Nursery Today September 2023

the team

Editor Penny Franks penny@lemapublishing.co.uk

Ad Manager

Christine Contreras christine@lemapublishing.co.uk

Production Director

Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Circulation

Robert Thomas robert@lemapublishing.co.uk

Contributors

24 Barking Mad

Pramland’s John Barker discusses something that has driven him crazy over the last few years – the issue of staff and how to retain them.

39 FanFinders

FanFinders Co-Founder Adam Gillet gives advice on how to utilise your customer data to unearth added lifetime value.

40 Retail Matters

Online4baby’s Managing Director, Christy Foster highlights why employee engagement is a focus for the business.

Features

16 Twin/Triple Pushchairs

32 Kind + Jugend 2023

Cover Story

14

editor’s letter

Nursery Today

September has been an extremely busy month for most of the trade having now arrived home from Kind + Jugend, and what an event it was this year.

Many brands chose to exhibit, including Peg Perego, Cybex, Britax, Hauck, Joie, Nuna, Graco, Vtech, Toynamics, UPPAbaby, Cozy n Safe, and more! This year the event saw more than 940 exhibitors from across the globe in attendance and visitor levels were higher than that of 2022, demonstrating that this international show is definitely back on track.

This year was also my return to the show post pandemic and I’m so glad that I took time out to visit. There was so much to see within the halls. Exhibitors were extremely welcoming and the variety of nursery and toddler products on display certainly made way for a busy few days! This year was definitely a testament to Kind + Jugend’s position as a leading global event for baby and toddler products with their Chief Operating Officer of Koelnmesse stating: “We have achieved all our goals and sent a clear signal to the entire industry.” adding “The results show that Kind + Jugend is the definitive platform for presenting, discussing and marketing new innovative products and ideas. This is how a trade fair should be,” Jörg Schmale, Director of Kind + Jugend, summed up the trade fair stating: “The atmosphere was phenomenal, we have

achieved a major breakthrough.”

We bring you a review of the show, including exhibitor opinions and a catch up with independent retailer Natural Baby Shower starting over on page 32.

This month we also take a look at twin and triple pushchairs together with baby carriers, slings and backpacks. You will also have spotted that My Babiie feature on the cover of this issue. Take time to turn to our Cover Story by turning to page 14, where they highlight why they have the perfect travel system for any parent.

You will also have noticed a new supplement included alongside this issue of the magazine and we are delighted to launch this month our new Car Seat Supplement. With the everchanging landscape when we look at car seats, with regards to safety features, fabrics and technology, where better to house many leading car seat brands than in one handy supplement. We trust you enjoy the supplement as much as did putting it together.

Not long now also until the doors of the Harrogate Int. Nursery Fair open. Are you Harrogate ready? We will bring you a superb round up in our next issue highlighting everything you can expect to find within the show halls – and it’s shaping up to be one amazing event. I’m so looking forward to seeing everyone there. In the meantime, if you haven’t already, make sure you register to visit online at www.nurseryfair.com

Kind + Jugend 2023 went far beyond expectations

Check out our Carriers, Slings & Back Carrier feature starting on page 26.

Investing for success

Green Sheep Group’s COO Mitch Levene discusses the importance of investing energy in the right places for brand success.

As a fast-growing business knowing the right areas to focus efforts and invest can be less tricky if the leadership and organisation are clear on their vision, strategies and key initiatives. This leads to taking a balanced approach across product development and innovation, people retention and recruitment, branding and retail relations, all of which are integral for brand success.

Investing in talent across the entire business is vital –pioneering product designers delivering excellence, will undoubtedly need support from knowledgeable marketeers and experienced sales experts. Ultimately the success of brand-new innovation will boil down to ensuring that product makes it into the hands of the right retailers who will do an excellent job of bringing it to life in-store and online, delighting their customers.  This needs to be assisted by building awareness to create pull-through via marketing communications. All of which is backed up by the often unspoken heroes, the support functions such as supply chain, order management, the Distribution Centre and Finance.

Very much putting into practice what we say, GSG are investing in talent enhancing performance with focus on individual and team development. GSG are also consistently enriching the team with new talent as part of an expansion programme and are absolutely witnessing the benefits of this with several months of consecutive growth.

Over GSG’s 17 years to date the founding principle to create innovative products with safety and style at the core has never wavered. Teaming this with an unfaltering pride that has galvanized the entire organisation and been underpinned by a super exuberant and fun culture, driven by a great team – has resulted in a magnificent journey for both Snüz and The Little Green Sheep. Great product fulfilling parental and baby needs, strong branding creating desire, an effective retail strategy that rewards partners and underpinned by the right people with great attitude - delivers unrivalled success. It should be stressed that all of this is brought about by hard work and collaboration.

Although the advice is never to rest on your laurels – investing for success needs consistency. Despite GSG’s 17-year heritage, what’s impressive is across the business, there is always a quest for learning and innovating – and nevermore so as the Group experience unprecedented expansion. GSG are investing significantly to deliver constant & compelling innovation and ensure they evolve to meet the needs of the next generation of parents. This forward thinking not only excites the retail trade, it also provides consumers with choice – both here and internationally as demand for GSG products increases across the globe.

www.greensheepgroup.com

Clarification regarding R129 for child restraints

secured by a vehicle’s seat belt

It has come to the attention of the Baby Products Association that there remains some confusion in the industry regarding R129 child restraints that are secured in the vehicle by the vehicle’s seat belt. This confusion also appears to exist within one UK Approval Authority and the Association is currently liaising with it to reach the same understanding.

UN R129 is clear that only one belt route can be used on a child restraint, including both integral and non-integral, regardless of any changes of configuration that might be needed as a child grows through the type-approved height range.

This was established in R129 at the time that integral belted child restraints were added to the Regulation.

At the last session of the Working Party on Passive Safety (GRSP), which is responsible for these Regulations , in May 2023, a proposal for Supplement 10 to the 03 series was adopted that further clarifies the requirement for one belt route.

A footnote to the existing text was added that states: “One belt route applies over the entire stature range regardless of the different configurations of use for which the ECRS will be approved: for an ECRS which allows forward and rearward facing orientation, only the one belt route shall be used for both configurations. The same applies for an ECRS which combines integral and non-integral configurations or any other combination that is allowed by this paragraph.”

A Supplement is a regulatory tool that clarifies the existing requirements. It is not allowed to set new, more stringent requirements and is further evidence of the intentions of the regulators.

The Baby Products Association urges any manufacturer or supplier of R129 child restraints that are secured in the vehicle by the vehicle’s seat belt to ensure that they meet the requirements of R129 as explained above. Retailers are also urged to be vigilant in stocking only those child restraints that meet the requirements of the Regulation.

For more detailed information, including links to the relevant text in the Regulation and GRSP meeting notes, please contact Julie Milne on 0845 456 9570 or at julie@b-p-a.org.

Snüz celebrates a decade of dream

This year marks a decade since the launch of the original and adored bedside crib, the iconic SnüzPod. The team at Snüz are proudly celebrating 10 years of providing families with a safe sleep environment that nurtures the unique bond between parent and baby – a decade of love, comfort and peaceful slumber.

Born in 2013, SnüzPod has provided a safe sleep solution for over half-a-million parents, nurturing their most precious night-time moments, with baby right beside them.  Now in its fourth generation, the brands commitment to safety, quality, and style lives on. Stocked by over 500 retailers in over 40 countries, and loved by celebrities including Declan Donnely, Laura Whitmore and Giovanna Fletcher, the team has a lot to celebrate.

Speaking about this momentous milestone, Jamie Jillard, Head of Marketing at Snüz said: “We are incredibly proud to be celebrating a decade of SnüzPod; it’s an honour to have developed a product that has supported parents and carers to enjoy truly peaceful and cherished moments with their babies right beside them.

She continued: “Our purpose as a brand is to make parenting easier through a great night’s sleep and to do it in style. We know how important sleep is to any new parent and we also know that it is important they feel like they can retain their own identity and ‘grown up’ sanctuary as they take their first steps into parenthood. As we continue to innovate to support the next generation, the unique recipe for creating SnüzPod will always include safety and comfort for baby as a non-negotiable, with peace of mind, ease of use and aesthetic appeal for parents. Here’s to the next decade of SnüzPod!”

For retail enquiries, please contact 01789 734022 or email trade@greensheepgroup.com

Toy Fair 2024 exhibition space sold out

The British Toy & Hobby Association (BTHA) is delighted to announce that Toy Fair 2024 has sold out five months ahead of the show opening and will expand into the Upper West Hall to accommodate the growing demand for space.

The UK’s largest toy, game and hobby trade show, which will be celebrating its 70th anniversary in 2024, will take place at Olympia London from the 23rd-25th January 2024. More than 200 exhibiting companies will be occupying the Grand and National halls on both levels- and now also part of the Upper West Hall.

One of the stands to occupy the Upper West Hall will be TOMY who are returning to the show in 2024. Mary Wood, Managing Director, TOMY, said: “With Tomy’s 100th anniversary being celebrated in 2024, what better way to do that than being back at London Toy Fair! Our team have been working with incredible passion to bring an immense amount of new ranges and new product to the market. We can’t wait to show customers what we think is going to be our most stunning collection in years!”

The BTHA’s Director of Toy Fair, Majen Immink said: “We are delighted to welcome back TOMY especially in their 100th year. To be able to expand into the Upper West Hall to accommodate the growing demand for space on top of an extremely high returnee rate speaks volumes for the strength of the show and the importance and value the industry places on it. It’s a fantastic achievement to have sold out of space with five months still to go. We have now opened up a waiting list and will endeavour to fulfil requests where possible.

“We very much look forward to supporting all our exhibitors over the coming months and preparing for another jam packed three days of successful business.”

Other names joining the ranks for Toy Fair 2024 include Hasbro, Moose Toys, LEGO, Dolu, Funko, Kidicraft, Rubies Masquerade, Rainbow Designs Ltd, Mood Bears, Zimpli Kids, PLAYMOBIL, Magformers, Playmonster UK, Reydon Sports PLC, movies inc, John Adams Leisure Limited, among many others.

Any companies interested in joining the waiting list are encouraged to get in touch with  Rebecca@btha.co.uk.

Visitor registration will open on 26th September at toyfair.co.uk when the full floor plans and exhibitor list will be available.

Mee-go announces the strategic appointment of Karl Hughes

Mee-go is delighted to announce the appointment of Karl Hughes as Country Manager. Karl is well known in the Industry and has an impressive track record working with brands such as Venicci and Obaby. Karl will be visiting retailers throughout the UK to represent not only Mee-go but also Leclerc Baby and Elodie Details. Paul, Director of Mee-go said, “Karl brings a wealth of experience and expertise to the team and we are thrilled to welcome him on board.”

You can reach out to Karl directly at karl@mee-go.co.uk who will be happy to chat with you about how Mee-go, Leclerc Baby, and Elodie Details can enhance your retail offering.

