Introducing
Zelia Luxe Next level luxury
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REEF FOR THE NEXT GENERATION L AUNCHES APRIL 2022
Contents
Wheeled Goods
Product Categories
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
Managing Director Mark Naish mark@lemapublishing.co.uk
17 Travel Systems The Travel System category continues to demonstrate growth and innovation. Check out the variety of products available 39 Compact Folds Compact Folds continue to rise in popularity with a great selection of products ready to order 52 All-Terrain/Joggers Check the latest products available now to suit modern lifestyles
Features 6 Wheels of Time The changing face of wheeled goods
Circulation
10 Stroll through time JMDA’s Senior Industry Designer, Walter Mosca, takes us through the concept of the pram looking at ‘yesterday’, ‘today’ and of course ‘tomorrow’
Robert Thomas robert@lemapublishing.co.uk
Cover Story
Chairman Malcolm Naish malcolm@lemapublishing.co.uk
P17 Travel Systems
8 Maxi-Cosi The Luxe collection from Maxi-Cosi just got even better!
P39 Compact Folds
Industry Insight 16 Joie’s Head of Product Development Damon Marriott: What makes the Travel System such a hit with consumers?
Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930 www.nurserytoday.co.uk
27 iCandy’s Joint CEO Bradley Appel: Viewpoint on this evolving and growing product category. 46 Dorel’s Field Marketeer Nicola Coletti: Travel systems and compact folds - how these categories continue to evolve.
Retail Focus 14
Kiddies Kingdom
34
Jolly Tots
46
Whites Farm Baby Barn
P52 All-Terrain/Joggers
Out & About P53
P8 Cover Story
Contents
Wheeled Goods Editor’s letter
Editor’s letter
‘Wheeled goods are essential to our business as this is our strongest category. They are the ultimate essential baby/ toddler item and are usually the first item parents start researching before anything else’ Jumaimah Hussain, Kiddies Kingdom
‘This category is constantly evolving. It’s one of the fastest moving markets’ Lorretta Owen, Jolly Tots
Check out our Maxi-Cosi Cover Story starting on page 8! 4 Wheeled Goods
W
elcome to the world of wheels with this new supplement from Nursery Today. Packed full of products, all fully focussed within the wheeled goods sector, you’re sure to find products of interest for your stores. As a staple nursery category for many retailers, brands have continued to demonstrate over the years that they offer a variety of options to suit every parent’s wants, needs and desires. Whether that is down to style, lifestyle, price, function or fabrics – this fast-moving sector delivers on every front creating the perfect ‘trophy’ item for parents to push! As a category that is continuing to see a rate of growth, the team at Nursery Today were so impressed with products showcased by exhibitors at the Harrogate Int. Nursery Fair last October and from talking to many brands and retailers, it became quickly evident there was a desire for all things wheels to be highlighted in one publication – so here it is – Nursery Today’s first purely pram/pushchair publication! After thought and deliberation, plus to ensure this supplement is a visual feast, we also decided to bring this to you in the same format size as Nursery Today – enabling us to fully capture the products within the imagery used. Among the following pages you will find a host of products focussing on Travel Systems, Compact Folds, Strollers, All-Terrain and Joggers. You will also find articles of interest, including a timeline of an example of how prams and pushchairs
have evolved since Nursery Today first published in 1997, where Bebecar proudly featured as Nursery Today’s first front cover advertiser, through to 2022 – it’s safe to state from looking back and seeing the great ranges that are available today, this really is a forward-thinking nursery category! We also take the time to speak with independent retailers to gain their views on the importance of this sector to their businesses, together with a number of leading nursery brands taking the time to pen articles of interest. As an example, Joie’s Head of Product Development Damon Marriott takes a look at what makes the Travel System such a hit with consumers, iCandy’s Joint CEO Bradley Appel taking the time to air his view on this evolving and growing product category together with sound advice for retailers selling to the consumer, while Dorel’s Field Marketeer, Nicola Coletti turns her thoughts to travel systems and compact folds and how these categories continue to evolve. We also bring you a fantastic article from JMDA Design’s Senior Industry Designer, Walter Mosca, who walks us through the concept of the pram looking at ‘yesterday’, ‘today’ and of course ‘tomorrow’. The wheeled goods category has literally been re-inventing the wheel during the course of its history! The team here at Nursery Today hope you enjoy this fantastic new supplement as much as we did putting it all together!
Wheeled Goods Wheels of time
1997
1997
Britax
Britax Rock a Tot
Wheels of Time First issue of Nursery Today in 1997 showcasing bebecar on front cover
Wheels have certainly changed over time since the first issue of Nursery Today published in 1997 proudly showcasing Bebecar on the front cover. Here is a quick visual timeline with products over the years showcasing how products within this nursery category has continued to evolve and grow and adapt to modern parenting – you’ll also find some great wheeled options, all ready to order now, over the following pages!
2005
Silver Cross Linear
2009 Dorel Mila
2007
Graco Mojo
2013 Joie Mirus
2011
2010 Britax
Johnston Prams & Buggies Trider
2014 Nuna Pepp Lux
1997
1997
Chicco
Mamas & Papas
Fast forward
to 2022!
ABC Designs
1998
Emmaljunga Cybex
1998 Bebecar
1999 Cosatto
Nuna
Thule
2002
Babysyle Europa Lux
2004
Silver Cross
Inglesina
Cosatto
2017 Quinny Zapp Flex Plus
iCandy
2019
Cybex Priam
Wheeled Goods 7
Wheeled Goods Cover Story
Zelia Luxe
Next Level
Luxury
The Luxe collection from Maxi-Cosi just got even better When Maxi-Cosi launched the Adorra Luxe in 2020, it was only the beginning of what they had planned for the Luxe collection. Two years on, the collection is evolving with new colourways and a new pushchair. Designed for the fashion-forward parent, pushchairs in the Luxe collection feature premium fabrics, vegan leather push bars, ontrend chassis, and gorgeous metal details. The designs are showstopping, Insta-worthy and
parents will love pounding the streets with their baby sitting proud in ultimate luxury. Joining Adorra Luxe in the collection is the new Zelia Luxe, based on the popular Zelia pushchair with its convenient 2-in-1 configuration. Tapping into consumer insights and trends, Maxi-Cosi has a new collection of colours waiting to be fallen in love with. The first of the Luxe collection colours is the popular Twillic Grey. The ultimate luxury, Twillic
Grey features a striking chrome chassis, tan vegan leather, Twillic Grey premium fabrics and chrome metal detailing. New for this year, Maxi-Cosi are introducing Twillic Black. With a matte black chassis, textured Twillic Black fabrics, black metal detailing and black vegan leather, it really is the definition of ultra-chic. Coming later in 2022 is the beautiful Twillic Truffle colourway with neutral, earthy tones and a striking matte black chassis.
