Nursery Today October 2019 by Lema Publishing

NEW

OCTOBER 2019 ISSUE 1 VOLUME 23

Mica A new spin

on comfort

i-Size

G-CELL

B A B Y C A R R I E R M OV E A new baby carrier for parents on the move Excellent comfort with built-in back support and waist belt Easy to put on and take oďŹ&#x20AC; Soft and airy design in cool 3D mesh Carry facing in or facing out on your front Easy to lift out your sleeping baby

contents Re g ul a r s

the team

Editor Penny Franks penny@lemapublishing.co.uk

Ad Manager Christine Contreras christine@lemapublishing.co.uk

12 24 35

52 News 53 file Retailer Pro p Talking Sho apshot Supplier Sn

Contributors cts New Produ The Baby Products n Associatio

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Production Director Paul Naish paul@lemapublishing.co.uk

OCTOBER 2019 ISSUE 1 VOLUME 23

Rainbow Designs

Barking Mad John Barker looks back at his trip to Kind + Jugend

Ross gives an insight on the best way to operate your Instagram Stories

Mark Naish mark@lemapublishing.co.uk

Chairman

Features

Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Robert Thomas robert@lemapublishing.co.uk

p48

Nursery Furniture & Decor

Lema Publishing Ltd

www.nursery-today.co.uk

Intelligent Retail David Fairhurst takes a look at the impact of the NoFollow directive introduced by Google in 2005 and what this actually entails

Managing Director

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

Parents Insights This month Jenny Kieras is discovering Gen Z Parentsâ&#x20AC;&#x2122; wellbeing habits

Production Rick Vickers rick@lemapublishing.co.uk

Ross Hewitt

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Health & Well-Being

Weaning

Show Review 28

Kind + Jugend 2019

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editor’s letter www.nursery-today.co.uk Instagram: nurserytoday LinkedIn: Nursery Today

ctober is here, which represents our last International trade show of the year - ABC Kids Expo, 20th-23rd October. For those who are looking to attend, this year looks set to be a good one with more than 700 exhibitors spanning across approximately 1600 booths from across the globe. You can find further information by visiting www.theabcshow.com Looking back, September was the month of Kind + Jugend, which certainly didn’t disappoint anyone who chose to attend. K+J gained momentum once again with more than 1,300 exhibitors (setting this year as a new exhibitor record) and 24,000 visitors from 133 countries, which was slightly down compared to 2018 but let’s face it, that’s still an impressive level of visitors over four days! The share of foreign trade visitors increased slightly to 77 percent. Besides Germany, the main countries of origin of visitors were the EU countries, especially France and Italy. The presence of visitors from the United Kingdom had declined slightly, which I have to state surprises me. From information given by Kind + Jugend, exhibitors once again described the decision-making competency of visitors as outstanding. Top trends this year included e-mobility for prams, digital products for child care and also a strong movement toward sustainability. With the show halls full of well known leading nursery brands happily exhibiting alongside fledgling companies, the array of new products and innovation was at full pelt this year. The BPA UK Pavilion was again a destination for many, demonstrating that the UK is always on trend and a product hotspot. Since first appearing 10 years ago, this Pavilion has continued to gain traction, with some of the larger UK brands now also opting to exhibit within this dedicated area in Hall 4.1. Robert Anslow, Managing Director of the Baby Products Association said “Whilst still very much supporting its smaller members, the UK Pavilion now also attracts bigger brands which have discovered the benefits of a

Fun times with Team Summer at K+J

Gaining a kids view using VR with Britax Römer at K&J

joint British effort when attracting new business.” The Association will commence bookings for the UK Pavilion early next year. If you are looking to participate within the Pavilion in 2020 contact Adrian Sneyd by email: adrian@nurseryfair.co.uk Can I take this opportunity of thanking exhibitors for their great hospitality this year throughout the four days of the show and also at the social events held within the show halls after the fair officially closed each day. These welcomed events not only provide time to relax, but are also great to catch up with everyone on their thoughts of the day and products of interest. For example drink and cocktail events were held by the BPA’s UK Pavilion, Dorel, Hauck, BabyBjorn, Mamas & Papas, Silver Cross, and of course let us not forget the infamous Cybex party! All of these additional events really keep everyone smiling and are extremely enjoyable. It also amazes me how after a long day in the show halls, we manage to somehow muster our party feet back into action when bopping away on the Cybex stand! The ticketed After Seven Event hosted by Kind + Jugend on the Saturday evening was also an incredibly well organised and fun event. Having said that I’m sure there were a few ‘sore heads’ the following morning! As you can see there was even a photo booth and we couldn’t ignore that fact! So along with the Summer Infant team we took full advantage! Talking of the After Seven Event, it was here that myself and Mark Naish learned that independent retailer Gary Watts has never (or so he said), celebrated his birthday! Quick shout out at this point - Gary’s birthday was on the 1st October! We couldn’t help but grab a quick ‘snap’ while we were there with Gary to publish in this issue (surprise Gary!). Turn to page 26 of this issue where we bring you a round-up of the show and highlight products that were on display, giving you either a refresh of what you saw or an indication of what you may have missed! Of course this issue isn’t just about Kind + Jugend! You will also find other features of

You will find our Kind + Jugend review in this issue starting on page 26. interest, including Nursery Furniture & Decor (page 16), Health & Well-Being (page 40) and Weaning (page 46).

From left: Gary Watts, Mark Naish, Penny Franks

Happy Birthday Gary Watts

nursery today

news Sally Lewin takes the reins

Obaby are delighted to announce that Sally Lewin will be following her father Chris Goad’s footsteps and taking the reins as Managing Director. The Company is in capable hands, as the former Financial Director Sally has worked for Obaby for many years and has seen the company go from strength to strength. Outside of Obaby, Sally is a mum of two young children and is looking forward to bringing a mother’s perspective to the role. She has lots of exciting ideas to evolve the family business and is looking forward to a bright future. Web: www.obaby.co.uk

Continued growth for Babymoov

Babymoov are excited to announce the latest appointment of Sarah Greensall as Business Development Manager for Babymoov UK. You can also contact Sarah at sgreensall@babymoov.com

Hippychick celebrate

Somerset based Hippychick celebrate their 20th anniversary and has decided to share its birthday celebrations with every baby born at Musgrove during October, the month that Hippychick was first incorporated exactly twenty years ago. The gift box, worth £50, includes two of Hippychick’s signature products – a soft, cotton fleece blanket and a hooded baby bath towel made from the finest quality 100% Turkish ‘Peshtemal’ cotton, as well as a 25% discount voucher. Hippychick will also be fund raising via its website to cover the cost of a new Medicare Cot for the maternity unit by donating 10% of the profits on every sale of its Hippychick branded portfolio through its website during its anniversary month. To donate via Hippychick, visit the website at www.hippychick.com

Great achievement over three decades Staff at Leek-based Central Medical Supplies have celebrated their 30th Anniversary with the whole company coming together to recognise the business’s achievements over the past three decades.

ounded in 1989 by Philip Champ who remains at the helm as MD, Central Medical Supplies (CMS) initially launched as an exclusive UK distributor of medical devices to the NHS and private sector acute hospitals. Using their knowledge and expertise, the team at CMS which now boasts 40 employees, turned their attention to maternity retail products with the acquisition of Dreamgenii in 2015 which has since become one of the leading pregnancy pillows worldwide with countless accolades.

nursery today

In addition to their own brands, CMS distribute high-proﬁle nursery brands exclusively in the UK most notably the Dr Brown’s range which the company has managed for nearly 20 years. While distributed by CMS, the brand has become the leading anti-colic feeding bottle in the UK recommended by 92% of Health Care Professionals. Email: info@centralmedical.co.uk Web: www.centralmedical.co.uk

Royally loved with Boppy

New business opportunities closer to home

With 2019’s significant international events now successfully finalised, the baby products industry is now concentrating on Harrogate International Nursery Fair, from 29th to 31st March 2020 which offers manufacturers and suppliers of baby products the unrivalled opportunity to present new ranges to the entire UK nursery industry conveniently on our own home turf. Adrian Sneyd, show organiser, comments: “We are already gaining a lot of interest for next year’s show and have a number of larger brands signing up to attend. I think that the current political uncertainty has made selling products to the home market more attractive and many retailers and buyers are choosing to explore what the UK has to offer too.” Richard Trott, managing director of Purflo and Pink Lining was one of the first companies to sign up for 2020 commenting: “We had a really great show this year and made the right decision to attend Harrogate for the first time for a number of years. It was good to back! We had a great reaction to our product ranges and wrote some nice orders meeting with both new and existing customers – this made the whole exercise well worth while!” Silver Cross also returned to Harrogate this year with Claire Garnett of the company commenting: “Our return to Harrogate International Nursery Fair was a huge success for Silver Cross. It was great to showcase our first ever car safety collection to retailers and the press and the response was tremendous. Our stand was packed throughout and we loved having the chance to spend time with our customers. The show couldn’t have gone better – we will be back next year!” For more information about stand availability and to book for next year’s show visit

To celebrate the launch of the Boppy’s new limited edition Royally Loved Collection, it tasked its independent retailers to creatively showcase the collection in store with a prize fit for royalty on offer. Chosen as the winner, Winstanleys Pramworld ran a month long campaign to promote the Royally Loved Boppy collection. As well as in store displays featuring the Duke and Duchess of Sussex, the independent retailer also utilised social media, including Facebook, Facebook stories and Instagram, and created a dedicated web banner, which featured prominently on its homepage. Boppy was chosen as the exclusive Nursing Pillow and Baby Carrier for the Our Royal Baby album by Royal Correspondent Robert Jobson, which documents Prince Harry and Meghan’s journey from romance to parenthood. Fully illustrated, the book heralds the arrival of their first child, Archie Harrison MountbattenWindsor. Holly John, Head of Marketing for Artsana UK, owner of the Chicco, Boppy and RECARO brands, commented: “We set our independent retailers the challenge of creatively showcasing this exciting Royally Loved Boppy collection both in store, online and through social media. “Winstanleys Pramworld really got into the spirit of the competition and put on quite the display, especially showcasing the Harry and Meghan cut out, which has become an attraction for parents visiting looking for their little one’s essentials.” For more information on Boppy and the wider collection, visit www.boppy.com

www.nurseryfair.com or contact Adrian directly on 01902 880906 or email: adrian@nurseryfair.com

Mamas & Papas explore sale

The Times have recently reported that Mamas & Papas has hired advisers to explore a sale of the nursery and baby accessories chain as the high street downturn takes its toll. The company is understood to have appointed Deloitte to weigh up options only ﬁve years after the accounting ﬁrm handled a company voluntary arrangement that involved Mamas & Papas shutting half of its shops. For the year ended April 2018, Mamas & Papas revealed annual losses for a second year, after sales plunged £8.2 million, down from £10.3 million a year earlier. The retailer’s parent company Stork Beta had injected £2.5 million into the retailer during the year to improve its store estate while also reducing costs. Mamas & Papas said operating costs had risen by £670,000 in one year because of the devaluation of sterling and the increased living wage. nursery today

news Gen Z Ready Anthony Temple, Managing Director of Rainbow Designs, the Home of Classic Characters, takes a look at the purchasing behaviour of the parents of today as well as the future parenting generation and how nursery retailers can support and prepare for this.

any parents of today fall into the age category known as the Millenials. They are known for carrying out extensive research, especially when it comes to purchases. The opinions of others matter, whether that be on a company customer service level or about a particular product, the parenting generation of today enjoy the research part of the purchase which is why a strong online presence and profile has never been more important. Reading reviews and the thoughts of others forms a significant part of this research. A strong and established online presence is going to become even more important as we move into the next generation of parents known as Generation Z. Their characteristics indicate that they want the sense of ‘discovery’, rather than being directed to what they should buy. Potentially, traditional direct advertising methods may not be as effective on this next parental generation and the opinions of others are likely to become even more significant. At Rainbow, along with many other nursery sector suppliers, we are big supporters of independent retailers and will look to not only supply content that can be shared but also share content created by retailers. So, as we head towards the festive period, and for many that important ‘first Christmas’, please ensure you work with your suppliers to make the most of the lucrative content that is available as well as tagging suppliers in your content.

nursery today

Are you registered?

Toy Fair, the UK’s largest toy, game and hobby trade exhibition, is back at Olympia, London for three days from January 21st 2020. Get to grips with the latest trends from world-renowned brands to ambitious start-ups: “Toy Fair is the perfect place to see the hottest new products and hidden gems for the coming year all under one roof,” said Rebecca Deeming, Interim Head of Toy Fair. “With more media than ever attending Toy Fair, we’re delighted to launch our brand-new Inﬂuencer Day to better support content creators and our exhibitors.” Register for free today at: www.toyfair.co.uk

Best in Baby

The 2020 JPMA Show: Best in Baby is set for Dallas, April 1-2. The show has been reimagined as the show of the future to meet the needs of today’s industry. It will be a curated, trend-forward event focused on showing only the “Best in Baby.” A host of industry experts, retailers, media and inﬂuencers will come together to learn about the top products, new innovation and key trends in the baby industry. A special child passenger safety event will bring together the community to help parents choose and use the right car seat for their child. For more information visit www.jpmashow.org

The correct fit

JMDA is known throughout the industry for its unique ‘vehicle compatibility services’ and is now expanding this specialised service into the realm of other baby and toddler gear. Prams and strollers are bulky items and knowing whether they ﬁt into a consumer’s car is never certain when this cannot be the physically tested before purchase. Chris Raynor, Head of CRS Compatibility Services at JMDA says “Passenger-car boots or trunks are usually measured in litres, but knowing what ‘usable’ space is actually available and whether a square-shaped boot can ﬁt a rectangular-folded pram or stroller is an important part of making life easier for busy parents - so a handy guide for the many prams & strollers in passenger-cars can only be a good thing for manufacturers, retailers and consumers.” For further details about JMDA and their exclusive Vehicle Compatibility Services, please call +44 (0) 1386 426100, alternatively email: marketing@jmda.co.uk

NEW

Grip collar

Enhanced vent system

Easy-off cap

Avaiable from leading Nursery Wholesalers

www.drbrowns.co.uk

nursery today

retail

TRENDY BABY

On trend retailing This month Nursery Today questions Duncan Zanker of Trendy Baby to find out more about this store and how they have grown and developed over the years to keep up with consumer demand. What was your driving decision to open a nursery store?

As with a lot of people, we sort of “fell in to it” 24+ years ago. At that time I had my own milk round delivering milk in the evenings. However as I don’t like early starts, and Lorraine had a small shop selling second hand nursery products and toys with selected new products from Pierre Cardan, Jane, Bebecar and Maclaren it felt like a natural progression. This was the time before eBay and the internet. As a team, we drive each other to see what we can achieve and so far it’s been fairly successful. Like the majority who set up a business a solid reason to open is to earn more money, so we can have a better quality of life and provide for our family.

You have been operating within the nursery sector for over 20 years, what has been your largest challenge to date?

