I Love You brand make a perfect gift for baby’s first Christmas. Soft toys are perfect for little ones and traditional products such as comfort blankets, musical softs alongside gift boxed activity plush toys of known characters such as our Activity Peppa Pig for Baby are easy Christmas present choices for consumers. For retailers, this last quarter is all about finding those must have Christmas products and ensuring they are in stock and on the shelves. For the designers, manufacturers and distributors though it is a fine balance between focusing on the

10 nursery today

here and now and planning for next year. It is imperative as suppliers that we all deliver on our 2015 ranges and ensure our retailers are supported with the stock levels they require but the fourth quarter for designers and manufacturers is probably one of the busy times of the year as we plan for next year. The quarter began with a whole host of trade shows starting with Autumn Fair, Kind Und Jugend and concluding with the Brand Licensing Europe and they are very contrasting but complimentary events. The Kind Und Jugend show is a relatively soft show, blooming with beautiful, top quality designed and niche market products for the nursery sector, in comparison to the hustle and bustle of Brand Licensing Europe where licensors are busy negotiating the best deals for licensed characters. Licensing is having a growing influence on the nursery sector, bring new brands to the sector that are fit for baby, properties such as Peppa Pig for Baby and The Very Hungry Caterpillar in addition to the established and trusted brands such as Peter Rabbit. For suppliers though this whole period is also underpinned by the forward planning required to deliver the New Year product range; product development for generic and licensed product, approvals, manufacturer visits, product photo shoots and catalogue compilations are all well underway. Before we know it 2016 and the New Year Toy Fairs will be upon us but first there is a small matter of Christmas and ensuring nursery retailers are equipped and supported on their product choices to deliver on those special first Christmas presents.

Timmy Time Plush and Accessories from Great Gizmos Little ones will be delighted with the fab range of Timmy Time available at Great Gizmos from famous plush brand NICI. The Yabba Duck and Apricot Hedgehog keyrings are the perfect addition to any set of keys and make perfect collectables! Kids can attach them to pencil cases and backpacks too. The soft toy items are made from the softest fabric and characters available include, Duck Yabba, Apricot Hedgehog, Ruffy Dog and Mittens Cat. The range also features pencil cases and a super cute Backpack in the shape of Timmy that any child will adore. Perfect for school and sleepovers. For more information please email enquiries@ greatgizmos.co.uk or visit www.ggtrade.co.uk

DHX Brands launches In the Night Garden Baby Licensing programme DHX Brands, the dedicated brand-management and consumer-products arm of DHX Media (“DHX” or the “Company”) (NASDAQ: DHXM; TSX: DHX.A, DHX.B), is launching a baby licensing programme based on its popular In the Night Garden property at BLE 2015. The brand extension will target babies 0-12 months with a gender-neutral style guide and soft colour palette. DHX Brands will be targeting the core infant categories including toys, travel, feeding and bathing products with a look and quality that will appeal to both new and existing parents-to-be, grandparents and gift givers. Product is set to launch from Spring 2017. Tom Roe, Commercial Director for DHX Brands said: “This is a natural progression for In the Night Garden as its fan base starts very young, as well as being already instantly recognisable to families with young children. We have also found significant demand from licensees and retailers for product catering to this age group. With a brand new style guide and muted colour scheme we believe this will be a very strong extension to the In the Night Garden brand offering.” Originally produced by Ragdoll Productions, DHX Media’s In the Night Garden is a preschool phenomenon. It was the fastest selling pre-school toy licence of 2014 and it ended the year as the fifth largest preschool brand in the UK for 2014 (NPD Full Year 2014). It remains a permanent fixture in the CBeebies Bedtime Hour, and an integral part of many young children’s end-of-day routine. The current licensing programme is going from strength to strength and DHX Brands has invested heavily to create the world of In the Night Garden for every fan. To engage with the show’s loyal fan base, DHX Brands has created fresh consumer touch points such as a brand new immersive website, a pioneering web app, and new social media platforms. It is also collaborating with Jo Jingles, the UK’s largest provider of pre-school music, singing and movement classes, to create a branded In the Night Garden activity programme for pre-schoolers. www.dhxmedia.com

BPA Notice Board prior to 20 March 2016. These will be invited to present their entries to the entire nursery industry, including major nursery buyers, at Harrogate International Nursery Fair from 20 to 22 March 2016, where the overall winners will be announced.

Do you have an exciting new product idea? The BPA’s Concept & Innovation Awards are now open for entry to anyone from budding designers and students, to mums and dads who have discovered a gap in the market. The nursery sector is probably one of the most innovative of all industries and it is notable that many products on the market originate from new parents with very diverse backgrounds who hatch ideas to solve problems they experience in their own parenting. In fact numerous winners of the Concept & Innovation Awards over the years have launched such products which are now successfully selling around the world. Last year, the winner of the Innovation Award was Samantha and Markus Warwick of Innovation Makers for OmniO Rider – an ultralightweight, compact stroller which is due to launch to the market in 2016. The joint Concept Award winners, Laura Donnellan & Frances McCabe with Femette - a post-natal cleansing bottle; and Laura Meehan with Squijit - a universal device allowing accessories to be attached to almost any make of pushchair or pram were very early in their development stages and we look forward to seeing their possible launch in the future. Full information about the Concept & Innovation Awards and entry forms are available on the BPA website at www.thebpa.eu Deadline for entry is Tuesday 5 January 2016, after which shortlisted entries will be invited to London to present their ideas to a panel of judges who are all experts in the baby products industry. Four finalists will be chosen – two with Concepts, which are products in their visionary stage; and two Innovations, which may almost be market ready but must not be on sale 12 nursery today

Robert rtt Ansloow Man anaginng ng D Dir iirrect rect e or or

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

Update on the review of the Furniture and Furnishings (Fire) (Safety) Regulations 1988 The Baby Products Association (BPA) began a campaign in 2007 to have certain nursery products removed from the scope of Furniture and Furnishing Regulations. In 2009, the Department of Business, Innovation and Skills (BIS) announced a full regulatory review, with work beginning in 2010. The then Deputy Director of Consumer and Competition Policy Directorate; Ben Coates invited the BPA to nominate a member to sit on the Advisory Group for this review and we gladly accepted. This letter advised that there would probably be three such meetings during the review. The first meeting took place in January 2010 and there have been 12 meetings to date with another scheduled for October 2015, with BPA representatives present at every meeting. In 2014, BIS introduced a proposal for a new match test to be introduced to the Regulations ahead of the full review and the draft of this new match test was circulated. Amongst other changes, the most significant is the introduction of a specification for currently unregulated materials within 40mm of the covering fabric to meet the requirements of the Regulations which will have huge implications on manufacturers of the nursery products

currently in scope. However, there has been much resistance to this new match test and with the BPA’s urge to its members to submit their objections during the public consultation period in consideration of this introduction, the action was halted earlier this year. However, the introduction of this new match test is still pending as part of the full review now scheduled for April 2016. There has been much support for the removal of certain nursery products from the Regulations by stakeholders present at these meetings, concurring with the BPA’s assertions. These include a cost saving to industry in the region of £50m (from a poll of BPA members), no requirement for the application of chemical fire retardants, which would be considered hugely positive by the consumer and the removal of the barrier to trade that currently exists for companies trading in the UK. This can be balanced against what might be a small theoretical reduction in the level of safety of these products but sees virtually no increase in risk in practical terms taking into account the normal use of the product and the very small amount of filling materials. This move is also very much in keeping with the Government’s Cutting Red Tape programme where businesses are encouraged to report the burdens and recommend the sectors in which change is needed but to date BIS has not been willing to seek Ministerial approval for this action. The BPA has kept its members updated with progress and will provide a further update after the meeting in October.

www.thebpa.eu

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Retail Technology

Getting the Right Target for Your Business By David Fairhurst Why a hunch can lead to disaster.

We have just had a meeting with a charity client of ours at the prestigious Google offices in Central London, along with the Director of Marketing for Google (UK), to discuss how Google could potentially help with promotion of the online business. This particular charity helps to get young people into work, so it’s a cause we are all willing to put our time into.

14 nursery today

During the meeting, it became very clear that the target audience for this charity business website had been identified incorrectly, so much so that the focus of the meeting drifted off into talk of design elements, image quality and website content, something which would normally be locked down well after primary targets were identified and researched. This meeting really brought home the dangers of under specifying business targets – you really need to know what the aims of a business or website are before you get into detail. There is no point even thinking of building a website before you know the purpose of that website and how you are going to pursue your chosen target market!

Identifying your target market For our particular charity client, I’ll admit that locking down targets are maybe clouded by the overall aim of the business, that being to help young people into work. This sort of difficulty should not affect a normal retail business, especially one which has been trading successfully for many years offline, however even established retailers can make some major tactical errors when it comes to locking down profitable, sustainable target markets. So how do you lock down a target market? Not surprisingly this is a difficult task which can sometimes get hampered by familiarity syndrome, however there are things you can do to make sure you are going in the right direction. First of all, if you have an established retail business, take all of the sales data over the past couple of years and analyse not only top sellers, but identify those products which have brought your business the best return on investment. Remember to factor in not only sales data but advertising and any supplemental costs for those ranges of products, you may be surprised how these can skew the results. This task can be made massively easier by using a good Electronic Point of Sale system with reporting functions (like our own Connect system from Intelligent Retail) because otherwise we are talking about potentially many thousands of manual calculations. Secondly, look at your traditional core

market and get onto Google. The products you have been focusing on for many years, even if they are profitable, may not be what you need to be focusing on in 2015. New technology, tastes and trends pop up all the time, you have to stay ahead of the curve in order to avoid your business becoming stale and irrelevant. Check out the Google Trends website search for areas of interest, see if your intuition is correct before you settle on targets. Whilst you are at it, check out the best sellers on

“

then concentrate on those areas, doing further research to expand and update your offering. Speak to your customers, after all these are the people who are buying your products. Record responses when quizzed about your product ranges. You can do this online as well as in a physical shop with surveys, either via email, on your website or via a third party like Facebook. This can sometimes bring surprising responses and take your business in a completely different, profitable direction.

Speak to your customers, after all these are the people who are buying your products. Record responses when quizzed about your product ranges. You can do this online as well as in a physical shop with surveys, either via email, on your website or via a third party like Facebook

Amazon and eBay – these two websites account for a large percentage of all online sales in the UK and they both have masses of data on what sells. Try Amazon best sellers and eBay Marketplace Research as these will both guide you on the best sellers in the area you are trading in.

Big data The phrase big data has been around for a number of years, describing the manipulation of large data sets in order to glean market information and to lock down business strategy. Manipulation of these large data sets obviously take lots of computing power and take time and skill. Whilst most independent retailers don’t need to get into this level of analysis, there is a whole host of things you can do with readily available data within your business which can actively help you to pinpoint your core target market, thus making your business more streamlined and more profitable. For those who have been dipping into Google Shopping, Google AdWords, Amazon, Facebook advertising and eBay you already have access to a whole host of data from these services on the products which are providing the best returns – analyse all of the data, find the most profitable targets for your business and

”

Finally, don’t be afraid to take a step back and let someone not related to your business give opinions on what you should be targeting, sometimes the old idiom of ”not seeing the wood for the trees“ stands very true! In our meeting with Google, it became immediately clear that the target market that had been settled on by our client may not actually exist in a large enough volume to be financially viable, the client had been misled by the overall goal of the business and could not see that in order to meet that goal, the business had to sell volumes of products in a commercially pressurised marketplace, something that the current website offering was not geared up to support in large enough volumes. As outsiders, it was relatively easy for our team to see that overall business goals for this particular client were severely clouding the route to success, thereby making that success impossible with the current strategy. Thankfully, a new target market has now been identified which will hopefully provide enough revenue to achieve the goal of helping young people into work, so we can now proceed with keyphrase research and all of the other tasks needed to make an eCommerce website a success.

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

Solution EU Confirms Acquisition of Brother Max Using thirty years of experience in the manufacturing of nursery products, Solution EU is set to propel the Brother Max range into new areas with product designs already in the pipeline. For almost a decade, Solution EU has worked with UK and EU leading retailers to design and manufacture own brand goods as the go-to supplier for private label weaning, feeding, toilet training and bath products. They also work with Disney to offer products featuring Winnie the Pooh, Mickey & Minnie Mouse, and characters from films like Frozen, Toy Story and Cars — a range that will expand with the release of Finding Dory next year. Alongside the acquisition of Brother Max, 2016 is set to be another fruitful year for the company, which continues to go from strength to strength. Lifestyle Brand Meets Manufacturing Expertise Known for clever yet simple design and technology solutions, the Brother Max brand sits comfortably with the Solution EU ethos, since both organisations support the idea that there is an ever-evolving need for innovative yet well-crafted nursery products. Already well-regarded amongst parents and industry professionals, Brother Max has won 49 awards to date, including multiple Gold from Mother&Baby, a Junior Design Awards gong, plus more from Bizziebaby and Practical Parenting. It will remain a British owned brand with a strong community that pivots around its parenting support group, Max’s Club. Brother Max was recently relaunched in Boots, Mothercare and Babies r Us in the UK with evident success. Solution EU will now use their expertise in manufacturing and componentry to introduce a number of exciting new products that complement and fulfil the current Brother Max range. To enquire about any Solution EU and Brother Max product or service email info@solutioneu.com or call the team on 01280 878260.

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This issue we asked independent retailers their thoughts on Kind Und Jugend, what was of interest and why was it so important to attend

Gary Watts WH Watts & Son I did very much plan my visit this year. In fact this is the most organised I have ever been. I had certain objectives and wanted to make sure that I fulfilled them. I made a lot of notes prior to the show and added to them as I went around. This helped me ensure that I did not miss anything which I have been guilty of on other occasions as it is very easy to get carried away with everything. I think it is important to attend Cologne as it has become the international show of the industry, before heading to our only

key UK trade show in Harrogate in March. Kind Und Jugend represents a superb international buying platform, with pretty much all the key nursery brands exhibiting and has therefore established itself as an event that has become ever more important for UK retailers to attend. I found a few good things of interest specifically from Silver Cross, BabyStyle and Dorel all of which are great companies to work with and all having great products for 2016. I thought there was a definite buzz around the show especially on the Thursday and Friday which was very busy. I felt it slowed somewhat on the Saturday and then Sunday was really quiet but by that time most of the buyers had left to go home and crawl into bed for some much needed sleep!

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Emma Charlesworth Baby Birds Director This was a fantastic show this year and the products that really stood out for me has to be perhaps the ones that I can’t actually discuss! For example, the new Silver Cross pram, the fantastic surprise Dorel have up their sleeves and the iCandy new Peach colours were fabulous. Then over at BabyStyle you had the new Independents only grey Oyster which is amazing (top marks to my friends Yas, Annette and Gary from the NSG for designing it). The new brown egg bag is also great, (I ordered one for myself as it was so nice). There are so many reasons to attend. One being that Kind Und Jugend always represents a great opportunity to trend spot. However, due to the sheer size of this event, my strongest advice to anyone would be to plan your visit well in advance. I plan my visit every year, I’ve always got everything booked in advance. I’ve already planned my visit next year! For me, this exhibition has always been important because it gives you the opportunity to see new colours and designs that are coming through. You also get the chance to purchase things you wouldn’t normally see in the UK.

Ian Davidson Babylicious I found this year a shouldn’t miss event and it was amazing to see all my NSG friends, have a good laugh and catch up with my family at the BPA and of course the lovely Penny Franks and Christine Contreras of Nursery Today. This year displayed some really good and interesting colourways from some companies. One company I was very impressed with was Dorel, the new collection is lovely and some great new products to come in 2016. Of course, it’s way too big as usual, it should be on all week so you can at least see everything. Having visited before I know that planning your visit is essential and I’m so pleased I did as all the stands where really busy and it was hard to keep to all my appointments and still look for new things that were on display. I found a few new products that I was looking for, an revisited a few things I looked at last year that I did not get round to ordering, so now those accounts are set up too, Some new bedding, clothing, accessories and some lovely new toys. Am I looking to attend next year? Erm – I think it’s safe to say yes, so see you all there!

