Monitors

Coffee Break

Nursery Today caught up with Majuma

Ltd’s CEO Marc Hardenberg to find out his views on the monitor sector, innovation, trends and growth of this category.

Are we experiencing any trends within the baby monitor category?

Absolutely. There is a big shift towards Smart solutions. Parents don’t just want to know their baby is OK by the use of a video camera, but also want to have insights into their sleeping habits and well-being. This brings a greater focus to the parents and give them the tools to manage their baby’s needs better.

Are we seeing a rise in monitors that have additional functions - for example links to phone apps, movement sensors, video capabilities..?

Products evolve as the needs of parents and technologies change. The quality of smart monitoring is allowing parents to capture their baby’s development, share with family and also hold onto those precious moments for ever.

Do you feel this is a category that might be driven be price?

New technology always create a layer of cost but as savvy parents know, these new products do carry a hefty price tag, especially at the start of the product’s journey. However, if these brands can be seen as a valuable accompaniment in the parenting journey and also be used by the family for a longer period of time, then the price perception is less of an issue.

How important are brand names in this category?

In the parenting category, the consumer trusts the brands they know. The market has been stable over many years, and those key brands have continued to evolve their products across many categories.

What about innovation, is this a category that continues to look at product development?

New market entrants need to be able to offer a quality product, that stretches the imagination of the market. We all love newness. These trailblazing companies play a key part in pushing brands into those next generation products and challenging those often stagnant categories.

Is this a product category where dads might be a little more involved in when making the purchasing decision?

Over the years we have seen dads involved in certain products within the buying journey and monitors is clearly one of them. We know dads want to know that they have the most technologically advanced product to support their family. On the other hand we know that mums want a product to be caring and sympathetic to their family needs. The right balance is to have an easy to use; technologically forward thinking product.

Are parents looking at monitors that have a level of portability?

With hybrid working also has come hybrid families. There is a need for flexibility and portability since baby may be cared for at different locations. Having ease of set-up and continuous use is vital. As many smart monitors use mobile phone apps and functionality, this element is easy to manage as the hardware is simply plug in/plug out.

What benefits can retailers expect by stocking this type of product?

Naturally smaller items with high cash value are key for the retailer. Products carrying a high retail price give a retailer the chance to bundle products to make attractive promotions. Training retailers into the benefits of these products is important, although parents will research prior to purchase they still want the added endorsement of the retailer. Stockists can elevate their credibility by offering a curated range that meets the needs of all parents whatever their budget dictates.

Is this a category that is well researched prior to purchase?

Obviously with it is now very easy to research using the internet, but word of mouth has always been a lever in consumer brand awareness. Often this crosses generations where mum and grandma all used the same brand. However with many high tech brands being in their infancy they cannot rely on this since they need to ensure they market their products appropriately reflecting their brand and product values.

Monitoring success

Monitors continue to move forward when we look at technological advancements over the years, with more consumers taking time to look at additional features, for example, video quality, movement sensors and linking via apps to smartphones.

A recent study by The Insight Partners illustrates the smart baby monitor market was valued at US$ 989.38 million in 2020 and is projected to reach US$ 1.81 billion by 2028; it is expected to grow at a Compound Annual Growth Rate of 8.0% from 2021 to 2028. This growth is predominantly led by the Increasing number of working parents worldwide boosting the growth of the smart baby monitor market globally. The growing number of nuclear families and working parents worldwide is boosting the adoption of smart baby monitoring devices, coupled with the increasing concerns associated with child safety are also encouraging them to purchase smart baby monitoring devices.

With known brands continuing to lead the way, this is most definitely a nursery category to keep ‘an eye’ on. Here we highlight various monitors which are all available and keep up with current consumer trends and appetite for technology.

Distinctive design

SGW Global, the brand partner of the Motorola brand for Connected Nursery, have announced the release of the latest editions to their PIP range of video and audio baby monitors – the MotorolaPIP1610 HD and PIP1610 HD CONNECT.