Undoubtedly there have been two major challenges over the past 20 years. The first was the recession, which I am sure the new retailers are pleased they missed. To overcome a recession, you should either expand to get a larger market share, or contract to reduce costs. We took the latter one, and on hindsight, it was the correct decision as many large shops have since closed. We also diversiﬁed into other sectors and 12

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“ Customers

normally visit us after they have done their research. They used to ask for advice about every pra m, now they know the two or three pra ms they wish to look at in detail. This is where brand awareness comes back in to play. ”

for a time we sold kitchen products, gifts and handbags. Anything to make the proﬁt. The second challenge is the internet. Love it or hate it, it is here to stay. After spending years trying to ﬁght the internet, we have now embraced it, as it is a great tool to let your customers know about your shop and the products you sell. We spend a lot of time making sure we are competitive on price and looking for those products which are not discounted to sell on our website. We also invest in discontinued lines, although this can be high risk as you can have thousands of pounds tied up in stock which might not sell.

Why did you choose Clevedon as your location?

I would like to say that we sat down with a large map and worked out which area was lacking a nursery shop. Then did some marketing, perhaps even some canvassing. But the simple fact is that we live in Clevedon.

Your showroom has in excess of 10,000 square feet of space - how do you manage this ﬂoor space?

With great difficulty. Half the space is storage, but when we get a large delivery in, parts of the showroom are then used. With regard to the choice of prams on the shop floor, we look at those which make us the biggest profit and the companies that we work well with and support us, those are the ones we display and promote the most.

Is there a particular product category that performs exceptionally well for you at present?

At the moment we are doing well with travel systems, but we know that could all change tomorrow. A few years ago we sold lots of toys in the run up to Christmas, then highchairs sold well for a while. The best selling lines are always the ones you have run out of stock of and everyone else has in stock!

Are you known for your level of expertise within a speciﬁc product category?

We believe it is important to have a broad range of knowledge so we can answer all the questions customers ask. We always ask customers a series of questions before showing them diﬀerent choices. It can save a lot of time not demonstrating prams which will not suit their lifestyle.

How important are brand names to your business?

We are in a brand aware society, and customers buy brands. Trying to launch a new brand is diﬃcult (I tried it once), but we usually wait until two or more customers ask about the brand before stocking it. We then know that the company is marketing the product well and their brand will increase in awareness. This is not the case with all ranges, there are still some products which are sold just on Looks.

Do you feel you receive adequate support from your suppliers or is there more you

feel they could oﬀer you?

Those who oﬀer us the support, are the ones we sell the most. And in general we are more than happy with the support from all companies. I would like to mention Cosatto, Uppababy, Bebecar, Venicci, BabyStyle, Peg Perego, Joie/Nuna, Tutti Bambini and Jane (and I’m sorry if I have missed anyone) who have been working closely with us to help increase sales. I don’t think any of the companies we buy from can be anymore supportive.

Do you feel that your customers are knowledgeable with regard to product and research online prior to purchase?

This is one of the beneﬁts of the internet. Customers normally visit us after they have done their research. They used to ask for advice about every pram, now they know the two or three prams they wish to look at in detail. This is where brand awareness comes back in to play.

How do you keep up to date and monitor consumer trends?

It is very difficult to know what customers want, and it is easy to get it wrong. We have made some classic mistakes over the years. Thinking a new pram was naff, only to discover six months later customers love it. We also have a warehouse of products which have not caught the customers imagination. Luckily there are two very good Facebook groups out there. We monitor what other shops are asking for, as this gives a good guide as to what is selling. However I am sure we are all the same, where we have brought in a good selling pram, only to discover customers have “moved on” to a different pram.

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

I always do the best deals on the phone in the evening or with a pint of lager in my hand. Having said this, trade shows are very important for us, as we

attend the two major shows and get to as many Roadshows as possible. Trade shows have the new ranges and colours on display. Some colours are great, and some you know will be on oﬀer in a few months. For us, it’s not just about seeing the new ranges, but a chance to catch up and thank all those who have helped us out with the awkward customer or just to have a natter.

You oﬀer a ‘click & collect’ service - how does this work for you as a business?

It was something we carried over from our Cookshop and Gift websites. Yes, we do get a few customers wishing to use the Click & Collect service, but as a whole there are not that many. Customers will drive miles to see our range, and either they want to take it away with them on the day, or they will consider the purchase over the next few days (then we ship it to them).

Are you happy to ‘price match’ and if so what impact does this have on you?

No one likes to sell for less than the RRP, but after an hour talking to a customer for them to look for the lowest price on their phone what else can we do but to price match. We might only make £50 instead of the RRP proﬁt of £150, but something is better than nothing.

Finally, are there any exciting plans on the horizon you can share with our readers?

We are retailers, it just so happens that we retail prams. If you can retail prams successfully, then you can retail anything. With this in mind we are in the process of setting up another business loosely connected to pregnancy. Regarding Trendy Baby, we will continue to purchase excess stock from companies and work with new and existing companies who can help us increase sales. nursery today

advertorial JUNIORJONES

JUNIORJONES is born! JUNIORJONES, a stylish new brand with a stunning range of outstanding strollers.

he distinctive new range from the newest stroller brand JUNIORJONES, was unveiled in September at an exclusive London venue, with huge acclamation from both retailers, press, parents and influencers. Focussing largely on its premium offering, the J-CARBON, a revolutionary all-new carbon fibre model, this is one stroller that is sure to turn heads. With carrycot and car seat adaptors available it creates the most practical travel system that exuberates style and class. But it’s not just style that sets this top-of-the-range stroller apart. With Tru-Ride 2 technology for an effortless push, ergonomic handle bars and bumper bars, luxurious fabrics and outstanding build quality means the handling, ride and performance match the J-CARBON’s sleek appearance.

The perfect range

The J-CARBON is joined by three other strollers in the range. Further new models include the J-SPIRIT, a stroller with style and substance. The J-CUB, a neat and agile stroller, ideal for weaving through the city. And the J-TOURER, the perfect compact travel companion. All these new models also take on board the technologically advanced features and practical functionality of the J-CARBON, making this new stroller range the perfect choice for those with newborn babies right through to toddlers. Quality and safety are priorities at JUNIORJONES, adhering to the highest standards of manufacturing and using durable materials like carbon ﬁbre means all JUNIORJONES stroller are built to last. 14

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Their vision In keeping with their vision of bringing the most fashionable and desirable stroller range to market, JUNIORJONES has also incorporated a stylish and practical accessories collection, including stunning changing bags, ride-on boards, cupholders, luxury footmuﬀs and seat liners. The brainchild of seasoned experts from the stroller sector, JUNIORJONES is a brand that is going places. Between them, the team have accumulated more than a hundred years of industry experience and have had considerable success with other well-known stroller brands in recent years. JUNIORJONES looks set to be the name that garners respect and recognition amongst parents and industry alike, for many years to come. It’s a brand sure to set the stroller market ablaze, and as their advertising slogan suggests this is the stroller ‘For babies going somewhere’.

To find out more Email: info@juniorjones.com Visit: www.juniorjones.com

The JUNIORJONES range J-SPIRIT The stroller with style and substance

J-CARBON The all-new carbon fibre stroller

THE RANGE

J-TOURER J-CUB Neat and compact, built for the city

Go anywhere, stow anywhere

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focus NURSERY FURNITURE Image source pexels.com

Make room for baby What is the current trend when we look at nursery furniture and décor? We asked those in the know for their thoughts.

ursery Furniture is a category that continues to sell well, but what is currently trending? If there is one product that has really taken off and risen sharply in popularity then it clearly has to be bedside cribs. Although there is still demand for a more traditional Moses basket, there is no denying the growth that these have experienced. We asked Mark Nicholls, Managing Director, Green Sheep Group for his thoughts on this category and the rise in the popularity of alternative products that are now available. “There are a number of reasons for this. The bedside cribs category has organically grown and gathered momentum, thanks to the tried and trusted benefits. As more and more parents buy into the category, trust and awareness levels increase also,” said Mark. “Another reason is the amount of promotional activity that we’ve seen, making it more accessible for parents - although how sustainable this is for the brands in question is questionable. Finally, bedside cribs such as SnüzPod have been featured by a large number of high profile celebs and influencers, further building awareness and trust.” From looking at the results of our mini survey this month, it would appear that trends in nursery furniture are clearly moving toward bedside sleepers, with almost 92 percent of those responding stating that they had either purchased or considered a bedside crib, illustrating the awareness among parents within this product category. Our mini survey does appear to illustrate however that many are now not opting for a cotbed, which is surprising when we consider the fantastic value for money that these provide by taking a child through to approximately four years old making the result this month difficult to comprehend. Is it that perhaps we are seeing a trend toward ‘space saving’ sleeping solutions? Obaby’s Marketing Administrator Beth Henry stated, “Mums want to be even closer to their babies but still safe whilst sleeping, our space savers are a perfect alternative to the traditional bed side crib, as it can be used until the child is 18 months old.” Mark feels that there is still however a strong indicator that cot beds are continued to be viewed as value for money. “Cot beds (which convert from a cot to a bed) have retained their popularity over the traditional cot. Consumers take a lot of comfort 16

nursery today

knowing that their child’s bed can evolve and change to meet their growing needs, and thus assign more value to it as a result. “There is a trend for smaller ‘òmini cots’, which offer a cheaper alternative to parents who only want a 12-18 month solution. Parents buying into this type of cot typically transfer their child to a junior or single bed, skipping the toddler bed stage.” Clearly, as also illustrated in our mini survey, nursery furniture is a considered purchase and a category that is researched prior to purchase. East Coast Nursery’s Brand Manager, Victoria Taylor told Nursery Today: “Nursery furniture is one of the biggest purchases that people will make for their new baby, so there is definitely a lot of planning that goes into it, but perhaps not a lot of research into the functions and possibilities of nursery furniture. Again, it’s likely to be more about the look of the furniture and whether the sizes will fit the room.” Independent retailer Online4Baby feels that as with most things nursery, it’s mainly about the level of choice that is available. “We find it varies to be honest as there’s some really nice cots and cribs around which don’t have accompanying wardrobes or dressers so people will buy these separately but will tend to colour match,” said Christy Foster. “Some people also want consistency in terms of design however so there is definitely still a place for furniture sets.” Mark agrees stating: “Furniture items don’t tend to be an impulsive purchase. We know that 80% of parents purchasing a bedside crib do their research before hand, and I think it’s fair to assume the same for other furniture items. “Even when items are on promotion, parents will often do their research to either compare on price and/or their preferred design. Although I don’t believe the category gets quite as much time dedicated to it as say pushchairs, the increased focus by parents on creating their dream nursery means that they are much more likely to invest the time in both the big items and the finer details.” Of course, when we think nursery furniture, it’s not just about the cot or cotbed. More often parents will want a co-ordinated feel to the nursery, therefore are we continuing to see a desire for room sets or are parents looking for a ‘mix and match’ feel? We asked Victoria for her thoughts. “We still see a lot of people buying matching room sets, but we believe it’s

The survey says…

Nursery market specialists FanFinders surveyed 1000 consumers via their online platform Your Baby Club focussing on nursery furniture and décor. Here’s the results.

1. Did you buy a room set for the nursery?

Yes: 194 (19.4%) No: 806 (80.6%)

If Yes to question 1 (194 users) Did you look to create a co-ordinated nursery?

Yes: 174 (89.7%) No: 20 (10.3%)

2. Did you buy a cot bed?

Yes: 393 (39.3%) No: 607 (60.7%)

If Yes to question 2 (393 users) Did you feel a cot bed represented good value for money?

Yes: 372 (94.7%) No: 21 (5.3%)

3. Did you consider or purchase a bedside crib?

Yes: 915 (91.5%) No: 85 (8.5%)

4. Did you purchase a nursing chair?

Yes: 228 (22.8%) No: 772 (77.2%)

5. Did you feel that there was ample choice available to you?

Yes: 741 (74.1%) No: 259 (25.9%)

6. Where brand names important to you?

Yes: 217 (21.7%) No: 783 (78.3%)

7. Did you look for furniture that was made from sustainable sources?

Yes: 506 (50.6%) No: 494 (49.4%)

8. Was cost important to you when buying nursery furniture?

Yes: 875 (87.5%) No: 125 (12.5%)

9. Did you research online prior to purchase?

Yes: 849 (84.9%) No: 151 (15.1%)

For more information on FanFinders and the consumer insight they oﬀer, please call: 0203 808 3011 or visit www.fanﬁnders.com

most helpful to consumers if we supply all our furniture as individual pieces, so they can choose whether they need the full set, or perhaps a different combination to suit their needs - for example, twins in matching cots who will share a wardrobe.” With many households tightening their belts is nursery furniture a category where cost vs. function might play a leading role prior to purchase? “Yes, without a doubt and I think we see this play out when it comes to the purchase of cot beds,” said Mark. “However, don’t under-estimate the importance of style too, with many parents citing this as their number one influencing factor in a recent Snüz survey.” Again, by viewing our mini survey, it would appear that perhaps this isn’t a category where brand names dominate. “I think this is one category where brand name is less important,” comments Victoria. “I think the design of the furniture is what attracts consumers, much more than the name.” Christy agrees with both Victoria and Mark with regard brand recognition, endorsement, functionality and style commenting “We’ve seen sales for particular brands spike after high profile celebrity endorsements but I think people are mostly looking for functionality that fits their needs and a style that appeals to their taste. Once a product starts to gain traction there’s always a surge of brands entering the market with their versions so this inevitably offers customers a wider choice of styles and product variations to choose from.” If we are therefore talking design, can we say that this category has ample innovation? “Aside from the bedside crib category, there is a slight lack of innovation,” said Mark. “Many have tried and failed, suggesting either there is an untapped parent

need that’s not yet been found and explored, or that parents are instead more focused on other attributes such as style.” With wood being a main component in the manufacture of the majority of nursery furniture and with a growing population who are more eco aware, are consumers looking more closely at products that are made from sustainable sources? “There has definitely been an increase in the number of enquires we have received at Snüz relating to the sustainability of our materials and production methods,” commented Mark. “There’s also a focus on packaging, and at Green Sheep Group we are in the process of exploring how we can remove plastic from our packaging.” Mark And what of trends? Are we experiencing a current trend when we look at the finish of products or colour? Although nursery is still living in a ‘grey’ world, Victoria feels that nursery furniture with a white finish may remain the choice for a while yet. Mark has also noticed a trend that may be moving towards Rose Gold within furniture. “Another colourway which has trended this year is Rose Gold and we’re delighted to announce that SnüzPod has added a new Rose Gold collection to its already stylish range of colours.” We asked Christy for her thoughts on whether Online4Baby had experienced any specific current

consumer trends with their customers. “We’re finding gender neutrality design is driving more demand for white and grey products along with natural wood finishes,” said Christy. “The Scandinavian principles around minimalism and function is still influencing a lot of the furniture design but we still find people want more traditional looking furniture too. Our customer base is also incredibly multicultural and this can also have an impact on which finishes and style they go for.” Of course, apart from the larger items, the “wish list” by parents for the nursery could also include a baby changing table, Nichols storage cupboard for clothes, book case, toy box, general décor, lighting solutions, baby monitors and cot mobiles - the list can be quite extensive. Solutions for the nursery with regard to accessories and décor can be a great additional footfall generator - if your customers are looking for a co-ordinated feel to the room this may also be the time where parents will also focus on nursery bedding and accessories that can be displayed alongside room sets on your shop floor. Take a look at the following pages where we highlight products that are available to order.