Coffee Break

Nursery Today caught up with Baby Jogger’s Sales Manager, Christopher Grech-Cini to find out his thoughts on the twin/ double pushchair category.

What factors have contributed to the growing popularity of twin/double pushchairs in recent years?

In recent years manufacturers have introduced fashion, compact, lightweight, and manoeuvrability into their design to make them more appealing to parents.

Our City Tour 2 Double is an excellent ‘compact’ example for those parents who want to be able to squeeze through their narrow front door, or have limited storage space at home or in the car and whom don’t want to get in the way of people whilst out shopping and zipping around town.

Are consumers primarily price-conscious when purchasing twin/ double pushchairs, or do other factors play a significant role in their decision-making process?

Parents seem to be considering their lifestyle and the types of activities they engage in as part of the process. Each ‘use case’ can be so varied, from active / outdoors lifestyle to just needing to get around town conveniently all of which all play a role in their decision-making.

Do consumers prioritise twin/double pushchairs that are robust and durable, and if so, what features contribute to perceived durability?

This depends on use case, but if they are looking for a more outdoor walking machine then features like ‘lifetime’ warranty, good suspension, larger robust wheels, and good seating accommodation all come into consideration. All features of which our City Mini GT2 Double is very well known for!

How important is ease of maneuverability in twin/double pushchairs to consumers, and what design elements enhance maneuverability?

Ease of use, handling over varied terrains, and how light the pushchair feels to push all come into play. Being lightweight, not overly tall, or wide and the use of high-quality wheel bearing all help enhance the feel to push. Baby Joggers are renown for ‘gliding’ across all surface types and being easy to steer with one hand. Does the weight of twin/double pushchairs affect consumer choices, and are there trends toward lighter models?

I’m not sure if weight is the consumers top priority, it feels more like the width of the stroller (fitting through narrow doors) and a compact fold for storage or travel purposes is more important right now, although I’m sure the fact that our City Tour 2 double only weighs in at 10.4kg does help!

Are there any emerging trends or innovations in their design that retailers should be aware of to stay competitive?

Yes, the ‘compact’ and ‘easy to travel with’ seems to an emerging trend. This is where our City Tour 2 Double wins, because it fits through a standard door, is smaller than most single pushchairs when folded and also received ‘Gold’ in this years ‘Made For Mums’ awards.

What marketing strategies or incentives can nursery retailers employ to attract and retain customers interested in twin/double pushchairs, and how can they showcase the benefits of these products to potential buyers?

To best capture parents’ interest, nursery retailers should employ marketing strategies that include educating customers on the key product features and benefits. This can be achieved through a blend of marketing tactics such as advertising, content marketing, and influencer marketing, all aimed at driving both online and in-store traffic.

Some effective ways to showcase the benefits of these products to potential buyers include using high-quality imagery, implementing strong in-store merchandising, conducting live product demos, and creating videos, etc.

CYBEX strengthens team with three new recruits

CYBEX, known for its luxurious and award-winning pushchairs, car seats, and baby carriers, are pleased to announce the appointment of three new members of the UK Team: Sam Nijjar - Manager Project Management Retail Architecture, Alexandra Bentley - Key Account Manager UK/ Ireland and Chelsea Barritt  - Junior Sales Representative South UK.

Sam Nijjar joins CYBEX from Superdry, where he was a Store designer for the last nine years. With experience in designing flagship stores, shop in shops, franchises, head offices and showrooms worldwide.  Sam explained, “I am excited to work in a new industry and bring my experience from fashion into the nursery world. I’m looking forward to visiting stores and developing designs that can improve our current displays or areas to generate more sales for our customers, as well as designing brand new spaces.”

Alexandra Bentley joins CYBEX from Ergobaby and brings seven years of industry experience to her new role at CYBEX.  Alexandra commented, “I’m excited to work and maintain relationships with the Nursery buyers and Key customers but also bring fresh ideas to the table to help grow the accounts and the CYBEX business even further. I’m also looking forward to learning new skills from my fabulous UK colleagues.”

Chelsea Barritt has been working in the nursery industry for four years and joins CYBEX from Baby Lady Store in Canterbury. “It’s super exciting to be part of the journey as CYBEX create even more incredible products and seeing the brand develop even more. I learnt so much about customers’ needs in my time at Baby Lady, which I really think will be beneficial in my new role.”

Luke Burns, General Manager CYBEX UK & Ireland explains, “We are excited to have Sam, Alexandra and Chelsea on board, they all bring something different to the CYBEX team, all three new recruits will play a big role in our continued growth in all nursery categories.”

For more information about CYBEX please visit www.cybex-online.com

Innovation Awards 2023

The Kind + Jugend Innovation Award was presented again this year at the leading international trade fair for baby and toddler products.

The award is highly regarded among both industry professionals and consumers, often contributing to the success of the winning products in the market. After a preliminary selection from all 120 entries, 24 products were nominated in the final round by an independent international panel of experts.

During the festive award ceremony at the start of the trade fair, the following companies were pleased to be recognised with the Innovation Award in their respective categories for their innovative products:

• Moving & Travelling Kids – Vamos KLX, Osann GmbH, Germany

• Moving & Travelling Kids Accessories – Minimeis Hero Parent Backpack, Minimeis AS, Norway

• Kids Toys – Xtend Ride On, smarTrike, Israel

• Kids Textiles – B.LOVE 2-IN-1 PILLOW, BABYMOOV GROUP, France

• Kids Care – Multi Cooking Divider, SOCIALBEAN, Korea

• Kids Furniture – MoveMi, Noalima GmbH, Germany

• Sustainability for Kids – Matratze Wind, Träumeland GmbH, Germany www.kindundjugend.com

i-Level™ Recline infant seat

calmi™ R129 car cot

i-Jemini™ infant seat

i-Harbour™ toddler seat

i-Harbour ™ toddler seat

Natural steps

Nursery Today’s Editor, Penny Franks, had the pleasure to catch up with Natural Baby Shower’s Founders Victoria and Clifton Hampson during Kind + Jugend to find out their thoughts on the 2023 event.

As a visitor, how did you find Kind + Jugend this year?

Kind + Jugend this year was fantastic! It was even bigger and better than last year. We saw more exhibitors and brands making a comeback after the pandemic, and we were blessed with great weather. Our partners’ hospitality was also wonderful! Why was this event important to the business as a must attend exhibition within your yearly calendar?

Kind + Jugend is a staple in our yearly calendar for Natural Baby Shower. Since the pandemic, we’ve shifted our focus from larger hardware brands to smaller nursery and toy brands, as well as emerging players in the industry. It’s a must-attend for us! What were the key highlights during your time at the show?

Our time at the show brought a wealth of highlights for us as a retailer. We reconnected with valuable industry contacts, allowing us to strengthen partnerships and gather insights for future collaboration. Planning our product range reviews was another key highlight, helping us fine-tune our offerings to meet evolving customer needs.

The sneak peek at exciting new tech from BeSafe was a standout moment, giving us a competitive edge in staying ahead of the curve with innovative products. UPPAbaby’s introduction of new product categories that align seamlessly with our brand

Our time at the show brought a wealth of highlights for us as a retailer. We reconnected with valuable industry contacts, allowing us to strengthen partnerships and gather insights for future collaboration.

strategy will really enrich our product lineup. Beyond the show, our off-site showroom visit with Maxi Cosi provided us with firsthand knowledge of their offerings. Our evening spent on a luxury boat with their team fostered stronger relationships and potential opportunities – great fun too!

And of course, we met with our distributor Babiators and exploring new distribution possibilities under Natural Baby Shower 3PL is expected to open doors to expand our reach and better serve our customers.

Do you feel this is a good show to spot upcoming trends and if so, why?

Kind + Jugend gave us a glimpse of what’s happening in the industry, but we’re eagerly looking forward to the Harrogate trade show next month for a deeper dive into the latest trends and insights. Did you experience new product launches during your visit that were of interest to you?

Yes, we did! We found some exciting new products within our existing brands, like new highchairs and bouncers from UPPAbaby. We’re looking forward to seeing more cutting-edge product tech at Harrogate, so stay tuned!

Victoria & Clifton with UPPAbaby’s Richard Bamforth (left)

In-store at Natural Baby Shower

Bounce with My Babiie

The perfect blend of comfort, playfulness and natural design the NEW Wooden My Babiie Baby Bouncer with Toy Arm.

With a meticulous focus on creating a nurturing and engaging environment for little one, this bouncer redefines the way babies relax and explore. Designed to effortlessly merge aesthetics with functionality, the wooden frame exudes a timeless charm that will compliment any home decor while providing a sturdy foundation for a baby’s movements.

The gentle bouncing motion soothes and relaxes babies while the incorporated toy arm encourages motor skill and development, transforming this bouncer into an interactive play space. Safety is paramount which is why the harness system keeps babies secure and the materials are all free from harmful chemicals ensuring a worry-free environment. Experience the joys of relaxation, stimulation and style with the My Babiie Wooden Baby Bouncer. www.mybabiie.com

My Babiie have the perfect Travel System for any parent!

Travel Systems are important parts of parent’s journey when their little one arrives. From the infant carrier on the way home from the hospital, to the bassinet on their first trip out and the seat unit, as they get older, it’s a great option for parents who want to stick with just one product throughout their little ones’ lives.

My Babiie have just launched their brand new i-Size Travel Systems, which include the latest i-Size Infant Carrier. This infant carrier has been through the latest ECE R129 safety standard and is also i-Size certified meaning more vigorous testing under higher speeds, side impact testing and roll-over testing.

The brand new MB200i i-Size Travel System is one of My Babiie’s more affordable options. It offers a practical and stylish solution for those who want to ensure safety and comfort for their little ones while travelling. With high-quality materials, attention to detail and the brand-new i-Size Infant Carrier, this travel system is sure to impress even the most discerning parents. Not to mention that parents are spoilt for choice with over 6 different stylish designs to choose from!

A little bit higher up the range we have the MB250 i-Size Travel System. This is another amazing choice for parents who want a stylish and practical Travel System that offers maximum safety for their precious

My Babiie offers a wide choice of Travel Systems, from the fun, bright MB200i to the sleek and classy MB500i, which now includes their newly launched i-Size Travel System Collection.

My Babiie have just launched their brand new i-Size Travel Systems, which include the latest i-Size Infant Carrier. This infant carrier has been through the latest ECE R129 safety standard and is also i-Size certified meaning more vigorous testing under higher speeds, side impact testing and roll-over testing.

cargo. This Travel System also has a handy feature of the seat unit that can be attached both world-facing and parent-facing to suit the parent’s needs.