Introducing Zelia Luxe Everything changes when you become a parent. As baby grows, the last thing parents want to be doing is constantly changing all their baby essentials. The new Zelia Luxe from Maxi-Cosi is a special edition 2-in-1 pushchair with a carrycot that transforms into a comfortable seat. Part of their beautiful Luxe collection, Zelia Luxe boasts premium and stylish finishes and fabrics. Plus, working as a full travel system, any Maxi-Cosi infant carrier can be attached giving parents that next level luxury for stylish travel. When it comes to easy-touse features, Zelia Luxe has it all. From-birth, A 2-in-1 stylish pushchair that is easy to manoeuvre around the city and quick and easy to fold using only one hand - perfect for busy parents who are always on the go! Zelia Luxe’s 8 Wheeled Goods
easy one-hand reclining seat allows parents to quickly reposition to a more comfortable sleeping position, and the large shopping basket makes life easier when stocking up for city adventures. With its integrated carrycot, the Zelia Luxe is a modern 2-in-1 pushchair designed to keep baby comfortable from birth up to four years old. As soon as baby is ready to sit up and see more of the world, the one-hand recline design makes it quick & easy to transform the carrycot into a fashionable seat. Zelia Luxe provides baby with sumptuous comfort in a luxurious pushchair. In the spacious carrycot, there is a real mattress integrated into the design to offer extra comfort. When baby is a little bigger, parents can easily recline the wide, padded seat to a lieflat position so they can enjoy a cosy, comfortable afternoon nap. And if it’s sunny out, simply extend the protective sun canopy to safe-guard little one.
Stylish. Premium.
Flexible.
The Maxi-Cosi Zelia Luxe is built for taking over the world. Easy to manoeuvre, its shock-absorbing fourwheel suspension and puncture-proof wheels can tackle any city street or step, while at the same time delivering a smooth ride for baby. The reversible seat design makes it quick and easy to switch the child from parent-facing to world-facing. Zelia Luxe is also amazingly easy to fold and to carry around anywhere.
Adorra Luxe
Adorra Luxe Parents today are always on the go. Whether they’re off on a play date, picking their little one up from nursery or heading out of town for a long weekend away, the MaxiCosi Adorra Luxe offers complete comfort and luxury at all times. Whatever the weather, little ones will stay in the lap of luxury. The Adorra Luxe has a cocooning seat with breathable fabrics to help regulate baby’s temperature and keep them snug, no matter the weather. When it comes to nap times, the easy recline and lie-flat mode on the Adorra Luxe seat mean that there is the perfect position for both babies and toddlers. There’s also extra protection in the shape of an ultralarge canopy with a peek-a-boo window so parents can always keep an eye on baby. For the wriggly toddler, the magic magnetic buckle means that
The from-birth Adorra Luxe is a special edition pushchair that comes as part of a complete travel system bundle, comprising of the Pebble 360 Luxe car seat, Oria Luxe carrycot and a 2-in-1 Luxe footmuff, all in matching premium fabrics and finishes. With its stylish chassis, luxurious embroideries, Twillic soft fabrics and deluxe vegan leather, the Adorra Luxe feels as good as it looks. getting baby in and out is a breeze. Plus, thanks to the XXL shopping basket, parents can ensure they have the storage for everything they could need. All of this plus the seamless fold, Adorra Luxe is everything parents need, and more.
The Maxi-Cosi Adorra Luxe bundle (RRP £969.99) in Twillic Grey and Twillic Black, and the new Zelia Luxe (RRP £369.99) in Twillic Grey and Twillic Black are available now. Zelia Luxe and Adorra Luxe in Twillic Truffle are available soon.
To find out more, contact your sales representative at UK-sales@doreleurope.com
Focus JMDA
Stroll through time JMDA’s Senior Industry Designer, Walter Mosca, takes us through the concept of the pram looking at ‘yesterday’, ‘today’ and of course ‘tomorrow’. The wheeled goods category has literally been re-inventing the wheel during the course of its history! YESTERDAY
When in 1733, the Duke of Devonshire asked William Kent (a local landscape architect), to design for him a means of transporting his children around, no one would have thought that two and half centuries later, his invention would see such a massive evolution, becoming an essential piece of kit for new parents, to the same degree as nappies and baby-formula. In the last 250 years design has changed dramatically in terms of making it more accessible to the masses, although the original idea hasn’t changed much: place the baby in a small cart on wheels and stroll it around with you, in safety and comfort. The first concept was a very luxurious, hand-made mini-barouche to be pulled around by either goats or small ponies. Envisioning the potential for
hitting a massive success in the US market, Mr. Benjamin Crandall is recognised to be amongst the very first entrepreneurs to manufacture and sell strollers in the north American market, with his son Jesse able to file numerous patents for (but not limited to), brakes, folding mechanisms and even umbrella hangers. All elements that are considered a bare minimum in modern strollers, if not even a requirement from the latest regulations. A fun piece of trivia is that all the models produced by his company, were named after royalties, such as Prince, Princess and Duchess or Duke. Queen Victoria herself became so fond of the novelty, that she bought three from the Hitchings Baby Store in London. At this stage, in the mid 1800’s the strollers were more carriagelooking vehicles, with very intricate and elaborate decoration of the metal framework (an initial refinement from
Envisioning the potential for hitting a massive success in the US market, Mr. Benjamin Cran-dall is recognised to be amongst the very first entrepreneurs to manufacture and sell strollers in the north American market, with his son Jesse able to file numerous patents for (but not limited to), brakes, folding mechanisms and even umbrella hangers. 10 Wheeled Goods
the original English version). Seen more as a status-symbol and limited to the elites, with costly parts to both manufacture, assemble and even decorate, up to this point, most of the new parents were still forced to carry around their new-borns in backbacks that were nothing more than a rug-sack thrown on their shoulders. Backpain, fatigue, discomfort and limited access to the babies themselves were to be faced for at least another half-century, waiting for the novelty to spread, making it more popular and therefore, reducing costs, helping the masses to access the lifechanging item. At the dawn of the twentieth century, strollers, which by this time were better known as “Baby Buggies”, started to creep more and more into each and every social class, with charitable associations even donating old and pre-used strollers to mothers in need. Parenting had vastly changed from the previous century and saw many parents investing more and more attentions and efforts in the upbringing of the new generations. Walks in the park had become a daily routine for a breath of fresh air and sunlight and a means of transport that was safe and reliable and as such a carriage became a common sight in the major urban centres.
For the next fifty years, the overall design of strollers didn’t change much, staying quite close to the original concept created in Derbyshire over two centuries before. A big cot/carriage was usually linked to two pairs of big metal spoked wheels with rubber inserts as treads, with a metal frame of bended slats that also worked as a suspension device, either reducing the amount of vibrations and bumps from the road, either as a rocking feature to help the babies fall asleep. A big parasol/umbrella/canopy that was removable or collapsible would screen the children from the sun and a flat cover panel, shield them from the cold winter weather. New parents had to wait until 1965 and another English inventor, when a retired aeronautical engineer and test pilot, who worked on the Spitfire, going by the name of Owen Maclaren, created a new concept of a folding baby stroller for her daughter, as he kept complaining about the cumbersomeness of the massive prams that were in vogue up to then. Maclaren’s new concept proved to be such a massive hit on the market, that it’s still sold to this date (with a few improvements and more fashionable fabrics and prints of course), unchanged to its original design.
The development of new plastics, alloys and composite materials like carbon fibre, presented opportunities to engineer light-weight but strong structures, that allowed for reduced sizes of mechanisms, more compact folding solutions and an increased ease of use and transportation of the stroller, both once folded and pushed around.
One of the most famous images of his stroller, is a mother strolling her baby around whilst waiting to board a plan, standing in front of its engine. This proved to be a crucial step for the future of strollers, where the advent of popularising aeroplane and car travel for leisure became a key reason for having more prams that were more practical, light, and easy to use and store.