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As life unfolds, so does Gaia Baby

www.gaia-baby.com For stockist enquiries please email karl@gaia-baby.com or joanne@gaia-baby.com or free phone 0800 0518080

nursery today

focus NURSERY FURNITURE

Style and quality Mid century inspiration The Panama furniture collection from East Coast is a stylish, mid-century inspired range at a fantastic price. The RPG is just £549.99 for the two piece room set.

The Panama room set includes a cot bed and dresser. The cot bed converts with two additional end panels and two side sections, and looks equally good in cot and bed modes. The dresser has three large drawers and a removable changing top, becoming a chest of drawers as baby grows. The smooth white ﬁnish is perfectly oﬀset by the warm-toned wood of the tapered legs, side dowels and handles. Tel: 01692 408802 Web: www.eastcoastnursery.co.uk

Meet kubbie sleep

2in1 Kubbie sleep provides an innovative sidesolution as both a travel cot and a sleeper. bed connects the cot securely to parents

The simple strap and clip attachment push of a button. This allows for safe and the side panel easily lowers at the , bringing many benefits to both baby co-sleeping and easy access to little ones and easier feeding. The side panel just ing and parents such as encouraging bond inet for naptimes. as easily raises to serve as a normal bass ’s ie sleep can be used far beyond baby kubb , cribs ide beds al Unlike tradition ress in matt ded inclu the e plac and inet first few months. Simply zip off the bass up to 15kgs (around three years old). the lower area, for sleep and playtime Another key advantage over other bedside solutions is its travel capability - the quick and easy compact fold and carry bag allows for easy transportation, weighing in at just 9kgs! Tel: 01889 808 900 Email: uksales@ joiebaby.com

The Obaby award winning Stamford furniture range offers families the perfect combination of style, quality and practicality.

Featuring an elegant stroll design on all pieces offering traditional styling with a contemporary finish. This range has a wide section of different style and sized from birth cots and cot beds, a variety of changing units and wardrobe as well as a set of stylish nursery accessories, ensuring there is something perfect for any nursery, no matter the size. Tel: 01652 641490 Web: www.obabytrade.co.uk

Trending with SnüzPod Rose Gold Embrace the trend with the stylish new Snuzpod3 Rose Gold collection from Snüz!

Available in the hugely popular white, dusk and dove grey colours, this elegant collection oﬀers a subtle hint of luxury with delicate rose gold accents that are sure to be a hit with style-conscious parents. The Rose Gold launch comes hot oﬀ the heels of Snüz’s latest award, being named Best Bedside Crib for 2019 in the Junior Design Awards. Tel: 01789 734022 Email: trade@snuz.co.uk

nursery today

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focus NURSERY FURNITURE

Truly portable Offering parents the peace of mind that baby is safe beside them, the Maxi-Cosi Iora offers a comfortable resting place for little ones.

Boasting ﬁve height positions and a comfortable mattress, this adjustable bedside sleeper is compatible with any bed. Plus, as baby grows, it can be used as a standalone cot up to 9kg. Multi-functional and lightweight, Iora also folds right down and can be taken away in its handy travel bag, meaning that baby has a home from home on family trips too. Furthermore, the large under-cot storage basket can be used to store any essentials so that they are always to hand. Tel: 0208 236 0707 Email: sales@uk-dorel.com

Beautifully crafted Mid-Century minimalist inspiration meets contemporary design with two stylish new nursery sets from Silver Cross.

New for autumn 2019, the Westport and Brighton furniture collections are beautifully crafted, with softly curved details and solid oak feet for a standout look. Westport features a warm oak-effect finish complemented by statement white details, while the palette is reversed for Brighton, which has a pure white finish and warm oak-effect highlights. Each set includes a cot bed and a dresser. Completing the look is a coordinating standalone shelf with six pegs, offering the perfect place to display those nursery keepsakes. Web: www.silvercrossbaby.com

Sense of nostalgia Born in Leicestershire, the Charnwood nursery furniture collection is inspired by over the world. design styles froofmBabyall le room set. Style’s most recent arrivals is the Nob

With eﬀortless beauty, one ce set is available y ﬁnished in a soft-oak veneer, the 3-pie Contemporary by design and beautifull is perfect for a new nursery. for purchase at £999 (delivered), and nced with airs of e and Dresser, the set is seamlessly bala drob War Comprising of a Cot Bed, les. hand me chro satin and ers soft-close draw nostalgia and crafted imperial accents, Tel: 01509 816 444 Email: info@babystyle.co.uk Web: www.babystyle.co.uk

Intuitive design Already taking the nursery industry by storm in the UK, Ireland, Australia & Benelux, Gaia Baby was developed by two nursery industry insiders who wanted to bring intuitive design and innovative functionality to parents.

With a desire to break the mould of throwaway culture, the Gaia Serena Complete Sleep is designed and future proofed to grow with your child from birth up to 10 years old. With full safety certiﬁcations and sustainability credentials, Gaia Baby features expert craftsmanship and highly considered design. Gaia Baby’s ethical policy makes it the perfect choice for conscious parents creating less waste from the beginning of your parenting journey. Inspired by the needs of everyday parenting, but with an added twist. Simply beautiful parenting. Gaia Baby is distributed in the UK by Gaia Baby UK Limited. Email: karl@gaia-baby.com Web: www.gaia-baby.com

Breath of fresh ‘air’ The Shnuggle Air is the only bedside crib-to-cot from birth to beyond.

It combines all the key features of baby’s first bed to provide a safe, close and cosy sleep space from birth, but is uniquely designed to grow with baby; converting to a stylish cot and extending the safety and comfort for toddlers up to approximately two years of age. Designed with breathability at its core, the dual view, mesh sides help to maximise airflow as well as allowing parents to keep a watchful eye on baby and the airflow mattress has a hypoallergenic fibre core. Extremely versatile, the Shnuggle Air has seven height adjustments to fit most bed heights and a gentle incline option to help ease colic and reflux. Helping to extend the life of the Crib, the Shnuggle Air Cot Extension Kit easily transforms to baby’s second bed with larger bed base and fabrics. The Air Cot retains all the safety, comfort and style of the crib, whilst helping to ease baby’s transition to a cot with a familiar and safe sleeping environment. Email: Sarah@shnuggle.co.uk

nursery today

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nursery matters JOHN BARKER

Barking Mad This month John Barker looks back at his trip to Kind + Jugend.

t would appear that I’m making a habit of writing these articles at several thousand feet above the ground. I’m sat looking out of the window of the smallest plane in Eurowing’s fleet as the British countryside whizzes past my window – I’m on my way to Cologne for all the wonders that it has. Tapping away at my keyboard my mind is drifting, not towards thoughts of the sights and sounds we’ll be experiencing at the show, oh no, my mind is transfixed on only one thing. Accommodation! After our brilliant hotel last year (remember, the one where the bathroom in the room was missing not only a door but a toilet too) I’m excited and nervous to see home for the next few days. The trip adviser reviews and photographs show a mixed bag of “lovely hotel” and “for 90 Euros a night I would expect less death smells coming from the night stand” reviews, which to be fair is perfectly normal for the Trip adviser. As we are flying in to Düsseldorf I’m looking forward to the inevitable confusion that getting to Cologne will cause. If all else fails I’ll have my Uber app open in seconds. So here I am, the day before the show, armed with a diary full (but not too full this year, thank the maker) of appointments and I’m really looking forward to the doors opening in the morning. Before I get to tomorrow I do want to mention a couple of things. Do you remember me telling you last month that we have been trying a little staff incentive scheme in the store? Well I’m please to report that it has 22

nursery today

paid dividends. For those of you that have never tried anything like it I would heartily encourage you to do so. We have seen our team approaching their shifts with renewed vim and vigour. When the day starts they always check the sheet on the staﬀ room wall to see how they are performing this week and it’s driving them to want to sell. So far, of the six/seven weeks we’ve been running the scheme they have only missed their target once. This means they’ve received their bonus, we’ve increased our order book and the customers feel like we’ve been super proactive and helpful. So if any of our team are reading this well done – now get back to work (insert whip crack sound here). This has put me in a good mood, made even better by the recent news of Battlestar Galactica’s reboot – So say we all! If this article was a movie this is the place you’d ﬁnd a fade to black and the next scene would take up our story a few days later. And what a story! Cologne has been fantastic. I have enjoyed every minute of the show and the evenings, especially the evenings. The hospitality shown on every stand we visited was amazing and as we attended all four days we had more time to spend on every stand we visited. It’s a pleasure to deal with all our brands and it’s been great getting to know you all better.

So without further ado what where my highlights?

I can only apologise to the brands and products I don’t mention – It maybe

we aren’t stockists or simply that we didn’t get chance to visit you – maybe next year. Dorel had a huge amount of new products and the show stopper on their stand had to be the innovative Coral. This product really needs to be

Thi s ye ar ha s seen so me grea t ne w produc t la un ch es an d I’m su re C ologne 2 0 19 w ill see even more ne w produc ts re ad y to w ow ou r sock s off experienced to appreciate the benefits it offers parents, plus it looks stunning and I can see techno-savvy parents loving this upon its release. A number of other great new seats accompany the Coral including the new from birth, iSize 3600 spin car seat Mica. Finally from Dorel the new strollers from Quinny. The Hub has had a difficult time since launch but the addition of some strong sister products should mean it finally finds it place in the market. Big shout out to all the

guys on Dorel for a fantastic party on Thursday night too! If my dad upset or injured anyone with his dad dancing you have my deepest apologises. Whilst I’m talking car seats I’d like to mention the great range from Cosy n Safe, a great brand offering high quality affordable car seats with some really innovative products, plus they’re a bunch of top blokes. If you haven’t seen their range I would suggest you hop online and check it out, I’m sure you’ll be impressed. Bebecar had their usual range of quality items and if there’s one thing you can count on with them it’s the fact they’ll bring some WOW to Cologne. 2020 is going to be the year of pink glitter. How can you not want to put the stunning new addition to the Prive range in your store window? Plus with their continued commitment to the independents of the world it’s never been a better time to be a Bebecar stockist. Over on Mamas & Papas we got whisked off to the movies with a triple bill of strollers – The NDA I signed means I’m sworn to secrecy but it’s safe to say 2020 is going to be a VERY good year for M&P wheels. And how can I not mention Onyx and Raven Ocarro? Winter cannot come soon enough for me. . . .Love that Raven. For those of you that took the time to stop by the Swandoo stand you will have seen how cool the Albert looks in all it’s glory. Great technology coupled

john@pramland.co.uk

with real parent pleasing aesthetics – I impressive Gazelle. With it’s two seat, even like the name. one piece fold the Gazelle is a sure fire Anyone walking past the Hauck hit when it’s released. Talking of stand will have noticed something very Cybex, I must remember to install our un-Hauck smiling at them from the waterfall in the store when I get back stand. The Wild Blooms is a bold new on Monday. Before I forget, if you are colourway on an already popular a stockist of Cybex and have yet to get travel system. If this is a taste of things their CBX products on your shopfloor. to come from them then our future . . .what are you waiting for? They with Hauck is looking good. really are a great product and sell very There was more NDA signing over well. Well done Cybex. on Bugaboo so I can’t say much Joie had another bumper offering unfortunately but it will be interesting with even more car seats being added to see how the product we saw will to their already HUGE range. Their develop. With Fox 2, Donkey 3 and stand out product for me being the Turtle 2 all making an appearance, Roomie and Roomie Glide. A good Bugaboo had a great offering to look product in a very good colour with forward to in the not to distant future. features parents want all at a price For a self confessed Bugaboo fanboy customers will love. the site of all them Bugaboos lined up A casual walk past Cosatto will have like little soldiers made me want to do had your eye balls directed to a great an anchorman yeah! Let’s just hope new range of fabrics including my that the current issues we are all personal favourite. . . .I bet you can’t experiencing with excessive guess. Ok, here’s a clue. . .I love discounting get resolved as it would be portholes! a shame if these new products never If you remember my last article I found their way to our shop floors. mentioned that I hoped Joolz wouldn’t For those that visited the Cybex upset me with too many new products stand a host of new colours were on given how many changes we’ve had display along with a few new products, recently. So they did just that, but I’m the pick of17B2&7B B0 % SGI the bunch being the actually happy about it. Not only am I

terrified of Lyndsay (only joking she’s super lovely) but the Day+ features some additions the range will really benefit from. The fact it’s a year away also gives us enough time to make money from the current range. Thanks for the heads up Joolz! Finally I come on to BabyStyle. A great mock up of a potential Oyster 3 Max (thanks for that Andy) was accompanied by some proposed new colourways, I especially liked the Hexagonal design – it reminded me of a Warhammer Underworld board

(My guess is that only Ross H will get this reference). If you didn’t venture on to the stand you will still have definitely seen the impressive screens dotted around (I’ve decided to nickname them OysterTrons). If Andy and the team can produce a scheme to get those on to our shop floors we’ll really see customers flocking to their products, we’ll also see our npower bill increase. Oh and yes BabyStyle are a bad influence when it comes to beer – thanks for the laughs chaps!

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nursery today 23

talking shop This issue we speak to a number of independent retailers to find out their thoughts on Kind + Jugend 2019.

Nylah Ibnahaten HUGGLE

How was your experience this year at K&J? It was a long two days for us! We managed to walk the whole show and see our current suppliers along with new brands that gave us new ideas. Did you find ample new product launches and innovation? Yes - we found a few brand new products that took our attention. One being a tick repellent for babies, kids and adults. This was really interesting and like nothing we have ever sold before. There were also new furniture brands that we thought would work really well in our show room, in particular ‘Charlie Crane’ we adored his fashionable and well thought out collection.

Did you spot any upcoming trends while in attendance? Yes.. it was all about mustard yellow. From footmuﬀs to pushchairs, mustard yellow was in the spotlight. It seemed like fruit was another upcoming trend, Nibbling and Storksak have both created fruit based products which seemed pretty cool.

What were your highlights when looking at products/ranges that were on display? Seeing our current brands and what they had planned coming up over the next year was super exciting. We saw particularly interesting launches from Maxi Cosi and UPPAbaby and are looking forward to having these products live in our store.

Can we expect to see you within the halls again next year? Deﬁnitely! It is a really important date for our diary. As an independent retailer based in central London our customers often expect the very latest products and want to know the best upcoming trends. It also gives us a chance to plan the year ahead and be able to create an organised stock range.