And lastly, My Babiie’s most premium option is the MB500 i-Size Travel System. This is a luxurious and innovative Travel System designed to cater to the needs of both parents and babies. This Travel System comes with a range of advanced features that make it a great option for parents who want to travel with their baby in style, comfort and safety. One of the key features is its i-Size compatibility and smooth transitionility, from car to pushchair, to home. The seat unit can be both parent-facing and world-facing for ultimate customisability and with high-quality, premium fabrics and wheels, this is certainly a luxe option.

info@mybabiie.com

www.mybabiie.com

Double trouble, or twice as nice

Stocking double and triple pushchairs can be a strategic move that offers several benefits to nursery retailers. These multi-child pushchairs cater to a specific demographic of parents with multiple children, twins, or close-in-age siblings, and there are many advantages for retailers:

By offering double and triple pushchairs, nursery retailers can tap into a niche market segment. Parents with multiple children have distinct needs, and stocking these products broadens the retailer’s customer base. Double and triple pushchairs might often come at a higher price point compared to single options however retailers can enjoy increased sales revenue as these products can also provide a higher profit margin.

As an example, a nursery retailer who is known for offering a wide range of baby and nursery products, including double and triple pushchairs, becomes a one-stop-shop for parents. This product category also lead to upselling opportunities. Retailers can suggest compatible accessories, such as rain covers, car seat adapters, or storage solutions, increasing the overall sale value.

Stocking double and triple pushchairs can be a lucrative strategy for nursery retailers. It not only caters to a specific customer base but also enhances the store’s image as a comprehensive and customer-centric retailer in the competitive nursery industry

Choosing the Perfect Double Stroller

Discover Baby Jogger’s City Mini GT2 Double and City Tour 2 Double - Ultimate adventure for Busy Families on the Go

Are you looking to provide parent and future parent of two an option that accommodate their growing family’s needs? Baby Jogger offers two fantastic options, each designed to make time spent outside easier.

Baby Jogger City Mini GT2 Double Stroller:

The City Mini GT2 Double Stroller provides uncompromising agility on any terrain. Equipped with forever-air rubber tires, all-wheel suspension, and Baby Jogger one step in seat fold, even with two in tow, this lightweight double stroller won’t slow you down.

Baby Jogger City Tour 2 Double stroller

The City Tour 2 Double folds small for double the adventures. The lightweight design fits through a standard doorway and features an ultra-compact fold, making getting around town with two easier than ever. At only 10.5kg, this lightweight double stroller also folds compactly for easy transportation and storage.

For further information contact Chris Grech-Cini on the below.

christopher.grech-cini@newellco.com

City Mini GT2 Double Stroller

City Tour 2 Double stroller

Double duty

Meet aire twin, a double duty cruiser designed to help manage two times the tinies.

With this ultra-lightweight twin, you’ll always be twice as ready for the day ahead. One of the lightest weight, fully featured double strollers available the aire twin weighs in at less than 12kg.

With reversible seat liners, individual canopies and reclining seats the aire twin makes it easy for both babies stay cosy - even if they’re on opposite schedules.

Aire twin folds up flat in an instant with just one hand to keep you on the move. uksales@joiebaby.com

www.joiebaby.com

Go from ONE to TWO in a breeze

The Award Winning Duo Connectors from Leclerc Baby transform your single strollers into a double with ease.

The Duo Connectors from Leclerc Baby are a super cost effective way of transforming your single strollers into a double quickly and easily without the need to purchase an expensive double set of wheels for your little ones.

Use your strollers in single mode or use in double mode! Enabling you to still use your strollers in a single mode means you’re not pushing the bulk of a twin stroller around with only one child in.

The connectors are super easy to attach, literally in a minute or two! There are three connectors in the box, they attach in three points to both strollers, twist to close and away you go! They come in a handy storage pouch to keep them safe when not in use and fit easily into your stroller storage basket.

Recently winning the Editor’s Choice Award for Double Buggy in the Made For Mums Awards gives you peace of mind that this single to double option is an effective solution for busy parents who want simplicity and style.

To find out more about the Leclerc Baby Duo Connectors, and to watch the explanation video, visit the Leclerc Baby website.

www.leclercbaby.com

Durable,

safe

and easy to push

Lotsofbabies make the most versatile multiple seat pushchairs on the market today.

With the option of purchasing a single  or double toddler seat either at the time of initial purchase or at a later date the T3 and T4 models can be used as a Twin, Triple or a Quad pushchair.

With reinforced tubing, large pneumatic wheels with ball bearings and a long adjustable handle, these pushchairs are strong, safe and surprisingly easy to push. They are narrow enough to go through a standard 30” door and comes complete with hoods and aprons to suit whichever mode it is being used in.

Tel: 0161 740 9979 | sales@lotsofbabies.com | www.lotsofbabies.com

Weigh of 6.6kg

Modern by design

The Red Kite Push Me Dubl Twin Stroller rightly has been awarded a Made 4 Mums Gold Award for best twin stroller and once you see this you will understand why!

A modern sleek chassis in Silver and Pistachio styling and includes everything you could possibly need for the most comfortable ride.  Independently lie back seats to suit newborn baby and a young toddler that feature independent rotating bumper bars and independent hoods and calf supports.  Both hoods are fully extendable to give extra protection from weather and sun and include handy viewing panels.  When it is colder outside the fleece lined cosy toes included will make sure your baby is kept snug and warm plus included is an all-weather PVC raincover.

But in addition to all these amazing features is the way the Push Me Dubl operates as it is a joy to push around with all round suspension and a one hand fold that supports free standing when folded.   It also comfortably can fit through most internal doors so no need to fold and move babies and toddlers out if they are napping.  No wonder the Push Me Dubl is a winner!

Tel: 01454 326 555

sales@redkitebaby.com

Great for city living

Building on the iconic Woosh stroller, Woosh

An easy-to-use stroller with big solutions, it is suitable from birth up to 22kg (per seat). Woosh Double is great for city life thanks to several clever features. With selfaligning lockable front swivel wheels and all-round suspension it is easy to maneuver and a one-hand fold option that quickly converts into a lightweight, compact bundle at just 11kg. It even has a free-standing fold option.

It also boasts a number of fantastic extras built specifically to make life easy for parents and children including multi-position, independently reclining seats. Plus, there’s plenty of storage thanks to a spacious basket that can take up to 5kg and handy pockets on the hoods. Large seats, adjustable independent calf support for little legs and a viewing window to keep tabs on little passengers make life simple for parents too. It also comes with the original Cosatto raincover, UPF100+ hoods and double-length sun visors to protect against the sun’s rays.

www.cosatto.com

lightening the load

Meet evalite duo, a cheery combo designed to carry two littles and all their luggage without the load. This lightweight luxury makes travelling with two, twice as nice.

As one of the lightest tandem pushchairs on the market, the evalite duo weighs in at just over 10kg, for ease of driving, riding, lifting and loading. With a seriously smooth one hand fold, evalite duo packs flat enough to fit in small boots and snug storage spaces. The instant Sure Lock attachments smartly sync Joie infant carriers to the rear seat of the pushchair, for a quick and easy dock, lock and roll.

uksales@joiebaby.com

www.joiebaby.com

Double is a serious upgrade for, not one, but two little ones.

Mee-go Milano+ Unveiled

Mee-go is proud to introduce the Mee-go Milano+ Travel System, a revolutionary travel solution that combines style, functionality, and convenience for modern parents on the move.

With its sleek design, advanced features, and exceptional quality, the Milano+ Travel System sets a new standard in luxury travel for families.

The Mee-go Milano+ Travel System is the ultimate companion for families seeking a seamless and stylish journey with their little ones. Designed with meticulous attention to detail, this travel system offers a harmonious blend of practicality and elegance, making it a true statement piece.

At the heart of the Milano+ Travel System is the Milano chassis, crafted with precision engineering and robust materials to provide superior performance, safety, and durability. The lightweight yet sturdy chassis ensures effortless manoeuvrability, making it perfect for navigating busy streets and tight spaces. Its clever fold mechanism allows for easy storage and transportation, fitting seamlessly into modern lifestyles.

Experience the Mee-Go Milano+ Travel System and elevate your family’s travel experience to new heights. Discover a world where innovation meets elegance and embark on unforgettable journeys with your little one. www.mee-go.co.uk

Stop nasty niffs

Vapoorise Makes Nappy Time a Happy Time With New Eco-Friendly Odour Eliminator

Vapoorise has just launched their eco-friendly baby poo odour eliminator created to improve the nappy changing experience for parents and baby. With ingredients that work to neutralise and combat any unpleasant smells, it is allergen-free, IFRA certified and 100% safe to use around babies.

Available in two fragranced scents to imbue the atmosphere for health and well-being:

Baby Blossom: infused with delicate fresh-cut roses, blended with citrus-lemon, jasmine and vanilla to release an energising, clean vibe.

Lavender & Ylang: blended with calming lavender and a touch of the tropics in the Ylang help to create a relaxing nappy changing experience.

To shop, connect and for more information please visit the Vapoorise website. www.vapoorise.co.uk

Can you give our readers a little insight into Lots of Babies, what was the inspiration behind the business?

We had an established retail store in the centre of Manchester selling all the well known brands and was approached by a customer who was expecting triplets.  There was nothing available, so being a handy and practical kind of person, I felt I could come up with something. So using the Maclaren twin parts I made the first triple buggy. It was a one-off and she was delighted with it.

A short time later a childminder asked if we could make a triple for her. Having had the experience of making one I duly made one for her.  She was so pleased with it she sent a photo and details of it to the ‘Childminder Magazine’.  Enquiries started coming from childminders and the triple business grew.

This month we are focusing on products that are suitable for twins and triplets, you have been in the business for more than 30 years, have you noticed a specific trend in the type of products that parents are seeking?

Triples (our speciality) are much more a utility pushchair than the standard market and are not subject to anything like the trends experienced in the models made for just one baby.  Our main concern in supplying Triple and Quad models is that they are easy to push, comfy and safe for the children and strong enough to last.  Childminders are our biggest market for our pushchairs and I know of customers who have used theirs for over ten years!  That is why we can supply replacement parts to keep our models ‘on the road’.

Do you feel we have seen a spike in birth rates when we look at multiple births and

Seeing Triple with Lots of Babies!

Nursery Today had the pleasure to catch up with Lotsofbabies owner Howard Gordon to find out more about his business which has a focus on pushchairs for twins, triplets & quads.

if so, are you experiencing a level of growth in the demand for your ranges?

No, I’ve not noticed that.  When IVF was in its infancy multiple births were much more common but the techniques have greatly improved and I don’t think the birth rate for triplets is growing.

How do your ranges within this category when we look at ‘wheels’ separate you from your competitors?

We believe our Triple and Quad models are the strongest. They are particularly well engineered with double skin tubing and hard-wearing fabrics. The large pneumatic wheels with ball-bearings (not many, if any pushchairs have those anymore) and its long extending and multiple position handles makes it probably the easiest to push, even with four children in it. And it goes through a standard doorway.  It is also the most versatile. Converting from a Twin, to a Triple and a Quad.

Would you say we have ample choice when we look at products for parents who have twins, triplets, or more?

I cannot speak authoritatively on the twins’ products but the triple market is too small for the majority of manufacturers to pay much attention and consequently the options are limited.  It has improved since I made the first triple but there is still only a small number in the market.