TODAY
From there on, there’s been a constant push to combine the latest market trends in parenthood necessities and wants, with the newest technologies and materials available. New design can both pioneer and take up opportunities that new technologies present. Before the introduction of computer-controlled manufacturing processes, design was based on simple forming and pressing technologies. Design could only engineer simple geometric forms as can be seen in the design of cars in the 60’s and 70’s. Computer Aided Design, better known as CAD, enabled designers to create more complex shapes and structures which led to increased innovations in terms of aesthetics and functionality. Being able to virtually simulate a
stroller designers and manufacturers is to combine the refined riding quality and material finish of the original prams, with the convenience and practicality of a small and easy to manoeuvre baby carrier. So called old-fashioned prams or baby buggies are still manufactured to this date, but they’ve been relegated to a niche of the market, for mainly wealthy customers that can afford spending (a lot of) money in these very comfortable carriers, as well as for more need-specific strollers, such as joggers, bike trailers, etc… One of the most famous To make a parallel that images of Maclaren’s might better explain the stroller, is a mother current situation, we could strolling her baby around compare the stroller industry whilst waiting to board a and the car industry, where plan, standing in front of SUVs, have become the most popular type of vehicle, its engine. thanks to the continuous progress in making them folding mechanism, the strength and adaptable to several different rigidity of an aluminium extrusion, conditions, whilst keeping a high etc…, without having to invest in big degree of safety, comfort, reduced mouldings and tools that might prove running costs, and ease of use. catastrophically expensive in case of Just like that, modern strollers are failure or remakes, enabled designers moving into a similar direction, with to be more daring and to explore more and more functionalities added multiple variations on similar designs. to the package, with a specific eye on Furthermore, the development of the baby’s comfort and wellbeing, as new plastics, alloys and composite well as the practicality of every-day materials like carbon fibre, presented use for the parents. opportunities to engineer lightFeatures such as lie-flat weight but strong structures, backrests, peek-a-boo windows that allowed for reduced sizes of integrated within the canopy, mechanisms, more compact folding turntables for the seat in order to solutions and an increased ease of have the baby either front(world)use and transportation of the stroller, facing, either rear(parent)-facing, both once folded and pushed around. just to name a few, are an absolute In strollers this can be seen must-have for all the new parents in changes from steel tubular and are considered as a given when frames, with metal brackets, and purchasing a new stroller. steel spoked wheels, to aluminium Most manufacturers in the frames with plastic mouldings, market are therefore, in a thermoplastic wheels. These allow never-ending rush to capitalise for more innovative folding or pairing on the increased demand for solutions that will allow designers personalisation and customisation to create more unique and bespoke to cater to the parent’s needs and configurations, better tailored to even requirements for that specific niche market sectors, such as parents stage of the baby’s life, or even, to with triplets (or more), children with specific situations and occasions health conditions or even a wide that might present the parents gap in the age of the two (or more) with potential challenges to siblings, with detachable boogey overcome. boards, or differently sized seats. Designers are now creating travel Now-a-days, the main focus of systems that account for an increased
range of heights and weights, allowing mothers and fathers to invest in products that might be more expensive on initial purchase, but will turn out to be longer-lasting, if not even out-lasting the whole child-hood of the baby. Furthermore, there’s an increased attention addressed to specific needs of the parents, that can change not only with the normal (and expected) growth of their children, but also within the week or even then same day. Just like the aforementioned SUVs, that can shuttle kids to school on a Monday morning, as well as take them on a hike or to the beach during the weekend, if not even on a race track in some cases, most strollers have adapted to change and modify based on the parent’s needs in that specific moment, going from a compact city dweller that can easily move around small supermarket isles or tight alleys downtown, to a spacious and capable buggy, that can be pushed and used on a trip outdoor. In some cases, parents might even want to exercise and workout with their own kids, so that same stroller could change and transform once again to become a speedy and sleek jogger. Another factor of innovation regards the fabrics and the soft goods, where there’s been an increased demand for a greater level of personalisation, making the stroller not just a utilitarian object to push your child around, but also (in some cases) a proper fashion statement and a status symbol, just like a handbag from one of the big fashion brands, or a luxury car. A clear example of this can be first seen with the introduction of world-renowned fashion designers such as Jeremy Scott (former Creative Director at Moschino), collaborating with one of the biggest players on the market like Cybex. Together, they created a new line of products, where customization is key, and every customer can personalize their new buggy into something unique and make a true fashion-statement for the rest of the world to gaze on. Wheeled Goods 11
Focus JMDA
Now-a-days, the main focus of stroller designers and manufacturers is to combine the refined riding quality and material finish of the original prams, with the convenience and practicality of a small and easy to manoeuvre baby carrier.
JOIN US IN SIX KEY LOCATIONS Greater London Manchester Birmingham Glasgow Liverpool Bristol
JMDA Design is a team of talented designers with offices in the UK, China and Italy, delivering product design solutions to a global client base. With 30 years of experience in product design, their knowledge, expertise and flair for specialist design, enables JMDA to deliver a first-class product design consultancy service. JMDA was honoured to receive a prestigious Queen’s Award for Enter-prise for International Trade for their outstanding contribution to child car seat safety globally, while also winning two sought after Red Dot Awards for design, signifies their elite skills in innovation, with experience to deliver a complex brief to fruition. To find out more please visit: www.jmdadesign.com
TOMORROW
Contact us for stand and sponsorship opportunities ellie@babyandtoddlershow.co.uk 07519 373 819
babyandtoddlershow.co.uk 12 Wheeled Goods
Going towards the future, just as we saw with our phones turning into smart phones we will see more and more the implementation of wireless technology, sensors, battery operated functionalities, that will help and support the parents in keeping an eye on the well-being of their toddlers. Power-operated strollers, air purifiers and/or air quality detectors, temperature sensors and more are being integrated in the newest strollers to prevent potentially harmful conditions for the baby, as well as making sure they can always be in the most comfortable situation possible, for a good peace of mind of the parents. Even lighting, be this passive or active might have an increased predominance in the newest designs, with the integration of spotlights that can shine strong beams on the road, as well as changing the old light-reflectors with day running lights (DRLs), that increase the stroller’s vis-ibility in the dark and dusk conditions, for improved safety
of the kid, both actual and perceived. The introduction of 3D printing technology is also driving a new stage of innovation which will free designers from the restrictions within current technologies and present new and exciting designs. Being already used during the R&D process, to verify and validate specific parts and mechanisms, 3D printing is taking more and more space in the manufacturing world, with some production lines that now regularly use 3D printers to create sophisticated shapes and forms on a massive scale. New lighter-weight frames and more complicated folding solutions will greatly benefit from this, as well as the overall styling, with patterns, prints and textures that would have been never achievable before. Parametric and computational design might even allow to reduce frame structures to the bear minimum, with AI algorithms that will predetermine where to subtract useless material that would just add cost and weight.
ENJOY THE JOURNEY The Award winning range from Out ‘n’ About. The latest accolade to be added to the much loved range is the GOLD award from Mother & Baby, awarded to the Nipper Double in the best multiple, twin or tandem category.