Jo Studholme

PUSHCHAIR EXPERT THE SHOP How was your experience this year at K&J? I loved Cologne this year - I always do. It’s a busy and vibrant show, a must for Nursery Press and retailers alike in my mind. It’s a time to find out about new innovation as well as catch up with and learn more about brands in a less rushed environment. And of course the after show parties were excellent this year. Did you find ample new product launches and innovation? Yes we did and I am pretty sure that there is lots that we missed due to the size of the show! What were your highlights when looking at products/ranges that were on display? Highlights for Cologne are often the products that we can’t yet talk about and the ones we have signed NDAs about. Products that really caught our eye this year were the new Coral Infant Carrier from Maxi-Cosi, new furniture ranges from Silver Cross and Tutti Bambini, lots of development from Purflo and an innovative new carrier from Close Parents. Do you feel you had sufficient time to see everything? Absolutely not - we could have really done with an extra day even though there were three of us at the show. Did you spot any upcoming trends while in attendance? Pushchair wise there is a definite move towards tones of green and those more natural colours. Car Seat wise, it was good to see new seats launching which allow for extended rear facing. Can we expect to see you within the halls again next year? That a certainty! We will be there!

Do you feel you had sufficient time to see everything? Just about. The time ﬂew and it seemed like once you started a conversation with a brand it was hard to stop. Next year we should bring a stop watch along!

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Gary Watts WH WATTS

How was your experience this year at K&J? K&J was excellent as usual. So much to see and do. In fact we didn’t get round everything which was frustrating. Did you find ample new product launches and innovation? Because of the time needed for appointments etc. we had to focus on the brands that we already have but within these brands yes definitely especially Dorel who have made giant leaps forward. I was very impressed with some of their new lines. What were your highlights when looking at products/ ranges that were on display? Dorel, Axkid, Inglesina, I-Candy. There are so many great products coming to market, I came back from the show very tired but also mightily enthused. Do you feel you had sufficient time to see everything? We spent a full four days at the show but definitely didn’t have enough time. Next year we need to do things differently to ensure that we get around everything. Did you spot any upcoming trends while in attendance? Innovation, innovation, innovation. I was really impressed that after a couple of stagnant years things seem to have moved forward, new products, new ideas and brands that are now catching up with what’s required at last. Can we expect to see you within the halls again next year? Yes we will be there! I wouldn’t miss it for the world. Cologne is the highlight of the nursery calendar.

Victoria Hampson

DIRECTOR - NATURAL BABY SHOWER How was your experience this year at K&J? As always, we were really excited ahead of this years K&J. We are always keen to get stuck in and see all the new and exciting products brands are bringing out. The show certainly didn’t disappoint, it’s keeps better bigger and better each year. Did you find ample new product launches and innovation? K&J is always full of new product launches and innovation, this year was no diﬀerent. Without giving away too much, there are some really exciting things set to launch in the coming months and we were thrilled to get a sneak peek. What were your highlights when looking at products/ranges that were on display? For us this year, we saw a much bigger focus on eco initiatives and sustainable alternatives which was a big highlight and is always amazing to see, especially for us. It really does seem brands and consumers are starting to put a lot more focus, research and emphasis on greener living and being kinder to the planet. This was really exciting to see as a retailer who from the beginning has championed all things organic and natural to see how attitudes are changing for the better. It’s amazing! Do you feel you had sufficient time to see everything? It’s always a little crazy at K&J and we could always do with even more time to truly take it all in and visit every place we want to. But this year we took a big team of eight with us to help make sure we got to see everything

on the hit list. We loved catching up with our existing brands and seeing all their new and exciting launches coming up. Plus, we also put a big focus this year to go on the hunt for brand new products and brands who offer something a little different that align with our values. We found quite a few new brands that have got the whole team buzzing! Watch this space. Did you spot any upcoming trends while in attendance? Aside from the bigger focus on green living and eco products which is always exciting to see. We also noticed a growing trend of products which offer longer life spans, that are adaptable or able to convert to offer the consumer multi-purpose from one item. Can we expect to see you within the halls again next year? Absolutely! We wouldn’t miss it. I just hope my feet have recovered by then.

Christy Foster ONLINE4BABY

How was your experience this year at K&J? Wonderful and tiring in equal measures! The scale and design of the stands seems to improve each year to the extent that you sometimes forget you’re actually in a large conference centre. Some of the brands have managed to create intimate spaces where it’s nice to do business which is testament to their marketing and event teams. We managed to forge some new relationships and do some great deals with existing suppliers so overall it was a successful trip. Also, we’ve been in the industry for a long time but don’t have much free time nowadays, so it was great to catch up with some old faces over a drink or two. Did you find ample new product launches and innovation? We did. There was always going to be a large number of brands entering categories which have seen recent growth such as bedside cribs but there was plenty of innovation on show too. The e-priam looks great and I thought the Pahoj stroller which turns into a bike seat really caught your eye on the way past. We even saw a pushchair designed for six children although I don’t think we’ll be including that in our range just yet! What were your highlights when looking at products/ranges that were on display? We saw some great developments and new colourways on lines we stock currently as well as some great innovations around self-folding and compact versions of products. Do you feel you had sufficient time to see everything? I think you could spend longer there but I feel the limited time helps you focus on what you’re there to achieve and be selective with the available time. There were brands which we wanted to see but just didn’t have time,

which is a shame, but we will catch up with them over the coming months anyway. Did you spot any upcoming trends while in attendance? Deﬁnitely some new colour palettes which look like they’ll be big in the next 12 months. The Hygge/ Skandi styling is still big in certain categories as well as a move towards natural products. Eco-friendly credentials are also becoming more important to shoppers and we feel we’ll start to see this increasing even more over time. Technology is inevitably becoming more integrated into products with the likes of electric prams and additional safety aspects around braking on wheeled products. Can we expect to see you within the halls again next year? I’ll be there, but maybe in some more comfortable shoes!

nursery today

focus KIND UND JUGEND

Cologne called Kind + Jugend demonstrated this year why this trade fair should be in everyone’s show calendar.

he doors closed to Kind + Jugend 2019 to what can only be described as a huge success. With more than 1300 exhibitors, displaying all the latest that the nursery industry has to offer, those visiting were hard pressed to not find something they were looking for, gain fantastic product demonstrations, see first hand new product launches and be surrounded by innovation. This year the show experienced around 24,000 trade visitors from 133 countries - making this a truly international annual event in our yearly trade show calendar. With all the major brands represented we can confidently state that it was smiles all round. This appeared to be the year of newness, with brands keeping apace with the demands of consumer wants, needs and desires. Dorel was one such example, with a whole host of new product launches across their brands Maxi-Cosi, Quinny and Tiny Love, which included perhaps their biggest launch this year being within the car seat sector. Their Coral infant i-Size carrier was a total hit with all who visited their impressive stand. Testament to the unique design of the Coral, this product also won a coveted Innovation Award. This is the first modular baby car seat which contains a removable carrier. Talking car seats, of course, this wasn’t the only new product. Happily displayed next to the Coral on the Dorel stand, visitors also experienced their new

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from-birth, i-Size, 3600 spin car seat, Mica. Other key brands also brought to life newness in the car seat category, with Cosatto showcasing their newly launched RAC car seat, Diono proudly displayed the Monterey 5 i-Size FixSafe, their all-new expandable booster seat that’s easy to fold, easy to carry and easy to store-withoutcompromising safety. Chicco further impressed visitors with their Seat 4 Fix and Seat Up 012 car seats, which sat perfectly alongside their BebéCare technology system which provides notiﬁcations to parents’ phones whenever they move too far away from baby or if the baby is left for too long in the car seat. This technology is becoming increasingly popular and could be considered a must have when parents are looking at infant carriers, which is now the case for example in Italy. Not to be left in the dark, Joie showcased another big hit with visitors with their ﬁrst i-size booster, the i-Traver. Also on their stand was their new i-Venture and i-Quest modular systems, taking a child from birth to 105cm in a rearward or forward facing position.

An area on the Britax stand that definitely drew the crowds was their adult sized car seat. Visitors were able to gain a great child’s perspective through the wonders of virtual reality. This was definitely an experience not to be missed by visitors! Moving onto wheeled goods, fabrics and colourways were leading the way. For example, visitors had the opportunity to see the fantastic Ocarro Liberty Collection from Mamas & Papas and the eye catching Wild Blooms fabric on the Sunny Compact Fold and Saturn Travel System from Hauck. Bebecar again wowed visitors with their eye-catching Privé fabrics, including black, white and rose fabrics with glittery aprons and hoods. Graco also unveiled their new lightweight stroller, Breaze Lite, launched Time2Grow, their new single to double pushchair, Transform a 2in1 pramette to pushchair and finally Near2Me, a pushchair which focuses on the importance of parent and child interaction, not to be left in the dark, Nuna proudly displayed their new compact stroller TRIV, which will be available from February 2020 and in

extra safety for every adventure

i-Snug™ i-Size infant carrier ECE R129/02

i-Venture™ i-Size child seat ECE R129/03

rearward facing: 40-75cm, ≤13kg

rearward facing: 40-105cm, ≤18.5kg forward facing: 76-105cm, ≤18.5kg i-Base™ Advance

i-Venture™ Joie’s all new i-Venture™ child seat sits comfortably at the forefront of rearward facing safety. Part of a snug and safe system that goes further, i-Venture™ pairs with the i-Base™ Advance and i-Snug™ NEW or i-Gemm™ infant carriers to create an i-Size tag team that grows from birth to approx. 4 years.

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

*requires i-Base™ Advance (sold separately)

focus KIND UND JUGEND

two colourways, Mocha and Caviar. Over at BabyStyle visitors were introduced to the new styling of the Hybrid with the launch of Hybrid Edge 2 and furthermore had the opportunity to receive demonstrations of the Oyster3, which is available now. Visitors were also able to view their new i-Size infant car seats. Furniture was also another notable area at K&J with Shnuggle winning an Innovation Award for their Shnuggle Air Bedside Crib, with East Coast Nursery showcasing their new furniture capsule collection, Nebraska and Silver Cross unveiled their two new furniture collections. The baby carrier and sling category was also buoyant with new launches, as an example, Ergobaby launched their new newborn carrier Embrace and Close Parent wowed visitors with their fourth trimester range including Caboo Fly, their ﬁrst evolution carrier and Caboo Hygee, an all new

skin to skin t-shirt. BabyBjorn also introduced visitors to their new baby carrier Move and their newly launched Soft Sprinkles Collection. From everything that was on display this year, it is difficult to place it all within this review. However, for those of you who attended, we bring you a flavour by highlighting ‘stars of the show’ on the following pages and for those who didn’t make it this year, a flavour of what you missed.

Innovation Award Winners

The Kind + Jugend Innovation Awards for the best products of the year for babies and toddlers were awarded at a ceremony on the ﬁrst day of the show.

The winners were: World of Moving kids

2020: Dates for the diary 17th-20th September www.kindundjugend.com

Ningbo I-Believe Sports Goods Co., Ltd., I-S035A baby stroller

World of Travelling Kids

Dorel Juvenile (Maxi Miliaan B.V.), Maxi-Cosi Coral

World of Moving Kids & Travelling Kids Accessories

Shenzhen UVLED Optical Technology Co.,Ltd., Breast Pump UV LED Sterilisation Bag

World of Kids Safety at Home

LIIP Care - Wearable Inteligentes SL, LIIP Smart Monitor

World of Kids Toys Modu, MODU

World of Textiles

Fedde&Kees, Nunki baby bed sheet

World of Kids Care

Marvoto Technology (Hong Kong) Limited, Fetus Camera

World of Kids Furniture Shnuggle Ltd, Shnuggle Air Bedside Crib

A new era Built for terrain. Designed for the city.

Meet Era, the new deﬁnition of city stroller. Featuring an infant-safe, reversible to adventure facing ready they’re until cargo precious your seat to bond with

forward. Roll smoothly through bumpy terrain and keep your napping passenger t, asleep with all-wheel suspension and air-ﬁlled tyres. With its small footprin room of plenty is there Plus, easy. and e stress-fre is spaces tight vring manoeu to grow with its extended footwell. and Era has a quick, compact fold, auto lock and standing stow – save space Era turing, manufac sed eco-focu ide’s Bumbler with keeping In keep moving. includes an adjustable handlebar made of all-natural cork and eco-fabrics made with 100% recycled PET. Web: www.bumbleride.com

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Innovation Award winner

Leading the way in car seat innovation for 2020 Maxi-Cosi are proud to reveal Coral, the world’s first modular baby car seat. MaxiWinner of this year’s Kind + Jugend Innovation Award, the Cosi Coral has a two-part modular system, an ‘outer’ i-Size (R129) car seat shell for superior safety, combined with an ultra-light (1.7kgs) detachable ‘inner’ carrier with retractable straps. This allows parents the option to lift the whole seat, or just the inner carrier, with their precious load, reducing carrying weight by 50 per cent. Available from March 2020, this new benchmark in from-birth travel safety also contains a Baby-hugg inlay designed for newborn comfort plus a 3-point harness with one-pull tightening system for the ultimate ease of use. Tel: 0208 236 0707 Email: sales@uk-dorel.com

The Original Shnuggle Baby Bath

Contact sales@shnuggle.co.uk or phone 02891 815169

10 years of innovation by Shnuggle

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Born to carry This year’s Kind + Jugend saw the launch of a new baby carrier from iconic Swedish baby brand, BabyBjörn.

The Baby Carrier Move is designed for parents with an active, social lifestyle who want to take their baby with them from day one. The baby carrier has built-in back support and a secure waist belt, the thin and ﬂexible 3D mesh fabric hugs the baby’s back, legs and hips, and provides perfect support. BabyBjörn also showcased, among other things, the autumn collection, Soft Sprinkles – in the multi-award winning Baby Carrier One and Bouncer Bliss. The stylish collection features a playful print and soft colours, carefully selected to appeal to style-conscious parents and blend eﬀortlessly into modern homes. Email: info@babybjorn.com Web: www.babybjorn.co.uk

Breaze Lite by Graco Compact yet versatile – the Breaze Lite is a nippy little stroller designed to make your life a breeze!

A great option for city living or travelling. It’s compact, lightweight (only 6.5kg) and a great all-rounder, and with an attractive price tag too! Suitable from birth and travel system compatible makes it a great addition to the Graco family. Suggested RRP, £100 Email: uksales@allisonbaby.co.uk Web: www.gracobaby.eu

Full of Joie Joie had a very successful time at the recent Kind + Jugend show with their biggest range to date, where they revealed exciting new products for 2020.

Strengthening their already wide and impressive car seat range came a ﬁrst i-Size booster seat, the i-Traver, oﬀering an impressive level of side impact protection and comfort for growing children. Their incredibly popular rotating seats range has been further enhanced with Swedish Plus tested versions being launched, the Spin Safe and i-Spin Safe. One of the many products that received some fantastic reactions from the trade was their new side sleeping crib the Joie Roomie and top of the range model Roomie Glide. The Roomie features single-handed easy lowering of the side, independent height adjustment of each side allowing you to incline the crib, complete with mattress and mesh sides for comfort and ventilation. The Roomie Glide is further enhanced with a simple back and forth gliding motion to relax baby and aid sleeping. Side sleeping cribs have become really popular and the category has grown hugely over recent years, both models will be available at extremely competitive price points! Tel: 01889 808 900 Email: uksales@joiebaby.com

Bumper solution The SwaddleMe Soft Solutions Bedrail Bumper is a 5.5” extra-high breathable cotton bumper that helps prevent a child from rolling out of bed.