With the continued cost-of-living situation, are consumers currently viewing price in comparison perhaps to function?

They probably are and perhaps always have but in the long run buying the model that suits one’s needs best is, I believe, the best policy.

What type of activity do you run to support your products and gain consumer awareness?

We are happy to, and often do, give expert help and advice both before and after sales to help our customers choose the right model for their needs.

We hold stock of parts that may require replacement due to wear and tear.  Our models will cover hundreds and even thousands of miles in their lifetime and we feel it is important to offer parts that are easy to fit and can extend the life of what is an expensive piece of equipment.

www.lotsofbabies.com

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Barking Mad

john@pramland.co.uk

Finding good reliable people is proving harder and harder, yet somehow retaining them can be even harder. A couple of years ago I went through a spate of losing people and it was really getting me down. I have a relatively large team I’m told by my reps. Including myself I have eight members of team Pramland and I always ensure that three members of the team are on the shopfloor Monday to Friday with a 4th person for the weekends.

We open seven days a week and only close for four days a year, so that’s a serious commitment financially. As we are a fairly busy store, I am always conscious that I need enough staff to talk to anyone that comes into the store whilst ensuring the phone can get answered and goods arriving/leaving don’t interrupt the level of service I like to offer my customers. Yes, some weeks the wage bill makes me weep, especially on those quieter weeks at the end of the year or school holidays, but I consider it a calculated gamble – an investment in case a bus load of pregnant ladies pull up outside. My attitude is that if a customer turns up when the store is closed, they’ll only go somewhere else. If they visit us and no

retain them.

one is there to help them, they’ll go elsewhere. Considering that a customer can spend £1500+ on a travel system can you really afford to let potential customers walk out, only to go elsewhere to spend their hard-earned cash? Worse still, turning up when the store is closed – you’ve lost that customer forever.

Up to a couple of years ago I had a very good (don’t tell them this) team, it had been consistent and was more importantly reliable and doing a great job. Due to illness, I lost a very popular and valued member of the team, what followed was a constant changing of the guard. Her replacement would be found, start work and leave after a few weeks or months later. Their replacement would do the same –until I found someone, and they’ve been with us since (almost a year now) – but as I mentioned earlier they are leaving now and I’m worried I end up back in the circle from a couple of years ago. My core team is still in place, and I’d like to think they are happier here than ever. I don’t like to ask them as they are a vocal bunch, and I may regret the question.

In order to help retain my core team I implemented a few changes to try

My attitude is that if a customer turns up when the store is closed, they’ll only go somewhere else. If they visit us and no one is there to help them, they’ll go elsewhere. Considering that a customer can spend £1500+ on a travel system can you really afford to let potential customers walk out, only to go elsewhere to spend their hard-earned cash?

and make them all a little happier and to think twice about leaving. Employing a sniper outside the store was considered but instead I opted for a pay review. Historically, we paid minimum wage which meant it was easy for staff to be swayed. I reviewed everyone’s performance, their ability to contribute to the team, how reliable they are and their willingness to step in when cover was required. I also considered their sickness record – I didn’t punish anyone for having sick days but those that never take any, and I have a few that simply turn up every shift, without question certainly benefited the most. I had one to ones

with everyone to discuss their new rates and laid down the next part of my plan – the monthly bonus.

As our customers can visit us a number of times before finally making an order I was conscious that a member of the team could do all the work and another get the reward (if they came back at a time the original team member wasn’t in) if the bonus was based on an individual’s sales. As a result, I chose to set the bonus as a team bonus. Something that the entire team either earns or loses, together. As growth is key, I set them a simple target – Beat 2022! At the start of each month, I set a target equal to the same

This month Pramland’s John Barker would like to discuss something that has driven him crazy over the last few years – the issue of staff and how to

month last year. If they hit this figure, I pay them a set amount each. If they beat it, I increase this bonus for every 5% over the target. If someone makes a mistake and therefore the business experiences a cost to correct the mistake this comes off their total towards the target. I have to say it works fabulously. It’s driving the team to grow the business and as they have a cash incentive to do so they feel personally rewarded for doing so. As mistakes can have a negative effect on the entire team it’s become selfpolicing too. The entire team supports each other to prevent errors and mistakes, not just myself or my assistant managers. It’s resulted in decreased absences as I state that 100% attendance is a key qualifier (obviously holiday days count as worked for the purposes of this policy), after all who wants to miss out on what could be a sizeable bonus.

Since January the team have hit and surpassed the target on 5 out of 7 of the months. With the two they missed being more of a result of economic conditions than a lack of effort on their part. As I type this it’s looking good for

that figure to be 6 out of 8. Anyway, I digress. Finally, I explained why I had increased wages and started to offer a bonus – I explained that it was a thank you for their loyalty and a demonstration of my appreciation for their efforts. The stability in the team and the growth we have seen would suggest that despite the cost implications to the business these changes have been a thoroughly worthwhile endeavour. When you consider the cost implications of losing a member of the team it really does pay to simply try and retain them instead. When websites like indeed charge £10 per acceptable application and then you need to train and staff accordingly whilst the new person gets up to speed – the true cost of losing someone reveals itself.

So now as I’m starting the recruitment process once again, I’m a little more confident that when I find the right person (soon I hope given the number of applications I am receiving) the package I have in place will mean I can add them to my core team, and be worry free for many years to come.

Since January the team have hit and surpassed the target on 5 out of 7 of the months. With the two they missed being more of a result of economic conditions than a lack of effort on their part. As I type this it’s looking good for that figure to be 6 out of 8.

got 143 reasons for you to visi t us.

Carried with care

Carriers, slings and back carriers saw a huge increase in demand during the lockdown years and the good news is they appear to be continuing to grow in popularity and although baby wearing, as it is referred to, is not a new phenomenon and a practice that has been used in various countries for centuries, these have fast become a staple must have among many new parents.

There are many benefits to using a baby carrier, sling or back carrier, with a main focus on lifestyle as these give parents the freedom of movement with their little one when a pushchair or pram may not be ideal.

The versatility of baby carriers, slings and back carriers appeal to a wide customer base. There is a carrier to suit virtually every lifestyle. By stocking an array of options, you can cater to a wide array of preferences, which could attract a broader clientele instore or visits to websites.

Coffee Break

Nursery Today caught up with Ergobaby UK’s Marketing Manager Holly Brewer to gain insight into this growing product category.

What do you feel is currently driving the carrier and sling sector?

Babywearing is now considered mainstream and is deemed a “must have” item when creating a shopping list of baby essentials in the early days of pregnancy. Offering customers a carrier or sling gives retailers the opportunity to increase the value of the average spend. This is partly why we are seeing more retailers offering bundle deals with the carrier included, generally in store.

During the pandemic we saw an increase in demand of these products, has this continued post-pandemic?

The pandemic highlighted how much of a must-have product a baby carrier is but that has now naturally adapted to life post-pandemic. During lockdowns they were a practical item around the home or on local adventures when parents needed their hands free but wanted to keep their baby close to facilitate bonding. This use then naturally extended to travelling, with a carrier now firmly cemented as an essential family holiday item with UK consumers. Baby carriers are advantageous in all kinds of parenting moments, meaning their popularity is here to stay.

What are the typical reasons why consumers make this type of purchase?

Simply put, nature is the reason parents and parents-to-be purchase carriers. Humans are a carrying species, we are biologically designed to keep our babies close. It’s a parent’s greatest instinct to hold their baby close. And for babies its survival instinct, they want to be held. Babywearing facilitates this closeness while allowing parents to meet the demands of modern life. Then, as babies move out of infancy, it continues to hold both emotional and practical value as a safe space for them to return to and as a method of transportation.

How are consumers currently researching and becoming aware of the benefits of baby wearing?

In 2023 it’s hard to walk down any street without seeing a baby in a baby carrier so

Award winning carrier

Red Kite’s Ara Carrier is a great option for parents selecting a practical baby carrier without breaking the bank!

Award winning recognition for this super carrier gives you peace of mind you are selecting a safe and practical carrier that will grow with baby.

Featuring three different modes to carry baby, forward facing to see whilst out and about, rear facing for nestling into adult and rear back facing to see the world!

With lots of extra padding and wide shoulder straps this helps give a secure and comfortable fit for both baby and parent which is really a doddle to use.  Finished in soft grey muted fabrics.

Tel: 01454 326 555 | sales@redkitebaby.com

the general prevalence of babywearing is driving awareness organically along with a resurgence of in-person antenatal classes etc. And of course, online streams such as parenting magazines and social media play a vital role in both elevating the profile of carriers and slings to those who may not have previously considered them and helping persuade those considering the product to purchase. We run ‘always on’ press office and social media marketing campaigns both on our own channels, and with our team of influencer ambassadors, and welcome our retailer partners to work with us on these campaigns.

Do you feel consumers are looking more closely at price in comparison to function?

Price is always important to consumers but particularly in the current financial climate. Retailers who believe their customers are concerned with price points should ensure they offer their customers versatile, long-lasting carriers with all the features they need. Alternately for those who are concerned that babywearing may not suit them, focusing on a newborn carrier can help parents get a feel for babywearing and create an opportunity for repeat sales as they move on to a next stage carrier.

What about Hip Dysplasia – are parents now more aware of this and look for products that are carry this on the packaging?

Hip Dysplasia is the most common abnormality in newborn infants according to the International Hip Dysplasia Institute, which means it’s vital to ensure parents are educated on the risks of products that interfere with healthy hip positioning and on those which conform to the Institute’s best practices. It’s also important that brands and retailers work together to educate consumers on correct usage of hip-healthy products. All Ergobaby carriers are acknowledged as hip-healthy by the International Hip Dysplasia Institute. Endorsements from recognised associations are particularly important when it comes to issues such as Hip Dysplasia and back health. As education around the importance of correct positioning and support for both baby and wearer increases, more parents are turning to accreditations to confirm they are purchasing products which ensure the best quality of care for their child and themselves.

Web: www.ergobaby.co.uk

Email: service@ergobaby.co.uk

Carriers and slings have experienced a notable level of growth in recent years and have become a must have product category for many retailers.

#1 in Airflow

SoftFlex™ Mesh Fabric for Maximum Airflow

Foam Cut Outs in Waistbelt & Lumbar Support for Airflow Where it Matters Most

Four Ergonomic Positions Adjustable from Newborn to Toddler (~0-48m; 3.2 - 20.4kg)

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Ergonomic comfort

Check out the Ergobaby Omni Baby Carrier Collection.

An Ergobaby Omni carrier is the only carrier parents will ever need. Ergonomic, comfortable, and easy to use, as well as being suitable from birth to toddlerhood (7lbs-45lbs / 3.2kg-20kg), and offering all four carry positions, they are the ultimate all-rounder.

Available in innovative SoftTouch Cotton (the Omni Dream) or SoftFlex Mesh (Omni Breeze) fabrics, Omni carriers are machine washable, come with the brand’s ErgoPromise lifetime guarantee and are packed with a multitude of handy features that make parents’ lives easier.