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10/03/2022 16:40:42
Retail Focus
Kiddies Kingdom
Jumaimah Hussain
Best wheel forward We’re talking wheels with Kiddies Kingdom Showroom Store Manager, Jumaimah Hussain. We wanted to find out more on how this nursery category performs for their business and the benefits of this product sector to the nursery retailer. How important are wheeled goods to your business? Wheeled goods are essential to our business as this is our strongest category. They are the ultimate essential baby/toddler item and are usually the first item parents start researching before anything else, as it’s often a number one priority ensuring their choice is absolutely right. Parents need to be able to transport their little one around with ease and wheeled goods are a must have. Over the years, this product category has notably changed – do you feel that this sector has kept up with consumer trends and evolved to reflect customers wants, needs and desires? Absolutely! We have some amazing innovators in the nursery sector and they really are listening to what
14 Wheeled Goods
customers want and need, always looking at trends and lifestyle changes. I can say that in 2021 there were some amazing new creations, so it is becoming more and more exciting to shop as a parent. I 100% believe this category will never leave any parent disappointed, they can buy beautiful style, easy functionality and top engineering to suit their lifestyle needs perfectly. What do you feel has seen the highest level of innovation or change over the years within this category? Definitely the folding and the weight. It is a work of art to get the right fold and weight on wheeled goods. In all the years I have worked in the nursery sector, I have found people always want the same requirements time and time again, lightweight and easy to fold. Gone are the days when
parents just put up with heavy prams with a fold that would get you stuck at a retail park whilst it was pouring down with rain and you couldn’t fold your pram.
are easily accessible so you can feel free to wander around and try the wheeled products to see what drives the best for you and feels comfortable.
Customers are still unaware that eco-credentials are becoming a part of this sector, mainly they will only know by us telling them when purchasing. How do you display wheeled goods in your store? Each product has its own space with accessories that are either included or you can buy as an added extra. We have brand allocated areas so the customer can choose what suits them from the brand they like. They
Are your customers looking at price compared to safety, comfort and style? It definitely depends on the customer’s budget, as everyone comes in with an idea of what they would like to spend. However, a lot of the time after seeing the product,
watching demonstrations and comparing it, they would certainly find the extra budget to have the safety, extra comfort and style. Do travel systems perform well for you as a business, what are your customers looking for when considering their first set of wheels? Travel systems are our top selling product line, especially among first-time parents. They are looking for an all in one bundle, so something which includes a stroller, carrycot, car seat, Isofix base, rain covers, footmuff, bag and car seat adapters. Parents also consider if it is lightweight, easy to fold, easy to interchange all the parts, fits their car boot, adaptable for future children and car seat adaptable chassis. How important is weight and ease of folding to your customers? It is essential. It is the first question customers will always ask and the first thing they notice when doing a demonstration. This is a significant deciding factor when buying their wheels and can very quickly rule out one brand against another. Compact Folds have grown to play a role within this sector – how do they perform for you? This is a seasonal product for us, as we see an uplift around Easter and then before the summer holidays in July. A lot of customers will look to buy a compact fold mainly for a holiday, whether that’s in the UK or overseas. They will however take into account when they get back from holiday if this can be their new everyday stroller or maybe grandparents/caregivers can use it instead of the big travel systems.
Do you feel we have sufficient innovation when we look at wheeled goods? Yes, absolutely! As long as brands keep moving with fashion trends and people’s lifestyles then it’s a win-win. Are your customers starting to look more at the eco credentials when we take a look at wheeled goods? Customers are still unaware that eco-credentials are becoming a part of this sector, mainly they will only know by us telling them when purchasing. However, when we do talk to the customer about their lifestyle, you can gauge whether they are conscious of the planet and introduce them to the few brands that do have eco-materials in their products. How important are brands within this category and why? They are essential as each brand has its own standing within the industry. We depend a lot on how well marketed their products are to then drive the interest. Do you feel your customers research products online prior to coming in-store? As soon as they have that positive pregnancy test they are looking online to choose their dream wheels for their newborn. They will then research when their baby gets to the walking age for the next car seat and a smaller stroller, so it is all about milestones and wheels are a significant milestone as it says, “my baby has a big girl/boy wheels” or “I have my babies first wheels”. It is exciting and symbolic for parents. How do ‘bundles’ perform for you in this category? They perform well because customers want to know they can
I can say that in 2021 there were some amazing new creations, so it is becoming more and more exciting to shop as a parent. I 100% believe this category will never leave any parent disappointed. get all this for one price and then they’re done. No hidden extras. Extras turn customers off because you’re adding more and more and it can make them feel confused. Do wheeled goods offer you the opportunity to upsell? Oh yes, definitely! As a business, we have a strong proposition and we have all brands on display, as well as other categories so the wheels bring the main sale but then we will end up discussing other items whilst the customer is in-store and they will purchase more. Finally, do you have any advice you could give to your fellow independent retailers when selling wheeled goods?
Always listen to your customer and what they need. Remain impartial as you may think something is amazing but doesn’t fit their needs. Ask questions but don’t be too personal, never ask for a budget, allow them to walk around and get a gauge of what they take more interest in and then ask them what they like about the product so you can help them. Ask if they have seen anything already or if they have been to another shop and seen anything they liked. Always try the boot of the car. You can’t sell them something that takes over the whole boot. Show them all the features it comes with and get them involved to make it fun.
Wheeled Goods 15
Talking
Travel Systems
Talking travel systems
with Joie
Travel systems have been a key search term for many years now, offering parents great value for money on those most essential of newborn items. Joie’s Head of Product Management, Damon Marriott takes a look at what makes the Travel System such a hit with consumers. The value travel system can find its roots with Graco who were among the first to offer a package of this type nearly 20 years ago. Since then, many brands have continued to market various one box solutions, such as the Joie Muze travel system, offering value and convenience to the end consumer. This value package will continue to be a popular option to those who are looking to get the most value for money. With the introduction of R129/I-size travel system packages, launching in readiness for the end of R44, even the most budget travel system will be brought up to the highest safety standards. Increasing in popularity are the modular 2in1 / 3in1 prams, such as the Joie Versatrax and we are seeing demand for similar systems continuing to grow. Consumers are equally as interested in style as they
16 Wheeled Goods
are value for money and Joie is not alone in offering solutions that cater for all budgets with the launch of the Signature range offering a higher price point option. Within this modular category of travel system capable items, the simple addition of car seat adaptors to the bare pram chassis allows various infant carriers to be used for extra convenience, as the seat/carrycot are left either at home or in the boot of the car, allowing for a smaller and more portable travel system than the all-in-one value travel system packages. This also applies to the light weight and compact pushchairs like the Joie tourist, where one handed folding allows for the perfect partner when used as the travel system, as carrying the infant carrier and the wheeled element can be difficult with some
2in1/3in1 prams units being large when folded. Bundles within the modular 2in1 pram category continue to prove popular, allowing for the carrycot and infant carrier to be offered together with the pram, removing some of the confusion for the new parent, as they know all will interconnect with ease. The bundle option also allows the consumer to pick and choose the infant carrier that best suits their lifestyle – such as the Joie i-snug for maximum portability due to low weight or the i-Level for the long journey parents. Combined with the option of extended bundles adding in either belted install bases or the full feature ISOFIX seat, further extends the bundle thus reducing the need for the parent to worry about what else they need to buy for their new arrival.
www.uk.joiebaby.com
Travel Systems
Wheeled Goods Travel Systems
continue to flourish UNDER THE HEADLINE:
The Travel System category continues to demonstrate growth and innovation. Check out the variety of products available across the following pages.