Designed with a distinctive and approachable character, PIP brings a real sense of friendliness into the child’s nursery, perfectly complementing the child’s environment, but also fitting into the family lifestyle with minimalist surfacing, high performance and style. PIP embeds the latest technology and the Motorola Nursery app allows parents to keep an eye and ear on their child no matter where they are, never missing a moment.

www.motorolanursery.com

Stay

connected

Take a look at Maxi-Cosi’s new range of innovative, smart and sensory nursery products, all controlled by one app, including the See Baby Monitor.

Connected Home is a stylish range of smart sensory nursery products that connect via one easy-to-use MaxiCosi Connected Home app.

Every product in the range has been designed to complement stylish modern home interiors, including See Baby Monitor, Breathe Humidifier, Soothe Light & Sound and Glow Crib Light. Aesthetically, the sleek minimal lines, curved edges and soft, subtle natural colours blend perfectly in a nursery to create a soothing, calming, peaceful environment.

Check out the Maxi-Cosi See Baby Monitor which gives parents peace of mind that their baby is always safe and comfortably sleeping in the nursery. Watch live 1080p HD streaming on a paired device and keep a close eye on baby anytime thanks to day and night vision and remote-controlled pan, tilt and zoom. Parents can relax knowing they’ll be notified of movement, sound, temperature or humidity changes, and can programme a selection of soothing noises to come on just when they need them.

Visit the website to view the entire Connected Home range.

www.maxi-cosi.co.uk

Cutting edge camera

As one the leading smart baby brands that connects parents to their baby’s wellbeing and development, Nanit is pleased to announce that its family of products are now available to the Independent trade exclusively from BabyBase.

Nanit’s award-winning, cutting-edge camera tracks baby’s movements, delivering parents a crystal-clear picture of almost everything that happens in and around the crib. Our patented technology analyzes baby’s sleep patterns and gives parents personalized tips and expert coaching that improves sleep quality.

Responding to requests from parents, Nanit recently launched new features including Split Screen and Alert Zone. The Split Screen feature allows Nanit users to view more than one camera on the same screen at the same time.

In addition to the Nanit Pro camera, Breathing Wear provides a safe and comfortable option to monitor your baby’s breathing motion without sensors. Nanit accessories make it easy to take Nanit anywhere in the house or on-the-go.

marc@majuma.co www.nanit.com

Ensure bedtime is simple, safe & secure with Angelcare

Adjusting to a new baby is always a joyous time, but for many getting into a regular sleep time routine can be a little tricky whilst also being a particularly anxious part of the day for parents.

For the last 25 years, the Angelcare Baby Movement Video & Sound Monitors have been making the sleep time routine a more simple, safe, and secure environment for both parents and babies. The original baby movement monitor brand, the Angelcare Monitors have the latest technology and features which have been expertly developed and improved over the years. All the Monitors in the collection benefit from the award-winning sensor pad technology which always monitors baby.

amcallister@angelcaregroup.com www.angelcarebaby.com

For secure bedtimes, we keep life simple

Baby Movement Monitors with Video and Sound

For millions of babies worldwide Angelcare have been supporting parents with our award-winning, tried and tested products for over 20 years. e original movement monitor in Europe, we’re still a firm favourite with parents and retailers today

Features:

Tracks Movements

Constantly monitors baby, alarm only sounds if there have been no movements for 20 seconds Smart Design

No need for wifi or the internet, tracks baby safely and securely

Non-Contact

e wireless Movement Sensor pad is placed safely under the mattress, nothing touches baby or disturbs their sleep Simple To Install & Use

No fuss to set up, easy and intuitive to use

Simple. Smart. Secure.

angelcarebaby.com

Trixie Takes Off in the UK!