For more information, please contact your account manager or email the below.  service@ergobaby.co.uk

www.ergobaby.co.uk

Get savvy with Joie

Four carrying positions

Infantino is the #1 carrier brand in the US and for good reason, thanks to its iconic Flip Carrier collection.

A firm favourite with parents due to its durability, quality, versatility, and comfort, the supportive Flip Carrier allows parents to carry their baby in four different positions converting from birth to toddler.

Boasting extra-padded straps, a lumbar supporting waistband, cradling headrest, and an ergonomic seat, which can all be adjusted to allow users to customise the carrier to fit perfectly. Coming in a wide range of neutral colours to suit any taste, as well as newly launched camo design for the style conscious parents. Featuring a stunning grey and blue print, the newest Flip Carrier will ensure parents blend into their babywearing journey in no time! And with a truly affordable price point, this Infantino carrier is accessible to all.

For retail enquiries, please contact Nivi Bhide on the below.  nivi@infantino.com   | www.infantino.com

Introducing the savvy lite, a three in one baby carrier that offers little one optimal support and a change of scenery, all while keeping them close. Featuring autoclick magnetic buckles on the shoulder straps allows for savvy lite to be put on easily and for the straps to be adjusted by the wearer without any arm twisting or needing an extra set of hands. The super supportive backstrap helps to lighten the load by distributing the weight evenly and adjusts easily for a finetuned fit.

uksales@joiebaby.com

www.joiebaby.com

The New Adventurer S3

Child Carrier

The ideal pick up and go carrier, making it easier for parents to get outdoors with little ones.

Folds

Go Anywhere with LittleLife

Ever since the lockdown in 2020, families have looked at new experiences to get out as much as possible together. Nothing has been more beneficial for our mental well-being than getting out into the countryside to share time with our families. The only practical way to do this, if you have a baby in tow, is with a framed carrier. These carriers give more support for you, more room for your precious cargo and plenty of space for nappies, food, water, creams, lunch etc. They also lift the child to your eye line so they can see all that mother nature has to offer.

We spoke to the lovely team at LittleLife to ask more about their experiences during the last few years. They were keen to emphasise that sales have been strong during the Covid time and they have expanded the team accordingly. More product developments are coming and they are excited with some of the new things in the pipeline.

Marketing Associate, Emily Richardson, said that “Naturally there has been a ripple effect in sales with more families out and about with their child safely stowed in a carrier backpack, what is more pleasing to see is that you now see these carriers being used over and over again so they represent great value. They are ideal for festivals, the beach, countryside walks and just quick trips around town.”

LittleLife is thrilled to offer its customers the most extensive range of child carrier backpacks available. They are all designed here in the UK and are designed

to carry children aged 6 months to three years. They range from the lightest framed carrier available to the ultimate carrier with mirrors, headrests, toy loops, stirrups, storage pockets and premium comfort back systems for a long day hike. Whatever the event, it seems that LittleLife has got it covered.

LittleLife has shown keen attention to every backpack design to ensure comfort and safety. Padded straps, pivoting hip belts and anatomically shaped seats designed for a child’s physique provide maximum comfort for the adult and their passenger.

LittleLife is thrilled to offer its customers the most extensive range of child carrier backpacks available. They are all designed here in the UK and are designed to carry children aged 6 months to three years.

They have worked hard to think of everything a child carrier backpack should have and as such, their carriers also feature an anchor stability point, which is proudly a patented design of theirs. This neat feature enables the carrier backpack to ‘stand’ upright while the child is lifted safely into position. A great asset for enhanced safety and especially useful for adults who are venturing out alone with their little one. Simply remove the backpack from your back, stand it up and lift the child out safely.

LittleLife’s award-winning range features six key designs and eight options. From the lightweight convenience of the Ranger S2 and the Adventurer S2, to their top-of-the-range Voyager S5, which quite simply features everything you will ever need in one super backpack, they are confident there is an option for every family to explore in real comfort and safety.

Richard White, Director at Lifemarque commented: “We are a forward-thinking business rooted in innovation. The team continually comes up with new ideas or features that will enhance our LittleLife portfolio, while staying focused on our core ambition which is to help families feel safe and comfortable enjoying life outside together.”

Exciting developments for 2024 are the Adventurer S3 and the new Pathfinder. Pathfinder is a versatile backpack at a mid-price point featuring everything they know about a carrier, in a carrier.

www.littlelife.com

LittleLife offers the largest range of back carriers available allowing you to go hands-free into the great outdoors, or just your local high street.

Can you tell me about the features and specifications of your baby back carriers, and how they benefit parents and caregivers?

From our knowledge of outdoor and travel equipment, we have developed our carriers over 20 years, and we now have a large range with many different features. They all feature premium branded buckles and YKK zips to ensure longevity and we also ensure that we use stronger, more durable webbing and fabrics so that the carrier still looks like new many years later.

We are proud whenever we see some of our first-generation carriers still in use decades later. This attention to detail with component selection means that parents can be confident that their carrier will do the job of carrying their most precious cargo in a safe environment.

Many features such as removable face pads, mirrors, easy-adjust back systems and rain covers are all things that make life that little bit easier, but, as with all products, if the core materials and the designs are right, you feel the benefits very quickly.

Have you noticed a growth in demand for your baby back carriers in recent years, and if so, what do you attribute this to?

During Covid, the carriers were certainly very popular. People had more time to spend with their family in the great outdoors and wanted the best carriers to enjoy that time.

Since then, the demand has continued to be strong as people recognise the benefit of the freedom a back carrier gives you. Both hands are free, and the child is up high enjoying the world around them.

What sets your baby back carriers apart from competitors in terms of safety and comfort for both the child and the wearer?

Safety and comfort are part of our core requirements on all our carriers. We ensure all our products go through a rigorous test programme in the lab and out in the field so that every possible issue is considered before production.

Key safety features that are unique to LittleLife are the anchor point, which gives a great stable base when lifting your child in or out of the carrier, and the X-buckle which gives a secure 5-point harness to keep the child in place.

Get carried away

For the adult, we have a variety of back systems that can give more airflow or be suitable for a taller person and we pioneered child carrier accessories to help the overall experience of using the carrier such as rearview mirrors or removable, washable face pads.

Are there any specific age or weight guidelines for using your carriers, and do you offer different models for various stages of a child’s growth?

All our carriers are suitable for children from 6 months to 3 years. Therefore, any carrier can be used for 2 and a half years.

The cockpits of all our carriers are the same so that the child gets a safe and premium feeling whichever carrier you use.

For retailers interested in stocking your baby back carriers, what benefits and support can they expect from partnering with LittleLife?

If anyone is interested in stocking the carriers, it is very easy to start with just a couple of options to see how they go.

We almost always have stock available in our UK warehouse and we can work with any retailer to find suitable options for them.

We will also work with their team to ensure training is given where appropriate. Of course, images, POS etc. are all available.

www.littlelife.com

This month Nursery Today had the pleasure to speak with LittleLife’s Director, Richard White to find out more on their back baby carriers and how these have continued to demonstrate growth in popularity.

Feeling positive

Kind + Jugend 2023, the world-renowned international trade fair for baby and toddler products, marked its return with resounding success.

As an eagerly anticipated event within the childcare industry, the 2023 edition of Kind + Jugend showcased innovation, inspiration, and an international flavour that left an indelible mark on attendees and exhibitors alike.

More than 15,000 visitors from 113 countries flocked to the exhibition halls, eager to explore the latest advancements and trends in baby and toddler products. As a trade show that was impacted during the pandemic, the sheer scale of the 2023 event was impressive, with 974 exhibitors from 46 countries converging to present their innovations to a diverse and discerning audience. Information from the show organisers states that the majority of visitors came from all over Europe, with the Netherlands, Great Britain, Poland and Italy leading the way. Particularly pleasing was the significantly higher number of visitors from overseas that once again made their way to Cologne, especially from the US, Taiwan, China and the United Arab Emirates. The number of visitors from Germany increased by 31 percent compared to the previous year, underscoring the trade fair’s status as an established industry platform within Germany.

Going with this positive vibe, this year’s trade fair had not been this innovative, inspiring and international for a long time. It has been a testament to its position as the leading global event for baby and toddler products. “We have achieved all our goals and sent a clear signal to the entire industry,” said Oliver Frese, Chief Operating Officer of Koelnmesse. “The results show that Kind + Jugend is the definitive platform for presenting, discussing and marketing new innovative products and ideas. This is how a trade fair should be,” continued the COO. Jörg Schmale, Director of Kind + Jugend, summed up the trade fair as follows: “The atmosphere was phenomenal, we have achieved a major breakthrough.”

Wonderfold’s Vice President, Sabrina Ng told Nursery Today: “K+ J has been a really successful trade event for WonderFold. Not only has it been a fantastic opportunity to meet with our global distributor network to discuss our forthcoming innovations and product launches, but also to showcase our products to a global audience. It has been a hugely successful show for WonderFold with lots of interest for our unique range of stroller wagons. WonderFold is available in the UK via our distributors, Baby Central.” Britax Römer’s Global VP of Brand Marketing also commented stating: “Kind + Jugend is always a big event for us, including last year when we also exhibited at the first trade show since the pandemic. It is the perfect way to showcase all of our new product innovations, news and fashions in the best way possible to a very wide audience of stakeholders in a short period of time.”

This year marked the return of many leading nursery brands, with Peg Perego’s

From left: Sabrina Ng & Simone Zaharie

Independent retailer Kiddyland’s Tracey Medway

Sivan Kamin Ofek

OWNER, SLEEPYBUMP

As an exhibitor, how did you find Kind + Jugend this year?

This is the second year Sleepybump exhibited at K+J. It was very interesting with lots of relevant buyers and distributors from many countries. The exhibition was very large this year with a focus on the field of strollers, which is probably very relevant to Sleepybump.

Exhibitions of this type are always a great platform to meet the right people to start a business and create exposure for a unique and innovative product like Sleepybump, of course meeting with other exhibitors from different countries is always nice coupled with seeing other entrepreneurs especially in the startup area.

Did you receive a good level of international retailers and buyers visiting your stand?

I think I can testify that quite a few international distributors and buyers came to the Sleepybump booth.

I have been told several times that Sleepybump stood out for the innovation and uniqueness that it offers, and now we hope that we will be able to make meaningful international connections soon.

Why was this event important to your business?

Sleepybump is a new product on the market, only a year and a half old. We started in the Israeli market to understand the potential and customer reactions.

Now that the POC has been a success, it is important for the Sleepybump

Nicole Hahn

brand to get international exposure and strategic connections in other countries.

The goal for Sleepybump is to be a product that every new parent or expectant parent, will know and want so it is important to be in all the relevant stores in the baby category.

Sleepybump also makes a perfect and original birth gift.

What were the key highlights on your stand during your time at the show?