Image courtesy of Maxi-Cosi
Wheeled Goods 17
Wheeled Goods
Travel Systems
Cosatto Travel Systems. Streets Ahead this Season Cosatto promised they would ‘Save the World from Boring Baby Stuff’ and are keeping their word. Their range of travel systems is now more extensive than ever. From the brightest colours of the rainbow to more muted, subtle tones - there’s a pram for every occasion and lifestyle. Just when you thought their new travel system range couldn’t get better, Cosatto are now introducing beautiful new designs for Wow 2 and award-winning Wow Continental this summer. With their launch of Wow Continental last year plus the extra enhancements to Wow 2 - when it comes to parents’ needs they’re covering all bases. Wow 2 is the from-birth hug on wheels for babies, with all the extras. The newest Wow 2 builds on the bestselling Wow travel system, delivering even better performance thanks to some great new features. With enhanced puncture-
proof tyres and all round-suspension, Wow 2 really delivers on all-terrain performance bringing a smooth offroad experience. The from-birth carrycot, (suitable for occasional overnight sleeping), converts Wow 2 to pram mode with ease. Life’s a breeze with Wow 2 thanks to one-handed push-button carrycot removal and an extra-large basket with a hideaway storage compartment. Just swap it to a reversible pushchair unit when they’re ready to sit up – parentfacing first, then the world. Wow 2 has an improved telescopic handle for extra comfort and an easy one-handed recline plus adjustable leg rest for a smooth and seamless experience for both parent and child. If parents are looking for longevity, Wow 2 is in it for the long-haul, with a pushchair mode that can support up to a mighty 25kg so that toddlers can use it for even longer. Further developments for Wow 2 include the unique tyre material with dual density rubber skin puncture- proof tyres offering enhanced durability for a smooth ride. Great for offroad and all-terrain exploring. Cosatto have improved the suspension even 18 Wheeled Goods
further, bringing manoeuvrability and comfort. Wow 2 also boasts a compact fold for easy storage. To create the dream travel system, parents can simply add the matching Port i-Size car seat. Crafted with hidden extras and Cosatto’s famous storytelling patterns, families love Wow 2. Bold, bright and carefully placed, its baby-friendly characters and patterns aim to harness early sensory skills. Wow Continental is the multi-terrain pram and pushchair great for both town and country. Delivering world-class performance, this pushchair has a striking continental design and is perfect for any situation thanks to the multi-terrain suitability and dual suspension options. A traditional pushchair with modern features, Wow Continental delivers exactly what parents need, whenever, wherever. With Wow Continental, Cosatto bring a Parisian collection, returning to a classic pram style popular on the continent – crafted with families in mind. The dual suspension mode means you can adapt and change to suit your environment. Heading into the city? Tighten the suspension at the flick of a switch, for
a streamlined, easy-manoeuvre glide. Spending a day in the country? Loosen it up to give extra soft bounce. The ability to alternate between city or country mode means Wow Continental really is built for modern living, smoothing your path whatever the terrain. Wow Continental has plenty of great benefits for the comfort and development of the child. The roomy carrycot (sold separately) gives plenty of space for babies to wriggle around in. There’s a range of other handy features including a ventilation panel in the rear of the hood and a winter-flap with integral viewing window on the apron that’s great for weather protection. A multi-height comfy leatherette handle, washable liners and mattress cover, plus a large basket for plenty of storage are just some of the additional features included to make life easier. Plus, there’s an adjustable back rest with a recline function for added comfort. Wow Continental is the ultimate investment and the only system parents need for their growing child. All Cosatto’s products come with a 4 Year Guarantee. Go freephone on 08000 149 252. (Calls are free from BT landlines. Calls from other networks may vary - please check with your provider).
Calling from a mobile? Use 0333 323 1729 to contact your local Sales Rep. www.cosatto.com
Wow Continental Trad Style...Future Features
A classically crafted fairytale pram with a modern twist...
Multi-terrain with dual suspension.
Patterned hoods for happy babies.
Spacious carrycot and large pushchair seat.
Exquisite details and one-handed features.
Contact Becky for more details. rebecca.carson@cosatto.com Or Hugh (If you’re north of M62). hbagencies@aol.com
Wheeled Goods Travel Systems
iCandy Unveils the Next Generation of a True Icon The iCandy Peach has firmly established itself as one of the world’s leading pushchair icons, consistently setting the standard in terms of both functionality and style. It is a pushchair that is loved and trusted by parents around the world and for very good reason! When it was unveiled this Spring, the latest innovations to the iCandy Peach see saw the pushchair enter its 7th generation, unveiling unparalleled functionality updates complimented by stunning new premium fabrics The Peachy highlights! Driven by a desire to consistently create beautiful products that are engineered to perfection, iCandy’s designers have worked their magic yet again. Combining a modern knitted jersey fabric with intricate double stitching and leather-look binding, the iCandy Peach 7 is the epitome of contemporary design, while boasting features such as even softer suspension, a new head hugger, a larger seat with increased soft padding, a removable rear seat pocket, an integrated Ride-on Board and an easy slide ‘pop up’ harness system, to name a few, clearly demonstrate iCandy’s ability to infuse functionality with finesse.
Perfect for the Whole Family The ultimate pushchair for first time parents, the iCandy Peach is suitable from birth due to the spacious carrycot which can also be used for permanent overnight sleeping, offering a cost effective and sustainable alternative to additional crib purchases. And with Peach 7 the enhanced storm flap and robust rods within the carrycot apron achieve extra safety for baby and the cleanest of design lines. The extending canopy features a full viewing and ventilation window so parents can not only keep a closer eye on baby but can also ensure there is plenty of air circulation on a warm day. When the weather takes a turn, the new drainage hole in the extra spacious 10kg capacity barless basket, along with the included enhanced raincover will ensure a downpour is not an issue. Brand new to the 7th generation Peach is an integrated Rideon Board, enabling a toddler or
As a complete travel system, the Peach takes baby from birth to 25kg. Plus, with included car seat adaptors, a compatible infant carrier car seat can be attached to the pushchair frame with ease. 20 Wheeled Goods
young child up to 20kg to stand comfortably between the seat unit or carrycot and the handlebar. The Smoothest Ride… Hard wearing PU tyres featuring increased tread, grip, and central beading, make the new iCandy Peach 7 effortlessly adaptable whether on urban strolls or off-road rides. Always keeping ease for parents front of mind, the pushchair handlebar now features a larger holdable surface with a ‘tear drop’ profile for improved and optimum ergonomics making the P7 even easier to maneuver, particularly up and down curbs. Comfort is key! When it comes to the new and enhanced seat unit, comfort does not mean compromising on style as the two go hand in hand with the iCandy Peach 7. The increased soft foam padding within the premium fabrics achieves a sophisticated aesthetic whilst providing all-important extra cushioning for baby’s comfort. The deep, curved and supportive seat unit is now 20mm longer from back to seat base than before, whilst the addition of an adjustable head hugger provides extra support and comfort for little ones and an easy slide “pop up” harness system makes it easier to get baby in and out of the seat.