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Totally adorable This issue Penny Franks questions Victoria Parrott, Director, Adorable Tots based in Manchester. As a strong independent retailer in the nursery sector, how has this company grown over the years? Here we ﬁnd out more. Tell us a little about your store – when did you first open your doors? I set up Adorable Tots in 2007 as an online only store. After a few years of trading online both my husband Conrad and myself realised its potential and opened our first destination showroom in Manchester in 2010 and opened our first concession within House of Fraser Manchester in 2012. Initially we started with furniture and furnishings but soon came to realise that our customers wanted to buy everything from us including pushchairs and car seats etc, so we quickly adapted to our customers needs.

What was the inspiration behind Adorable Tots?

Whilst we were looking for baby products in anticipation of a new arrival, we were disappointed with the lack of choice, especially since we had a reasonable disposable income and wanted something a little special. I saw a gap in the market for unique baby furniture and furnishings. I love designing nurseries and children’s rooms - there is something very magical about it and I love parents and children’s reactions with the end results.

Do you think your customers are now spending differently than last year – are they more confident in their purchases?

I guess we are fortunate in many respects, as we have built a solid reputation for quality and service. The majority of our 18 nursery today

clients are as confident now as they have always been, but it is noticeable that our average order value has increased, as new parents push the boat out that little bit further in search of their dream nursery or travel system.

Have you taken on-board any new product ranges and if so what are they?

We are loving the Kiddy infant carriers at the moment, any car seat that can achieve the safety levels that they have and actually make a better daily experience for the baby is great by us.

Do you have a particular ‘hero’ product or a product category that is performing exceptionally well for you at present? The Mima Xari, with its extensive colour combinations, is a real winner for us at the moment.

How innovative do you feel the nursery sector is?

The rate of change in this industry is unlike any other I have ever known. There are always new concepts, ideas and innovations. We have recently added the Baby Brezza machine to our product selection, it’s a gadget that warms and mixes baby formula. Our customers love gadgets and anything that makes their life easier. We are always on the look out for products like this, if presented correctly by your sales team they can often show a solution to a problem that they hadn’t envisaged.

Do you receive adequate support from your suppliers? We have worked alongside most of our suppliers now for many years and feel that we have great relationships with most of them. It is key to have a fundamental understanding of the way in which each other work, in order for the relationship to blossom.

furnished nursery bedrooms laid out with everything from the furniture, light fittings and bedding as well as nursing chairs , baby monitors etc. We offer a personalised service and also appointments, this is proving very popular as our sales staff are exceptional at what they do and are often asked for personally by our customers, an appointment guarantees this and also the time required

“

We are a one stop shop for many ‘soon to be parents’, with inspiration available in the form of over 20 fully furnished nursery bedrooms laid out with everything from the furniture, light fittings and bedding as well as nursing chairs, baby monitors etc What about consumer trends – have you noticed anything in particular lately? Perhaps a specific colourway? Grey! There are some amazing shades of grey at the moment, many more than 50!

You offer a great variety of services to your customers. Tell us a little about these and the benefits they bring. We are a one stop shop for many ‘soon to be parents’, with inspiration available in the form of over 20 fully

”

to get everything they need. We are also very flexible and often stay late or visit our clients at home if it is needed.

How important is your website to your business – how does this operate alongside your two showrooms?

Our website is very important to us, it acts like our shop front on the internet. We have recently invested in a new platform and site which is mobile and much more user friendly. We are excited to see this part of the business develop further.

How do you promote your services â&#x20AC;&#x201C; what type of social media do you currently use? We use Facebook, twitter and Instagram to promote our products and services. We think it is really important to communicate with our clients through social media. Instagram is pretty new for us, however it is proving to be very successful, generating lots of leads and sales. We also communicate directly with our existing clients through our regular email campaigns.

the shows mainly to see if there are any new technologies, solutions or gadgets, the first place to see innovation is usually at the shows.

And a quick look to the future â&#x20AC;&#x201C; any exciting plans on the horizon?

We have lots of exciting plans for the future, we are currently developing a new 7000sq. ft. showroom in Cheshire and we are always looking for alternative

Do you attend any specific trade shows?

We attend Harrogate and Cologne most years. Unfortunately though we didnâ&#x20AC;&#x2122;t make Cologne this September due to work commitments, but our suppliers have been good at keeping us up to date with the new developments. We tend to go to

ways to generate new business and income and ways we can reach our customers. I canâ&#x20AC;&#x2122;t reveal any more the moment, but I would say â&#x20AC;&#x153;watch this spaceâ&#x20AC;?.

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Focus: Summer Infant UME

It’s time to lighten up For a delightful day on the town, strollers shouldn’t weigh you down! The Summer Infant UME convenience strollers has launched in the UK, with two platforms that offer a comprehensive range of features and benefits, whilst offering great value for money.

“

The UME strollers really have thought about everything, with compact umbrella folds, large storage baskets, rain cover and cup holders included, they really do tick all the boxes and allow that precious time with baby to be calm and relaxed even when out and about! 20 nursery today

”

o your customers feel as though they are constantly on the go, like they never have enough hands to sort everything? In an age of fast-paced living consumers are constantly looking for a little help to ease their day-to-day lives. Summer Infant have aimed to do just that when it comes to their new range of strollers and have diligently explored and researched, with both baby and parent in mind, exactly what key features help make travelling with baby pleasantly convenient. One element to shout about is the all-aluminum frame which makes the UME’s ultra-lightweight, some of the lightest in the market! And how about the multiposition one handed seat recline, making the strollers suitable for newborns! There’s no fafﬁng about when it comes to babies comfort. The UME strollers really have thought about everything, with compact umbrella folds, large storage baskets, rain cover and cup holders included, they really do tick all the boxes and allow that precious time with baby to be calm and relaxed even when out and about!

The UME range ticks all of the boxes and more! Designed with handy features for parents (or grandparents), along with strong comfort and safety features developed with ‘baby in mind’, the UME range of strollers are suitable from birth and hold children up to 15kg. The ultra-lightweight aluminum frames (UME Lite: 5.8kg / UME ONE: 6.5kg) makes simple tasks like lifting the pushchair into the car simple and easy. The UME Lite offers exceptional value, with a long list of product features that would ordinarily command a premium; however the key USP here is the weight. Basic features include:-

of awards, including Babble best stroller pick 2013; New York Family stroller pick 2014 and Consumer Digest best buy 2015. The product reviews really do speak for themselves with almost 90% of consumers scoring 4 or 5 out of 5”. Here’s a taste of some of the reviews:

“Love this stroller” Light weight and easy to fold. Once you get used to it, you can open/close it with one hand (2 step open/close)

“Lite and easy” This stroller is a great item for the price. I love the incline and knowing that my baby is comfortable. I loved all of the colour options but decided to go with black because of how neutral and sleek it looks. Overall great purchase for a secondary stroller that I can keep in my car and use anywhere.

Supported with an extensive marketing programme In order to raise brand awareness for the UME stroller range in the UK, the brand will be supported with a comprehensive consumer marketing campaign that will be running across the year. The campaign will be focused around building a presence on Social Media, with a dedicated Summer Infant UK Facebook page which has just launched. In addition, there will be a bespoke media campaign running in Autumn and Spring with one of the major parenting portals aiming to generate positive word of mouth through product reviews. There will also be signiﬁcant focus on achieving coverage on the consumer product pages in key parenting titles as well as working in partnership with other baby brands to promote UME strollers. “We understand the need to drive our brand equity amongst consumers in the UK, we have a great product range and know we need to tell more people about it! We have made a commitment to investing in our brands through consumer marketing over the coming year and are excited to see the results of this extra brand investment”, says Hashim Yilmaz, UK Sales Director at Summer Infant Europe. Web: www.summerinfant.co.uk It’s Summer Infant UK

In addition to these features the higher priced UME ONE has some premium “added extras” including: ● One-handed umbrella easy fold ● Premium fabric for durability and comfort ● Extendable three panel zip out sun visor with great fashion details ● Multi-position leg rest adjustment ● Rear peek window ● Smooth glide wheels for improved ride and maneuverability ● Deluxe cup holder ● Available in a range of stylish boho patterns, designed by a leading UK Fashion designer The UME Lite comes in Jet Black, Deep Teal and Ruby Red and has a guide retail of £89.99. The UME ONE, with its stylish boho pattern, comes in the same exciting colours and has a guide retail of £129.99. Both the Lite and the One come with rain covers as standard.

An award winning range that consumers love Richard Trott, Managing Director at Summer Infant Europe, is conﬁdent that UK consumers will love the UME strollers as much as they do in North America, “the range was launched in the US and Canada in 2013 and is already a number one seller on Amazon.com and receiving lots of recognition in terms

Did you know? ● An Umbrella Stroller is the “street name” for slim strollers that open and close in a snap. They fold compactly and look just like a closed umbrella. ● Umbrella strollers are more likely to be cheaper than traditional strollers, but they also offer the exact same features and functionality that larger strollers do. ● Almost three pounds in every ten spent in the nursery market is on Wheeled Goods. ● UME is actually a girl’s name, originating in Japan and meaning Plum ● Summer Infant was born in 1985 in Rhode Island, when William Lockett III wanted a safe method of soothing his infant daughter Summer and so was inspired to develop the ‘Original Bouncy Seat’. nursery today 21

Lulla doll in Kiddicare

he unique and award winning Lulla doll is a sleep companion for preemies, babies and toddlers. Lulla’s unique design is based on scientific research that shows how closeness can help improve sleep, wellbeing and safety. The Lulla doll recently launched onto market and is already a big hit with babies and parents from all over the world with positive feedback pouring in. It was successfully crowdfunded last year, well exceeding its goal with pre-sales

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

e provide a complete solution to the nursery and toy industry from product concept to store-shelves including product testing, safety assessments, regulatory consultancy, product inspections, chemical supply chain solutions, social and factory audits, sustainability services and global market entry solutions. We help our clients improve their supply chain, as well as checking that their products meet the relevant regulatory standards. We support a wide range of clients, from start-up businesses to large importers, brands and global retailers. With our extensive global network of nursery products and toy laboratories, we have the capabilities to test our clients’ products wherever they need to. At our UKAS accredited testing laboratory in Warrington, Cheshire, we have been offering reliable service delivery, friendly customer service and recognised technical expertise for more than ten years. We can perform a wide range of compliance, performance and safety testing - physical, mechanical, flammability and chemical. Our technical experts have decades of experience in the field of quality assurance for juvenile products and can assist you with your 22 nursery today

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

Contact our UK laboratory: Bureau Veritas Consumer Products Services UK Ltd., 31 Kingsland Grange, Woolston, Warrington, WA1 4RW, Cheshire Email: bvsales@uk.bureauveritas.com

in over 30 countries. It will be available in Kiddicare in the autumn. UK distribution: Email: info@bebelephant.com Global distribution: roro@rorocare.com

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Focus Consumer Trends

Communicating to mums internationally - global truths? Nadia Khaldi

or brands communicating to pregnant women and mums in the UK, most will know the media landscape has changed drastically in the last couple of years with the increase of smart phone and tablet ownership. But with marketing an increasingly global discipline, advertisers should be considering whether other countries have seen the same trend. Generation Media, alongside sister company iGen Insight, was invited by organisers to talk about the differences among markets at the recent Kind + Jugend conference. In August 2015, Generation Media and iGen Insight carried out an international survey amongst 1,800 expectant women and mums of pre-school children in the UK, USA, Germany and Spain to understand where and how they seek out information about products as well as their response to advertising. It was immediately clear that there are commonalities among mums in the surveyed countries. To illustrate this, consider that 67% of mums use the internet daily for information. For mums expecting their first child, this number increases to 75% with each trimester seeing more women turning to the internet for advice. A wider perspective further demonstrates this blanket coverage; 95% of all women in the survey will research online on a weekly basis. Once it became clear that mums are overwhelmingly online, the next line of enquiry was to understand what they are using it for.

To ensure advertisers are spending their marketing budgets efficiently, it is important to understand which media platforms pregnant women and mums engage with throughout their different need stages.

“

”

Pregnant women and mums top three reasons for accessing the internet are: for general information about her pregnancy and for her baby (86%), for social networking (83%) and for healthcare information (82%). On average across all four markets, 31% of mums thought parenting websites would be most effective for advertising aimed at them and this was highest in the UK (34%). However, 26% have still made a purchase after seeing an advert on a non-parenting website. As you can see in table below, there are strong commonalities across all markets:

So what can we say about the ‘typical mum’ from each country? Firstly, that there is no such thing as a ‘typical mum’. However, trends did become apparent from territory to territory that could be influential upon brand marketing decisions. These differences at market level need to be incorporated into advertisers’ marketing strategies to ensure they are communicating to mums through the correct media platforms.

United Kingdom • Highest propensity to purchase online (daily/ weekly basis) • Highest tendency to search for information and research products • Highest tablet ownership • Parenting websites and in-store most effective for advertising

US • US and Spanish mums most likely to be in full time employment • Lowest tendency to search for healthcare information • Least likely to say TV advertising effective • In-store most effective for advertising

Germany • Lowest daily usage of the internet • Lowest usage of social networking (daily/weekly basis) • Least likely to be in full-time employment • TV most effective for advertising

Spain • Highest tendency to read parenting magazines (daily/weekly basis) • Lowest tendency to purchase online on daily/ weekly basis • Highest daily usage of internet • In-store most effective for advertising

For more information please contact: Tel: 020 7307 7900 Email: nadia.khaldi@generationmedia.co.uk Web: www.generationmedia.co.uk nursery today 23

Focus K&J Review

Kind Und Jugend 2015 spoke volumes It has been a record success for Kind Und Jugend this year, with more than 21,000 visitors from 110 countries (share of foreign visitors: around 70 percent) who made good use of the trade fair’s vast array of exhibitors, ensuring this year Kind + Jugend recorded a significant, over five percent growth rate in the number of visitors compared to the previous year

“

It is becoming more and more important to visit the Cologne show as this is where you will see new products, new ideas, new brands and meet new people Gary Watts, WH Watts

24 nursery today

ith 1,141 companies participating from 50 countries, a new record was set in terms of the number of exhibitors. The share of foreign exhibitors was 84 percent. The exhibitors presented their new products and product further developments in the segments children’s furniture, safety seats, prams, hygiene articles, toys and textile equipment on exhibition space spanning 100,000 square metres. “The result of Kind + Jugend 2015 once again exceeded our high expectations. From Germany we were able to record an over proportional increase in visitors, especially from the online trading sector,” summed up Katharina C. Hamma, Chief Operating Officer of Koelnmesse. “Not only the figures, but also the visitor survey prove that the quality and the quantity of the trade fair convinced across the board. The trade fair concept, which holds the appropriate offer in store for all market participants, is unparalleled worldwide in terms of its quality.” With many brands and new companies securing their stand space, the halls were simply ‘buzzing’ this year. We spoke to a number of exhibitors who told us this year was perhaps one of the best to date! Steve Howell, sales director Dorel UK told Nursery Today: “Dorel UK have always considered Kind und Jugend to be an important event in the nursery trade calendar and as such we are strong supporters of the fair. This is in the main due to the simple fact that it allows us to showcase all our brands in one arena, along with launching any new product and our 2016 collection of colours and fabrics.