Everything you need for a warm nest where the imagination of little ones comes to life

Bringing a world of infinite imagination, Belgian brand Trixie, famous for its sustainable ethos, quality products and unrivalled support for retail has now arrived on UK shores. The breadth of range adds huge value to store portfolios and stretches across nursery, toys, bathtime, feeding & back to school. With a focused approach, dedicated to retail presence, and a familiar face in Sam Tyack, they invite you to join them at Harrogate, Kings Suite, Stand KS11. Take a sneak peek below.

New collections 2023

Inspired by the evolution of colour trends and fabrics, Trixie developed 4 new prints; Friendly Vegetables, Babbling Birds, Peppy Penguins and Lovely Leaves. In addition, a new Hush collection, the bliss colour Bliss Coral and two new fabrics; Cocoon and Teddy Almond, have been added to the Trixie range. All are sustainable collections made of 100% organic cotton with an Oekotex certificate. On the road, for meals, bed- time or bathtime, Trixie offers a wide range of must-have baby products that make every moment special. Inspiring colour schemes

The entire Trixie range is divided into 4 inspirational colour schemes. Each colour scheme is composed of collections of different fabrics in complementary colours that stimulate the imagination and create a unique atmosphere. Terracotta desert Flower filled meadow

Wide ocean Wild vegetable garden

New: the Hush collection

The Hush collection is a sustainable terry cloth collection with an unsurpassed softness. The subtle lines in the texture of the terry cloth give it a refined touch, and the beautiful colours complement this look. The Hush collection is available in 4 different colours, one per Trixie colour scheme. This is the perfect collection to pamper your little one with, thanks to its exceptional softness.

Cocoon collection

The Cocoon collection is a timeless fabric of soft organic cotton in fresh, contemporary colours. It comes in Lemongrass, Blush and Caramel.

Teddy Almond

Teddy Almond is soft, fluffy and 100 percent organic cotton. The perfect collection to cuddle with.

Combine these knitted toys with any colour scheme

This range of soft toys made of organic cotton radiates purity and tranquillity. The collection fits perfectly in any interior because of its soft, warm colours and its knitted texture.

Sustainability is key

Trixie has a deep respect for the planet, our children’s playground, and puts sustainability first. Future generations deserve a place where they can let their imagination run free. Production partners and materials are thoroughly scrutinised, and packaging is kept to a minimum. Trixie develops products that can be used for a long time and withstand many washings.

Pyjama prints

Pyjama, onesie or body; the Trixie clothing collection is a straightforward range of soft basics with creative prints that celebrate a child’s endless imagination. Discover the exclusive pyjama print; Cuddly Cat. Made of 100 percent organic cotton.

Buy well, buy once

Why Natural Baby Shower’s premium brands stand the test of time by Victoria Hampson, Co-Founder

As with many businesses, at NBS we have concerns about what lies ahead. As we see prices rise everywhere and consumer confidence low, formulating a strategy to ‘ride the wave’ and not only survive but thrive during these turbulent times is a key focus. While the next 12-18 months may look a little uncertain, we at least feel fortunate that within our sector there will always be customers, as people continue to start and grow their families. What is more in question, however, is how the squeeze on their wallets will affect their spending habits and whether customers will continue to buy the well-made premium products we range, or opt for more affordable yet lower quality alternatives. We believe that you should never compromise on quality, especially when it comes to those essential baby items. Buying cheaper not only offers a false economy, with goods prematurely ending in landfill, but it compromises many other things too, including safety, durability, and sustainability.

Our brand philosophy

philosophy which champions the very best for baby, parents, and the planet, sticking with our premium brands and focusing on informing customers of all the benefits that come along with them. Longevity, quality, security. We believe if you buy well, you buy once meaning that whilst the initial spend may be higher, the products are made to last and will easily serve numerous babies and even provide a great resale value when outgrown. We love that marketplaces provide somewhere that a product can undergo a second or even third term, avoiding landfill until absolutely necessary. Finding the balance between sustainability and affordability is also a key conversation, as we all know the cost of producing in a sustainable way is generally higher, but it is a price we should be willing to pay to create the lasting change that is needed and if we all advocate quality over quantity then the abiding cost may actually be less anyway.