The soft foam bedrail easily installs under a ﬁtted sheet, while the SlipStop Panel with added silicone grips keeps the bumper in place. Easy to use and easy to clean with a machine washable cover, this is the perfect solution for a growing child and can also accommodate twin to king sized mattresses and platform beds. Made from BPA, phthalate, and ﬂame retardant free foam. Web: www.summerinfant.co.uk

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Natural evolution Meet the newest member of Childhome’s Evolutionary line of baby furniture!

The Evolux Changing Table, which was nominated for the Kind+Jugend Innovation Award, is the very ﬁrst design table with four diﬀerent heights. But there is a lot more to it. Thanks to the wheels with braking system, the table can easily be moved from one room to another. A larger changing unit, higher sides and a sturdy construction ensure that it is safe for babies up to 15 kg. Finally, a 3-point safety harness with removable crotch has been added so that the baby is safe at all times. Web: www.childhome.com

Nappy Disposal System Designed to keepp bad smells at bay ODOURSEAL AL TECHNOLOGY OGY

KEEPS SMELLS LS INSIDE

ANTIBACTERIAL ERIAL

COATING REFILL FILL FILM

SAFE & SIM SIMPLE MPLE

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Angelcare Refill Cassettes Available in 3, 6 & 12 packs

For more information about our products contact:

info@hardenbergco.co.uk | www.angelcarebaby.com

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Solutions for women

A slick way to eat Following the launch at Kind + Jugend 2019, the Slick high chair is designed to be the most adaptable, convenient and comfy, ergonomic high chair yet!

With easy transformation into a cushioned recliner for rest and sleep too, Slick is supportive from birth up to three years. As well as super soft newborn cushioning, the Slick chair includes clever features such as an adjustable footrest to grow with a child, easy-to-move, ﬁxable wheels on the two back legs of the chair and convenient pivoting tray that can be opened out from each side. Easy to clean surfaces and removable washable seat cushioning make this chair the ultimate multi-function baby seat, recliner and high chair that just keeps adapting to a child.

Founded in 2013 by Tania Boler, Elvie is a health and lifestyle brand with a mission to create extraordinary products that improve women’s lives.

app - helps Elvie’s first product, Elvie Trainer - an award winning Kegel trainer and recovery and l postnata control, bladder better for oors fl pelvic their women strengthen Trainer Elvie gy, enhanced intimacy. Using biofeedback and smartphone technolo s. guides the user through fun, five-minute workout er 2018 Following the success of Elvie Trainer, Elvie Pump was launched in Septemb and cordless ely complet is Pump Elvie pump. breast wearable silent rst fi world’s as the home, at e anywher , anytime pump to worn inside a bra, making it possible for women at work or on-the-go. Distributed in the UK by bébélephant. Email: info@bebelephant.com Web: www.bebelephant.com

Email: swinksill@babymoov.com Web: www.babymoov.com

Cosatto collaboration RAC x Cosatto Collab Steals the Show

Unleashed at Kind + Jugend, Cosatto’s new high spec car seat collection was applauded by retailers large and small. From their much-celebrated collaboration with the RAC, to crafted classics, their new range of pioneering car seats are packed with the latest safety innovations. On a stunning stand drawing retailers and distributors from all corners of the globe, the brand ‘saving the world from boring baby stuﬀ’ sprinkled their magic. Designs were showcased, with storytelling mood boards, triumphant videos and cute K&J survival kits. Plus Woosh 2 stroller, the icon evolved, most deﬁnitely landed. What a blast.

Web: www.cosatto.com

Eyecatching fabrics For Bebecar, Kind + Jugend is always an exciting time, signalling the start of fresh new things – it’s the venue where the following year’s collections are unveiled.

This year’s previews included new and updated chassis, a new fantastic value travel system, and of course the brand new fabrics. The stars of the show this year were the eye-catching Privé fabrics, including black, white and rose fabrics with glittery aprons and hoods, which received lots of positive reactions from customers. Bebecar UK would like to thank all of the customers who visited their stand and gave such fantastic feedback. Tel: 01692 408801 Web: www.bebecar.co.uk

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All change This year, the stars of the East Coast stand were their new changing mats.

East Coast Nursery have been making foam-ﬁlled changing mats on their site in Norfolk since the 1970s, so it’s extremely positive to continue to see growth in this category. Launched in the summer, the new East Coast changing mat range includes soft neutral designs, a bold tropical rainforest print, graphic all-over designs and watercolour-style prints. There’s something to suit every taste. So far, the most popular design has been the Botanical Changing Mat – a tonal, watery print of leaves and ferns. Tel: 01692 408802 Web: www.eastcoastnursery.co.uk

Three is a magic number

For everyday adventures The TRIV by Nuna is a fully-featured compact stroller, perfect for city living or jet-setting travellers.

Cleverly designed with a seat that can face both ways and fold both ways, and can easily convert to a travel system. The included ring adapter the can even fold with the frame, creating es. ntur adve yday ever perfect sidekick to getting across For a quick trip to the corner store or packs up that ller town, TRIV is a natural city dwe hands free. busy ing keep , own its quickly and stands on ing the prov g, 8.8k only at in h weig seat The frame and . ages best things can come in small pack V will be Available from February 2020, the TRI ha and Caviar. Moc ons, fashi e rang main available in two Tel: 01889 580260 Web: www.nunababy.com

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This year marks the latest addition to the Diono 3 across family.

Monterey 5 i-Size FixSafe is their all-new expandable booster seat that’s easy to fold, easy to carry and easy to store without compromising safety. As more young families make their home in the city the team at Diono asked, how do we simplify The Monterey 5 travel so parents and children can take safety with them wherever they go? inning brand, award-w the from expect to i-Size FixSafe features all the protection you’ve come solution. portable truly a create to ality function booster combined with the very best in in the garage or So, whether you’re on the daily commute, taking the kids to friends, storing and go. lock fold, simply can jumping in a cab, with the Monterey 5 today’s busy parents Web: www.diono.com

All in the movement The latest range of 3in1 Baby Movement Monitors continue to be the star of the show for Angelcare.

The wireless SensAsure movement sensor pad, uses powerful non-contact movement detection technology, that monitors babies slightest wriggle across the entire surface of the mattress without baby even knowing it’s there. The clever piece of technology oﬀers additional peace of mind for parents who deserve a good night’s sleep. The collection consists of several monitors that have diﬀerent levels of features. Ranging from sound and movement only, to movement sound and video with room temperature monitoring. This allows parents to have the choice when it comes to features and investment. But they will always have the added reassurance of the SensAsure movement sensor pad with their monitors, as well as great value for money and tailored features perfect for any family. Tel: 01785 503 305 Web: www.angelcarebaby.com

supplier snapshot This month we spoke to some of the industry’s finest to find out their thoughts on Kind + Jugend 2019.

Holly John

HEAD OF MARKETING, CHICCO AND RECARO How did you find K&J this year? This K&J was extra special for three major reasons. It was the first time that we could discuss the Super-Charged future of Chicco & Recaro. That is, whereby we are driving and shaping the next stage of our growth, supporting both brands with the largest media spend in the industry. Secondly, we had a record number of customers visit the stand. Finally, but of equal importance was the fact that it provided the opportunity to showcase all of our new innovations for the year. Were there any new product launches this year on your stand? At this year’s show, we showcased our new innovations that will be available on shelves between the end of 2019 and the first months of 2020. This included new ‘Air’ versions of our popular Chicco Next2Me and Baby Hug, which feature new mesh panelling that improves airflow for baby. This year there was also a large focus on our range of travel products including the latest version of our travel system, the Trio Best Friend+ and our newest strollers, Goody and TrolleyME. Additionally, our new Chicco car seats, Seat 4 Fix and Seat Up 012, are designed to keep little ones comfortable and safe when travelling. One of our exciting launches is our new BebèCare technology system in collaboration with Samsung, which provides notifications to parents’ phones whenever they move too far away from baby or if baby is left for too long in the car seat. It was also an important year for RECARO, as the first year following the licensing partnership between Artsana and the renowned car seat brand. As well as showcasing the hero RECARO car seats from its ongoing range, K+J was the perfect opportunity to demonstrate the high level of innovations that have gone into its new products for 2020, such as the Mako Elite and Salia Elite. Can we expect to see you again next year at the show? K+J remains one of the most important shows of the year for us, as it not only it gives us the chance to celebrate our continued success, but it also provides us with the ideal launch pad for our latest exciting innovations. With that in mind, it is certain that we will continue attending the event for many years to come.

Nichola Pass HEAD OF BRAND MARKETING & PR, DIONO

How did you find K&J this year? We were excited to attend K+J this year as we had a whole range of new products to demonstrate and brand new innovations to reveal. The response from our customers and our visitors was very positive. This year the Diono stand was busy from the event opening on Thursday right through to closing on Sunday. What type of visitors did you experience on your stand this year? We had a truly global attendance this year with visitors from around the world. It was great to welcome our existing customers, our partners and suppliers and also to meet many new ones. We have a wide range of juvenile products so we attract a range of retailers, from large National retailers to smaller, boutique style stores. Did you feel there were any notable trends while you were in attendance that retailers would find interesting? City centre living is on the rise for millennial parents and young families are demanding products that ﬁt with this lifestyle. They want products that have great performance but are also multi-tasking and simple to use- and of course look great too. The basis of Diono product design is clever little solutions to everyday problems to make life a little bit easier Were there any new product launches this year on your stand? The original, expanding booster seat was invented right here at Diono. This year we showcased the full collection of multi-award winning Montereys, from the Monterey XT, all the way up to the Monterey 4, which has 15 out of this world upgrades. We also revealed the latest development in the range – and star of the show - the Monterey 5. This is the next generation of Monterey, an expandable booster seat with advanced design and technology: it oﬀers a full sized, high-performance booster but features a compact fold, is ultra-lightweight and is super simple to use. In summary, it is design without compromise, combing safety performance with user experience and child comfort all in one seat. We also presented as part of this family the Mercer iS FixSafe, our new forwardfacing car seat with impact shield technology. This clever car seat is designed to grow with your child and simply converts to become the Monterey 5 booster seat when the time is right. We also showcassed 100 new “Everyday Hero” stroller and car seat accessories that build on Diono’s reputation as the original innovator in great ideas for parents, plus the preview of “Diono Baby”, a great capsule collection of toys to keep little ones entertained on the move. Can we expect to see you again next year at the show? Yes - absolutely! We are already working on the next round of product innovation to showcase in 2020.

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supplier snapshot

Amanda Loveday ERGOBABY

How did you find K&J this year? Doesn’t it just fly by! It was extremely busy. Lot’s of retailers both existing and potential new customers visited our stand to see our new products. They also came to our stand just to put their feet up with a coffee and have a break. What a show! What type of visitors did you experience on your stand this year? We had both National retailers, Independents and Sling libraries at our stand this year plus of course we had different magazines and digital publications visit too. Did you have a particular product/range that impressed visitors? Without a doubt Embrace, our all new newborn carrier was the star of the show for us and of course our very compact and ultra versatile Metro pushchair just keeps going from strength to strength. Did you feel there were any notable trends while you were in attendance that retailers would find interesting? Only that Teal as a colour seemed to be on trend this year and they loved the softness of Embrace fabric. Were there any new product launches this year on your stand? Our newborn carrier Embrace. Can we expect to see you again next year at the show? Definitely.

Audrey Saunier

ACCOUNT MANAGER FRANCE, BABYBJÖRN How did you find K&J this year? K&J is a very attractive fair, with visitors and key decision makers coming from all over the world. It is a key event for BabyBjörn. The fair this year was great. What type of visitors did you experience on your stand this year? BabyBjörn has been selling baby products since the 1960s, so we are very well established in the childcare industry. Most of the people who visit us on our stand are customers (key accounts and even smaller customers) from all over the world, as well as some new prospects interested to distribute our brand. We also have the pleasure to show our products to journalists, media partners, inﬂuencers and babywearing instructors. Did you have a particular product/range that impressed visitors? The new Baby Carrier Move received lots of positive feedback: excellent comfort for parents with the back support, designed 100% in 3D mesh fabrics, and will be available in three trendy colours. Overall everyone was really satisﬁed about our other new launches. Did you feel there were any notable trends

while you were in attendance that retailers would find interesting? People want innovative, and more and more compact products as a general trend. Florals edition = very limited edition to create a buzz with inﬂuencers. Showcasing our three focus products in a new ﬂoral fabric: Baby Carrier Mini, One Air, and our Bouncer Bliss (February 2020). Were there any new product launches this year on your stand? A lot. We will launch in October this year the new Baby Carrier Move, the Soft Sprinkles collection and our new Bathroom range. And there is much more to come! 2020 will welcome many new ones to the Babybjörn products family such as a new collection with trendy bright and joyful colours of the bouncer Bliss and baby carriers next spring, but also a travel cot with a new Scandinavian design. Can we expect to see you again next year at the show? It’s a date !

Charlotte Smart SALES DIRECTOR, BEBEBRANDS

How did you find K&J this year? Busy as usual! it’s great to see so many new and familiar faces all in one place. What type of visitors did you experience on your stand this year? We had visits from our independent retailers which is something we always value. This year it gave us a chance to give them their ﬁrst glimpse of the new products which will soon be available in the UK. We were also visited by some potential retailers which is always exciting, and from those that were intrigued by the features on our latest launch. Did you have a particular product/range that impressed visitors? The new Bumbleride Era attracted a lot of attention and is a product we are really excited to bring to the UK market. It is an all-terrain, 4 wheel stroller with a reversible seat unit which is designed for the urban environment. It’s unique feature is it’s all-natural cork handle which is water-resistant, durable, non-toxic and 100% sustainable. Visitors are always impressed by the eco-friendliness of Bumbleride strollers and it is a feature that we are ﬁnding is attracting more and more attention and the awareness of our impact on the environment grows. Did you feel there were any notable trends while you were in attendance that retailers would find interesting? I noticed that many brands are becoming more daring with the colours and patterns they are using. Apart from that I didn’t notice any major changes from previous years but then again I didn’t manage to get around all the halls! Were there any new product launches this year on your stand? Along with the Era, we also launched the organic cotton newborn insert. This is a product that is already in high demand as it’s perfect for babies with sensitive skin and can be used until they’re 18 months. Can we expect to see you again next year at the show? We certainly plan to be there!