”

“We have been exhibiting at the fair for over 15 years and we envisage continuing with this participation for the foreseeable future. Kind und Jugend is an excellent platform to meet, greet and do business with all of our UK and International customers and we look forward to catching up with them each year.” Darren Curtis, General Manager Sales & Marketing (EUROPE), Dreambaby, told us: “Kind Und Jugend 2015 provided us with a plethora of new enquiries from potential ‘new country’ distributors, plus existing customers wanting to see the new and exciting products. Our committed sales team came from a variety of our offices, Australia, USA and also UK-Europe. We were also proud to introduce Diana Francisco-Suarez our new European Sales Manager to everyone at the Show. Diana brings over 10+ years ExportCommerce experience to the Tee-Zed organisation. As the Tee-Zed Dreambaby business continues to grow, so does our amazing team. Another great K+J in Cologne. Already looking forward to 2016!” Of course, it’s not just the exhibitors that make way for a successful show year after year, it’s also all those who chose to visit. With many nursery buyers prepared to travel to ensure they don’t miss out, it’s not really surprising that the visitor attendance levels remain high and it would appear that more and more UK retailers are now seeing the clear benefits of travelling to Cologne to participate at this truly International show. UK independent retailer Gary Watts, WH Watts & Sons, who was in attendance told us: “It is becoming more and more important to visit the Cologne show as this is where you will see new products, new ideas, new brands and meet new people. It will open your mind

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Focus K&J Review

to a whole new world and give you a head start on your competitors. Knowledge is key! “Cologne offers an opportunity to see all the new trends with a multitude of options even though not everything will be available to you, you can see the products in all their glory months before they are going to be available giving you the option of ensuring that you have plans for them within your business. Of course, let’s not forget those great product demonstrations that also take place, giving you valuable training, you will come back with a mass of knowledge which will ensure you are totally up to date and even ahead of the game. “I had a long list of MUST visits plus some other objectives which are looking really positive. For example, for me, must visits included iCandy, Joolz, Cybex, Mutsy, Dorel, Emmaljunga, Phil&Teds, Britax,Venicci, BeSafe, Silver Cross, BabyStyle, Chicco, Pink LIning and Bebecar .” The BPA UK Pavilion was also a hot spot this year. Adrian Sneyd, UK Pavilion organiser, comments: “The UK Pavilion

really has gone from strength to strength since it began in 2009 and the BPA received numerous compliments from international visitors and exhibitors about the prominence of the branding – which was outstanding thanks to sponsorship from Torque – and vibrancy of the entire location. “The coffee and networking area is always a magnet for international buyers to sit and meet and this year was no exception. In addition, the Union Jack bags sponsored by We Made Me brought foreign buyers into the Pavilion in droves as they hoped to snap one up for themselves – and stayed on to browse the exhibitor’s stands on their way.” Manon Corts of Cocobelt reported a very positive show. “This was our first Kind Und Jugend and the response was great, particularly from the British buyers, who seemed to be out in force! Our Distributors (bébélephant) have reached out to retailers – large and small – who visited us and they

have already fulfilled orders that have been placed. We will definitely return next year.” The results of the visitor survey underline the good mood that prevailed over the four days of the fair: Around 83 percent of the people interviewed were satisfied or very satisfied as far as achieving the goals of their visit were concerned. Over 93 percent of the visitors would recommend a close business acquaintance to visit Kind Und Jugend. Over 76 percent of all respondents play a decisive or co-decisive role in the buying or procurement decisions of their company. Take a look at the following pages to see products that were on display, here’s to an even bigger and brighter event in 2016!

Diary Date: Kind Und Jugend 2016 15th-18th September

Advertorial

An advanced range T he 2015 Kind Und Jugend exhibition was a huge success for Kit for Kids, who showcased their advanced range of cot mattresses and nursery accessories, along with some very exciting new product launches and designs. The brand received excellent feedback on the array of exciting new products that were on display at the show from new sleeping bag designs, nursery rugs through to safety gates and bed rails. ‘’It was a fantastic show for us this year , there was a great deal of interest from the European market on these new developments.’’ Audrey Williams – Global Business Development Director Retail told us. The star of the show for Kit for Kids was the new Venti-dry washable mattress. This comfortable and supportive mattress is entirely machine washable at 60 degrees centigrade, keeping the mattress fresh and clean, and is available in three sizes. This innovative new addition to the cot mattress range continues to put Kit for Kids at the forefront of cot mattress design. With their main focus to showcase their advanced range of cot mattresses, Kit for Kids also took this opportunity to reinforce their new unified branding, launched at Kind Und Jugend 2014. The new and carefully designed branding communicates their aim to improve the care, development and growth of children worldwide.

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

26 nursery today

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

Focus Stars of the Show

Maguari Shows Fresh New products at Cologne Maguari is renowned for its continual range update and innovation and at this year’s visit to Cologne the company had plenty up its sleeve! The Skip Hop range always brings fresh and exciting new products and this year did not disappoint. The fun new bath toys, activity toys and exciting new gym all generated much interest amongst the visitors. Likewise, with Bebe Au Lait’s feeding cover range there was the new Camille colourway, plus an innovative new Feeding Scarf offering retailers a chance to stock a stylish new take on this popular nursing line. One of the industry’s most successful ever travel potty items, The Potette Plus introduced some fresh new colour combinations, plus it’s now available to buy with a Potty Training pack comprising a book and toy to help encourage little ones’ success! Finally, the Slumber Wunder range was introduced, with two attractive new nursery light products including the Plush Sleeptrainer and the Comfort Lamp. Both products feature a beautifully soft plush character to appeal to babies as well as offering a practical solution to common sleep issues.

Tel: 01293 592170 Web: www.maguari.com

NEW iZi Modular – Biggest Launch Ever for BeSafe “We saw more UK Retailers, took more orders and have already been awarded the Red Dot Design Award for the NEW BeSafe Modular… so ‘Yes’ Cologne was a great success!” reported Paul Sirett, UK/Ireland Country Manager as the Show closed. BeSafe have combined the high-spec iZi GO Infant Carrier with their unrivalled pedigree developing rearfacing safety to launch their ultimate combination – ‘1 base, 2 seats’… the NEW iZi Modular. Fully i-Size approved, the iZi Modular will offer the unique 5-Belt harness system, extendable leg-room option and exceptional side-impact protection with their clever SIP+ Good for Children, Good for you…

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

A great combination Prince Lionheart and Kind Und Jugend have been a strong combination for many years and this year was no different. A fabulous show with quality visitors who the team look forward to welcoming into the Prince Lionheart family. Without question, the star of the show was their EYESMILE, a fun loving companion in the bathroom to hold the essentials for a child’s daily dental needs. The EYESMILE holds up to three toothbrushes, toothpaste and comes with supersuction feet for a tidy sink area. What’s more, they kept their word to their customers and reintroduced hi-end cushioned potty and toilet trainer. The pottyPOD SQUISH and weePOD Toilet Trainer SQUISH offers more cush on the tush! Soft Squidgy top, secure plastic base and non-slip grip offers comfort for child in their quest to be nappy free. Another new entrant into Bathroom was their floating bathPUZZLE; floats on water or sticks to walls!

Tel: 020 8997 7054 Email: uksales@princelionheart.co.uk Web: www.princelionheart.com

28 nursery today

Focus Stars of the Show

Fantastic musical friend Taf Toys’ Musical Sleepy Pals are adorable soft toys which feature an innovative detachable music box, playing a choice of calming nature, heartbeat or softly trickling water sounds, along with a soft nightlight, all especially designed to soothe babies from newborn at sleeptime. Activated by pulling on the teether string or pressing the nightlight, the sounds play for fifteen minutes and are volume controlled. Daytime mode on the music box plays shorter bursts of fun, cheerful music for baby to enjoy during playtime. With three cute animal designs to choose from: Owl, Mouse or Donkey, they offer excellent play value as they can either be attached to a crib or cot side, held close as an attachment object, or played with as a fun toy.

Tel: 01254 872454 Web: www.halilit.co.uk

New launches with Summer Infant It was a triumphant return to form for Summer Infant this year. With new launches in bath, monitors, pushchairs, feeding, safety, pre-school toys and also some super-secret stuff that the staff of Nursery today got to preview it was a great show. More of that will be revealed after the ABC show next month but until that time everyone is subject to a gagging order. The stand was well attended for all four days of the show and Sales Director Hashim Yilmaz commented that “We saw some existing customers who got to preview our new product and also some new faces who we hope to build relationships with in 2016.” Also attending the show was Carl Raven, Summer Infant Europe’s new Sales Director for EMEA (Outside of the UK) and APLA. One of the biggest reveals was the great new logo’s for both Summer Infant, Born Free, SwaddleMe and the new Kiddopotamus range which are shown here.

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

Rainbow Designs The cute and cuddly Air Puppy collection was a firm favourite with visitors at Kind Und Jugend last month. The exquisitely soft Hedgerley Farm collection including farmyard friends Perrow Pig, Bello Bunny and Scooty and Kuddles Duck along with the long-legged Burford Farm friends Patch Puppy and Peachtail Lamb were certainly a hit with the nursery retailers in Cologne. As was many of Rainbow’s licensed nursery collections including Peter Rabbit, Guess How Much I Love You, The Very Hungry Caterpillar, Miffy and The Snowman and the Snowdog. New products launched this autumn including the new Pullalong Flopsy Bunny, Peter Rabbit booties and Illustrated Wooden Blocks in the Peter Rabbit, The Very Hungry Caterpillar and Guess How Much I Love You ranges were very well received by retailers.

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

30 nursery today

Focus Stars of the Show

Fashion forward design Did you catch ABC Design’s show-stopping stand at this year’s Cologne? As well as strengthening existing and potential customer relations, the innovative German brand made an impact with fashion-forward design, technical refinement and exciting product developments. 2016’s range built on ABC Design’s much-loved favourites such as the award-winning Zoom Tandem, as well as the Cobra, Mamba and Takeoff. The addition of the luxury Style design as a fixed element across the range made a big impression, adding a touch of class to an already stylish collection, while their special Plus range sparked the interest of Cologne’s diverse selection of visitors.

Tel: 01652 641491 Web: www.abc-design.de/uk

BreathableBaby WOWS at K&J

Kind Und Jugend great success for Dorel Dorel Juvenile enjoyed another successful Kind Und Jugend, revealing a host of new products. Among the highlights was the Maxi-Cosi Stella pushchair, one of the narrowest frombirth pushchairs on the market. New colour options across the range were also a big hit. Response to the new Quinny Bold Block Special Edition range was overwhelmingly positive, as was feedback on Jogger, a line which is yet to be added to the UK portfolio. For the first time, Tiny Love, was presented to UK retailers by Dorel. A great deal of interest was shown in the new Under-the-Sea themed Gymini® range and the 3-in-1 Rocker Napper.

Web: www.dorel.co.uk 32 nursery today

BreathableBaby UK, makers of the original breathable cot liner, chose to debut their International launch in the UK Pavilion at this year’s K&J and it certainly was a hit with many buyers, mainly due to the proven success of both their core range of breathable bedding and the all-British Heritage Collection. There was a terrific response to the new styles and fashions, which promises an exciting start for the new AW 2015 products, including the new Rocking Crib Liner. BreathableBaby offers the perfect solutions to parental concerns around the use of safe bedding, particularly around the controversial use of bumpers. As consumer awareness of breathable bedding increase, BreathableBaby has fast become the go to brand for parents. A big thanks from Rachelle, Jill and all at BreathableBaby to all who stopped by and they look forward to following up with you all post show.

Email: Rachelle.harel@breathablebaby.com Email: jill.holland@breahablebaby.com

Focus Snugglebundl

Snugglebundl targets international growth

he Snugglebundl is the product every parent has needed but didnâ&#x20AC;&#x2122;t know about. By adding head support and handles to what is effectively a soft cosy shawl it makes life so much easier for parents in so many ways. It looks after your back, your baby and any post birth symptom. Testiment to its popularity, sales have been going well in Boots and at baby shows in the UK. The company decided to try export and attended the Cologne international trade fair in September. The reaction was more than they expected with orders from Finland to South Africa and distributors all over the world wanting exclusivity. When asked why it went so well Mike Edwards, the Managing Director, said: â&#x20AC;&#x153;I guess itâ&#x20AC;&#x2122;s because we have one of the few inventions that is unique in that itâ&#x20AC;&#x2122;s not an extension or improvement of an existing product. A lot of buyers are looking for something new and the Snugglebundl certainly met that criteria.â&#x20AC;? We asked him how it felt attaining orders at a trade show for the first time to which he replied: â&#x20AC;&#x153;Scary- I just kept

thinking: â&#x20AC;&#x2DC;I had better start getting manufacturing as many as possible as quickly as possible!â&#x20AC;&#x2122;â&#x20AC;? Despite trying to keep up with stock demands, Snugglebundl are now going to ABC Kids Expo in America and expect even better results.

Tel: 01273 958 703Â Web: www.snugglebundl.co.uk

coming

soon!

Angelcare provides peace of mind to parents around the world. The new AC1300 monitor and Soft-Touch Bath Seat gained plenty of attention at the show! Get in touch for more information.

Soft-Touch Bath Seat

AC1300 Video, Movement & Sound Monitor Under-the-Mattress Sensor Pad 3.5â&#x20AC;? LCD Screen Photo Sensor (Auto Day & Night) Adjustable LCD Screen Brightness A

7YMXEFPI JVSQ QSRXLW

Allows babies to sit up, but not slip Ergonomic design and back support Soft-touch TPE material is comfy and adapts to bath temperature

Temperature Display & Control

Adjustable non-slip suction cups for safety

2.4GHz Digital Transmission

Hygienic and mould-resistant

Nursery Night Light

Durable and lightweight

*in movement monitors

JSPPS[ YW @Hardenberg_Co Hardenberg&Co Ltd

nursery today 33

Focus Stars of the Show

Gummee Ltd Goes Global with new Glove The new version of the award-winning Gummee Glove went down a storm at K+J. Until the Show, the turquoise teething mitten had only been available in the US market but international distributors were keen to snap it up as a complimentary product to the original unisex mitt for teething babies. The Show highlight was when 4-month old Taiomi from Frankfurt visited the Gummee stand with her parents. Her enthusiastic Glove munching attracted quite a crowd including two new distributors, one of which placed an order there and then!

Tel: 07867 511989 Web: www.gummeeglove.co.uk

Get up…get out there and go! Close were thrilled to unveil their new light and portable transitional carrier – Caboo dx go at Cologne. For use on the front first and then on the back (from 6/8-36 months), it allows parents to continue to carry their little ones perfectly supported in exactly the right position as they transition from their newborn carrier. Its integral head support has a cleverly designed detachable hood to provide support and shade whilst the carrier strikes the perfect balance between comfort and practicality, still padded and comfortable enough for any mini adventure yet compact and light enough to fold away and pop into a change bag (RRP £54.99). Close have got it covered with new print stories for 2016 Close used Cologne to launch their new range of core designs for their Pop-in 2016 collection, featuring some fun and engaging new print stories, plus some special limited edition designs for Summer 2016. The prints will be rolled out across the Pop-in range, including the new Swim collection which sees the addition of the Pop-in rash vest for 2016 . Great for both the beach and the pool, they offer sun protection with a UPF of 50+ and are made from the same high quality fabrics as our Pop-in swim nappy, fastening with their trademark poppers at the back for quick undressing (RRP £11.99). They’ve also tweaked the sizing of their Pop-in swim nappies too making them more flexible at the upper end of the age range so that little ones can enjoy their swimmers for longer.