The Brand-New Handy Pip-Zip The 7th generation of the iCandy Peach also welcomes the addition of a removable rear seat pocket. Featuring two handy zip openings and optional shoulder strap. The ingenious ‘Pip-Zip’ bag is the perfect place for storing everyday essentials whilst on the move. A great security feature for situations where the pushchair must be parked, the ‘Pip-Zip’ bag can be easily zipped off, meaning you can keep your valuable possessions always to hand. It’s all in the detail… Unveiled this Spring, the iCandy Peach 7 will retail at £1,099, including the carrycot, seat unit, chassis, removable ‘Pip-Zip’ bag, car seat adaptors and elevator adaptors. Added extras include a stunning new Peach Luxury Rucksack Bag featuring integrated pushchair clips for added convenience and a super cosy Footmuff & Liner, both of which have been designed to coordinate effortlessly with the iCandy Peach 7 and can be purchased separately. Available in 5 colourways: Dark Grey, Light Grey, Truffle, Olive and Black, this is one stunning pushchair you will want to stock. TEL: 01767604400 orders@icandyuk.com
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Wheeled Goods
Travel Systems
Versatile versatrax
Part of the award winning trax family, the versatrax is perhaps the most versatile of the Joie pushchairs. Combining stylish design and functional features, the versatrax is ideal for new parents wanting to create the perfect travel system. Suitable from birth to 22kg, the versatrax is a stylish pushchair in every mode imaginable, offering both rearward and forward-facing parents wanting to create options as well as the perfect travel system. pairing with the super lightweight ramble XL carry cot, available separately. The versatrax is also compatible with a wide range of Joie infant carriers including the i-Snug allowing you to create a complete travel system for little one. Suitable from birth to 75cm, i-Snug boasts the Joie Tri-Protect headrest
Ideal for...
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with three layers of foam including the patented Intelli-Fit memory foam in the infant pillow to ensure and safe and secure ride for baby. Versatrax couldn’t be easier to fold and store away thanks to a handy quick release, whether forward or rearward-facing – and all with just one hand. No need for fiddly repositioning of seats when you’re ready to head off again – simply unfold and you’re on your way. The foam filled rubber tyres guarantee a smooth ride even on the toughest terrain, while the optional full recline positioning, soft touch harness and calf support means your little one is as comfortable and secure as can be. www.uk.joiebaby.com
Perfection in action.
finiti™ 4in1 pushchair Growth potential meets go potential with this driver of your dreams is perfection in action with tons of ways to use and fun ways to fold.
For more information and all sale enquiries, please contact Joie on 01889 808 900 or email: uksales@joiebaby.com
Wheeled Goods
Samba really is the all rounder and perfect for the whole family. Available in five colours herb, midnight, dolphin and mineral and not forgetting their sustainable black dots special edition starter set.
Travel Systems
The compact all-terrain Samba 2in1 pram Samba changing the look of ABC Design The ABC Design Samba 2 in 1 offers maximum flexibility and comfort with a lovely roomy 22kg seat unit. The height-adjustable handlebar and extra legroom while walking due to its design and the integrated suspension ensures maximum comfort for parents. Thanks to the ergonomic overnight sleeping mattress, baby will always be comfortable not matter where you are. The integrated air holes in the mattress assure optimal ventilation and prevent heat accumulation within the carrycot. ABC Design have also now introduced a panorama ventilation in the carrycot which can be unzipped when needed and also in the extendable hood too. Inside the extra head hugger protects babies head when panorama is in use. Whether in the city, in the park
Design | midnight 24 Wheeled Goods
or wondering through the woods – The ABC Design Samba pram with its air chamber wheels masters any terrain. Thanks to its practical swivel wheels, the Samba literally dances around tight bends and can be navigated easily. Nothing better than maintenance free puncture proof tyres. The brake system is also fused to keep all those bits you pick up on a walk out. Very clever: The perfect space saver you can quickly fold the carrycot flat and store it in the boot of your car. The new memory function of the carrycot release buttons unlock one after the other which assures you always have one hand available to hold the carrying handle on the hood. You can adjust the backrest and the footrest of the seat unit for maximum comfort, especially
Design | mineral
when your child wants to have a relaxing nap after an adventurous walk you can put them in the complete lie-flat position. The height adjustable hood is also super useful on the seat unit for the taller child. This sophisticated travel system: with the optional car seat adapter option can easily clip on and be used with many different car seats onto your pushchair. Thanks to the small folding size, you can store the pram in the boot of your car to save space or take it with you on the bus or train without any difficult, Also a huge help: If you need to get moving fast, the Samba folds down very quickly, even with the seat unit attached. For more information, please contact: uk@abc-design.de
Design | dolphin
Design | herb
LIGHT AND COMPACT
Design: midnight
FABRIC MADE OF RECYCLED PET-BOTTLES
www.abc-design.com/samba
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Wheeled Goods
Travel Systems
Electa: the compact urban travel system Inglesina’s new latest award-winning lightweight travel system Premium Italian pram brand Inglesina has seen resounding success with its Aptica and Aptica XT travel systems. The System Quattro range prides itself on high quality materials, luxury Italian style, and a focus on baby wellness. The new Electa is no exception. Ultra-compact and lightweight, yet incredibly comfortable and safe, the Electa is the perfect companion for urban life. The stroller weighs in at just 8.7kg, and the chassis is an incredibly lightweight 5.5kg, making it easy for parents to manoeuvre around busy city streets. Plus, it can be easily folded away in small living spaces and public transport, with the chassis folding down to the size of a travel
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trolley at just 73.5 x 50cm using just one hand. There’s no denying that it is already proving popular amongst retailers and parents. Just last month, Electa scooped a Gold at the prestigious Made for Mums awards! The combination of stroller, car seat, carrycot and stand to convert the carrycot into a crib, all in one compact, lightweight bundle won the hearts of parent testers. Like its System Quattro siblings, the Electa also features Inglesina’s patented Welcome Pad mattress and large carrycot to ensure baby is as healthy and comfortable as possible. Designed by specialists at the University of Bologna, the Welcome Pad is designed to
encourage correct posture and align baby’s hips. The Electa is available in three colours: Tribeca Green, Upper Black and Greenwich Silver. RRP is £1199. A range of accessories is also available. For more information or to become a stockist, please contact Jonathan Feingold on the below email. jonathan@inglesina.com www.inglesina.uk
The stroller weighs in at just 8.7kg, and the chassis is an incredibly lightweight 5.5kg, making it easy for parents to manoeuvre around busy city streets and in shops.
Talking Wheeled
Bradley Appel left, with Warren Appel right – Joint CEO’s at iCandy
Why should you stock pushchairs…? It’s a good question and as one of leading and firmly established brands within the wheeled goods sector, iCandy’s Joint CEO Bradley Appel takes the time to air his view on this evolving and growing product category. With various surveys estimating that the wheeled goods category accounts for anywhere between 40% to 50% of the overall initial spend for new parents, it is easy to see why stocking prams and pushchairs is a prerequisite for any nursery retailer. Most importantly though, for a retailer’s success and sometimes even viability, it will depend on which products are selected and how these products are communicated to consumers. Particularly given the current unprecedented business environment, it is imperative that retailers are giving thought to the product range and price point. Don’t rush to set up this category, but invest in researching the brands that stand out, with quality and innovative offerings – certainly don’t be looking to “race to the bottom”, which in this, our 90th year as a British family business, we at iCandy have seen all too often. A race to the bottom brings with it not only the automatic slashing of your gross profit on purchase. it will also frequently be further compromised with the far greater potential for expensive costs to your business. It can also result in high return rates and, even more damaging to the long-term success of your business, customer dissatisfaction and negative communication to peers.