I believe that highlights for me were the opportunity to meet face to face with existing partners from different countries and create new business relationships, as well as meeting talented entrepreneurs from all over the world.

GLOBAL VP BRAND MARKETING, BRITAX RÖMER

As an exhibitor, how did you find Kind + Jugend this year?

The show was a great success. We were proud to share our revamped booth this year with many exciting updates. The concept of our booth was to be open and welcoming, with beautiful wooden elements and plants to best showcase our new highlight products, fashions and technology (AR). Our new fashions were exhibited in a lifestyle setting typical of a fashion brand. All of this reflects our new brand identity that we launched last year.

Did you receive a good level of international retailers and buyers visiting your stand?

Yes, our regional colleagues were onsite to meet with international customers from around the world. It was great to see our booth so full of traffic throughout the trade show and simply a joy to see so many customers again.

Why was this event important to the business as an exhibition within your yearly calendar?

Kind + Jugend is always a big event for us, including last year when we also exhibited at the first trade show since the pandemic. It is the perfect way to showcase all of our new product innovations, news and fashions in the best way possible to a very wide audience of stakeholders in a short period of time.

What were the key highlights on your stand during your time at the show?

We had many new extended-rearward facing seats innovations, while our new fabric fashions and colours are a special high point for us this year.

Was there a particular product that you showcased which gained the most interest with visitors?

Our new products & fashions were well received by all visitors. Retailers responded very positively to our expanding colour options in the UK, generating considerable excitement. These fresh colours will enhance our product range, and we’re especially eager to feature them in three of our latest launches: the BABY-SAFE 5Z2, MAX-SAFE PRO, and ADVANSAFIX PRO, as well as in our top-performing highbacked booster seat, the KIDFIX i-SIZE. They will be available in 2024.

Did you showcase new products? If so, how were these received by visitors?

We showcased a lot of new, exciting products. Notably the extended-rearward facing MAXSAFE PRO and SAFE-WAY M. Both have received The Swedish Plus Test and provide superior safety until c.a. 7 years (125cm/ 36kg). Additionally, our ADVANSAFIX PRO child car seat is suitable from 15 months to 12 years (76 – 150 cm) and comes with superior safety features such as SICT for side impact protection, XP-Pad protecting the neck and chest of the child and ISOFIX for easy installation.

Richard Bamforth

UPPABABY

Did K&J meet your expectations?

Yes, as an international brand K&J is still an important platform to share new products and concepts with our international retail partners and distributors. From a UK perspective the 2024 show was more relevant than last year, and although not back to pre-covid levels, continues to make steps in the right direction.  Which new products did you showcase?

We used K&J to introduce our new retail display concept, the brands vision and building blocks which establish the space to meet the needs of the new product development over the next few years. We are looking forward to showcasing this in Harrogate and rolling this out with our UK retail partners.

From left: Nicole Hahn and Moritz Walther, President Britax Römer EMEA

Ride in luxury and install with ease

Whether on the go with the built in ISOFIX points, or paired with the i-Base Encore to add a 90o spin - this seat is ready any time anywhere.

Sprint meets the highest ECE R129/03 safety standard with mandatory side impact testing. The Tri-Protect headrest offers security with three layers of protection inside the wings including patented Intelli-Fit memory foam. The three-point harness, with its shoulder and lower buckle covers, easily tightens with one pull motion, to keep little one safe and snug.

uksales@joiebaby.com

www.joiebaby.com

Damon Marriott Product Development Manager,

Joie

Why was this event important to the busine ss as an exhibition within your yearly calendar?

It is an important show due to timing for showcasing the new launch lines and many of our product updates in preparation for 2024 launch. Plus. it allows us the opportunity to give sneak previews of later launch items due out in Q3/Q4 of 2024, so it is certainly not a show to miss. It also acts as a pre curser to our local Harrogate trade show in October where we will showcase all of our 2024 new launch lines.

What were the key highlights on your stand during your time at the show?

The first viewing of our amazingly innovative new infant carrier, the Joie sprint, was the model that stole the show for our visitors. Tie this into two new I-Size multi group seats, offering enhanced occupant weight capacities, combined with the growth through to booster mode, made for real eye catchers for the visitors. We also showcased a sneak peek of our new side by side double & additional baby soother too, so visitors were impressed with the amount of newness coming through in 2024.

Did you showcase new products? If so, how were these received by visitors?

Yes, we showcased our new launch items due for release in Q1 of 2024, along with many fashion and product feature updates, also due for launch in Q1 24. However we took the opportunity to give a sneak peek of two platforms due for later release in Q3/4 to generate additional excitement and feedback as well.

Was there a particular product that you showcased which gained the most interest with visitors?

The first viewing of our amazingly innovative new infant carrier, the Joie sprint, was the model that stole the show for our visitors. Tie this into two new I-Size multi group seats offering enhanced occupant weight capacities combined with the growth through to booster mode, made for real eye catchers for the visitors.

Recreate a pavement sensation anywhere!

Start-Up company Sleepybump has created an innovative new product which provides assistance to rock babies to sleep with natural bumpy feeling, giving parents full control and in record time: Sleepybump.

Newly launched, visitors to Kind + Jugend this year were invited to the Sleepybump stand to see the new and innovative Sleepybump Surface.

With the Sleepybump Surface new parents can now rock their baby to sleep without having to take a drive, go on long walks or hold and rock the baby endlessly to a point of physical exhaustion every single nap time.

A unique and innovative new product, the Sleepybump is a silicone surface that has been created to simulate the rocking motions infants adore. Consisting of uneven bumps that were carefully engineered to rock a baby safely and smoothly to sleep this distinctive product helps mums and dads to get their baby to fall asleep quickly in their strollers without having to take them outside.

The product is incredibly simple to use and requires no batteries! Simply lay the Sleepybump Surface on a flat, even surface and start moving the stroller right on top of it. The bumpy material mimics the feel of a regular pavement outside, thus providing babies with the familiar rocking feeling they need to fall asleep. In addition, Sleepybump is durable over time, folds and cleans easily and is suitable for all types of strollers. Apart from making nap time a lot more manageable, parents can now have complete control and flexibility: they can rock the baby with this light, mobile product while working or spending time with family and friends.

Distributed in the UK by bébélephant.

info@bebelephant.com

www.sleepybump.com

www.bebelephant.com

Click to play

At Kind+Jugend hauck added to its successful Alpha+ wooden highchair range the Alpha Play Tray.

The Play Tray makes a perfect addition to the Alpha+. The Play Tray can easily be clicked on the highchair and offers space for up to three great toys. The toys are easily attached to the Play Tray.

The product was well received at the Kind+Jugend trade fair and will be launched in the UK at the Harrogate International Nursery Fair. Meet hauck in Harrogate and discover this and more new products in hall A, booth A5.

hrobinson@hauckuk.com | www.hauckuk.com

Lights, sounds, action!

Cloud b was thrilled to announce the launch of CloudBox ,the unique storyteller which combines sounds and light projections!

CloudBox can be enjoyed by children aged 0-8 and comes with an illustrated storybook. Available October 2023.

With enchanting universes to explore - Ocean, Forest, Space, and Village - CloudBox helps soothe babies and immerses children into magical worlds that help develop their imagination. A recording function sparks creativity by encouraging parents or children to create their own stories. graeme@btl-diffiusion.co.uk

Total triumph

Kind + Jugend 2023 was nothing but an absolute triumph for VTech.

Following the recent restructure of the European team and repositioning of the VTech monitors, coupled with the launch of the new LeapFrog brand of products, the business commitment secured was significant with both existing and new partners alike.

The full range from both brands was received with much enthusiasm, particularly the first-to-market LeapFrog LF2936FHD 1080P Full Touch-screen smart baby monitor, but the star of the show was certainly the new VTech VC series ultra smart baby monitoring solution with AI technology, both of which will be available to view at the Harrogate show next month.

www.murrayshealthandbeauty.com

Adorable characters

animals

toddlers.

Little Big Friends was born in 2020 with Vincent The Elephant, the first musical friend made of vegan leather.

Since then, the Little Big Friends family has grown into a whole range of characters.

Little Big Friends animals have their own universes : Jungle, Farm, Forest, Ocean and Dinosaurs.

More than toys, Little Big Friends are beautiful objects that perfectly fit into children’s room and interior decoration.

graeme@btl-diffiusion.co.uk

Little Big Friends are adorable soft

available in a whole range of products designed to amuse and delight

supplier snapshot

Graeme Hargreaves

MANAGING DIRECTOR, BTL DIFFUSION UK

As an exhibitor, how did you find Kind + Jugend this year?

The event was really good.  It was encouraging to see this great trade show back on the rise.  Did you receive a good level of international retailers and buyers visiting your stand?   Yes, a really good mixture of both independent and national retailers from all over the world.

Luisa Svensson

CONSUMER AND TRADE MARKETING MANAGER, GRACO UK

As an exhibitor, how did you find Kind + Jugend this year?

It was a really positive experience for Graco both for social networking and also to secure business agreements. We had a high calibre of customers and retail partners. It was also great to see other exhibitors investing in the show.

Did you receive a good level of international retailers and buyers visiting your stand?

It was a strong event for Graco EMEA so yes, a great result internationally.

Why was this event important to the business as an exhibition within your yearly calendar?

This was the first K&J that Graco has attended since 2019. It has been missed because the size and scale of the event is unlike any other and allows us to exhibit our full range and show the industry our ambitious intentions for the brand.

What were the key highlights on your stand during your time at the show?

It’s an exciting time in car seats for Graco, with new innovations coming and the R129 developments. We’re thrilled to be putting Graco car seats back onto the map as a real contender in the category.

Was there a particular product that you showcased which gained the most interest with visitors?

The Myavo stroller continues to be incredibly popular. We are continually bringing in new colourways to give consumers more choice. It’s been a significant introduction for Graco. The large round hood has a highly contemporary look and comes with a very appealing price tag.

Did you showcase new products? If so, how were these received by visitors?

We showcased new products across all categories and they were all very well received by our visitors. It’s an exciting time for Graco.

Why was this event important to the business as an exhibition within your yearly calendar?

We are trying to expand our business globally and the Kind + Jugend show is the perfect show to help us achieve this goal at an international level.

What were the key highlights on your stand during your time at the show?

The amount of distributors interested in representing our brands in their county, which is aligned with our growth plans.  This definitely highlighted the popularity of the ranges and brands that we had on display.

Was there a particular product that you showcased which gained the most interest with visitors?

Yes, we chose Kind + Jugend as our international trade platform to introduce and launch our new and innovative story telling night light projector CloudBox, under our Cloudb brand. The interest in this particular product was impressive and cemented the need for this type of product (which we will also have on display for demonstration at the Harrogate International Nursery Fair!).

Did you showcase new products? If so, how were these received by visitors?

We showcase new products every year. We understand that retailers need great refresh items that will prove popular with their customers as either a self-purchase or as a great gifting solution, and ultimately, this is what our existing customers come to see and these also attract new clients.