Tel: 01992 554045 Web: www.closeparent.com

34 nursery today

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Innovation Prize winner BabyCool Paris Nominated in CBME & Kind+Jugend

BodySuits

Sleeping Bags

Looking for Distributors in UK

www.climakid.com

Focus Stars of the Show

Climakid takes its first steps on the Kind Und Jugend stage! The French brand was attending its first Kind Und Jugend show. An important event for the young company which exhibited for the first time in Cologne its range of innovative products dedicated to children’s thermal comfort and specifically designed to meet their physical needs. The brands aim is to provide the international nursery market with something really different by developing 100% European products of the highest quality with great designs. Hard work paid off as the brand was nominated for the Kind UndJugend Innovation Award 2015. Climakid intends to make good use of this recognition as it represents an important marketing tool. Already marketing in France, the company is now expanding the brand into other countries.

Tel: +33 (0)3 20 82 19 83 Web: www.climakid.com

Joie success at every stage! Joie had an incredibly successful time at this years Kind Und Jugend show with their biggest range to date, where they revealed their exciting new products for 2016. One of the many products that received some fantastic reactions from the trade was their new Every Stage car seat. This addition to the Joie family is designed to make growing up easy from birth to 12 years. It is four seats in one that adjusts, adapts and protects through groups 0+, 1, 2 and 3. Thanks to its AutoAdjust technology, the headrest and side wings grow up and out simultaneously meaning parents can rest assured the seat is where it should be. Additionally the seat has Guard Surround Safety™ that are side impact protection panels built in and a reinforced steel inner seat frame, meaning Joie has designed this to be as safe and secure as possible. Plus Every Stage is another great seat in Joie’s extensive range of extended rearward facing seats, as it can be used this way up to 18kg/4 years and then forward faces to 36kg/12 years.

Tel: 01889 808 900 Email: uksales@joiebaby.com

36 nursery today

Adjustable leg room â&#x20AC;˘ SIP+

get up... get out there and go... for more information please contact Leah Harris leah@closeparent.com 01992 554045 www.closeparent.com

Focus Stars of the Show

Britax showcase anticipated first i-Size car seat – BABY-SAFE i-Size! Featuring a height-adjustable 5-point safety harness and 3-position carry handle, the BABY-SAFE i-Size offers more space for rearward facing installation until 15 months/83cm/13kg, along with side impact protection according to i-Size legislations. Launching summer 2016, the BABY-SAFE i-Size is compatible with Britax pushchairs and will be available with the option of two ISOFIX base systems one of which offers 4 different angle positions that can be adjusted to compensate for the steeply angled vehicle seats, often found in modern cars, ensuring an optimum ergonomic angle/position for the baby.

Web: www.britax.co.uk

New Angelcare products unveiled

All positive for Cocobelt Netherlands inventors report a strong performance at their Kind + Jugend debut, with positive responses from UK retail. The innovative Cocobelt, which comes in three eye catching designs, is designed to take the weight off a parent’s arms, whilst carrying heavy car seats. Founder and CEO of Cocobelt, Manon Corts comments “When I had my baby, I looked around for a similar product and quickly realised there was a gap in the market, which gave me the inspiration for the Cocobelt. Safety of course was my primary concern. Therefore the click-buckle of Cocobelt has been extensively tested by Tüv Rheinland and Bureau Veritas to exacting standards, and even has a CE Certificate.” Cocobelt appointed bébélephant as UK distributors earlier in the year and they have succeeded in getting the product onto the UK market in good time.

Tel: 020 8202 1467 Email: info@bebelephant.com Web: www.cocobelt.com|www.bebelephant.com 38 nursery today

If you missed us at the show then take a look at a couple of the new Angelcare products that were well received. The world of parenting is just a little easier, just a little more reassuring with the AC1300. Stylish design with a portable 3.5” LCD Screen makes this the latest addition to the Angelcare family. Key features include: Under-theMattress Sensor Pad, 3.5” LCD Screen, Photo Sensor (Auto Day & Night), Adjustable LCD Screen Brightness, Temperature Display & Control, 2.4GHz Digital Transmission, and built-in Nursery Night Light. Another product that will please our trade customers and parents is the line extension within the current Soft-Touch Bath Accessories. Following the success of the Bath Support, suitable from birth up to six months comes the brand new Bath Seat. Suitable from six months +, it allows babies to sit up, but not slip. Key features: Ergonomic design and back support, Soft-touch TPE material is comfy and adapts to bath temperature, Adjustable non-slip suction cups for safety, Hygienic and mould-resistant and Durable and lightweight.

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

Focus Innovation Awards World of Baby Toys World of Baby Care The multi-function milk warmer Tommee Tippee Express and Go from the British Mayborn Group took first place.

World of Baby Furniture The multi-function baby bed NidoErgonomic Basic of the Spanish manufacturer NIDO EDUCA S.L. asserted itself in the category.

The Schnappi turtle of Zapf Creation AG in Germany was able to take first place. The combination of walker toy and puzzle promotes the motor skills of the child. The mix of play, fun and learning convinced the jury.

World of Baby Moving Urban and trendy: the winner in the category ‘World of Baby Moving’ was able to score points with several aspects. The 3-wheel jogging buggy Marathon of the Swedish manufacturer Bumprider combines a walk with the baby with a unit of sport. ‘Marathon’ is the world’s first baby carriage to measure the distance, speed, pulse and calories burned. Newly developed disk brakes also ensure the necessary safety, even on uneven terrain.

Innovation Award Winners 2015 With many in the nursery trade waiting with baited breath, the winners of the coveted Kind Und Jugend awards were announced on the opening day of the trade fair. World of Baby Safety at Home The Luna Gate safety barrier of US company Munchkin prevailed. The highlight is an LED light attached to the lower crossbar which illuminates the floor in the dark using a sensor. Installation is simple and the barrier is ready to use in only a few minutes.

World of Baby Textiles The new and patented sun protection clothing UV Ignite from Miyali in the Netherlands convinced the jury in the category ‘World of Baby Textiles’. The colour of the clothing changes when exposed to dangerous UV radiation, even on cloudy days, and warns parents in time. 40 nursery today

World of Baby Moving & Baby Travelling Accessories The light quilted jacket for two from Mamalila in Germany prevailed in the category ‘World of Baby Moving & Baby Travelling Accessories’. The jacket developed according to the Mamalila concept already offers optimal wearing comfort during pregnancy.

World of Baby Travelling Winner in the category ‘World of Baby Travelling’ is the child car seat Zero.1 Elite of the German manufacturer Recaro Child Safety. The Zero.1 Elite is the first i-size-approved, 360°-rotatable child car seat including removable baby basin. As a two-in-one seat it offers optimal protection for children from infancy to a height of 105 cm. It can be used both facing in the direction of travel and, for children as of 15 months, against the direction of travel as a re-boarder.

Focus Furniture

Fixtures and fittings How are parents spending their time and money on rooms for little ones?

“

Cot beds offer longevity and versatility, so they will always sell well

”

Did you know…

■ The most famous nursery in literature probably was the one for the Banks children in Mary Poppins. ■ In Victorian and Edwardian times, a nursery could be a suite rather than just one room. ■ It wasn’t until the 19th century that infant beds developed from bassinettes. 42 nursery today

n days of yore, rich parents rarely saw their children except for a few minutes at meal times. If you are a fan of Downton Abbey, you will have seen how Sybil and George are brought in for a few minutes to see Lady Mary and Tom Branson before being bundled away by their nanny. Children spent their days when not at school in the nursery, a suite of rooms at the top of the house where a nanny and often a nursemaid took care of them. Now all that has changed and even Downton Abbey is coming to an end. These days a nursery is likely to be a specially converted spare room, decorated and designed to accommodate a new little one. We spoke to a number of people with a vested interest in nursery furniture to gauge their opinions and find out what is popular in the sector. Jane Daubney of Boori believes that potential consumers still prefer to have a co-ordinated nursery “especially when they see it presented that way” in a shop or showroom. Mike Chapman, the group sales director for East Coast Nursery concurs but goes a little further: “The majority of consumers are still choosing a matching set of furniture, but we offer our core range of furniture in a modular way, with a classically designed dresser and wardrobe that can be ‘mixed and matched’ with a wide selection of cots and cot beds,” he told us. “This allows the consumer to put together their own bespoke room set to suit their taste, space and budget.” One of the primary concerns for parents is where will the little one sleep. When he or she is a bit older, there will be nights when they will crawl into mum and dad’s bed for a cuddle but what about before they can walk (or crawl)?

Should you choose a bed or a cot? Jane Daubney says: “Our experience is most consumers go for a cot bed rather than a cot because little one can go from that straight into a single bed when they get to four years or so.”

“Cot beds offer longevity and versatility, so they will always sell well,” says Mike Chapman. “Cots remain popular though, particularly for smaller rooms, and we are seeing good initial sales for our new space-saving cot.” Retailer John Barker of Pramland in Hull said: “Ninety per cent of our customers pick a three-piece suite rather than an individual cot bed.” We wondered what played a role – if anything – in trends when it comes to buying furniture for the nursery. Mike told us that “People are being bolder with their furniture choices, so painted finishes and dark wood are popular now.” Jane Daubney said: “We are seeing a lot of interest in our conversion technology – cot beds to single or double beds. The initial cost may seem high but consumers are willing to pay when they realise the cot bed will last their little one will into their teens and beyond.” Parents like something that is stylish and environmentally friendly as well as practical so they prefer cots and beds made of wood. Jane Daubney told us: “Our cot beds are solid wood and we find consumers like to see the natural grain of the woods we use. Light wood colours seem to be popular with our consumers at the moment.” John Barker of Pramland: “White wood is ruling the roost at the moment. Last year it was the dark woods, espressos and the like. Who knows what next year will bring? One thing, though, is that the choices are often dictated by the bedding colours so what furniture is bought is reliant on what colour bedding mum has bought.” For East Coast Nursery: “Antique will always be a popular classic, but our new Devon range is a really warm dark stain and that has been very well received. There is definitely a preference for white over natural/antique. White offsets almost every colour of bedding, and can make a small nursery feel larger.” So, as with so much in the nursery industry, the choice is here for parents to make. And that after having a baby is the best thing in the world.

ri oo eB Th iff

D ere nc e

Our stringent commitment to providing the very best environment for your child has been rewarded by Greenguard awarding us their highest ‘Gold’ level of accreditation for all our collections -

To achieve Greenguard Certification means that products have been tested and certified to meet some of the world’s strictest, third-party chemical emissions standards – helping reduce indoor air pollution and the risk of chemical exposure while aiding in the creation of healthier indoor environments to improve health and quality of life.

Find out more about our commitment to creating healthier indoor environments at

www.boori.co.uk

Focus Furniture

Twist the transformation Chicco Twist is a stylish 3-in-1 chair that can be turned into a playtime favourite for every child. Lightweight for children to use, this fun and transformable addition to the nursery gives children an area to relax, focus or let their imaginations run free.

3-in-1 The Chicco Twist can be easily transformed into three comfortable options. The chaise lounge allows children to lie back in comfort while the armchair position provides a soft and comfy place to sit and read a book, colour or watch TV. Finally the recline position is a comfortable place for little ones to relax, rest their eyes or to indulge in some cuddle time.

Easy to use The chair is made from soft yet sturdy material with no hard surfaces or sharp edges, meaning that it is safe for smaller children. The lightweight, padded bulk makes it easy for children to move, unfold and play with as they choose.

Clean and stylish The simple yet stylish chair comes in a new for 2015 bright Wimbledon green and looks great in any nursery. Plus if there are any accidents, the removable cover ensures easy cleaning and the best hygiene possible.

Great value Not just a chair, this transformable favourite is great value at £54.99. It can be used for toddlers from 1 to 5 years of age.

Chic, elegant, luxurious nurseries Obaby’s beautifully crafted Lincoln furniture range includes everything you need to create a chic, elegant and luxurious nursery with bundles of style! The collection features the endlessly versatile Lincoln Sleigh with cute and convenient under drawer, which effortlessly changes from a cot to junior bed and even into an adorable day bed. Obaby have also thoughtfully created a miniature version measuring 120 x 60 cm, perfect for space-saving families. Packed full of further valuable pieces such as a changing unit with various shelves and drawers and an impressive wardrobe, choosing Lincoln means a baby’s bedroom full of practical storage solutions.

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

Web: www.chicco.co.uk

Great addition to the nursery If Van Gogh or Picasso were alive today, we have no doubt that they would approve of Little Helper’s furniture, designed to make creative time fun. Designed to complement all other furniture from the Little Helper stable and today’s modern living spaces, the Fun range of desk sets and toy boxes are a great addition to any bedroom or playroom. Fully tested to international safety standards and complementing the styling cues of the multi award-winning FunPod, all sets are designed not just to stand the test of time but to ensure it looks great in the home too. Specifically developed for the diddy designer, customers have a wide range to choose from – the FunStation, FunStation Solo, FunStation Duo, FunPit or ArtStation in a range of colours and with prices starting at £69.99, there is something to suit all budgets and tastes. New to the Little Helper stable of creative stations is the Little Helper Chalky range – with blackboard elements included to make the products multi

44 nursery today

functional, our diddy designers can practice before creating a permanent masterpiece. Committed to developing young minds, Little Helper continues to build on their furniture range with huge plans for Q4 and beyond, starting with the eagerly awaited new FunPod Highchair and the new FunStation Combination Highchair, both due for launch before the year is out.

Tel: 01909 561155 Web: www.littlehelper.co.uk

The Bedside Crib Parents Loveâ&#x201E;˘ #1 Voted Best Cot, Crib or Moses Basket 2015

Stand-alone

For enquiries contact trade@theli legreensheep.co.uk

Bedside

Bassinet

Take a look at our New website - www.snuz.co.uk

Focus Furniture

The Devon range from East Coast Nursery With its dark finish and curved shape, the Devon range is truly eye-catching. The cot bed includes a large under-bed drawer, and converts easily into a toddler bed and a stylish daybed, making it a long-lasting addition to the nursery. The dresser features large drawers, a towel rail and an additional nappy storage area on top to keep essentials close to hand. Once the changing surface is no longer required, the cover can be fitted to convert it to a smoothtopped dressing table. The wardrobe includes two hanging rails, an internal shelf and a drawer, to keep babyâ&#x20AC;&#x2122;s clothes beautifully organised.

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

Sweet dreams with Sweet Baby Would you like to extend your nursery furniture range? Check out these new My Sweet Baby romantic and stylish collection of cribs! The unusual design and solid construction of the My Sweet Baby wheeled wicker crib with drape provides a comfortable and luxurious environment for baby. The attractive fabrics also give the crib a stylish appeal ensuring that it will take pride of place in the nursery or anywhere in the home. My Sweet Baby cribs are of the highest quality, using organic materials and complying with European standards for safety. The solid wooden frame makes sure the crib is stable; while the addition of castor wheels give you the mobility and stability to place the crib anywhere you choose.

Tel: 01202576685 Email: sales@supremebabyproducts.co.uk

Instant success with Little House Little House Furniture was set up in 2013 by Rob Chambers. Rob had previously held a number of senior positions with IKEA, Next, Mamas and Papas and Mothercare. Little House were keen to develop a nursery furniture brand that focused on style, safety and quality. The first range to hit the market was Littledale. It was an instant hit with retailers and customers alike due to its commercial style, substantial look and great build quality. Building on the success of Littledale, Rob and his team have now expanded the offer into a second range called Brampton, which offers a light, airy nursery feel with beautiful curves and a pewter effect handles. Brampton has been well received and orders are beginning to come through. In addition to the two furniture ranges, Little House also offer a Gliding Chair and Footstool and a range of mattresses.

Web: www.littlehousefurniture.co.uk

46 nursery today

Focus Furniture

Unveiling the The SnüzPod2 SnüzPod is the multi award winning 3 in 1 bedside crib from Snüz. The innovative design allows parents to feed, comfort and settle baby without having to leave the bed and gives them peace of mind that their little one is safe and sound. The fantastically versatile 3-in-1 design means that the SnüzPod can also be used as a standalone crib for the nursery or can be taken from the foldable stand and used as rocking bassinet. Snüz has recently unveiled the SnüzPod2, the new and improved version of the UK’s number one bedside crib. The SnüzPod2 includes a new slatted bassinet base with mesh for improved breathability, a removable Velcro fabric shelf, which is simple and easy to remove, as well as improved functionality such as a new stand design and even easier assembly.