We first created our iCandy range almost 20 years ago now to achieve precisely the reverse of a race to the bottom, namely a race to the top. Since then, neither we nor our iCandy Family of Stockists have looked back with our commitment to reinvestment in launching groundbreaking British innovation and design of the very highest quality each and every year. The brilliance of a bundle and how to upsell them: The emergence of “bundles,” where pushchairs are bundled with various accessories, brings greatly appreciated benefits to our iCandy Family of Stockists, iCandy Consumers, and to the iCandy range in its entirety – it’s truly a Win-WinWin, and promoting the bundles should certainly be a key selling strategy. Our striking iCandy freestanding display totems are gracing retail floors globally and have proven to be a simple yet effective sales tool, they clearly communicate to parents and support retailers to sell. In fact, we are often told that they not only make selling much easier, but by clearly displaying the bundle deal prices, together with the savings, that consumers rarely ask the dreaded “Can I have a discount” question. By ensuring they are fully informed that they are already
The emergence of “bundles,” where pushchairs are bundled with various accessories, brings greatly appreciated benefits to our iCandy Family of Stockists, iCandy Consumers, and to the iCandy range in its entirety – it’s truly a Win-Win-Win, and promoting the bundles should certainly be a key selling strategy.
enjoying a discount by buying into a bundle deal, they have confidence to purchase! I must admit that personally as a consumer, particularly if there is a wide choice available, the psychology of a printed and clear explanation on the cost (and savings!) will work on me every time. It can even eradicate the hassle often associated with making a choice. We all, to a certain extent, need that “reason to buy” and iCandy’s totems deftly provides it. www.icandyworld.com
How to support the consumer: In one word, listen and learn… What are they looking for, what is their lifestyle and what requirements do they have for their pushchair? Always keep front of mind that this is not only one of the most exciting purchases they will make for their new baby, but one of the most expensive - understanding they want to get it right is essential when selling parents-to-be a pushchair. Yes, they will want a fair price and will appreciate getting a bargain, but more importantly they want to be sure they are getting the right pushchair for them! Also, it is imperative you know about the products and brands you are talking about – it will, without a shadow of a doubt, help you make a sale. In addition to frequent focus groups, we offer University Days at iCandy HQ to ensure we consistently deliver support to our Family of Stockists. We are also told that our Account Managers make regular visits to retailers across the industry, and I personally am committed to visiting as many of our iCandy Family of Stockists as I humanly can whilst still running the business with my brother Warren. I have yet to visit one of our wonderful stockists and not benefitted from listening to the huge wealth of their front-line experience. Wheeled Goods 27
Wheeled Goods
Travel Systems
Discover Venicci Shadow 2.0 Travel System This stylish, luxurious and full of functionalities pram will accompany parents and their little ones in all their adventures.
Venicci Shadow 2.0 stole the hearts of hundreds of mothers, due to its quilted leather carrycot base, refined details and beautifully embroidered logo. It is not just the way it looks, it is also very practical and will make parents’ life so much easier. Carrycot comes with an extendable hood, which provides shelter during windy days as well as extra shadow when it is sunny outside. Hood is also equipped with ventilation mesh at the back which allows correct air circulation inside the carrycot. Backrest can also be adjusted which helps especially when baby get a bit older and is ready to sit up. It also helps with reflux.
adjustable back rest but also a 5-point harness which ensures safety and comfort at all times. You can also change the position of the seat unit footrest according to baby’s needs. This Travel System is known for its amazing suspension which is perfect for flat as well as rough surfaces. Puncture-free wheels means this pram can be used on all kind of terrains. Front swivel wheels move in any direction, which makes turning and manoeuvring effortless. Folding the pram is straightforward. By pressing two triggers on the chassis, it will fold itself down. So simple! Position of the handle can also be
Shadow 2.0 Travel System is available as a 3in1 bundle, which comes with a matching car seat which can be attached onto the chassis using car seat adapters. Available in 3 colours: Denim Grey, Toscana Sand and Charcoal.
customerservice@venicci.co.uk | www.venicci.co.uk 28 Wheeled Goods
Moreover, the carrycot comes with a rocking mode, which will come in handy especially during day naps. The fabric on the Travel System has a UV50 filter which provides permanent protection from sun’s damaging radiations and is also water-repellent. Seat unit is suitable from six months up until 36 months. It can be used in both rear as well as frontfacing position and it only takes a few seconds to switch between the two positions. Just like the carrycot, the seat unit has ventilation and
easily adjusted according to parent’s height using buttons on the side of the handle. Shadow 2.0 Travel System bundle includes a number of practical accessories such as changing bag, which matches the rest of the pram and can also be attached to the pram handle, rain cover, mosquito net and even a cup holder. This pram is ideal for tall parents. Additional carrycot height adapters can be attached onto the chassis, which will increase the height of the carrycot when installed.
Wheeled Goods Travel Systems
Overview of its
A versatile dream Baby Jogger is excited to announce the upcoming launch of the City Select 2! The Baby Jogger City Select 2 Stroller is a versatile dream, with 28 configurations as it converts from a single stroller to a double or even a triple. Parents can keep their growing family going with convenient features like the compact fold and lightweight design. Parents can customise their City Select 2 with a variety of accessories – belly bar, footmuff, glider board (sold separately) - to create the all-in-one stroller that keeps their family going, even as it grows. This single to double stroller comes in two fashions: Radiant Slate and Frosted Ivory. The Frosted Ivory fashion is made of Tencel fabric. This is a sustainably produced material made of cellulosic fibres of botanic origin. It provides enhanced breathability and thermal regulation. It is gentle to the skin, unfavourable for bacterial growth and has a beautiful colour vibrancy. Both the Radiant Slate and Frosted Ivory fashions will be available as a bundle including: city select 2 stroller, deluxe carrycot 2 and stroller weathershield. For more information, please contact sales manager Christopher Grech-cini christopher.grech-cini@newellco.com
many features: ■
ully featured modular stroller F converts from single to double or triple stroller with glider board
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asily lift and carry this stroller that is E lighter than the original City Select
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wo-step compact fold, 20% smaller T than the leading single-to-double stroller
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lenty of room between the seats P means more comfort for the kids
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ith 28 configurations, the City W Select 2 offers versatile seating for up to 3 kids
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reate a travel system by adding a C Maxi-Cosi, Cybex or BeSafe infant car seat with adapters
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Telescoping, height-adjustable handlebar provides comfortable steering and control, all within an arm’s reach
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ront-wheel suspension with neverF flat wheels and all-terrain tyres
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eat-back storage compartment and S a large under-seat storage basket that holds up to 7 kg, so parents always have everything they need within reach
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djustable seat recline and calf A support helps find the most comfortable ride for baby
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xtended UV 50+ canopy with E peekaboo window keeps kids shaded while allowing parents to easily check in
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imited lifetime manufacturer’s L warranty on frame
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upports children up to 22 kg in S each seat
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Wheeled Goods
Travel Systems
Complete 4-in-1 system The NEW CYBEX PRIAM combines ultimate functionality with timeless design elements. The latest 2022 version features new innovations such as a Closer Contact Carry Cot and One-Pull Harness. Being close to their baby is key for parents – the new PRIAM uses the same adapters for the infant car seat and the LUX cot, to raise the cot into a higher position ensuring closer contact with the baby which is also perfect for taller parents and even moms who have had a C-Section. Forever striving to make life that little bit easier for parents the new one-pull harness allows parents to fit and tighten the harness at the same time with a simple pull of a strap.