Phil Howe

COUNTRY MANAGER (UK + IRELAND), PEG PEREGO

As an exhibitor, how did you find Kind + Jugend this year?

Overall we were very satisfied and pleased with the show, whilst, as expected the level of UK retailers attending was very low we had an extremely busy show from an International perspective.

Did you receive a good level of international retailers and buyers visiting your stand?

In a word YES we did, we not only met with existing partners but also received a very healthy level of enquiries from potential new retailers and countries (we also received a lot of new distributor enquiries).

Why was this event important to the business as an exhibition within your yearly calendar?

Koln has always been very important to us as it has always supplied in the past the perfect way to present our brand and range portfolio to a truly global market.

We approached Koln this year, cautiously, as following COVID we were nervous about how well attended it would be, and whilst numbers were not as high as Pre-Covid, we were very pleasantly surprised by how busy we were. Was most certainly the right decision to attend, and I suspect that next year will see the number of suppliers and retailers increase further

What were the key highlights on your stand during your time at the show?

We used this year’s show to focus on New Products as well as present some of our innovation/ concept products that will be launched in the future. We were keen to show that we are continuing to move forward and strengthen our current product potfolio, whilst maintaining the quality and heritage of our brand.

Was there a particular product that you showcased which gained the most interest with visitors?

We had several products on the stand which received very positive feedback, some of which will be available to see in October when we exhibit at Harrogate Nursery Fair.

Did you showcase new products? If so, how were these received by visitors?

Yes we did and the reaction was very positive, however if your readers want to know more they will need to visit our stand at Harrogate in Hall A, Stand A20. As always the UK Team will be happy to see you.

Nursery Today’s Editor Penny Franks had the pleasure to catch up with exhibitors during Kind + Jugend to find out their thoughts on the 2023 event.

Sivan Kamin Ofek

OWNER, SLEEPYBUMP

As an exhibitor, how did you find Kind + Jugend this year?

This is the second year Sleepybump exhibited at K+J. It was very interesting with lots of relevant buyers and distributors from many countries. The exhibition was very large this year with a focus on the field of strollers, which is probably very relevant to Sleepybump.

Exhibitions of this type are always a great platform to meet the right people to start a business and create exposure for a unique and innovative product like Sleepybump, of course meeting with other exhibitors from different countries is always nice coupled with seeing other entrepreneurs especially in the startup area.

Did you receive a good level of international retailers and buyers visiting your stand?

I think I can testify that quite a few international distributors and buyers came to the Sleepybump booth.

I have been told several times that Sleepybump stood out for the innovation and uniqueness that it offers, and now we hope that we will be able to make meaningful international connections soon.

Why was this event important to your business?

Sleepybump is a new product on the market, only a year and a half old. We started in the Israeli market to understand the potential and customer reactions.

Now that the POC has been a success, it is important for the Sleepybump

Nicole Hahn

brand to get international exposure and strategic connections in other countries.

The goal for Sleepybump is to be a product that every new parent or expectant parent, will know and want so it is important to be in all the relevant stores in the baby category.

Sleepybump also makes a perfect and original birth gift.

What were the key highlights on your stand during your time at the show?

I believe that highlights for me were the opportunity to meet face to face with existing partners from different countries and create new business relationships, as well as meeting talented entrepreneurs from all over the world.

GLOBAL VP BRAND MARKETING, CYBEX

As an exhibitor, how did you find Kind + Jugend this year?

The show was a great success. We were proud to share our revamped booth this year with many exciting updates. The concept of our booth was to be open and welcoming, with beautiful wooden elements and plants to best showcase our new highlight products, fashions and technology (AR). Our new fashions were exhibited in a lifestyle setting typical of a fashion brand. All of this reflects our new brand identity that we launched last year.

Did you receive a good level of international retailers and buyers visiting your stand?

Yes, our regional colleagues were onsite to meet with international customers from around the world. It was great to see our booth so full of traffic throughout the trade show and simply a joy to see so many customers again.

Why was this event important to the business as an exhibition within your yearly calendar?

Kind + Jugend is always a big event for us, including last year when we also exhibited at the first trade show since the pandemic. It is the perfect way to showcase all of our new product innovations, news and fashions in the best way possible to a very wide audience of stakeholders in a short period of time.

What were the key highlights on your stand during your time at the show?

We had many new extended-rearward facing seats innovations, while our new fabric fashions and colours are a special high point for us this year.

Was there a particular product that you showcased which gained the most interest with visitors?

Our new products & fashions were well received by all visitors. Retailers responded very positively to our expanding colour options in the UK, generating considerable excitement. These fresh colours will enhance our product range, and we’re especially eager to feature them in three of our latest launches: the BABY-SAFE 5Z2, MAX-SAFE PRO, and ADVANSAFIX PRO, as well as in our top-performing highbacked booster seat, the KIDFIX i-SIZE. They will be available in 2024.

Did you showcase new products? If so, how were these received by visitors?

We showcased a lot of new, exciting products. Notably the extended-rearward facing MAX-SAFE PRO and SAFE-WAY M. Both have received The Swedish Plus Test and provide superior safety until c.a. 7 years (125cm/ 36kg). Additionally, our ADVANSAFIX PRO child car seat is suitable from 15 months to 12 years (76 – 150 cm) and comes with superior safety features such as SICT for side impact protection, XP-Pad protecting the neck and chest of the child and ISOFIX for easy installation.

Richard Bamforth

UPPABABY

Did K&J meet your expectations?

Yes, as an international brand K&J is still an important platform to share new products and concepts with our international retail partners and distributors. From a UK perspective the 2024 show was more relevant than last year, and although not back to pre-covid levels, continues to make steps in the right direction.  Which new products did you showcase?

We used K&J to introduce our new retail display concept, the brands vision and building blocks which establish the space to meet the needs of the new product development over the next few years. We are looking forward to showcasing this in Harrogate and rolling this out with our UK retail partners.

From left: Nicole Hahn and Moritz Walther, President EMEA

supplier snapshot

Steven Smith

BRAND MANAGER, NUNA

As an exhibitor, how did you find Kind + Jugend this year?

Kind + Jugend gives the opportunity to showcase our breadth of product, new launches and fashions on an international scale. It is an important show as it gives us time to not only showcase but also deliver our brand story in the best way possible.

Did you receive a good level of international retailers and buyers visiting your stand?

Joel Lucy

VTECH/LEAPFROG

As an exhibitor, how did you find Kind + Jugend this year?

There was a real vibrancy and energy this year, the footfall was high and consistent over the first two days and felt it passed by incredibly quickly. Having spoken with colleagues and fellow exhibitors, there is a high expectation that next year will be bigger and better!

Did you receive a good level of international retailers and buyers visiting your stand?

This year’s show saw an influx of buyers from long-haul destinations who were largely prevented from traveling to Europe last year following some remaining post covid restrictions, including visitors from the U.S, South America, Asia and Australia.

Why was this event important to the business as an exhibition within your yearly calendar?

With VTech already being a number 1 baby monitor brand in the UK, U.S.A, Canada and Australia, it was essential for us to have a successful K&J following a recent restructure of the whole European sales team and repositioning of the VTech and LeapFrog. It’s safe to say the primary goal was achieved and the team all held extremely positive meetings, securing new business commitment and follow-up meetings alike.

What were the key highlights on your stand during your time at the show?

The key highlights from the show for us has to be sheer level of enthusiasm for both our brands of monitors, whilst VTech is largely a recognised brand in Europe, it is still under indexing against the true opportunity, LeapFrog doesn’t have the legacy and recognition that VTech has from its toys in Europe, almost a start-up brand in some regards, so the new business commitment we secured was extremely valuable and worthwhile. Was there a particular product that you showcased which gained the most interest with visitors?

We found that there was a strong interest in monitors that offer larger screens, 7” being the most preferred, plus devices with enhanced features and those that enable end users to access the cameras via their mobile and dedicated app. The general theme coming from buyers was ‘show us newness and value-add’ versus the very traditional and stale competitor brands currently suppling them.

Did you showcase new products? If so, how were these received by visitors?

We dedicated 50% of the stand to our new LeapFrog brand of monitors, this addition to the VTech offering, enables us to provide retailers with a better/ best brand strategy, this is already proving to be highly successful in the UK market in only 7-8 months since launch and early signs from the show suggest an equally fruitful experience in Europe for us.

On the VTech side, we showcased the new VC series baby monitor solution, a high-end set of devices with the sole aim of providing total peace of mind with the use of AI technology. The VC series will be our primary new product showcase feature at the forth coming Harrogate Nursery show, where we have a section of the Murrays stand in hall Q.

As a global brand, the location is perfect for our ever-growing customer base. We had customers from all over the world visit our stand to see what’s new for 2024. Appointment slots were full from start to finish.

Why was this event important to the business as an exhibition within your yearly calendar?

It is critical to have an event of this nature on an international scale as it allows us to showcase the strength of the brand, in a timely manner, ready to kick off 2024 with a bang. It gives us opportunity to spend quality time, in a relaxed setting with our customers, to agree ranging for the forthcoming season and to show what else is new, diving deep into the products.

Did you showcase new products? If so, how were these received by visitors? We had some exceptionally exciting and innovative products on show, which will be unveiled to our wider customers at Harrogate.

Helen Robinson HEAD OF SALES - UK & IRELAND, HAUCK UK

As an exhibitor, how did you find Kind + Jugend this year?

After many years of not being an active exhibitor at the fair, this year’s appearance was a really great comeback that created a real buzz among our customers.

Did you receive a good level of international retailers and buyers visiting your stand?

We were very happy with the attendance from international buyers and attracted target retailers who we are not currently working with.

Why was this event important to the business as an exhibition within your yearly calendar?

It was very important for the brand relaunch and to meet our customers in person. It was also important as a preamble to the UK Harrogate International Nursery Fair where we expect to see our UK customers.

What were the key highlights on your stand during your time at the show? We succeeded in making the new look hauck brand shine! Our rebranding, the new logo, our claim (“Made to care, designed for love”) and the new colour scheme were perfectly executed on our booth. The ideal platform to present our new products and the entire breadth of our range.

Was there a particular product that you showcased which gained the most interest with visitors?

We added to our successful Alpha+ wooden highchair range the Alpha Play Tray. The Play Tray makes a perfect addition to the Alpha+. We also added to our successful Runner stroller range the new Runner 3, which was very well received.

Did you showcase new products? If so, how were these received by visitors?

Yes, we showcased a lot of new products in almost all our product categories. Our product management team has done a fantastic job bringing the newness to market and the products were very well received by our customers.

Nursery Today’s Editor Penny Franks had the pleasure to catch up with exhibitors during Kind + Jugend to find out their thoughts on the 2023 event.

Keep it in-house

How to utilise your customer data to unearth added lifetime value

You might be sitting on a goldmine of customer data. But how much thought have you given to how to nurture the most value from it?

If you’re looking to maximise your lifetime value, proper email marketing might be the obvious avenue that yields exciting results.