Tel: 01386 791049 Web: www.thelittlegreensheep.co.uk

Sturdy and practical with Little Helper The design team behind the multi award-winning and much loved Little Helper FunPod has expanded its product range to include a high quality storage box and chest, the Little Helper RoomTidy. With all the styling cues of the FunPod and FunStation range, the RoomTidy is a large wooden chest that not only looks good but is sturdy and practical too. Designed to complement other items in the Little Helper range, this toy chest would look great in a nursery, playroom or in the home. With a choice of colours to complement any nursery – natural, white or walnut, there is something for every little Prince or Princess. Fully safety tested to European Standards, the RoomTidy features a slow-drop, no-slam mechanism to make sure that little ones don’t get their fingers trapped and at the large size of 90 x 46 x 43.5 cm, there is plenty of room to store all the toys and games away, keeping tot’s rooms nice and tidy!

Tel: 01909 561155 Web: www.littlehelper.co.uk

Shnuggle Launches Dreami Shnuggle are expanding their innovative sleep offering with the launch of Dreami - a complete baby sleep system, designed for maximum flexibility around the home and on the go. The gorgeous Dreami sleep system uses the clever Shnuggle ventilated base with a fully breathable 3D mesh fabric, reducing the risk of airflow restriction within baby’s sleeping environment to help towards a safer and sounder sleep. The mesh is cotton facing to be soft against baby and has a hypoallergenic inner core which wicks away moisture and offers a slightly padded feel for complete comfort. For maximum flexibility the Dreami base is easily removed from the included Curve Stand, and can be used in a high-level fixed position or turned upside down to create a low-level rocker. When not in use, the Curve Stand can be easily folded up for easy storage and travel. The Dreami Baby Sleeper will be available in October. For further information, contact:

Email: hello@shnuggle.co.uk Web: www.shnuggle.co.uk 48 nursery today

New Arrivals from Little House Furniture The Little House Glider Chair and Footstool. Available in Oak and White colours with adjustable and locking recline mechanism. Available for immediate delivery to retailers.

Brampton – A beautiful, new range of nursery furniture featuring soft curves and delicate pewter effect handles. Available for immediate delivery to retailers and consumers.

For more information go to www.littlehousefurniture.co.uk

Test a publisher’s statement of circulation. In today’s business climate you can’t afford not to. Our ABC Certificate provides accurate, independently verified circulation figures, giving you confidence in your advertising investment. If you want to reach 4402* total average net circulation, then call Christine Contreras on 01442 289930 or email christine@lemapublishing.co.uk

The ONLY audited Nursery B2B magazine. The U.K. nursery trade’s no. 1 magazine

For more information visit www.abc.org.uk or email info@abc.org.uk

*. Circulation ﬁgure relates to period from 1st July 2014 to 30th June 2015

Focus Wheeled Accessories

Picture courtesy of Clever Cloggs

Wheely good accessories There is so much choice now for parents when it comes to moving little ones around

ou have the baby; you have the pram, what more do you need? Why accessories of course! No self-respecting parent would want to leave the house without their share of goodies. We spoke to a number of people with an interest in the sector. We wanted to know what makes a good accessory. Is there a particular trend that customers follow when they buy? Tajinder Leonard from Cheeky Rascals has her own theory as to what makes a good accessory: “It is one that really needs to solve a problem – an obvious answer perhaps but it is sometimes forgotten.” Judith Stark, the managing director of Halilit, believes good accessories are “ones that are practical, colourful, well

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When the toddlers have had enough, parents are desperate for a solution that will allow them to walk around for a bit longer without a tearful, tired child in tow Tajinder Leonard, Cheeky Rascals

”

designed, and for toys, ones that have several play functions to keep babies and toddlers entertained and reassured when out and about. Being pushed along in the big wide world can be daunting, so the familiar sight of a favourite toy attached to the pram or pushchair can make the outing less stressful.” One of the newer innovations is a ride on that attaches to the buggy. This provides a great solution for growing families. If mums and dads really want to avoid a double 50 nursery today

pushchair and this may be for numerous reasons (budget, space, ease etc.), then this solution is convenient. It is there, ready when you need it and simply folds up and out of the way when you don’t. The ability to buy and attach additional connectors to other pushchairs is a boon too – most families have more than one buggy or stroller so without any hassle you can move this between the two with ease. Julie Jones-Shaw, a retailer from Kiddicraft in Essex, has seen an increase in interest of these type of buggy ride-ons. “It has gone from almost no one asking to quite a few people coming in and asking. I suppose it is because parents are more aware of space or lack of it these days.” Cheeky Rascal Tajinder tells us that “BuggyBoard by Lascal continues to go from strength to strength and with the recent launch of the BuggyBoard Saddle, we have added another option for families with more than one child, who might need an extra seat as well as a ride-on platform from time to time.” More families are reliant on these as a solution to having more than one child. This may be down to finances or it could be that more and more families are living in homes that do not easily accommodate double pushchairs as new builds tend to be much smaller than older houses and often with help from the bank of mum and dad more affordable. Tajinder adds: “The launch of the BuggyBoard Saddle was in direct response to customer feedback. Parents were very keen to add an occasional seat as well as a platform to their pushchairs. This may also be in response to lifestyle changes whereby we now tend to be out and about with our children for longer and more regularly and so we need a small seat to make children comfortable.” As we have seen in previous editions and on previous topics and categories, parents and grandparents can often buy things on impulse. But surely wheeled accessories cannot be an on the spot purchase? Apparently, they can. Judith Stark tells us: “The smaller pram and pushchair toys from our award-winning range from Taf Toys are definitely impulse buys. They come in colourful packaging and make great presents.”

Tajinder concurs: “In the right situation they can be impulse buys – we see that at baby shows regularly. At the end of a long day, when the toddlers have had enough, parents are desperate for a solution that will allow them to walk around for a bit longer without a tearful, tired child in tow.” Attachable toys are another popular item in the category. “Attachable toys complete the stylish look that parents want to create for their babies and toddlers. Taf Toys offer larger clip-on arches with multi activities; our best selling double sided Clip-on Pram Book – Tamara Ecclestone has one for her baby Sophia; a choice of pram mobiles; and the Stroller Wheel Toy for older toddlers,” said Judith Stark. It seems that from the bare basic pram or buggy the sky is the limit for parents and the choices that they have for their offspring.

Did you know… ■ The large, heavy prams of the Victorian era, were replaced by lighter, more ﬂexible designs in the latter half of the 1900s. ■ Pushchair was the popular UK term until the early 1980s, when a more compact design known as a buggy became the trend. ■ Roller Buggy was developed by industrial designer Valentin Vodev in 2005.

In the November edition of Nursery Today we will include the following features and show reviews:

Wheeled Goods (Prams, Pushchairs and Buggies) Pregnancy & Maternity products Baby Mattresses ID for Kids Multiply births Baby shoes ABC Expo – Las Vegas review BLE review

ERGOBABY EVERYDAY #LOVECARRIESON

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

Month: October 15 Issue 1 Volume 19

Copy deadlines: editorial 23rd October Advert creative: 30th October Call Christine Contreras on 01442 289936 email christine@lemapublishing. co.uk for more information.

www.nursery-today.co.uk

New Independently audited

ABC circulation of 4402 1 July 2014 to 30 June 2015

ergobaby

Natural Curve NURSING PILLOW

better positioning, lasting support › Developed with lactation experts and nursing mums › Addresses mum’s main concerns: Latch, Back Pain, Comfort & Arm Support › Supports baby’s head above tummy which may aid in digestion › Firm foam maintains shape for continued support

Distributed in the UK by Clever Clogs Trading Ltd ph: 0800 0518080

Focus Wheeled Accessories

Cosy stripes or dots With the winter months fast approaching and temperatures set to drop to freezing, My Babiie are pleased to launch a small range of Cosytoes to compliment the Billie Faiers Signature Range. Due to popular demand there will be three colours available; blue stripes, pink stripes and grey polka dots and carry a RRP of just £19.99. The super soft and well-padded cosytoes are a dual layer of fleece for maximum warmth with a shower-proof polyester outer fabric helping to keep your little ones warm and dry. They also have a fully removable front so it can be removed on warmer days leaving the back as a buggy liner to help keep the pram clean and cosy.

Email: info@mybabiie.com Web: www.mybabiie.com

Exciting world of Disney Obaby’s lovable Mickey and Minnie strollers are perfect for introducing little one into the fun and exciting world of Disney from an early age. Each of these bold and beautiful strollers are packed full of valuable features for child and parent, perfect for outdoor adventures! The motif used combines colourful circles with either Mickey or Minnie’s smiling character designs, creating a modern and lively pop of colour, perfect for any tot’s first years. A new selection of matching Group 0+ Car Seats provides families with the convenience of a stylish travel system, ideal for busy parents on the move.

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

The more the merrier with the Orbit Baby Sidekick Stroller Board. Orbit Baby’s exclusive road-ready stroller board with a fun skateboard riding position lets your customers hit the road with the whole crew. Taking just a few seconds to install, the Sidekick attaches to the Orbit Baby Stroller’s rear wheels, easily detach or just flip it up when a toddler wants to walk. Three’s company when you install two! The Orbit Baby system truly grows with the family: add one Sidekick for an older child to ride along, and even add a second Sidekick for an unprecedented three-child solution. Orbit Baby is distributed in the UK and Ireland by Clever Clogs Trading.

Web: www.cleverclogstrading.co.uk Web: www.orbitbaby.co.uk

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Focus My Babiie

Signature range proving a hit TV’s TOWIE star and Ice Lolly Celebrity Mum of the Year, Billie Faiers has created a range of baby products with new baby brand, My Babiie, at the end of last year.

y Babiie has grown from strength the strength over the past 10 months with retailers and parents loving the quality products that are very reasonably priced and very stylish. Launched at Mothercare’s Oxford Street store, My Babiie was well received by the press and customers, since then the brand has grown it’s range and is now rolling out across the UK through new stockists and selling through their website www.mybabiie.com. The My Babiie range includes strollers, pushchairs, travels systems, highchairs, changing mats, cot mattresses, nappies and wipes. The range is continually growing with new lines being added regularly with the recent release of changing bags and cosytoes, getting ready for the colder, more wintery months. We caught up with celebrity mum, Billie Faiers, to get the lowdown on the range and to find out a bit more about the woman behind the Signature Range. What made you want to work with My Babiie on a range of Baby products? Well with everything I do, I like to design everything from scratch with the colours and patterns and My Babiie

allowed me to do this and have a huge input with the designing of the products. I was really excited to get the opportunity to collaborate with them. What do you feel are the most important factors for parents to look for when purchasing new baby products? Practicality is key with baby products. It’s really important that your child’s equipment is easy to use and collapsible so that you can get it in and out of the car easily. Comfort is also really important for the baby and quality is imperative to get the most use out of it. We love the designs and colours across the range, how do you come up with them? Who or what are your influences? What I did was I looked into my favourite designer brands, such as Missoni who inspired the chevron pattern, and Chanel who inspired the quilting and combined these qualities with my favourite colours. It was really important to me to create a luxury product that looks high end but is affordable. Do you have a personal favourite from the Signature Range? My new favourite is definitely the grey and white chevron design.

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The My Babiie range includes strollers, pushchairs, travels systems, highchairs, changing mats, cot mattresses, nappies and wipes

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two days a week for half a day so that frees up a lot of time for work commitments as well.

You must be excited for your sister, Sam and her pregnancy? What advice would you give her for the first few months of motherhood? I think the best advice I could give her would be to just do everything your way and do what suits you and your baby. Lots of people give advice but it’s important to remember that everyone’s different and as you spend time with your baby you will naturally develop your own routine. Currently My Babiie are carefully planning on finding further retail partners who share the same passion for quality, safety and design and interested parties should email info@mybabiie.com

What do you think makes My Babiie standout in the marketplace? I think a lot of pushchair companies in the industry are happy to play it safe, whereas My Babiie are a bit more adventurous with their designs which I think appeals to young mums who want something a bit more vibrant and colourful. Are there any other baby products you’re looking to bring out in the future? And will the pushchair designs be changing next year? Yes definitely. We’re going to be adding more to the collection very shortly and we are also looking to creating more products that I personally found hard to find when I was expecting Nelly. How do you find juggling your work life to spending time with your family? Nelly is of course always my first priority but I try to fit work in around her routine so for example I will do jobs on the phone or via e-mail when she is down for her morning nap. She’s in nursery now nursery today 53

Focus Wheeled Accessories

BUGGYBOARD SADDLE FOR BUGGYBOARD MAXI The BuggyBoard Saddle is an exclusive accessory for the BuggyBoard Maxi, which transforms the ride-on board in to a seat for young children. For easy and quick fitting, it has been cleverly designed to securely clamp on and off the board, without the need for any special tools. When it’s not needed, there’s no need to remove the Saddle, it just folds down and out of the way. To find out more or to see a sample please call Cheeky Rascals on the below.

Tel: 01730 895761 Email: smile@cheekyrascals.co.uk Web: www.cheekyrascals.co.uk

Feature packed Taf Toys have developed a whole range of innovative toys to keep babies and toddlers entertained when on the move: the Pram Mobile and Kooky Chime Bell Mobile provide fun and action on the go, with easy attachment to pram or stroller hoods, the gentle chime bell on both mobiles allows babies to be soothed to sleep whilst out and about. Many of Taf Toys’ baby activity toys such as the feature-packed Super Duck and Busy Bird have integral plastic attachment rings which means that baby’s favourite toy can come along on journeys without fear of being lost on the way! Image: Taf Toys Rainbow Arch

Tel: 01254 872454 Web: www.halilit.co.uk 54 nursery today

Hippychick keeps little ones warm Wonderfully warm Hippychick footmuff. This versatile 3 in 1 Footmuff has a number of key features. There is reflective piping to help keep seen, and safe, on dark winter evenings and ultra soft polar fleece lining on the inside. Plus, the drawstring hood and snug pocket for little hands can provide some additional warmth when required. For temperature control the cover can be folded down or taken it off entirely. There is even a handy clip for a dummy or favourite toy!

Tel: 01278 434440 Web: www.hippychick.com

Talking Shop with NSG By: Yasmin Ali, Babyland Yasmin m Ali mi

ongratulations! Firstly, to the UK suppliers showing at K&J. What a show! Congratulations more importantly to the UK independent retailers who took out valuable business time to preview the direction of this industry we all know and love. I cannot begin to tell you how proud I was as NSG admin, to see so many of our members there; pushing their businesses forward. It’s not easy leaving your shop in the hands of staff, or worse, family! Your family, kids…I have small kids, and it’s tough! I missed them so much, but they’d barely noticed I’d gone! But super amazing, came home aching but buzzing! Where do I start?

What you missed by not attending OMG! The Indies oyster! (City Grey) was put together by an independent retailer’s think tank. Thank you Andy for that opportunity, it was great to come together with a group of like-minded individuals – and to be given the opportunity to put an idea together. To see that idea in the form of a pram package was an amazing feeling. What other company does this? Suppliers could learn from BabyStyle – here is a company that listens to retailers and I hope that this Oyster is a huge success. The 2016 iCandy Peach range had me very impressed, I loved the new colours, liked the idea of an Indies only colour – it’s great to have that edge. We were really impressed that real time ordering meant that

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I cannot begin to tell you how proud I was as NSG admin, to see so many of our members there; pushing their businesses forward.