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Nicola Coletti

MARKETING COMMUNICATIONS SPECIALIST, DOREL How did you find K&J this year? K&J was a huge success again for us this year. As with last year, the stand was incredibly popular, so much so that at times we had to queue to demonstrate the products! There was a real buzz on the stand because of all of the exciting innovations on show. Feedback from our customers was excellent and even better than last year. The focus was solely newness and it was great to discuss the direction in which Dorel Juvenile and all its brands are headed in 2020. What type of visitors did you experience on your stand this year? We had a real mix of press and retailers on the stand this year. Every year we make appointments with key retailers to showcase what is coming up for 2020 and meet with press and partners to take them through the upcoming product launches. Did you have a particular product/range that impressed visitors? The standout for us (literally, if you saw the front of the stand) was the new Maxi-Cosi baby carrier: Coral. Leading the way in car seat innovation for 2020 Coral is the world’s first modular baby car seat. It contains a removeable carrier which is designed to improve the experience of travelling with small children for new parents and reduce carrying weight by 50%, making it lightweight for even post-caesarean mums. Complete with retractable handles offering multiple ways to carry, Coral encourages parent-child bonding from the early stages of family life. Retaining the high safety standards that we are renowned for, the unique modular design comes in two parts and the seat can be completely removed from the car or simply by the detachable carrier which weighs in at just 1.7kg. We lifted the embargo on our top secret innovation at the show and it certainly went down well! We had amazing feedback from everyone who saw the product and we can’t wait for it to be available in the UK in early 2020. Were there any new product launches this year on your stand? This year we took the decision to showcase nothing but newness on our stand and it really was jam packed. For Maxi-Cosi, the hero launch was our brand new innovation, the Coral infant carrier and we were pleased to unveil our new from-birth, i-Size, 360° spin car seat, Mica which has already found a home in the majority of our retailer’s stores. We also got to showcase our new Home Equipment collection which is a whole new category for us and has been very well received. For Quinny we showcased the brand new NXTGEN collection. The collection consists of three new pushchairs– the ultra-compact Quinny LDN, the comfortable Quinny VNC and the fashionable Quinny PAR. Travel-themed, the pushchair names refer to London, Paris and Vancouver – cities that are as lively, modern and versatile as today’s new parents are. Each pushchair has its own distinctive features, but they’re all ideal for roaming the city and beyond, perfect to match the fabulous lifestyle of the new generation of mums and dads. For Tiny Love our biggest launches were the 5-in-1 Here I Grow Ride on, (we’ll share more details soon) and the Tummy Time Mobile Entertainer. Inspired by babies’ fascination with mobiles, this engaging, interactive toy replicates the experience while extending their essential and healthy tummy time development. Then, when the toy is flipped over, it turns into a travelling, on-the-go mobile that gives baby endless fun and delight. Can we expect to see you again next year at the show? Absolutely! K&J is an integral part in our calendar so we will see you there in 2020.

From Left: Debbie Wakefield, Nicola Coletti

Steven Smith

BRAND MANAGER, NUNA BABY How did you find K&J this year? This year’s K&J show was exceptional as always. The Nuna stand was a hive of activity and productive throughout. It provided us with the ideal opportunity to show all that’s new for 2020, both new product launches, fashions and collections. It is also great for the Nuna team to come together at such events, as sometimes it’s easy to forget just how big the company is and how quickly the brand is growing globally. We had extremely positive feedback on our latest developments and our increased range. 2020 is looking really exciting. What type of visitors did you experience on your stand this year? As our stand is mostly appointment only, we knew the majority of visitors who were attending, from nationals to independents and of course the media. However, there were also many new prospective customers that came to see Nuna, having seen the brand gaining strength and popularity, It was really positive. Did you have a particular product/range that impressed visitors? The star of the show was our latest lightweight pushchair and carry cot, the TRIV. It was met with rapturous excitement and everyone loved the design, the features and the fashions. Launching early 2020, It will be extremely popular. Did you feel there were any notable trends while you were in attendance that retailers would find interesting? There certainly seemed to be a keen interest and awareness in ‘natural’ products and CSR. As a brand that uses natural fibres such as Okeo-Tex and GOTS certified fabrics and naturally fire retardant materials, we had many new and current customers showing a keen interest in these elements, which is great to see, as this is part of our brand ethos after all. Were there any new product launches this year on your stand? Our new range of car seats has been received extremely well. Complimenting what is already on the market, from January, we now have products to suit every category, including a range of I-size seats, a 0+1/2/3 product and a new lie flat infant carrier. All have features that are tested to the latest standards and have noticeable features that are genuinely of benefit to the consumer. Two new wheeled items were also launched and two potential collections were also on show to our visitors. Can we expect to see you again next year at the show? 100%, it is a valuable show for us as a brand. Having many of our customers in one place, to gather feedback on products, developments, trends and fashions is crucial. It also provides our customers the opportunities to give their input and explore new product categories or complementary fashions to their current ranges.

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supplier snapshot

Rachael Clarkson

CATEGORY MANAGER BABYWEAR, FURNITURE & BEDDING, SILVER CROSS

Andy Crane MANAGING DIRECTOR, BABYSTYLE

How did you find K&J this year? It was great to be back. Our stand was as busy as ever, but the show generally felt quieter. What type of visitors did you experience on your stand this year? It was nice to see some of our key indies again as well as our UK national accounts. We experienced strong interest from overseas as we continue to grow our brand presence globally. Did you have a particular product/range that impressed visitors? We’re constantly developing our product portfolio and it’s great to be able to inspire our customers with new innovation; The award-winning Oyster3 was simply revolutionary and as part of its natural progression, the new Tandem Adaptor was a real hit at the show. We also received really good interest in the Oyster Capsule (i-Size) infant car seat, which has been tested to speeds in excess of the standard ADAC requirements. The ‘egg Shell’ is set to be a real winner, offering an i-Size infant car seats that complement the stunning egg® 2019-20 collection perfectly. Our customers were also impressed by new styling on the Hybrid 2, a proposition we feel consumers will take a real liking to. Did you feel there were any notable trends while you were in attendance that retailers would find interesting? It was refreshing to have conversations with retailers who recognise the brands that allow them to achieve good margin on all products, as well as those investing in developing their shop floors too; as the digital age has taken its toll on this industry (like many others), its never been more significant for the in-store space to adapt and engage consumers on an experiential level. Were there any new product launches this year on your stand? As above, PLUS We showcased new colours across the range We’re looking forward to bringing to market the new ‘Zed’, an astronaut shaped sleep nightlight/ soother by Rockit, that sends our vibrations similar to those that send little ones to sleep in the car Can we expect to see you again next year at the show? Absolutely – we’re celebrating our 20th birthday this year. Over the years, Kind Und Jugend has built itself up as a key event in the calendar and is a fantastic platform for our industry. Cologne is an exciting city and the show has a bright future ahead.

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How did you find K&J this year? This was my first K&J with Silver Cross but by far the thing that stood out most was how excited our loyal international customers were to see how the branding is driving forward and introducing new product categories. We were busy from start to finish which was brilliant! What type of visitors did you experience on your stand this year? Our focus this year was to introduce our new product categories to existing key retailers. However it was great to see new markets coming on to the stand wanting to talk and hearing how much everyone loves the brand. Did you have a particular product/range that impressed visitors? We had a great response to our new babywear collection which launched straight after K&J. Retailers remarked on the quality and design and it was great to hear that they felt the collection reflected the Silver Cross brand. Stand our pieces included our pramsuits and knitwear. Our new Westport furniture range also impressed. Visitors felt the new collection offered a more contemporary handwriting, which is exactly what we are aiming for with our new ranges. We also had great feedback on our first car seat collection which only launched in August. This was the first time many of our international retailers had seen the collection so it was great to see how excited they were we see it. Did you feel there were any notable trends while you were in attendance that retailers would find interesting? There was a definite move towards minimalist and slimmer furniture. I didn’t see many traditional 3-piece collections. Mixed finishes in whites or greys with natural wood effects but also more black around. Were there any new product launches this year on your stand? Quite a lot! This K&J we unveiled our new babywear collection, two furniture collections, three new bedding ranges, our new car safety made simple collection, a new dolls pram and a travel system. We also showcased new colourways on three of our existing products. Can we expect to see you again next year at the show? K&J is hugely important to us, we’ll definitely see you next year.

Touker Sulyeman

MATCHSTICK MONKEY, BABOCUSH, BRIZI, COSI CARE & POTTIAGOGO How did you find K&J this year? With a growing presence as we displayed five brands for the first time, we noticed an increased, palpable energy at our stand, as we welcomed visitors from around the world including, both independents and global distributors. The stand was buzzing as we showcased innovation and brand extensions. K+J is an important date in our calendar and the show was a huge success for our brands. What type of visitors did you experience on your stand this year? Our visitors ranged from large stores, to small independents from all over the world. We also welcomed journalists and our distributors. The show was a great opportunity to meet our current partners as well as making new contacts who are keen to stock our brands. Did you have a particular product/range that impressed visitors? It was exciting to reveal the new developments that Matchstick Monkey and Babocush have been working on. They received a great response and retailers were excited by the new offerings. Matchstick Monkey in particular continues to garner much excitement! As the brand has grown in popularity, we have found that consumers have started collecting each of the designs in all colours visitors were particularly excited by the new Animal range of teethers. Babocush will also be introducing a rocker in 2020 - which everyone was very excited about. Introducing Brizi, Cosi Care & Pottiagogo was fantastic. I was on hand to speak to visitors, as expected, everyone was interested in the Dragon’s Den and angle. Two key highlights were when the BBC filmed us on the stand, as well as getting the chance to introduce the inventor of Cosi Care, Lauren, to the crowds. She is just out of university! Were there any new product launches this year on your stand? Yes, all of our brands had new products on offer. Matchstick Monkey Face Teethers; The babocush rocker; Cosi Care – a soothing cooling star to calm the itch from eczema and other skin irritations; Pottiagogo - a one-handed folding potty; Brizi – a stroller air filtration unit for babies. Can we expect to see you again next year at the show? Yes, definitely! Expect to see a bigger stand…

Sharon Morrison

SENIOR PRODUCT & FASHION MANAGER, EMEA (UK MARKETING), GRACO

How did you find K&J this year? It was a big show for us, our first big one since we became part of Allison Baby. We had a new stand, and a fantastic display of new products and fashions to showcase. We have been working really hard on our range proposition for 2020 and beyond, and from a fashion perspective we have designed bold statements and created a dramatic change through colour and design. With increased focus on our brand awareness across UK and Europe, we are now starting to feel and see a true transformation which is really exciting. What type of visitors did you experience on your stand this year? We’ve seen a great mix of visitors – UK based retailers, multi-national retailers, distributors, suppliers and media partners. We had a fantastic turn out to Graco and as always it was really good to catch up with old friends and showcase our new range. Did you have a particular product/range that impressed visitors? Definitely our pushchair category – we have put a real emphasis and focus into our pushchair development this year with four new products launching in 2020. Did you feel there were any notable trends while you were in attendance that retailers would find interesting? Overall the trends seen at K&J ranged from classic to elegant in all categories. There was more focus on digital products for children this year across multiple channels and as we know, the internet is getting stronger every day. In terms of trends they are constantly moving and changing compared to previous years, whereby technology, textiles and sustainability are all playing a huge part for the future. Were there any new product launches this year on your stand? We had a great buzz on the Graco stand with many new products showcased. We unveiled our new lightweight stroller, Breaze Lite, which was very popular amongst the attendees. In addition, we launched Time2Grow – our new single to double pushchair, Transform – a 2in1 pramette to pushchair and finally Near2Me, a pushchair which focuses on the importance of parent and child interaction. In addition, we launched a new highchair, Swift Fold, with a super-easy and innovative one hand fold. Can we expect to see you again next year at the show? Absolutely – we have exciting plans for 2021 and cannot wait to share them with everyone.

Damon Marriott

UK HEAD OF PRODUCT DEVELOPMENT, JOIE How did you find K&J this year? Another extremely busy year on the Joie stand! It’s always fun catching up with familiar faces as well as new ones, the entire team had a great time over the course of the week and I hope visitors enjoyed getting a glimpse of our new range. It was interesting getting a sneak peek at all the innovation other brands have developed this year, lots of exciting stuff. What type of visitors did you experience on your stand this year? All key independent and national retailers managed to spend some time on our stand; our products went down well so we’re confident of big things for the coming year. We were also able to have some engaging conversations with members of the press, so hopefully some compelling reading material will be surfacing over the coming weeks. Did you have a particular product/range that impressed visitors? The introduction of our Roomie family of side sleeping cribs was popular amongst visitors, with the Roomie Glide being of particular interest as it showcases an impressive feature set whilst being at a particularly competitive price point. Another big hit was our first i-size booster, the i-Traver, with R129 being the latest car seat safety standard it’s important to us that we provide parents with products that comply across all age groups so their kids are as safe and secure as possible. Did you feel there were any notable trends while you were in attendance that retailers would find interesting? A lot of brands are getting fully into the i-size car seat market, which is good to see, or in a lot of cases expanding their range even further. Technology appears to be being implemented across many products ranges including pushchairs and car seats. Clever gadgets can be quite a draw to parents, especially when they are showcased to make life that little bit simpler. Embracing breathability and ventilation appears to be fairly high on the priority list, awareness of overheating is important and after a couple of sweltering weeks this summer I’m sure more innovation will follow! Were there any new product launches this year on your stand? We’ve launched multiple new lines into our car seat range including two new modular systems, i-Venture and i-Quest, both will take a child from birth until 105cm rearward facing or forward facing, they boast deep recline positions, pop out wings for extra side impact protection and combine with isofix bases which also accept Joie infant carriers. Another duo of releases we were happy to announce are our first Swedish plus tested seats, Spin safe and i-Spin safe, these are further developments to our much loved lines Spin 360 and i-Spin, I’m sure they will impress safety conscious parents. We also took the opportunity to enhance our at home range using the popular Mimzy Snacker highchair as a base, the new Snacker 2in1 provides height adjustment to create even more benefits for this super practical product.