Many of our brand partners are making real changes to support sustainability and the longevity of their ranges; The team at Joolz is constantly innovating towards the greenest ways to produce and operate, endorsing the quality of their products with a lifetime warranty for consumers. Silver Cross and UPPAbaby offer full valet services on used pushchairs, making them almost good as new for their next little owner, while for products such as car seats, which cannot safely be passed on, Silver Cross and Maxi Cosi are pioneering recycling schemes, so they can continue their lifecycle in a different form.

And it’s not just our biggest brands that are making a difference. From the outset NBS has championed the smaller start-up companies that produce sustainability and ethically, with the onboarding process for each of our 130+ brands carefully considering the quality, functionality and safety of their product portfolio, as well as the eco-credentials behind the brand.

Connecting with the customer

The choice when buying for a baby can be quite overwhelming and making informed choices is key to parents. That is why, in partnership with our brands, we deliver an array of supporting information, product demos, and video content to ensure that the customer has all the information they need to make their buying decisions. Our team of 8 marketing specialists works

collaboratively with our brand partners, immersing themselves in their ethos to allow them to effectively communicate not only the key features of the product ranges but also the values of the brand itself, highlighting elements such as manufacturing process and company initiatives.

Whether it’s through our social media channels or online presence, digital sources are important tools of communication, allowing us to impart far more information than a product description alone can. Digital channels enable us to bring the store experience home, reaching a much wider customer base and allowing us to emulate the level of service that our in-store nursery specialists provide, both in person and more recently via our in-store video call service where customers connect via a one-way call and receive personalized demos and advice.

Instore of course remains a key focus too, and we plan to expand our store presence in the future. We house all our key brands in our Bagshot store, with downstairs dedicated to car seats and pushchairs and upstairs displaying nursery sets, home ranges, clothing, carriers, and more. Being conveniently located just off the M3 at the Surrey/ Berkshire border, it has a wide catchment area with a varied customer base. Parents often travel in from London and as far afield as Southampton, to get hands-on with the products and benefit from our personalized service. Store manager Shermaine explains that “while some customers come in with a product or brand in mind, once we discuss their lifestyle and needs, we are able to advise on the products that are best suited to them and they often leave with a completely different basket of goods!” She adds “demonstrating the features and benefits of our products means they leave knowing they have been given personalised advice, suited to them”

Sustainable swaps and savings

Educating our customers on how to shop consciously is also key. We never want to oversell, encouraging them to buy well, buy once as well as suggesting where they can make sustainable swaps. Making the change from disposable to reusable nappies for example has both economic and environmental benefits. In fact, studies suggest that if only 20% of babies in nappies switched to reusables, the amount of waste that could be prevented in Europe alone would be more than 1 million tonnes per year, and the government’s Money Advice Service estimates parents could save more than £1,400 over the course of baby’s first two and a half years!

Another way we’re promoting sustainable savings is with our new-for-2022 project that’s coming to the website in Q4. Stay tuned for some exciting developments that will champion our no-waste ethos and not only improve our own circular economy but encourage people to shop with the environment in mind while saving money too.

Our forecast

Looking ahead, I believe some nursery categories may feel the effects of the pinch, including some of our smaller categories housing the more “nice-tohave” items, such as decorative nursery pieces and possibly gifts in Q4, but while I think industries such as fast fashion will suffer (no bad thing), I believe the quality pieces of clothing in our collections such as our natural sleeping bags, which offer safety and peace of mind, will stand the test.

So, in summary, to ride this wave we are going to keep on doing what we are doing, offering exceptional service and information to the consumer, to ensure they have motivation to buy from us. We will continue to work closely with our brand partners as well as bringing new brands to the family and find new, innovative ways to reach and inform our target customers.

If you would like to contact Victoria Hampson, please email: pr@naturalbabyshower.co.uk