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stock should start filtering through soon! And the dolls prams…we had been guessing for weeks, and guessed wrong! The dolls prams were adorable and a definite hit! Mutsy had some really lovely new colours, the new iGo looks really sleek and classy and I LOVED the new stroller that is coming. Remember folks, Mutsy is not widely available and is not killed online. Cheeky Rascals Nicky and Dean had some amazing silver up their sleeves, I’m not sure how much I am allowed to say….so what I will say is OMG shop floor - yes please! Fabulous! Bébécar had the most refreshing yellow pram, it was lovely and the 70s style swirly patent pram, I really liked it! The fur was a no brainer and it was lovely to have a catch up! Love

Cassie, total sweetheart! (And Stewart AND Kevin!) I spent a few hours with the Brennan boys and the lovely Karen Westlake looking at Uzturre bling footmuffs and lovely Spanish bedding, new Navington prams, new Xlander and the Amelis range – which I really like. I’m just going to put it out there, there is a lot to be said about a Polish/Glaswegian accent! Phil & Teds/Mountain Buggy. You guys just keep giving! I LOVE the new Geo, the colourway was just perfect and I was really impressed. So some of you may know, I celebrated my birthday just before Cologne and it was lovely to celebrate my birthday with my best friends. So thank you guys, you know who you are. It was great to network and I’d like to shout out to some people that I met and shared some time with and one who I didn’t! Jan Stewart – a lady I admire, have a lot of respect for and really look up to. Siobhan in her new colours at Cybex, Tore in his new role at M&P, Graham Crawford – I’m not allowed to say much you guys made me sign! Rufus Pearl LEGEND, Daniel Kroybner, Deely, the Green sheep team, Penny Franks, Julie, Christine, Debbie Babylady and of course… he is like the wind Mr Paul Roberts, who I kept missing, but I did get a wee nosey at Babys Only and I am SUPER impressed! Hugh Millar, my travel companion – thank you so much, what a gent. Emmaljunga new De Luxe colourways GOING TO FLY! Keith, Nadia & the cutest wee one in the industry, Ian and Irene who I love to bits. Lots of love and big kisses! Next stop…Harrogate. OUR show, home ground. REPRESENT! We’ll be there, will you? I’ll bring the Irn Bru.

yas@babylandfife.co.uk nursery today 55

Focus Walkers & Motivators

Walking forward to happiness Is it possible – or wise – to help or encourage babies to take those first steps?

ong gone are the days when it was a simple process of having a baby and choosing a basic pram and a few baby clothes and oohing and aahing over some terrible bootees that granny has knitted in a terrible colour. Now parents face a lot of choice and this availability covers all aspects of babies and toddlers’ lives. For example, the baby walker is there to help little ones. They help to encourage the baby to move – strengthening their muscles and developing their confidence. They can also allow baby to explore the environment around them from a different vantage point, and assist them in taking their first supported steps.

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Features are key – baby needs to be captivated the first time they use the product

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It’s a view supported by Giulia Toselli, the marketing manager at Chicco, who told us: “Walkers are great for helping babies to take their first steps with confidence and in the safest way possible, making them a popular choice with parents.” Apart from the physical side of helping babies walk, baby walkers are also popular because they are in a constant state of innovation, which means tech savvy and enthusiastic dads are keen to see the latest model; to see what additions or improvements have been made; are there any bells to ring or whistles to blow? Victoria Taylor, the Brand Account Manager at East Coast Nursery, told us: “This category is really well-suited to innovation – making each new product a bit easier for parents, or a bit more stimulating for babies should always be the aim.” 56 nursery today

“There is real innovation in this category,” says Chicco’s Giulia Toselli, “much of which is focused around the development of multi-functional walkers that grow with babies at each stage of their development. “We are seeing more personalisation, allowing parents to have fun with their walker by adding name stickers, and more sophisticated electronic play panels are also being introduced, with lots of light and sound features to stimulate and entertain babies while they find their feet.” There are many baby motivators on the market so what makes one stand out from another? Victoria Taylor has a fixed idea: “I think features are key – baby needs to be captivated the first time they use the product,” she says, “but there should be enough to keep them interested the twentieth time they use it too. “Safety and reliability are also hugely important – many parents trust a product like a walker as a ‘spare pair of hands’.” Giulia Toselli agrees: “It’s important to make sure babies stay entertained so they don’t get bored. Interactive electronic toy panels are great for keeping babies engaged during the recommended usage period of up to twenty minutes. Walkers need to have plenty of lights, sounds and manual activities to stimulate and motivate.” “East Coast Nursery’s Walker Jumper features an electronic dashboard with lights and sounds,” said Victoria. “While they are not a vital addition to a walker, since its role is to assist with walking, the lights and music definitely help to keep children engaged with the product, as well as teaching cause and effect and developing fine motor skills.” However, as with everything these days, parents like to keep an eye on the pennies. There are two key trends within the walkers’ category, one of which is the demand for value for money products. Parents are looking for walkers that are practical, robust and which represent great value – they want to be able to rely on their walker to support their baby during such an important stage in their development. Consumers are looking for a product with added entertainment value. When a 6-month-old is first placed in a walker, they’re more likely to focus on the play aspect before they get the hang of scooting their feet to walk. Something

like a play tray on a walker can introduce the child to a product, and can provided an added aspect of entertainment between high-speed laps of the hallway. Baby walkers remain a popular option for parents, but consumers are now much more informed and considered when making purchasing decisions in this category, so they are increasingly seeking out products that are safe and robust. The last word goes to Giulia on the future of babywalkers: “There is the move towards multifunctional walkers that can adapt as babies grow and challenge them in new and different ways. Chicco is the leader in this category, offering a range that addresses both of these trends. “The Band walker is the ideal value for money walker, while the 123 Activity Centre is a fantastic multi-functional product, easily transforming from a baby walker to a push along to a ride-on, taking babies from 6 months right the way up to 3 years.” So it looks as if we still have a long way to go in this fascinating category.

Did you know… ■ Baby walkers were known as early as the 1440s in Europe. ■ A baby walker is designed for a child between 4 and 16 months of age. ■ In Canada, the sale of baby walkers has been banned since 7 April 2004. ■ A Dutch illustration of the House of Catherine of Cleves shows the baby Jesus in a walker.

Baby’s first steps with Halilit A versatile walker which offers great value for money, the 4-in-1 Taf Toys Developmental Walker helps develop gross motor skills by encouraging and supporting a baby’s first steps. Winner of multiple trade and consumer awards, the Developmental Walker is a long lasting multi-activity toy: as a walker the wide wheels and brake system encourage and support a baby’s first steps, with the detachable back support in place it is a perfect ride-on, with the handle lowered toddlers can push or pull it along, and the seat of the ride-on can be detached to become a lidded toy box. Additional features include a horn squeaker and ratcheting key.

Tel: 0125 872454 Web: www.halilit.co.uk

Babies on the Go! Red Kite have a fabulous range of baby walkers in their Baby Go Round range that will keep babies stimulated and entertained whilst learning key coordination and stability skills. All their walkers include play activities and bright funky toys to make baby happy and amused. Standard safety features such as stop and go bases and deep padded seats for full back support are a given. The Baby Go Round Jive walkers are a great value option available in both Cotton Tail and Safari designs. Check out the cute girly walker Baby Go Round Twirl Pink with a great cup cake themed playtray. The Baby Go Round Twist is a funky multi-functional 2 in 1 walker that converts easily to a rocker and gives hours of fun play. Finally the best of the range is the new Baby Go Round 360 Entertainer, the ultimate in play learning entertainment. This playcentre has a fully rotating seat with loads of exciting electronic toys and lights. Music and tactile activities abound plus a great detachable musical play tray that can be used independently or as a cot toy for extended use. The bouncer footplate helps build baby’s co-ordination skills and gives confidence to taking those important first steps to independence. With Christmas just around the corner check out the full range at www.redkitebaby.com or contact us on 01454 326555 for more details.

Tel: 01454 326555 Web: www.redkitebaby.com

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Focus Walkers & Motivators

Multi-functional activity centre The Activity Station 1,2,3 from Chicco is a clever multi-functional activity centre that grows with and challenges your baby at each stage of development. Its innovative 3 in 1 function allows it to transform easily from a baby walker to a push along to a ride on. As a baby walker Activity Station 1,2,3 is suitable from 6 months, boasting a comfortable and cocooning seat for younger babies. The removable, electronic toy panel features lights, sounds and manual activities to entertain and engage with little ones. For 9 month old babies, Activity Station 1,2,3 can be transformed into first steps mode and used as a push along. At 18 months old, toddlers can use the Activity Station 1,2,3 in bicycle mode. The ergonomically designed seat for the bicycle can be stored in the front compartment when not in use. The 7 safety brakes also ensure a secure ride for little ones by stopping the movement of the Activity Station when they reach a step. The height and handles are both adjustable to two positions to offer a comfortable ride for every child. Activity Station 1,2,3 can also be personalised by downloading the bright and funny letters from the Chicco website. Available in a choice of bright and fun colours, the RRP of the Activity Station 1,2,3 is £79.99.

Web: www.chicco.co.uk

Zoom around with Great Gizmos Great Gizmos has a fab selection of baby walkers and ride ons for any tot learning to walk. From Plan Toys are the brilliant Van Walkers, available in yellow, pink and blue and make the perfect gift for toddling tots for Christmas. They have a unique braking system and an adjustable height handle. The van doubles up as handy storage for toys too! The Bird Walker is ideal for walking and play time. It comes complete with two birds that move up and down when walking and sixteen wooden blocks. It also makes a unique clicking sound when pushed, encouraging little ones to walk. Perfect for indoor and outdoor play is the wonderful range of Ride Ons. Suitable for kids aged between 1 – 3 and available in a number of different styles including Aeroplane, Rocket and more! Kids can zoom about for hours!

Tel: 01293 654248 Web: www.greatgizmos.co.uk

Motivate and amuse Part of the colourful Rest & Play range, the Walker Jumper offers comfortable support and bouncing fun. The walker height is adjustable, so baby can comfortably touch their feet to the floor. It’s easy to switch to jumper mode, so baby can bounce and jump, strengthening their developing leg muscles. The electronic dashboard will motivate and amuse baby with a car sounds and race announcements. The chunky buttons play music, accompanied by a fascinating light display. The volume can be adjusted, or turned off. The dashboard is removable, to reveal a smooth tray that can be used for toys or snacks.

Tel: 01692 408802 www.eastcoastnursery.co.uk

58 nursery today

Focus GFK

What do shoppers want?

I About GfK GfK is one of the world’s largest research companies, with around 13,000 experts working to discover new insights into the way people live, think and shop, in more than 100 markets, every day. GfK is

t was a with a great sense of anticipation that we approached the halls of Kind Und Jugend this year, especially as GfK was invited to present at the ENPC seminar on the first day of the show. We were presenting a seminar on the interesting developments in European buying habits as well as Nursery trends as GfK tracks them. From studies conducted by GfK Futurebuy in 2014, the surprising fact emerged that consumers appear to be returning to stores to buy products. In 2013, 35% of consumers looked at products in store and then proceeded to purchase online. However, in 2014 this figure dropped to 25%. In fact, 4 in 10 customers were ‘webrooming’ – this means they saw products that they wanted to purchase online but went to purchase in store. Erol Sukan, from GfK also presented that it is younger consumers who are increasingly reluctant to purchase products online concerned with delivery costs, preferring to see products first hand and also concern about the safety of their personal details online. However, online remains integral to shopping. Whether it is do product searches, prices comparisons or to use social networking for referrals, the influence on online is omnipresent. Also, 1 in 5 consumers across the world now use mobile phone to make payments. EU Nursery Trends The nursery sector seems to be reflecting the general consumer habits as online sales growth has slowed in the last 12 months. Branded goods continue to dominate as 9 out 10

Tullika Bhalla products purchased are branded rather than the store’s own brand. I-Size continues to be a sizeable opportunity across Europe. If 1 in 10 car seats sold in France were I-Size, that alone would be worth 6million€ . While smart baby monitors and smart homes are of interest, consumers still seem to be confused about the proposition and therefore hesitant to invest in it. Within the strollers category, 1€ out of €2 is spent on Travel Systems across EU. However, coming from a small base, newborn single strollers are growing the fastest. Erol Sukan, from GfK said “While EU continues to be a dynamic and innovative market; there has been a decline in the birth rates. Economic instability also has had an impact as evidenced in Russia. It is important to bear these factors when in mind when addressing the EU customer.”

constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2012, GfK’s sales amounted to €1.51 billion. To find out more, visit www.gfk. com/uk or follow GfK on Twitter: https://twitter.com/GfK_en nursery today 59

Special Feature Nigel Plested

Kind und Jugend, a different perspective... Why is this show so important to us all? Lets take a look

By: Nigel Plested

Nigel Plested is a designer and a creative director. He is the founder of Narrative Studio, a strategic design business, which brings together a specialist and experienced team of designers with a rich expertise in new family culture, parenthood and babyhood; creating award-winning products and brands. Prior to setting up the business. Nigel was on the board of directors at Mamas & Papas, and alongside Narrative, he now writes and lectures on the subject of parenting and product culture. Nigel can be contacted through the company website www. narrativestudio.com or he can be found on LinkedIn.

60 nursery today

ind und Jugend already seems a distant memory sliding into history and becoming jumbled up with my previous 14 visits. It’s in danger of becoming one big trade show spanning a decade and a half as I get older, with the distinction between one show and the next starting to blur. OK, I seem to be describing a situation where I probably need to see someone in the medical profession to help me sort out my middle-aged grey matter… But it seems that Cologne is forever on the brain, and although I joke about them merging in my memory, K+J is ever present in my mind. I left K+J this year, to head back to the UK for a few days, before extracting myself back to China, to help our clients put a future product through some well needed paces, in readiness for the 2016 event. So, for me the Cologne show is a more a chance to take stock, get a gauge, review and re-cap, before keeping the momentum to the next event, rather than the beginning or end of anything. For exhibitors, it can represent both the end of a process and the beginning of another. It marks the end of long development journeys for some brands, a marathon like effort to get to the finishing line in Germany. As a result, this might mean that we are working towards multiple Kind Und Jugends at any one moment in time. That’s probably the root source of my disorientation and the sense of speed between one show and another. On the flip side, the end of the creation process, means just the beginning of the marketing, selling and enthusiasm for a product, and K+J is a big stage to bring them to life, and put them on the map. In previous incarnations, that was the highlight of my year… to enjoy the “tada!” moment and watch the reaction to something that changes the rules, sets a new standard or makes something better for consumers, users, retailers and babies.