Luisa Svensson welcoming visitors to the Graco stand

Can we expect to see you again next year at the show? Yes deﬁnitely, its clearly and important show globally, not just in Europe! It’s a great launch pad for the following years product ranges, so we’re already working hard on new developments that will be showcased at next years show! nursery today

focus HEALTH & WELLBEING

Breath of fresh air Humidifiers and purifiers for the nursery are seeing an increased level of awareness when we look at the overall health and well-being of babies and small children. We take a closer look.

ith many adults focussed on their environment and general well-being, which includes an upsurge in the numbers who are opting for a vegetarian or vegan lifestyle, perhaps now more than ever we are experiencing an army of parents who are better educated when it comes to not only their own, but the general health and well-being of their infants. Nimans Home confirms an increase in interest for humidifiers with Rebecca Fuchs telling Nursery Today “There has definitely been an increase in recent years and our sales mirror the growing trend.” As a society, the majority of us live in what we could call ‘sealed environments’, which in turn can cause problems. The quality of air in many homes can sometimes be ‘dry’ especially in the winter months as we turn up the heating and close windows and doors. Both indoor and outdoor pollution also isn’t getting any better and it is becoming more and more apparent that as a nation we are continually seeing an increase in those suffering from coughs, colds or sniffles during the colder winter months. We asked Rebecca on why she feels we are seeing a growth in sales for humidifiers? “A few factors come into play here with a rise in people suffering from allergies, especially babies and young children which means parents are wanting to find solutions that ease symptoms. Also, the need for cleaner living to find alternative solutions for common ailments is increasing in appeal as people steer away from chemicals and medication.” Parents naturally feel more anxious when their little ones experience an increased level of congestion. Therefore products that can aid the reduction of this are always a good and reliable product in-store. A humidifier, for example, adds much needed moisture to the air and creates optimal

nursery today

A hu m id ifier adds “ muc h

breathing conditions, enabling baby to sleep comfortably and also loosen any build up of mucus. Not only this, but a humidifier can also be beneficial in aiding relief to a baby whose skin may be irritated or dry and can also provide a level of assistance for those who suffer from asthma. We asked Babymoov’s Marketing Manager Annabelle Cording what benefits and relief can these products offer? “Having control over the moisture in the air makes a huge difference to allergies, bacteria build-up, dust particles and other indoor pollution which helps with the quality of air we all breath in. “When you have a newborn with sensitive lungs this is the difference between winter infections and easy sleeping at night time for example. It’s all about healthy conditions in the home.” With increased awareness, are these type of products researched prior to purchase? Rebecca would definitely say yes! “They are certainly researched if buying for baby. Consumers will be looking for a product that doesn’t interfere with baby’s sleep and the Crane Humidifiers definitely tick that box with their whisper quiet feature.” Nursery Today also asked Rebecca if she felt it would be correct to state that these items are a considered purchase? “This is definitely a more considered than impulse purchase either driven by need or by curiosity and the desire for cleaner living.”

needed moi sture to th e ai r an d crea tes op ti m al brea th in g cond it ions , en ab lin g ba by to sleep co m fo rtab ly an d also loosen any bu ild up of muc us . ” Is there ample awareness however of the benefits of using a humidifier in the nursery and the assistance they provide to ease symptoms? Annabelle thinks not. “I feel there is actually not enough awareness about the benefits of humidifiers currently. But I do feel that awareness of air quality and indoor pollution and allergies is more apparent today especially with children.” We also asked Rebecca if she felt we had sufficient innovation within this product category. “Crane have certainly shown innovation in this category not only do we offer both stylish and fun designs to appeal to any taste, but we offer travel options too for health on the go!” Humidifiers and purifiers are now also considered by many parents as an essential piece of nursery equipment. They can be used to purify the air as well as improve humidity levels, help to keep skin hydrated, and ease any coughs or colds. Another added bonus is the gentle whirr of the fan in some models could even help parents gain some extra precious moments of sleep as these can also act as a form of ‘white noise’.

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focus HEALTH & WELLBEING

The perfect way to train Elvie Trainer is an award-winning Kegel trainer and app launched in 2015 by women’s health technology brand, Elvie. Designed to help women strengthen the pelvic floor for better bladder control, postnatal recovery and enhanced intimacy. Using biofeedback and smartphone technology, Elvie Trainer guides the user on how to effectively exercise and strengthen the pelvic floor through fun, five-minute workouts, which can be done in their own home. The product proved so successful that it was taken on by the NHS in August 2018, and is recommended by more than 1,000 health professionals worldwide. Elvie Trainer has been proven to show results within six weeks among the 83% of women who suffer from incontinence and have tried the product. Distributed in the UK by bébélephant. Email: info@bebelephant.com Web: www.bebelephant.com

All Aboard the Crane Train!

Breath easy After nine months cocooned in the womb, a newborn can be a lot more sensitive to the quality of the surrounding environment. With winter ahead, Hygro+ Humidifier maintains the optimum moisture level in baby’s room to significantly reduce the symptoms of colds, coughs, blocked noses and dry skin, from birth. The noiseless Hygro+ is the health product that supports everyone in its path with an added room temperature indicator, soft nightlight and oil diffuser. With a full tank of water, Hygro+ will run for a full 22 hours to guarantee automated control from baby’s bedtime to waking up and longer. Hygro+ will automatically turn off when water level is too low, ensuring the product is always safe when unattended. Web: www.babymoov.co.uk

nursery today

The Crane USA Cool Mist Humidifiers, distributed in the UK by NImans Home, are considered an essential product when it comes to buying for a newborn and with a range of ‘Adorable’ designs available, there is a Humidifier to compliment every nursery.

Babies can only breathe through their noses when born, so when they get stuffy, this can lead to problems with sleeping, resting and feeding! Humidifiers have been growing in popularity as a must have baby essential due to their ability to help relieve coughs and sneezes, sniffles and wheezes. Recommended as a non-medicated alternative, a humidifier provides moisture for nasal congestion, dry cough, sinus irritation, dry skin and allows easier breathing for a good night’s sleep. The Crane portfolio includes the ‘Crane Train’, ‘Misty the Unicorn’, Elephant and Drop designs. The full-size Humidifiers run whisper quiet for up to 24 hours and have an auto ‘off’ function when tank is empty for safety. The humidifiers emit a cool mist into the air and effectively humidify small and medium rooms up to 500 square feet. Email: Rebecca.fuchs@nimanshome.com

social media ROSS HEWITT

Intro to Insta stories In a nutshell, Instagram Stories are those things that you catch a glimpse of and then when you check back the next day to have a proper look you can’t find them anywhere. Here Ross Hewitt takes a closer look.

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was sceptical when they first launched, what with them disappearing after 24 hours, as I’ve always been a fan and advocate advocate of ‘evergreen’ content such as videos and blog posts. You know, the kind of content that might not set the world alight instantly but sits there for months and even years, slowly building up the visitor numbers and creeping up the search engine rankings. But everything eventually finds its own worth and place in the digital marketing mix and it looks like Instagram Stories are quite a neat little tool for adding a bit of rich content to your profile…so I’ve decided to start pretending that I’ve always been a fan of them.

One of the main drivers for me taking a deeper delve is the suspicion that those complete and utter buttheads that work in the Department of Tosspottery at Facebook HQ appear to have ﬁddled with the Instagram algorithm over the summer months…and it would appear that less engagement is now happening with photos and more reach is being handed out to Stories and video. If you’ve had a head scratch recently about why your trusted recipe for photo likes isn’t getting as much engagement then you know why now…its nothing you’ve done, it’s just another tweak to push businesses closer towards having to pay for ANY content to be visible. So, ﬁne, let’s dance to their tune and

give Instagram Stories a whirl and here is the lowdown… Instagram Stories are viewable by tapping the profile image in the top left corner on an account, and you can tell if there is a story to view by the briefly animated purply coloured ring that appears around the profile image circle. The story opens by filling your phone screen and begins to play automatically. Content can be photos or video but works best when it has been created with the 9:16 aspect ratio of a portrait smartphone screen in mind. It is generally agreed that content with a size of 1080 pixels wide by 1920 pixels high views the best on most mobile devices. You can create your own Story by tapping your profile photo and this

Image source: Pexels.com

opens the Story camera function on your phone. Take a snap or record some video or if you can ďŹ nd the sweet spot then you should also be able to swipe up and have the ability to use some photos or videos that you already have on your phone from the last few days. Once the media is on the screen then you can start to customise it by adding text, light, colour and background eďŹ&#x20AC;ects as well as â&#x20AC;&#x2DC;Stickersâ&#x20AC;&#x2122;. Yes, â&#x20AC;&#x2DC;Stickersâ&#x20AC;&#x2122;â&#x20AC;Śsometimes a perfectly lit and executed photo isnâ&#x20AC;&#x2122;t enough and what is clearly missing are some animated ice cream cones or dancing emoji puppies. OK, I am being glibâ&#x20AC;Śthe Stickers do have some good features such as the ability to add a hashtag to the story or a location and the vast choice of animations, icons and emojis can make the original media come to life a bit more sometimes. Less is more and they work best when you try to be â&#x20AC;&#x2DC;funâ&#x20AC;&#x2122; rather than â&#x20AC;&#x2DC;funnyâ&#x20AC;&#x2122;. Have a play and a practice and ďŹ nd your own thang before you start spanking out the stories; youâ&#x20AC;&#x2122;ll soon get the hang of it. How you choose to use them

depends on the type of business you are but there doesnâ&#x20AC;&#x2122;t need to be that many restrictions at all. I was recently very impressed with the Instagram Story content being pushed out by Pushchair Expert during the Cologne show as it became something of a video diary of the show with some really nice touches of humour and big reveals, but you do you and ďŹ nd your place and comfort zone. Maybe Stories are a good way to show what happens behind the scenes. Next time you are building a stand at a trade or consumer show or running an event in a store then show the work that goes in to getting everything ready for game day. Create your own unique Story feature â&#x20AC;&#x201C; for example, set a challenge to fold a stroller down in 5 seconds or less and release a Story featuring an individual stroller attempt every 3 days. Over time this might build up into something quite lengthy, compelling and entertaining. But wait, you remember me saying that Stories disappear after 24 hours, right? Well, other peopleâ&#x20AC;&#x2122;s Stories do disappear, and yours will vanish also

le by In stag ra m Stories are vi ew ab th e tapp in g th e profile im ag e in an d top le ft co rn er on an ac count, y to you can te ll if th ere is a stor vi ew by th e brie fly an im ated ar s pu rp ly co loured rin g th at appe le . around th e profile im ag e ci rc UNLESS they get added to the Highlights area. When your Story is playing you will see an option to tap a small â&#x20AC;&#x2DC;Highlightâ&#x20AC;&#x2122; icon. This then lets you set up a bespoke â&#x20AC;&#x2DC;galleryâ&#x20AC;&#x2122; for this Story to live in or it can just be added to an existing Highlights area. This makes them permanent on your account (until you delete them anyway). This is where the value liesâ&#x20AC;Śhandy

little directories or galleries of clips and snaps where you can tell a proper story or have easy to ďŹ nd visual answers to frequently asked questions or simply show oďŹ&#x20AC; your business as being nice people to spend some time with. Sounds permanent and evergreen to meâ&#x20AC;ŚYup, Iâ&#x20AC;&#x2122;ve always been a fan of Instagram Stories. *cough*

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nursery today

focus WEANING

Bite sized

Image source: Pexels.com

Weaning can be a difficult time for many new parents, here we take a closer look.

rom the moment an infant is ready to move from breast to bottle, bottle to cups and the introduction to solids, as an industry help is always on hand. We are fortunate that products have been designed specifically for this purpose. We asked Vital Baby’s Director, Dean Tollman what parents might be looking for when we take a look at products in this category. “With parents leading busy lives, they are looking for products which save them time, are easy to use and convenient,” commented Dean. “Anything that will give them that little bit of extra quality time with baby is important to them. Products that offer durability and longevity and can be used beyond the baby stage are also key. Value for money is also a consideration.” Are parents seeking a co-ordinated range from a specific brand? Bickiepegs Healthcare’s Director Christopher Blincoe feels that it is mainly a matter

The survey says…

Nursery market specialists FanFinders surveyed 1000 consumers via their platform Your Baby Club focussing on weaning. Here’s the results. Was there sufficient choice available to assist you when weaning your child onto solids?

Yes: 735 (73.5%) No: 265 (26.5%) Did you look for products that would assist in home preparation of food?

Yes: 722 (72.2%) No: 278 (27.8%) Did you look for a co-ordinated feeding set, i.e., cups, plates, bowls, cutlery?

Yes: 569 (56.9%) No: 431 (43.1%) Did you turn to social media for assistance to ease any concerns you might have had?

Yes: 806 (80.6%) No: 194 (19.4%) Did you research online prior to purchase?

Yes: 845 (84.5%) No: 155 (15.5%) Were brand names important to you?

Yes: 381 (38.1%) No: 619 (61.9%) For more information on FanFinders and the consumer insight they oﬀer, please call: 0203 808 3011 or visit www.fanﬁnders.com

nursery today

of choice. “This is just a personal preference. For example, the Doidy Cup comes in a range of 14 colours and finishes and the new Doidy Bowl comes in three colours, so it’s possible to either match or mix!” What about those who do seek out a co-ordinated feeding set, are they following any current trends? “There is a current trend to have matching items, which is inspired by home and interiors styling,” Dean told Nursery Today. “Trends will always change depending on what is offered to parents, so we try to offer a selection to suit every parent’s needs and tastes.” We also asked Christopher whether good design is important within this category and how does this help parental anxiety when making the transition from bottle feeding to feeding cups? “Design is key to helping babies wean. Cups with design features such as handles which are ergonomically designed and suitable for small hands are ideal. A cup with an open slanted top will fit a baby’s mouth perfectly and allow them to see the level of water as they tip the cup up. “This greatly aides hand-to-eye co-ordination. An open cup also helps a child drink naturally without the need to introduce a teat or spout.” Parents face many dilemmas when it comes to feeding their infant. Introducing baby to solids is often a pretty large and often daunting challenge. How can good product design assist? Dean feels that products which think about the child and parent through their design is key. “Weaning can be a concerning time for parents. Knowing how much to feed, what consistency and when to wean baby are the main concerns along with more serious worries such as choking,” he said. “We aim to help ease the anxiety with products that make this process as stress-free and easy as possible, all designed with unique design functions to help solve common feeding challenges.” Christopher agrees stating “A bowl with a slanted lip will help a baby scoop food in a bowl which is perfect for baby-led weaning. Some weaning experts also warn against weaning bowls with lots of sections because this can be distracting for babies.” Our mini survey this month demonstrates that when looking for products to assist, more than 80 percent turned to social media for assistance and advice, with nearly 85 percent researching products online prior to purchase. We asked Christopher if he would agree with our survey findings this month. “Most parents would research, asking health professionals and following social media to see

reviews and recommendations. Advice from independent retailers will also help first time parents.” Dean feels that although parents will research products online within this category this may also be more by purchasing an item that in reality isn’t correct for their child’s specific needs. “Parents use the internet to research many products including weaning items. There are always parents who will research everything before they buy, but certain items in the weaning category lend themselves to being impulse purchases. Sometimes this can backfire though, as parents may make a bad initial choice and realise the product they bought isn’t right for them or their baby, and so they research at that point. Many parents look for reviews or award wins for a product before purchase, and will also take recommendations from friends and family.” We also asked Dean if he feels that we currently have a strong level of innovation with regard to products that are available with regard to weaning? “Innovation is key and yes the sector seems to continuously innovate. As brands we are looking to meet the constant ever-changing needs of parents such as usability, convenience, function, and quick and easy to use products,” Dean commented. With so much choice available, what are the benefits to retailers who stock products that fall within the weaning category? “Parents will look for weaning products following advertising and word of mouth recommendations in the first instance and will request advice from retailers about use and functionality,” said Christopher. Dean feels that this category opens up doors to potential footfall as it provides something different. “The weaning and feeding category offers retailers something that is different and will drive footfall. By offering quality, innovative and safe products at an affordable price for customers, retailers will drive loyalty and repeated visits.” If a good range of weaning and feeding products is stocked, then natural up-sales can occur. “Customers may shop for a bowl and spoon, and then see complementary matching cups, plates, snack pots and even baby food blenders, which they may not have considered previously.”

Export Sales

Salary: Negotiable depending upon experience Job Type: Agency required but may consider individual applicants with a strong background in the nursery export market.

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Tutti Bambini are a leading nursery furniture manufacturer based in London, retailing through companies such as Argos, Boots and Mothercare and also exporting to over fifty different countries.

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We are looking for an experienced, enthusiastic and proactive individual/team with great attention to detail to take on the role of Export Sales Agent.

