Cover Story BabyStyle
BabyStyle:
Going From Strength to Strength…in the weakest of times Whereas most of the world is strolling back towards the way things were, life at BabyStyle HQ has remained ‘normal’ throughout the last 18 months. Sure, a lot of day-to-day processes have had to be adapted to protect team members and visitors, but the entrepreneurial spirit and gritty determination at BabyStyle to keep on pushing the boundaries of innovation and service has remained staunch throughout. You’ll be able to see some of the results of this at Harrogate, but we’ll get to that shortly… Whilst the government saw our industry as ‘non-essential’ last year, we all know the reality of having to work through the various lockdowns to keep the flow of essential products moving - ladies were unable to furlough their pregnancies after all! When everything got turned upside down in March 2020, Andy Crane and his senior 12
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managers rolled up their sleeves and took to the phones and warehouse after sending all of their other team members home. Consumers were still needing their products; stores needed the stock to fulfil their orders so the flow needed as little disruption as possible. Every week saw the challenge grow harder and harder though as transport and port delays began to bite. The exponential rise in energy required to offer a baseline level of service became a multi-dimensional challenge after the first few months. As well as fire-fighting against the supply and transport issues, momentum needed to be maintained on major development projects that were already underway.
egg2 has become the fastest selling stroller in the history of the company and the team is working overtime (on top of overtime) to maintain a flow of stock as much as possible.
egg2 still needed to hatch and it was all hands to the pump, with some team members working from home and others returning to the office when it was safe to do so, to make sure that the 2020 launch became a reality. That milestone was hit and egg2 has become the fastest selling stroller in the history of the company and the team is working overtime (on top of overtime) to maintain a flow of stock as much as possible. This is harder and harder to do due to backlogs at factories, shipping container shortages, delivery driver issues and all of the other Brexit and COVID compounded hurdles that have to be jumped over…but as we all know by now, BabyStyle is not a company to shrink in the face of adversity!
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