I love the role we play in innovation, proof before an idea is fully detailed, and and our clients are diverse, but we tend it is something that I think there should to miss out on that adrenalin rush that be ore of. Why? I think it would breed comes with the day of launch, and the fist more distinction as a result, and these tentative days of evaluation. things have generally lead to larger shifts I have never visited K+J as a trade in innovation across the marketplace, as visitor, in the sense that I would be brands feel inspired to compete. buying, blogging or reporting on the Next would be the “Chart Toppers”, commercial winners amongst a very busy and competitive landscape. But, my job allows me, in fact For exhibitors, it can represent demands that I observe both the end of a process and the the show with a sense of objectivity, and try to beginning of another. It marks the take on the audiences’ end of long development journeys perspective. I tend to take my designers hat off, for some brands, a marathon like remove myself from the effort to get to the finishing line in role of creative, and walk the show (in the scant time Germany there seems to be between meetings), with different lenses in my glasses. This is important. It would be very easy to which tend to come straight in at the top wander round oohing and ahhing at all of the of everyone’s list of “Have you seen that gleams and glows with the wonder. that?” These products can sometimes In fact the show has taught me over a endure, but over the years I have seen decade and a half, that all that glitters just as many evaporate as quickly as is definitely not gold. There are various they launched. Quite often they struggle scenarios to any product launch that to maintain the original hubbub and keep me mindful as a designer that you as quickly as they created a fever pitch have to look beyond design, and see the amongst the crowd, the delirium had bigger picture. There are multiple types of disappeared by the following year; and new stuff on show, and if I were to share the product might no longer exists. My with you my thought process, I would hunch would be that they either over categorise it into various genres such as promise with look & feel, but under deliver these. when retailed, or they just simply hit I’ll start with the “Red Herrings”, where development hurdles, financial pitfalls or a brand would create a show-stopper of real commitment from the marketplace. a product, not necessarily destined for It might be down to market readiness, production. This is maybe less common and I have seen many great products lose than it used to be with both a squeeze on out due to timing. I accept that speed to development dollars, and the patience and market can be important, but as much as expectation of an audience that wants to speed, a brand can be too early, which can see it commercialised. It might be used be just as telling. to test a new direction, it might be to get Another class would be the

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Scan here

www.obabytrade.co.uk 01652 641491

Matching bedding

This pretty-in-pink and delicate grey selection of furniture is perfect for families with Minnie Mouse or Winnie The Pooh in mind and features adorable illustrations of Minnie or Winnie, co-ordinated delightfully throughout all items in the set. Beautifully designed and built to last, the Furniture Set includes a cot bed, under drawer, closed changing unit, spacious wardrobe and toy box, all packed full of convenient storage solutions to give parents a much needed helping hand in organising baby’s room.

Matching bedding

The “Inno-trapeneur”, is now a core contributor to K+J. Many have risked significant finances to create a start up brand or bring something new to market. They are important to the food chain and to the nourishment of many categories. They often look to win over markets through perseverance, rather than strategy, and doggedness over short-term success. I admire them. Many achieve unlikely success and that should be noted, and celebrated. However, there are others that fall by the wayside with ill-conceived ideas, or complexity over commercial common sense or judgment. My final category would be the “Specialists”, and these are multiplying. These are businesses from outside of the nursery industry. These companies are not juvenile, or baby businesses, but they bring their unique specialism into the market. This might be a technology business, working in IOT (internet of things), or a robotics business, materials scientists or lighting engineers. They look in on our world with the perspective to bring big shifts in categories and consumer culture, and they will make a continued difference to what we see each year at K+J. So, between the red herrings, chart toppers, competitors, evolvers, sleeping beauties, co-operatives, inno-trapeneurs, and specialists, the excitement and diversity for what we see each year at K+J will continue to grow, and maybe next time you visit you might look at the show in a different way. Don’t look for what’s new… look at the bigger picture, and get a different perspective. Look for who’s doing what, and what’s changing where…

“Competitors & Evolvers”. Everyone always asks me, “What have you seen that is new?” and I always think to myself that the question is the wrong one. It should be “What have you seen that has improved.” A product might not necessarily be new, but instead it might be refined, reformed or rejuvenated with the inclusion of a new ingredient. The best product launches are often small twists on the things we already know. They present a balance between commercial reasoning and appetite for change. Being different, does not equal commercial success, but sometimes being the same but with a slightly different perspective, stretch, or agenda is more than enough. At the same time, there are the products that seem to go unnoticed at launch, I will call them “Sleeping Beauties”. They might well belong to smaller brands with less marketing euros to hand. These slow burners often slip under the radar. They can often set new standards, but they have been presented in a manner that means they go unnoticed in the four day window. An ever-interesting area is the “Co-operatives”, where brands join forces or licences are applied. These can often drop out of a designers line of sight, because they are driven by unadulterated commercial opportunity rather than being creatively positioned. Yet they represent such a large part of the commercial landscape and for as many companies that are execute this poorly by “badge slapping”, in an indiscriminate way on a range of mediocre products, there are just as many that have made this into something truly valuable and well considered.

Picture courtesy of Braun

Focus Health & Wellbeing

Tel: Alliance Healthcare - 0844 8547748 Web: www.brauntherms.com

Harnessing Health What worries mum most? That’s simple – the health of her little one! But when we look at health and wellbeing products, it’s not just baby that is focused on

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which will keep people coming back into store. Ultrasonic technology has made a huge improvement to humidifiers, ensuring they are silent, safe and efficient but in future, innovation should be focused on making features even more relevant for consumers such as Vicks VapoPads and projection system so that they make consumers’ lives easier.” Even during pregnancy, expectant mothers have huge concerns about their health, the welfare of their unborn child and of course the health of their baby once born – anxiety can come from so many different aspects, mum’s diet, skincare routine or just preparing for their babies arrival and what products to use to ensure a healthy happy environment. This covers a variety of areas, from skincare all the way through to room humidifiers! So this is a vast retail opportunity and should not be overlooked – especially when you think that you could get an expectant mother walk in through the doors who may be looking for their first pram/cot/monitor etc. From here, you can gain valuable Violet Reed, Shea Mooti information, talk to them about any anxieties they may have, establish whether mum is looking for feel good products also! We asked Violet Reed of Shea Mooti her thoughts on the difficulties consumers face when it comes to finding the right skincare product for their newborns. “Babies have very delicate skin so it’s important for parents to find gentle products that treat the skin kindly. However, the vast majority of products contain chemicals like alcohol, parabens and fragrances that can dry out or irritate the skin. It can be a challenge for parents to find natural alternatives because it involves doing a little homework and learning about the benefits of skin-friendly ingredients like Shea Butter, Baobab oil, colloidal oatmeal and Aloe Vera. “Many consumers opt for the most popular baby skincare products but there are many natural options available that do the job just as well (if not better!) and can be used long term without side effects. Ointments and steroid creams may be quick to get rid of severe eczema and other dry skin conditions but they are usually not a long-term solution. Shea Mooti formulations are free from nasties and combine only the most organic of ingredients to create skincare that soothes, softens and protects the natural way.” So why are products so important in this sector? Violet told us: “It’s very common for newborn babies to suffer from dry skin conditions like cradle cap, eczema and nappy rash. Eczema that isn’t treated with moisturiser or diaper rash that’s spread across the soft folds of a baby’s delicate skin can become very painful and sore. In some cases it can even lead to infection, especially if baby tries to scratch away the itch. For this reason it’s vital that baby’s skin is cared for from day one with gentle cleansers and moisturisers that nourish the skin rather than dry it out and irritate it further.” Baby’s health is always a concern for parents, and fortunately products are available to assist in alleviating concerns. For example, electrical company Braun have years of experience and knowledge in this field and as such, have a developed a wide range of innovative thermometers that continue to help parents know when their little one is well. Explaining the importance of monitoring a child’s temperature. Braun’s marketing manager, Shea Mooti is an award winning skin care range of natural ethically Andrea Halabrinova told Nursery Today: “Thermometers are a vital product within the sourced ingredients for baby and mum which is specifically formulated to health and wellbeing category as they allow parents to monitor and accurately measure make managing skin complaints such as eczema easier. their child’s temperature, helping them to make an informed decision on the best course of action to take. Retailing in Hollland & Barret and Mothercare to name a few Shea Mooti “Stocking thermometers has proven to be beneficial to many businesses, primarily is the go to brand for new and expecting mums who are seeking because they are often regarded as a top ten product in terms of value and usefulness as gentle, yet effective moisturising skin and bath products which leave confirmed by a recent survey by consumer magazine Which? Therefore, parents often the skin nourished and supple. come into store for advice before purchase as to which one matches their needs. Recently, there has started to be more innovation within this category, with the introduction of Age E: trade@sheamooti.com T: +44 (0)20 754 5440 W: www.sheamooti.com Precision technology into Braun’s digital ear thermometers, which takes the guesswork out of understating a child’s temperature reading.”

he world, as we know, continually changes, and as parents we adapt with these changes and use a whole plethora of products that are available to us and this includes those targeted at the healthcare and wellbeing category. For example, air pollution doesn’t appear to be getting any better and it is becoming more and more apparent that we are a nation with an increased level of asthma sufferers and what is also more noticeable is the amount of colds and sniffles we all seem to experience – and that doesn’t just affect adults, it also causes anxiety for parents whose babies may be experiencing levels of congestion. Therefore, products that can ease congestion are always a good and reliable product in-store. Vicks associate brand manager, Julien Charriere told us: “Humidifiers are an important product for the health and wellbeing category as they have been proven to help bring relief to those who are suffering from a cough or congestion, as well as being a product that can help prevent them in the first place. “Stockists should offer humidifiers as they are becoming more popular as a natural way for parents to treat their child’s coughs and congestions as well as having extra consumables,

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Babies have very delicate skin so it’s important for parents to ﬁnd gentle products that treat the skin kindly. However, the vast majority of products contain chemicals like alcohol, parabens and fragrances that can dry out or irritate the skin

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Aw a Co rdlle W i ct nn io in n! g air humidifier mushroom

air idifier m u h

air purifier

bluetooth baby projector

JSPPS[ YW @Hardenberg_Co Hardenberg&Co Ltd

Focus Health & Wellbeing

Humidifiers to create a healthy, happy home Crane has taken the lead in putting the fun and style into cool mist humidifiers to create a design for better living. The humidifiers emit a cool silent mist to help babies sleep sounder. Humidifiers relieve cough, cold, and flu symptoms including nasal congestion, dry coughs, sinus irritation, nose bleeds and dry skin making for happy babies and happy parents! Crane has launched three Humidifiers - a funky ‘Droplet’ and fun Elephant or Frog designs. Each humidifier has an easy fill one gallon tank which runs for 24 hours with auto shut off and has a clean control antimicrobial material in the base which is proven to help reduce mould and bacteria growth.

Web: www.crane-usa.com

Beautiful and high-tech! Having made an impact upon the UK since launching last winter, Duux have continued their quest to spread Health and Happiness upon UK families and their babies. This hi-tech product range couldn’t be more beautiful. Forget the bulky products that lack style and grace and make space for the statement Duux collection. A brand that combines innovative, exclusive and reliable baby products with beautiful design. Easy-to-use and supporting parents and newborns in enjoying their first exciting years. As we approach winter, it is important for parents to replenish the nursery air with essential moisture for baby’s delicate skin. Looking great in any room, the 360 degree cool mist humidifiers achieve optimum humidity in just minutes for healthier skin, relieving dry noses, lung passages, chapped lips and preventing colds and sore throats. Also available: Air Purifier (RRP £49.99), Bluetooth Baby Projector (RRP £39.99) and Duux Aroma Oils (RRP £9.99).

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

3-in-1 solution Baby Cot safety aero wedge pillow preventing reflux, flat head syndrome and plagiocephaly. The aero-wedge pillow is an ideal choice for a crib, cot bed, or pram. The cover is made of jersey fabric (100% cotton) with additional breathable layer, guaranteeing great air circulation. It is finished with a safe zip fastening, helping to keep the pillow clean. Foam filling ensures correct position for the baby’s head, whereas special ventilation system enables for air circulation. The unique shape provides your baby with a safe position, preventing reflux and easy breathing. Available in two sizes. 40x36 cm and 60x36 cm.

Tel: 01202576685 Email: sales@supremebabyproducts.co.uk

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Feeling good with Shea Mooti Shea Mooti provides natural skincare products made with organic ingredients that moisturise, nourish and protect the skin for mums and babies. The entire range of soothing body balms, moisturising oils, hydrating lotions and relaxing bath soaks is formulated to pamper and protect the skin the natural way. The purest form of Shea Butter is blended into every product to create hydrating skincare solutions for everything from cradle cap, eczema and stretch marks to cracked heels, chapped lips and dry elbows. Founded by mum-of-three Violet Reid, the brand was created to meet the growing need for skincare without the nasties that’s both gentle and effective on cleansing, hydrating and softening the skin.

Tel: 020 7754 5440 Email: trade@sheamooti.com Web: www.sheamooti.co.uk

Vicks SweetDreams Cool Mist Humidifier with Projector Vicks has strengthened its humidification range with the launch of the Vicks SweetDreams Cool Mist Humidifier with Projector. Bringing together two products in one, the humidification system relieves congestions and cold/flu-like symptoms, while also featuring image projection system on the ceiling for young children with three Dream Themes to choose from. The Vicks SweetDreams Cool Mist humidifier features a translucent 3.8-litre tank and holds enough water for up to 24 hours of continual use. It is compatible with the Vicks VapoPads scented pads for extra relief from the symptoms of cold and flu.

Tel: 0844 8547748

Portable solutions Milton has announced retail availability of the newly improved Mini Portable Soother Steriliser. The new improved design includes a more tactile attachment strap, a wider base opening for larger soothers, and advanced water bottle closure technology (instead of a silicone rim) for easier cleaning. The updated Mini also has an enlarged logo for better brand visibility. The new base design allows for a broader range of soothers and is easier to use with the addition of a clearer filling line and the word MAX on the water line to make it really clear for parents. The updated lid is more transparent and its new design takes advantage of advanced water bottle closure technology making it easier to clean with the removal of silicone seal. The benefits of the new Mini strap include a more modern design, longer lasting premium soft elastomer material and a simple closure system with press down buttons. There is now no risk of fabric fraying. The Mini is 100% watertight, cleans and sterilises soothers everywhere and is BPA free. It comes in three existing trendy colours and with ten free Milton Mini Sterilising tablets. Limited colour editions will be announced later this year in four new vibrant colours.

Tel: 0800 097 5606 Web: www.milton-tm.com

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Focus Logistics

On the move Pic courtesy of: Century Logistics

Buy something and you don’t consider how it will get to you

magine the scene. You go into a big shop, no names no pack drill, and look around. You are going to buy a big ticket item so you want to choose carefully. The item you want is too big to fit into your car so what do you do? The shop offers to deliver them to your house at an arranged time and possibly, depending on how much you have paid, free of charge. You go home and wait for your item to arrive. You don’t give much thought to how it will get from the shop to your house or even how it originally got from the wholesaler to the shop. This is where the logistics firms come into play. We spoke to a number of people involved directly and indirectly in the logistics business. Stephen Basey-Fisher, the managing director of Century

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The main reasons why businesses will look at outsourcing to a third party are as solutions to making cost reductions

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Logistics, explained the four key roles of a logistics firm. 1. We store – that’s receiving products on behalf of our customers and retain them in our warehouse. 2. We deliver – that’s getting goods to their retailers or consumers. 3. We fix – that’s providing warranty and customer service programmes for their brands. 4. We sell – we turn end of line and customer returns into cash. “We offer a very flexible and tailored approach to our customers, meaning they can opt for any one of our services,” he added. 66 nursery today

More often than not, the logistics operation is not a core element of a nursery and toy manufacturers’ business. In fact, a lot of the time it is quite an unwanted distraction from growing their businesses. So what to do? Stephen Basey-Fisher has the answer: “For our nursery and toy customers we’ve taken this distraction away, allowing them to focus on building their distribution channels, promoting their brands and generating revenue.” So what makes a good logistics partner a necessity for a company? Oliver Winstanley, Torque: “The main reasons why businesses will look at outsourcing to a third party are as solutions to making cost reductions, to have the ability to cope with unpredictable peeks and drops in order demand and simply to allow them to focus on what they do best. “Finding a good logistics partner that can offer a whole multitude of services such as freight, warehousing, order fulfillment, returns management, quality control, repair and refurb facilities and ecommerce sales all under one roof is essential to achieving the above. “Marrying a company that understands the industry you are in and the demands and challenges it creates, whilst having the capability to adapt to ever changing markets is key to success.” The main criteria for a good logistics company seem to be down to a mix of partnership and flexibility. Again Stephen Basey-Fisher: “We form long-term partnerships with our customers, which enables us to build a tailor made service solution that moulds around their operational requirements. This can’t be done overnight and of course will change as businesses grow and the retail environment changes. “And this is where the service needs to be flexible. We run our contracts as though they were in-house logistics solutions. The difference being we can spread the resource over a number of contracts leaving us able to flex up or down to better manage cost and service.” The whole point of a logistics company for nursery retailers and indeed all shops – bricks and mortar and online – is to take part of the burden off them and allow their focus to be on growing the business and building their brand.