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As the Export Sales Account Agent, you will be responsible for opening new markets across a number of different countries and nurturing them using the following means: â&#x2013; â&#x2013; â&#x2013; â&#x2013; â&#x2013; â&#x2013; â&#x2013; â&#x2013; â&#x2013; â&#x2013; â&#x2013; â&#x2013; â&#x2013; â&#x2013;

Identify new business opportunities across the world Investigate new business strategies and presenting to Directors with an implementation plan Negotiating sales conditions Responding to any international enquiries Prepare and present various reports such as sales figures, yearly forecast, SWOT analysis and customer performance Providing any after sales service required by the customer Attending consumer and trade Exhibitions throughout the year

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Minimum 3 years experience of working within a similar role Good Negotiation skills Excellent and precise communication skills both spoken and written Excellent computer skills Able to speak other languages desirable but not mandatory

Please send CVâ&#x20AC;&#x2122;s to export@tuttibambini.co.uk We will require any agents to attend quarterly sales meetings at our Head Office in Staples Corner, London.

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focus WEANING

Avoiding fussy eaters Encouraging a child to enjoy the taste of fruit and vegetables from a young age is crucial within the first few months of weaning to avoiding a fussy-eater.

Weaning by design

nd’ With Babymoov’s latest easy weaning food prep tool kit ‘Le Petit Gourma l and step by step food styling recipe book, parents can prepare visually beautifu little your get more and rs characte meals in minutes. From fun shapes to novel and chef involved with preparing their own food too with six child-safe shaping r, a spiralise mini tool, crinkle cutter, ed star-shap include which utensils cutting double sized melon baller, two silicone moulds and recipe book. Web: www.babymoov.co.uk

The Doidy brand is recommended by professionals, trusted by parents and has led ‘Weaning by Design’ for over 70 years. The famous open slanted Doidy Cup with its easy-grip handles is available in 14 colours and finishes. Now Doidy introduces

the NEW Doidy Bowl which is available in red, blue and pastel pink and features the unique signat ure slanted design and high lip to help babies load food with their spoon . The super-suction base is designed to help infant s learn to feed themselves as the bowl grips ﬁrmly to highchairs and tables, reducing the risk of messy spills! Available separately and as a Gift Pack Cup & Bowl.

Email: enquiries@bickiepegs.co.uk Web: www.doidyweaning.com

Six seats in one

Vitally yours Mealtimes can be fun and stressfree with the vital baby NOURISH weaning and feeding range.

Made from safe and soft phthalate-free and BPA-free materials, the range helps little ones gain conﬁdence with eating and makes life easier for parents and carers. The new collection, available from this autumn, includes bowls, plates, cutlery, snack pots, and freezer pots for every age and stage, including the innovative NOURISH power suction plate and power suction bowl designed to help prevent tipping and spills. Proven to have the strongest suction pad available, they stick to baby’s highchair or a table, simply by placing down, twisting and locking. With bright, colourful and engaging mealtime and snack accessories, vital baby NOURISH is with families every step of the way throughout baby’s weaning and feeding journey. Tel: 1707 262200 Email: sales@vitalgroup.co.uk Web: www.vitalbaby.com

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The Joie multiply 6in1 highchair has every mode imaginable from six months up to six years. r up to a maxedStarting from a baby mode highchai table with out highchair, then converting to a mini , nally fi een; betw in e ston every mealtime mile ter and boos able port seat, ter boos a to g convertin res five toddler play table! This highchair featu positions ne recli e thre nts, stme different height adju to easily nts pare ing allow est, footr n sitio and a 3-po making hts, heig d adjust its fit to varying table or islan ent. lopm deve of stage y ever it the perfect partner for with a ity tical prac for ned desig is 6in1 The multiply stable tray that is removable, 4 position, one hand adju d away on the store y easil dishwasher safe, and can be els on the whe rated integ The legs! back of the seat ed, and need n front legs allow for easy movement whe ing it mak d folde n whe the chair is also freestanding es. spac of llest sma the even the ideal choice for Tel: 01889 808 900 Email: uksales@joiebaby.com

focus

THE INSIGHTS PEOPLE

All about the Zen This month Jenny Kieras discusses discovering Gen Z parents’ wellbeing habits

arents Insights recently issued their latest reports, covering a broad spectrum of what’s happening in both the online and oﬄine lives of parents, from expecting through to those raising babies and toddlers to age four. The reports investigate many diﬀerent areas related to parents’ lives, including their health and wellbeing, and examining areas such as how parents spend their time, what they enjoy doing and what they are currently consuming - even what they are eating! The research is predominantly based on the results of surveying 2,500 parents between May and July 2019, though also utilises data we have collected since February 2018.

Parents finding more time for their children

With time pressures from work, home and childcare, parents are facing increasing demands for their time. However, our data shows that despite these increasing demands they are setting aside more time for various leisure, entertainment and development activities undertaken with their children. Over the last 12 months, more parents are reading books, playing with toys, listening to music and attending baby/toddler groups with their children. Half of parents with children aged two-four read books with their child, a 28% increase from 12 months ago, where just four in 10 did. Just under three in 10 parents go swimming with their toddlers (two-four year olds) and 43% listen to music together (a 36% increase over the last 12 months). Over one in 10 parents also say they are doing baby yoga classes with their child together, though this does vary with income, with the wealthiest households (£100k+ income) twice as likely as the least wealthy to do so. There is a perception that parents are struggling to ﬁnd time to be with their children, but our data shows the time spent together increasing. We

The most popular method of relaxing and unwinding is watching TV. 70% of parents aged 35 or older opt to watch TV when they wish to unwind, but for parents under 25, this changes dra matically, with fewer than half (45%) watching TV to relax believe this may be because this generation of parents are increasingly aware of the eﬀects of their mental wellbeing on the family dynamic and actively prioritise quality time for both themselves and as a family.

Mums emphasising the physical aspect of wellbeing Since our last set of reports issued in May, we have seen an increase in mums taking up exercise classes and Yoga/Pilates. This suggests that recently mums have been taking a more active role in maintaining their health throughout their pregnancy. Exercise classes were most popular with mums under 25 – with a 75% increase in the number of mums this age taking part this period.

Younger Parents less likely to watch TV to relax

Generally speaking, as the parent gets older, the likelihood of them relaxing in a certain way increases. The most popular method of relaxing and unwinding is watching TV. 70% of parents aged 35 or older opt to watch TV when they wish to unwind, but for parents under 25, this changes

dramatically, with fewer than half (45%) watching TV to relax. Parents aged between 25 and 34 lead the way in two instances: cinema and spa days. 36% of these parents like to visit the cinema to relax, compared to 34% of parents aged 35 and over. Almost one in four parents (23%) aged 25 to 34 like to have a spa day to relax. Since P3 2018, there are 5% fewer parents watching TV to relax and unwind, but 15% more parents listening to music for this purpose, so there is a notable shift in the parenting landscape where relaxation and wellbeing choices are concerned. This is just one of many ways in which we see the youngest parents ‘Gen Z’ behaving differently not only to their predecessors, millennials, but also to their own parents and is a clear example of how quickly customer profiles can shift, and not just with regards to increasing digitalisation and tech developments. We’re offering brands an immersive planning meeting to illustrate how data and insights into the world of parenting can help inform advertising, content, licensing, product and marketing planning for 2020. To download a complimentary Parents Insights report please visit www. parentsinsights.com/nurserytoday.

Jenny Kieras Product Manager

Experienced in product development and both B2B and B2C marketing, Jenny’s focus at Parents Insights is expanding the products offered by the business, which currently surveys 10,000 parents each year to give brands valuable insights into emerging trends. Jenny has worked for brands and with buyers and retailers in this industry for many years, so also knows it is more important than ever before to be able to stay ahead of trends and back product decisions with data and insight. Parents Insights was launched by Manchester-based The Insights People in 2018 to give companies direct access to flash trends and key data to enhance their knowledge about their target audiences’ attitudes, behaviours and consumption.

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

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retail TECHNOLOGY

The NoFollow Conundrum This issue David Fairhurst takes a look at the impact of the NoFollow directive introduced by Google in 2005 and what this actually entails.

W David Fairhurst

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

nursery today

hat’s the best way for a software developer to fix any bugs that it creates in its own software? Simple… get the software’s users to report the issues. This crowd sources any testing (for free!), meaning the software developer doesn’t have to pay out for expensive and time-consuming user testing, plus it gets the bugs fixed faster, meaning more robust software that the software developer can sell at a premium. A great deal for all… It turns out that the mega company we know as Google isn’t blind or deaf when it comes to these types of mass crowd sourced techniques, which is why in 2005 Google introduced the NoFollow directive. In plain language, this put the onus on website owners to mark any external links with rel=”nofollow” when a link isn’t 100% trusted. Google hinted that websites would be penalised if this directive wasn’t followed, so of course many website owners were scared into using NoFollow for any external links. NoFollow was originally introduced to combat comment spam, although NoFollow’s use evolved to cover any links which the website user could financially gain from. Again there were stern warnings from Google about allowing paid links which weren’t marked as NoFollow. NoFollow tagged links were an absolute directive, telling Google that links were not to be used in ranking for any particular page. At the time of NoFollow’s introduction, many just blindly followed Google’s instructions and marked links with NoFollow, although there was a very vocal minority who rightly were a bit peeved at having to do Google’s work for free. After all… Google caused the problem of link spam by putting link equity at the top of their ranking factors, creating a thriving spam industry!

The Evolution of NoFollow

Fast forward to 2019 and now we have a new directive from Google… We are now being asked to mark our links in diﬀerent ways, depending upon if that link is ‘sponsored’, ‘user generated’ or ‘not trusted’. The big diﬀerence is that Google are now saying that they will treat these tags as hints and won’t automatically follow these directives, whatever we use on our links. Use the sponsored attribute to identify links on your site that were created as part of advertisements, sponsorships or other compensation agreements. UGC stands for User Generated Content, and the ugc attribute value is recommended for links within user generated content, such as comments and forum posts. rel=”nofollow”: Use this attribute for cases where you want to link to a page but don’t want to imply any type of endorsement, including passing along ranking credit to another page. Now for those of you like me who are perhaps a little bit cynical about Google’s intentions here, you may be wondering where your incentive is to spend valuable time doing free work for a multi-Billion dollar company and as it turns out, there really isn’t one. Google won’t be enforcing the new directive and it appears that those who run websites for their own business won’t gain anything from the

changes. Add this to the fact that many in the online marketing industry are very distrusting of anything that comes out of Google central and you need to ask yourself… why bother? After all, a dig into any server log will show you that even before this change, links marked with rel=”nofollow” were deﬁnitely crawled despite the NoFollow tagging. Why would a company bother to spend crawl resource when the information gained from that crawl isn’t used for anything? This latest move by Google has got many people in my industry questioning the motives of the Planet’s biggest search giant and wondering why time should be spent on such a thankless endeavour. Perhaps Google and the future of our precious online resources would be much better served if Google stopped putting so much of an emphasis on external links as a ranking factor and started listening to common sense? Page content quality should be the overriding ranking factor, if Google took the view that all external linking is potentially nefarious then we can get back to the original principles of the World Wide Web as an information sharing resource, putting link spam to bed forever. Come on @Google… do the right thing. Forget your shareholders and remember your own motto “Don’t Be Evil”. We’ll all feel better if you do!

This latest move by Google has got many people in my industry questioning the motives of the Planet’s biggest search giant and wondering why time should be spent on such a thankless endeavour.

You can do this. We can help Celebrating their sweet 16th birthday this year, ClevaMama talks to us about their new Brand Campaign “You Can Do This. We Can Help”, innovation and the importance of the UK market to the brand.

ast May, the team from ClevaMama met with lots of mums and their babies, to talk about the great, the good and the tough parts of parenthood and invited eight of those mums to represent ClevaMama in their new campaign. Over the next year, you will get to meet these mums and their wonderful babies as they share their experiences of motherhood with you through the ClevaMama’s social media channels (@ClevaMama). “Being a new parent is exciting and scary, exhilarating and nerve racking. We want parents to believe in themselves and our new brand campaign ‘You can do this. We can help’, staring real mums with their gorgeous babies, is all about that!” says Suzanne Browne, Co-founder of ClevaMama, the global, award-winning nursery brand. ClevaMama show how they can support parents on this amazing journey with innovative yet practical and essential products. “We don’t tell you how to parent, but we will try to make it easier for you to be the best parent you can be; however, you choose to do it. We are the voice that says you know best, trust yourself and most importantly you can do this.” Therapeutic Maternity Pillow

Support from the Start with their Therapeutic Maternity Pillow ClevaMama traditionally created products for when the baby was born, but this year, they extended their reach, through innovation, to support mums earlier in their journey. Hence the introduction of the

ClevaMama Therapeutic Body & Bump Maternity Pillow which was designed to support mum and bump during all stages of pregnancy. The full body support, maternity pillow provides relief to critical areas such as your head, neck, back, pelvis and knees, which are particularly prone to discomfort during pregnancy, while gently supporting your baby bump. Ergonomically designed, it follows the natural curve of expectant mum’s body and helps combat fatigue, improve blood circulation, encourage relaxation, and reduce the distress of reflux, a common complaint particularly later in pregnancy. It is ideal support for mums when sleeping on their back and in particular on their side as it helps ease the discomfort caused by Symphysis Pubis Dysfunction (SPD). Up to 1 in 4 pregnant women can experience SPD, which causes pain in the pelvic area, but which can radiate out. Healthcare officials recommend, day or at night, pregnant women sleep on their side, legs bent with a supportive pillow placed between their knees to help keep the spine in a neutral and stable position. This position also is recommended as best for baby, by the 3rd trimester, sleeping this way reduces the risk of complications compared to sleeping on their back. “Feedback on this pillow has been amazing,” says Suzanne, “Mums simply just love it ...” “Can’t live without it” (Gemma, Dublin, 2019), “Great for Osteoarthritis in the knees too!” (Jenny Mae, 2019) “I have used it every night and find it provides great head support and the U-shape ensures support however I turn during the night. I can see myself using the pillow throughout my pregnancy and beyond.” (Eve from Co. Claire 2019)

Best Night Sleep for Everyone ‘We have seen an increase in parents conducting more research into the bedtime category prior to purchasing,” said Martina Craine, CEO and Co-Founder of ClevaMama, “even still, parents tend

Web: www.clevamama.com

Four new mattresses launching November 2019

to focus more on the cot or cot bed than the mattress which their precious little one will sleep on for up to 12 hours day for up to two to three years.” With this in mind, ClevaMama are launching four new mattresses in November 2019, adding to their existing mattress range, to cater for every parent and child’s need for the best night’s sleep; from AntiAllergy and Cool Gel and to AirGo Support and ClevaFoam Pocket Sprung mattresses. ClevaMama want to draw attention to the importance of the right mattress each type of child, at every stage of their life.

ClevaMama support for the UK “The UK continues to be an important market for ClevaMama,” says Suzanne. “In preparation for Brexit we have set up our ClevaMama UK company and have warehousing based in Kettering to ensure continuity of supply to UK.” The UK market is seen as an essential part of the ClevaMama growth strategy and so they will increase their support in the market, in particular they are excited to return to Harrogate in March 2020. Martina said, “We are so delighted to be back at Harrogate next year, it is so important for us to be present and show all our customers that we are in it with them at this particularly unstable and unsure time, see you all there.” nursery today