How to use email to reduce your reliance on rising Ad Spend

Email marketing is built on a brilliantly direct relationship, more so than any of your other marketing channels. So don’t ignore the low-hanging fruit. If you aren’t fully leveraging the power of your customer data, you’re missing a trick.

Customer Data vs Lead Data

And that customer data is the key here. It’s data that’s built up from existing customers, ones that you know are willing to buy your products and ones with more obvious potential than a new lead.

It’s crucial because with the right balance of event-based chains and

intriguing content, you can guide these customers into huge brand advocates with great lifetime value. But you won’t be able to if you’re not using email correctly.

Nothing to Lose- Really!

You often hear ‘there’s nothing to lose’ but really there isn’t. If you’ve got a behemoth of a list and you’re scared that lots of customers will unsubscribe straight away- they probably wouldn’t have ever converted again anyway! So be bold. Take this as the sign you’ve been waiting for to take your emails up a notch.

For most businesses, it’s best to keep it fairly simple but execute well. If you’ve got basic segmentation in place, fantastic. If not, it’s easy enough to do. We’ve seen loads of brands switch over to Klaviyo because it’s a good all-round platform for this.

Better still, you can create custom offers for your buyers journeys, especially ones based on their actions on your website. This will build that authentic connection with your customers. Even though you’re not actively shepherding them through their customer journey, well timed email chains will make them feel

engaged and valued. And with the right platform you don’t need to have the tech team of a huge corporation to leverage the tools that will bump your performance.

The Existential Risk of Doing Nothing

But ultimately the reason this is so important recently is that there are huge existential risks to not taking action on customer data. If you don’t, you’re still relying on the trickle through from lead generation. It does work, but you’re placing a huge amount of trust solely in Ad platforms that aren’t in the business of making that cheap. That kind of single-focus leaves you vulnerable to outside pressures.

Did you know that this year Digital Ad Spends across the UK have soared further? It’s something we’ve seen time and time again, with Ad platforms

Adam Gillett, Co-founder, FanFinders

hiking prices up and sapping off your bottom line, because they know you need their leads.

You’re not going to undo that tide overnight, but boosting your email marketing is a sure fire way to reduce that reliance and actually make use of the value you already have, sitting on a hard drive somewhere.

FanFinders is a performance marketing company that connects brands with parents via Your Baby

Retail matters

Online4baby’s Managing Director, Christy Foster highlights why employee engagement is a focus for the business.

It’s hard to believe that September is already here, signalling that the crucial Q4 period is almost upon us. This year has flown by, driven by substantial investments and innovations in our tech stack, brand, and product offerings. Yet, amid the technology and the timelines, it’s crucial not to lose sight of the most critical element of our business—the people.

Based in the Northwest, competition for talent in ecommerce, marketing, customer experience and buying is fierce. The challenge we are tackling is how best to foster a work environment where employees don’t just ‘do a job,’ but are actively engaged in contributing to the company’s mission and vision.

Our HR Manager, Kellie Bannister, has put focus squarely on improving employee engagement. Kellie says, “Our goal is to create a culture and environment that people want to be a part of – creating a ‘pull’ factor that attracts people to Online4baby”.

This year, we’ve introduced more regular communications from leadership to ensure transparency and inclusiveness.

Town halls are no longer annual or quarterly events but are frequent touchpoints where teams across the business get updates on ongoing projects, upcoming launches, and company performance.

A robust company isn’t made of spreadsheets and product alone; it’s crafted out of individuals who feel valued and taken care of. With this in mind, we’ve undertaken some initiatives to bolster the sense of wellbeing among our teams.

For example, we are currently transforming a former meeting room into a “Quiet Zone.” This is a dedicated space where team members can find a few moments of peace, meditate, or simply get their thoughts together. Sometimes, the best ideas and problem-solving come when you step away from the noise—literally and figuratively.

In addition to providing a physical space for mental reprieve, we have empowered our employees through mental health training. By training a

couple of staff members in each department to serve as peer mental health supporters, we’re not just creating a support network but are also destigmatizing the conversation around mental health. Now, more than ever, people are aware that it’s okay to say, “I’m not okay.”

As we approach Q4, let’s not forget that our most vital asset won’t be the newest product line or the most advanced CRM

system, but the engaged, committed, and well-supported individuals who make our businesses what they are. I invite you to join us in embracing a holistic approach to employee engagement and wellbeing. Because ultimately, companies that invest in their people are the ones that thrive in both the short term and the long term.

Here’s to an exciting, prosperous, and fulfilling final quarter of the year—and to the people who make it all possible.

In addition to providing a physical space for mental reprieve, we have empowered our employees through mental health training. By training a couple of staff members in each department to serve as peer mental health supporters, we’re not just creating a support network but are also destigmatizing the conversation around mental health.

Christy Foster, Managing Director

Great on all terrains

Vinca combines carry cot, infant carrier and forward or rearward facing seat all in one stylish ride, for a multi-tasker that is crafted for every adventure.

Thanks to Joie’s Flex comfort ride seat suspension, vinca can take on every terrain with ease, absorbing energy from every bump in the road to give little one a smoother ride.

Vinca raises the game thanks to the adjustable seat height that keeps tiny travellers closer, making it simple to soothe those mid-walk upsets. The spacious, easy access basket keeps everything they need close at hand, and there’s a partial cover to keep valuables out of sight but always in reach.

uksales@joiebaby.com

www.joiebaby.com

Stylish practicaland accessories

Leclerc Baby have recently launched three new accessories to ensure that everyday adventures, whatever the weather, are fuss free.

Designed to make parenting easier, these practical accessories from Leclerc Baby offer the ultimate functionality with no compromise on style.

The Ultimate Luxury Raincover

Don’t let unpredictable weather dampen strolling adventures. Designed with precision and crafted from premium materials, this raincover is the ultimate accessory for the Leclerc Baby stroller. The luxury rain cover shields both child and stroller from rain, wind, and harsh elements.

Full of function

The newest Venicci Tinum Edge pram has been enjoying immense popularity since its market debut.

Fans of minimalist design combined with elegance will surely find something for themselves here. However, it’s not only the appearance of the pram that captures the heart. The list of functionalities is extensive, and each of them makes daily life easier for parents and ensures comfort for the little one.

Panoramic ventilation in the carrycot, one-handed folding, lightweight construction, comfortable recline adjustment in the pushchair - these are just a few of the many conveniences. Available to 4 nature-inspired colours.

For more details contact the below.  sales@venicci.co.uk

www.venicci.co.uk

Luxury Changing Bag Faux Leather

Following the successful launch of the Luxury Changing Bag, Leclerc Baby have added a faux leather option to the range. This luxury changing bag is the perfect, unisex choice for keeping all of baby’s everyday essentials together. The stylish design means this can continue to be used when no longer needed as a changing bag.

Luxury Seatliner

This seat liner is the perfect addition to elevate little one’s stroller experience all-year round. Crafted with the utmost care and attention to detail, this seat liner is designed to provide the ultimate comfort for the child.

Available in grey with either grey or black binding, the luxury seat liner will coordinate with any stroller and add that perfect touch of comfort for little one.

www.leclercbaby.com

Robert Anslow Managing Director

Get industry recognition for your product

Exhibitors at Harrogate International Nursery Fair are invited to enter the prestigious annual Baby Products Association’s Baby and Nursery Trade Awards – BANTAs 2023 which will take place at the show.

The BANTAs have always been the highlight of Harrogate and retailers and buyers attending look out for the products which the judges (who are all industry experts) have deemed to be the best in the show. Products are judged on several criteria which the judges believe make them attractive to consumers, including safety, functionality, desirability, and value for money.

Entry forms can be downloaded from the website at www.b-p-a.org and must be submitted no later than Friday 29th September 2023.

Help for members with ‘assured advice’

New sponsor for Concept & Innovation Awards

The Baby Products Association’s 2023 Concept & Innovation Awards have a new sponsor this year – law firm Brabners which offers the winner a prize of £1000 free legal advice.

Many industry players will be familiar with Sara Ludlam, previously of 3volution, but is now a partner at Brabners, bringing her wealth of knowledge about Intellectual Property (IP).

Brabners provides pragmatic commercial advice to help enforce your rights or defend an action brought against you in an efficient and cost-effective way. It can help safeguard your investments in IP through the protection and registration of your brands, inventions and designs. Its team can also help you maximise the value of that IP through the exploitation and licensing of your registered and unregistered rights, including trade marks, patents, designs, copyright, confidential information and know-how.

The company offers an end-to-end service, from identification and protection of your rights, through to development, commercialisation, exploitation and enforcement, as well as defence against third party challenges. It advises on portfolio strategies, IP audits, clearance searches and vulnerabilities in exploiting your rights.

Claire Burrows is a partner in Brabners’ regulatory team based in Leeds. She has more than a decade’s experience advising clients on how to keep up with the ever-evolving regulatory landscape and defending clients when things go wrong. Understanding the regulatory requirements of placing safe and compliant products on the market is fundamental to ensure you can access the markets you want, raise brand profile and avoid regulatory investigations, enforcement or customer complaints.

www.b-p-a.org

Sara and Claire can be contacted as follows: Claire.burrows@brabners.com and sara.ludlam@brabners.com

The Baby Products Association and Nottinghamshire Trading Standards (NTS) have a longstanding Primary Authority Coordinated Partnership within which they work together to support its members. This is a nationally recognised partnership administered by the Office for Product Safety and Standards. Coordinated Partnerships are specifically tailored to membership organisations and associations. As such, within a coordinated partnership the information, training, and advice provided should generally benefit the whole membership body.

• Within this partnership NTS can assist with a range of matters which include, but are not limited to:

• Design and delivery of training - including a popular course relating to the Consumer Rights Act

• Design, development and review of procedures and policies relating to a range of matters, including traceability, product recall and complaints handling.

• Issue of guidance and “Assured Advice” covering a range of topics including, product safety, fair trading, environmental claims, distance selling, consumer and business rights and responsibilities

• Website and brochure review

• Audits

Should you wish to raise a query or have a suggestion of support NTS could offer the membership please contact the Baby Products Association.

As a Baby Products Association member if you require advice relating to a matter which is specific to your business and/or is commercially sensitive, NTS would still be able to support you but may need to review the most appropriate channel to issue advice. If you contact the Baby Products Association, they will facilitate initial introductions and NTS can take it from there.

To discover more about Nottinghamshire Trading Standards Primary Authority team, please visit: Commercial Services on the Nottinghamshire County Council website: www. nottinghamshire.gov.uk

Further information relating to Primary Authority can be found on the official government website: www.gov.uk and a link specifically to coordinated partnerships can be found by searching ‘Primary Authority: a guide for businesses with a co-ordinated primary authority’ also at www.gov.uk

If your company is a member of the Baby Products Association and you are not currently receiving members’ e-bulletins with industry updates, but would like to, please email julie@b-p-a.org who will add you to the database.