Retailer Fabienne Ostreicher of Yummykids believes that an excellent logistics partner is essential. “We use a very good company. We couldn’t be in business without them,” she told us. Oliver Winstanley of Torque adds: “As a group we dispatch in excess of 50,000 consignments to consumers each week it can be challenging to get the perfect delivery every time when delivering to home addresses, due to access issues, customers not being at home etc. The customer experience is paramount, therefore we use the best couriers available, we provide consumers with tracking details via text messages and emails and run a daily report to check on the progress of deliveries.” As to what makes Century Logistics unique in the area, Stephen Basey-Fisher has this to say: “Our shared goal is to take away that distraction whilst managing their costs and delivering a flexible service. And our unique business model allows us to share risk, deliver exceptional customer service and achieve tangible cost savings.”

Did you know… ■ The term logistics dates from the late 19th century ■ It is thought to originate from French logistique (loger means to lodge) ■ The term “business logistics” has evolved since the 1960s ■ The Chartered Institute of Logistics and Transport, founded in the UK in 1919, received a Royal Charter in 1926 ■ There is a Museum of Logistics in Tokyo

Your one-stop shop for end-to-end logistics

Welcome to the family When your business is growing, it’s vital to ﬁnd partners you can truly trust. Century is a large, established, familyowned business built on family values. What’s more, we’re experts in the nursery and toy sector. Who better to entrust your logistics to? Find out more by talking to us today.

CALL 01284 413 100 or email sales@centurylogistics.co.uk www.centurylogistics.co.uk

Warehousing, Re-working, Customer services, Repairs, QA, Returns, E-commerce

Focus Logistics

Flexible Approach Import Services has been in business for more than 30 years, during which time they have developed a port-centric warehousing and distribution business in Southampton, importing products and supplying major, multiple and Independent retailers across the UK and Continental Europe. The Import Services port-centric model is optimum for the new world of retail logistics. Customers, irrespective of size and scale, are all ordering little and often. This means risk and cost of supply is increasing. Therefore supply chains need to be flexible and capable of managing multiple routes to market, efficiently. Port-centric retail logistics with Import Services is the answer. Moving product from the container ship to their distribution centres swiftly, is the first step. While other 3PLs are trying to collect a container and truck this miles inland, we have already received products and started processing them to meet back orders and retailers’ launch dates. In fact the benefits of using Import Services also comprise the following: • Port-centric and market-centric retail logistics • Web-enabled IT to track PO’s, inbound shipping, orders, stock, delivery + PODs 24/7 3PL & Cross Docking • Bonded Warehousing for UK / Continental European distribution • Quality control services • Eco-friendly Supply Chain • Custom Freight Simplified Process • Pay as you go transactional pricing It is from these core services that Import Services have evolved and developed their logistics offering throughout the years.

Tel: 01489 799500 Web: www.importservices.co.uk

Special delivery with Torque Torque is one of the UK’s largest independent warehouse and logistics providers and excels in offering customers full end-to-end supply chain services for the Nursery and Toy Industry. Operating in over 1.8 million sqft. of warehousing, in seven distribution centres across the UK, Torque employs more than 850 people. As an independent business they deliver flexible, cost effective and tailored solutions for Nursery customers such as: Summer Infant; Casualplay; Sock Ons; Baby Elegance; Natural Birthing Company; Shnuggle; Bugbrush; Knuma; Mimijumi and Tippitoes along with giants of e-tail and the high street, start-ups and everything in between.

Tel: 08000 8555 10 Web: www.torque.eu

Century, helping global companies generate £££££s How can you have the same level of control, service delivery and cost whilst selling your goods in the United Kingdom? When DCUK launched the UPPAbaby and Boon brands in the UK in 2010 they had the same challenge. “Three years ago, Century Logistics provided us with the ideal package to launch a new business with an established, professional customer interface, nursery industry expertise and the flexibility to handle our planned growth” states Richard Bamforth, DCUK’s Director of Sales.

It’s not just about moving goods Their qualified Engineers repair 100s of items per day under warranty programmes, helping to protect customers’ brand reputation and saving them money. They sell over £2.5m of end of line and returned stock on-line a year, generating additional revenues for their customers. Century’s award winning customer service team deal with over 300 calls a day, providing expertise and advice to consumers and retailers; a seamless extension of their customer’s brands. Looking to retail your goods in the UK? Century Logistics are offering free UK logistics and aftersales consultations to any companies looking to sell in the UK. Contact Stuart Greenfield on the below number for more information.

Tel: 01284 413100 Email: stuart.greenfield@centurylogistics.co.uk 68 nursery today

Special Feature Social Media

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

K, I was getting all short-hand on you…I mean get Facebook, Instagram and Twitter for your social media marketing. I’ll leave the fitness advice to true experts, such as those soap opera and reality TV show ‘stars’ who like to release exercise DVDs around this time of the year. What follows now is a heady mix of my own fallible opinions and the results of some very in-depth social media trends research from the U.S.A. Despite the fact that as I write this Facebook is actually down and not working for anybody anywhere in the world(!), Facebook remains a very important platform for marketing to prospective and existing parents in the UK. It is also a very powerful customer service tool when used correctly and monitored closely. Your prospective and existing customers are on Facebook, in their hundreds, thousands and millions. Over 24 million people log in every day in the UK to see videos of cats or things their tenuous acquaintances are eating or have eaten. That’s over a third of the population. To put that into parochial terms, if you own a nursery store in Bristol then around 150,000 people on your doorstep log into Facebook every day. If you are based in the Birmingham area then it’s over 366,000 people. If you are national then it’s…over 24 million people! Not all of them are potential or existing parents, but a decent percentage of them who aren’t will be close to someone who has a baby before too long or who has had one recently. It’s an audience, and a very big one, and right now you really should be on there as a business with a proper business page and doing what you can to promote your wares and brand to that substantial audience. Facebook has advertising services which let you target people by location, gender, age and even interests such as pregnancy or parenting and you can test this for yourself very, very cheaply. Right now, ignore anything you read about Facebook being in decline. Yes their growth has slowed up but that is no surprise

as they have nearly everyone on it already. Today and for the foreseeable future it is huge and parents, especially new mums, love it and use it frequently.

What about the future?

it’s very easy to use and an instant way to share updates and photos. It integrates easily with websites so you can squirt news straight onto your webpages from your mobile phone and it is fast becoming an established channel for consumers to ask direct questions to brands and retailers. The right answer in a timely

If you want to be thinking about the future and how social media uptake and behaviour may twist or change then I would recommend embracing Instagram if you At the start of 2015 there were haven’t done so already. Research from the States 300 million users of Instagram. This month within the last 12 months they just went through the 400 million user has convincingly shown a milestone. Instagram is gathering a real surge of enthusiasm and uptake for Instagram among head of steam and is being loved by young teenagers and millennials folk and those young folk will be your (people who hit adulthood customers through the forthcoming years around the year 2000). This is echoed by UK youngsters so start curating your own Instagram page too and research over here soon if you aren’t already suggests they are staying off Facebook because their parents are on it! 32% of US teenagers say Instagram is manner can bring customers to you as it their most important social media service, can lead to very public displays of great compared with 14% for Facebook. 73% customer service and that has real value in said they used it, compared to 47% for the modern consumer’s mind. Facebook. Around 55% of 18 to 29 years User numbers in the UK are sketchy olds used Instagram, which means it is now for Twitter, but they are believed to be more highly used than Twitter, Pinterest somewhere in the 9.5 to 10 million mark, and LinkedIn in that age group. which is still a decent chunk of the UK At the start of 2015 there were 300 population. Once again, your customers million users of Instagram. This month and prospects are on there and in volume they just went through the 400 million so go find them and follow them. They user milestone. Instagram is gathering a will already expect you to be available real head of steam and is being loved by through Twitter. young folk and those young folk will be So, it is Facebook for its genuine your customers through the forthcoming marketing power and massive in-situ years so start curating your own Instagram audience; Instagram for the sharing page soon if you aren’t already. They will of lovely images whilst waiting for the expect you to have one. It is image based, existing ultra-fans to get older and start and there is no part of the nursery industry breeding, and Twitter for the instant that does not lend itself well to images and broadcast capabilities and incredible photography and it is not difficult to use. customer service opportunities. Don’t miss the boat on this one! They would be my Top 3 for the That leaves me with Twitter, and nursery industry. Maybe you agree or what’s not to like? disagree, and do let me know. Not right Well, OK, it’s not everybody’s cup of tea but now though…I’m off to the gym.

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

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COL I N

AR UL

PATTI

This issue Colin Pattison takes a look at how this type of marketing activity works – can it work in Nursery?

Are you ready for Black Friday this year?

egular readers of this column may remember my comments last year on the subject of the new and somewhat over hyped twin phenomenon of Black Friday and Cyber Monday. Last year was the first time this very American ‘tradition’ had a serious impact in the UK. You may remember Amazon hailed their periods trading as a great success and definitely something they would do again this year. But first a little bit of background, Black Friday is the day after the Thanksgiving holiday, traditionally the fourth Thursday in November, most non retail employees therefore have a long weekend starting on Thanksgiving, and what else would a culture dominated by retail therapy do on a holiday, but go shopping? Hence the phrase Black Friday, a perfectly sensible celebration by US retailers of the day their accounts turned from loss making – in the red, to profit – in the black. Cutting prices and hence profit margin may not seem like the most obvious way to celebrate going into the black, but it is certainly an effective way of increasing sales. The fact that the hype around the day has developed into hysteria, stock shortages and riots around the best and biggest deals offered by certain retailers has created a marketing event which cannot be ignored. This long weekend is now seen as the kick start to the all important Christmas 70 nursery today

season and the busiest shopping day of the year. So, of course, some of the American owned and major UK retailers have felt the need to bring the whole concept to us in the UK, and of course benefit from the ensuing publicity. Cyber Monday is much more of a marketing construct. This is the term used to describe the Monday

We can trace Black Friday in the UK back to 2003 with the Staples Corner branch of Currys promoting laptops and other items for under £50. Since then many other major retailers have joined in. Last year it was difficult not to notice the hype surrounding the weekend of Black Friday to Manic Monday

after the Thanksgiving holiday, and was created to persuade people to shop on line. The campaign has been so successful, that on-line retailers now view the day as being so important that they offer heavy discounts and promotions. Given the strength of Amazon in the UK it was inevitable that these discounts and promotions also came to our market. Amazon is said to have started activity in the UK in 2010, but last year was by far the largest and again best publicised event so far. We can trace Black Friday in the UK back to 2003 with the Staples corner branch of Currys promoting laptops and other items for under £50. Since then many other major retailers have joined in. Last year, it was difficult not to notice the hype surrounding the weekend of Black Friday to Manic Monday, (as it is sometimes called in the UK). Many suppliers joined in creating deals on over stocks and hot Christmas lines to help smaller retailers offer ‘fantastic’ promotions and, of course, clear their own stock rooms. The event gained a lot of creditability as the likes of

Argos and The John Lewis Partnership have joined in the activity. Asda (part of the Wal-Mart Stores group) has been one of the main proponents, but again last year Tesco and particularly Tesco.com joined in. The results of the hype appeared on national news when queues and the rush to grab a limited number of bargains priced lines turned into near riots. Manchester was particularly badly hit, although a Tesco store in Wembley also featured in some news reports. The blame for the chaos was squarely laid at the door of the retailer. Greater Manchester Chief Constable Sir Peter Fahy said ‘The events of last night were totally predictable and I am disappointed that stores did not have sufficient staff on duty’, his deputy went on to comment that shoppers behaved in an ‘appalling fashion’ and that the lack of planning from retailers was ‘really disappointing’. Clearly, while things may have gone a bit too far in a small number of stores, generally the weekend created what the retailers were paying for. Over the black Friday weekend Asda, Tesco etc drew lots of customers to their stores, created theatre and got lots of publicity. It is quite possible to do this without creating mini riots, just look at the first day of clearance at John Lewis, or the twice yearly sale at NEXT, when customers happily queue from the middle of the night. Equally, stories of Dot com sights crashing on Friday due to many more hits than usual created the impression that these were the sites to go to for a bargain. The long term side effects of this emerged later when many

I doubt if many UK independents would want to mount little more than local promotions for a Black Friday event, but, advertising in local newspapers and through social media could attract increased footfall and in-store offers in support could create the theatre we have been talking about throughout this article customers complained about failure to deliver. Eventually the carriers came out and said that it was impossible to cope with the massive increase in demand and that another day like last year would either result in failure again or actually bankrupt them. Few actual facts on the performance of stores over the weekend exist of course. The John Lewis partnership gives a weekly bulletin. It saw total sales increase by 21.8%, well above its run rate for the year to date. Online sales increased by 42.2%. Electricals and Home Technology were up by 40.9%. Leading categories were tablets and computers, up 127% and vision up 131%, small electrical also saw an increase of 66%. Amazon. co.uk also claimed to have its busiest day ever in the UK, with more than 5.5 million items being sold, compared with 4 million for the equivalent day the previous year. Sales are said to have peaked at 8.29am with bestsellers including the Kindle Fire, Dolce Gusto Coffee machine and Toy Story ultimate action Buzz Light-year. With the benefit of time, it is now possible to see that certain product categories will always benefit more from this sort of promotion. Hot items such as Electricals - TVâ&#x20AC;&#x2122;s and laptops/ tablets etc. worked very well. A toy line as we near Christmas would seem logical, and household electrical such

as the latest must have â&#x20AC;&#x201C; the pod coffee maker also worked well. But where does this leave the nursery market? There is no mention of any great increase in sales of Nursery product in the John Lewis results for the week. Is the nursery market losing out by not getting more involved in this, or as some other retailers have claimed, the whole thing is just to Americanised for us to get involved with. I did not see a lot of activity from Kiddicare last year, but perhaps things will be different this year with new owners. For Mothercare the dotcom business is a growth area and this may be an opportunity to aid growth. I doubt if many UK independents would want to mount little more than local promotions for a Black Friday event. Advertising in local newspapers and through social media could attract increased footfall and in-store offers in support could create the theatre we have been talking about throught this article. Issues such as carriers not being able to handle a large increase in dispatched parcels are, of course, not a problem for local independent retailers. Some suppliers are supporting the idea, I have seen a number

Over the black Friday weekend Asda, Tesco etc drew lots of customers to their stores, created theatre and got lots of publicity. It is quite possible to do this without creating mini riots, just look at the first day of clearance at John Lewis, or the twice yearly sale at NEXT, when customers happily queue from the middle of the night.

of special deals at recent trade fairs aimed directly at retailers wishing to create a Black Friday promotion. Some of these are nothing more than clearance offers, but to achieve the necessary percentage decrease most offers have to be something special. Electrical suppliers of course manufacture products to meet price points and in some cases allowing eye catching discounts to be applied. I have seen some large discounts offered by Toy Suppliers on older products and of course the Gift trade is able to offer some interesting discounts on older ranges. Talking of clearance, you could have a look in your stock room and create some really sharply priced bundles, with or without your suppliers help. This could get rid of some of the unwanted items gathering dust at the moment. Nursery suppliers may not be able to offer massive discounts, and consumers may not want the old products or colourways that suppliers can offer. But it may be worth asking your key suppliers, if they have excess stock they want to move it could be just the offer to give you extra sales at a relatively quiet time in the Nursery trade. Anything approaching the JLP increases would I am sure, be very acceptable to an independent, as a reward for a little extra work.

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