Visit: www.cybex-online.com
The drive of your dreams Combine finiti with the i-Level, a lie flat lounger, made for safer spines and easy breathing, as well as the ramble carry cot to create a complete travel system.
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This 4in1 pushchair is the driver of your dreams with plenty of ways to roll and a fast way to fold. The bumpier the better for finiti, with a springy flex comfort seat that smooths out the bumps right in the seat and right where it matters most. Finiti will take on the toughest terrain with foam-filled and Puncture-Proof runner tyres. When out and about, little one is shielded from the rays with finiti’s full coverage, expandable hood that dims the light, making it ideal for nap time. I-Level’s exclusive Tri-Protect headrest features Intelli-Fit memory foam is engineered for optimal head and neck security. The headrest and harness adjust simultaneously so on the go alterations are effortless.
Visit: www.uk.joiebaby.com
Wheeled Goods
The Ultimate Compact-Fold Stroller
Travel Systems
The didofy Aster V2 has been designed by parents for parents to provide a reliable, safe and highly practical stroller! The Aster is the ultimate innovative compact-fold pushchair. Innovatively designed to provide a reliable, safe, and highly practical ultra-compact stroller, making life easier for parents-on-the-go. Recently winning Gold in the esteemed Made For Mums awards and the coveted “Indy Best” for the second year in a row, the Aster is proving to be a best seller. Multi-tasking parents love the MagicFold of the Aster - simply at the press of a button it folds and unfolds. The Aster has been designed as an ultra-lightweight pushchair to make travelling with a baby effortless. It weighs just 6.2kg and is so compact it can be easily carried. The in-built suspension and multi-position seat offer a comfortable ride for the baby. With the puncture-free wheels, there is never any worry about mishaps when out. Contact Gael Bootman on the below for further information. sales@didofy.com www.didofy.com
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Retail Focus Jolly Tots
Wheely great for Jolly Tots Independent retailer Lorretta Owen, owner of Jolly Tots chats with us about the importance of wheeled goods in their store and how this category is great for business. How important are wheeled goods to your business? Wheeled goods are super important to our business. Currently it generates around 60 per cent of our sales. We have a large showroom which houses a huge display or wheeled goods.
Over the years, this product category has notably changed – do you feel that this sector has kept up with consumer trends and evolved to reflect customers wants, needs and desires? I feel this category is constantly evolving. It’s one of the fastest moving markets. There are new designs being launched all the time. They echo the customer’s needs and trends at the moment. Whether that be model or fabric choices. 34 Wheeled Goods
What do you feel has seen the highest level of innovation or change over the years within this category? We have seen a huge change in the folding mechanisms of wheeled goods. Especially the stroller market. The consumer is demanding more and more compact and travel friendly design.
How do you display wheeled goods in your store? Our large showroom has lots on display. We are firm believers in trying out purchases especially wheeled goods before purchasing. It helps the customer find the best model to fit their needs.
Are your customers looking at price compared to safety,
I feel this category is constantly evolving. It’s one of the fastest moving markets. There are new designs being launched all the time. comfort and style? We find that when purchasing babies first set of wheels customers are eager to “splash the cash”. When purchasing a travel stroller or second pushchair their budget is often more conservative. This is why, we as a business, pride ourselves on providing something for everyone’s budget. Ranging from a £1000 travel system to a £30 stroller. Ever customer is important.
Do travel systems perform well for you as a business, what are your customers looking for when considering their first set of wheels? Travel systems are usually a parents first port of call when looking for babies first set of wheels. They continue to perform exceptionally well. We have seen more and more customers asking for a reclining car seat option. We are constantly looking to add more brands to our showroom. Recently we have added Britax, Noordi, Ingelsina and Anex. Joie as always performs exceptionally well. The Versatrax is a HUGE hit in our store and is award winning for a reason. Teamed with
an iLevel car seat they are a perfect combination.
How important is weight and ease of fold to your customers? Weight and ease of fold is very important when looking for a travel stroller. With travel systems this is not as focussed on. We are actually finding customers veering more to the larger chunkier design. The Noordi Fjordi model is selling extremely well for us.
Compact Folds have grown to play a role within this sector – how do they perform for you? Compact folding strollers have really evolved. With many manufacturers wowing us with the ease of fold. We recently did a TikTok with some of our best-selling models which reached over 1 million. The viewers thought that we had done some sort of trick to get them to fold so easily! That speaks for itself.
Are your customers starting to look more at the eco credentials when we take a look at wheeled goods?
We feel that consumers want more and more options for wheeled goods. It seems the more variety you have the happier they are. We feel that customers are interested when you tell them about the eco credentials of an item but we don’t yet feel that this has an impact on their overall decision.
Do you feel your customers research products online prior to coming in-store? We feel that consumers want more and more options for wheeled goods. It seems the more variety you have the happier they are. They want to test drive lots of makes and models out. To ensure that they make the decision that best fits their lifestyle. Customers are often armed
with lots of knowledge. They have usually done research and have narrowed down what they are looking for. We also do regular live feeds on our Facebook where we look at lots of brands and models in detail. Allowing them to ask a question and show items in more details before coming to store.
How do ‘bundles’ perform for you in this category? Bundles for travel systems can perform very well for us. For first time parents especially who can feel a little overwhelmed with everything. I think that the customer is happiest when they have some freedom to change items within bundle. Wheeled Goods 35
Wheeled Goods
Travel Systems
Parenting made simple Doona are committed to improving and simplifying the lives of parents and their babies with innovative travel solutions. Go from car seat to stroller in seconds with the Doona Car Seat & Stroller which is the first complete and fully integrated travel system. With one simple motion you can move from car seat to stroller in seconds. Made to the highest safety and quality standards, it’s suitable from birth to 13kg/29lbs and comes with a two year manufacturer’s warranty. It’s the only car seat to be tested and certified as a car seat, a stroller and an infant carrier. It can be easily installed in the car with a 3-point seat belt or using the Doona Isofix base (sold separately). The Doona Car Seat & Stroller is also TUV and FAA aircraft approved, helping to make travel easier. It has three handy modes: Car Seat: Perfect for travelling in a car, taxi or aeroplane. Pull Along: Manoeuvre Doona easily while walking alongside or sitting with it. On-the-Go: Switch into the stroller position quickly and easily.
For more information or sales enquiries, call 0161 702 5062 or email sales@cuddleco.co.uk 36 Wheeled Goods
The Doona Car Seat & Stroller - TUV and FAA aircraft approved
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Wheeled Goods Travel Systems
MIXX next generation bundle includes: ■ ■ ■ ■
The perfect MIXX Nuna’s MIXX next – the ultimate diverse travel system
Stroller Carrycot PIPA next car seat The all new BASE next
The MIXX next generation bundle is the latest travel system from Nuna and comes with the MIXX next stroller and carrycot, PIPA next car seat and the all-new BASE next - which allows the for the infant carrier to rotate on the base, making installation quick and simple. The MIXX next is designed to make life as smooth as possible – it’s fitted with a one-hand recline for on-the-go relaxing, all wheel suspension, and a one-touch brake system with front swivel wheel locks. Its retracting wheel makes it compact – so parents can squeeze it into the tightest of spaces and when the pushchair is folded, the rear wheels automatically fold into the frame, saving on space. Completely diverse, it is fitted with an all-season seat, and the
extendible UPF 50+ canopy is water repellent and features a flip out eyeshade and ventilation panel providing full coverage. Designed with longevity in mind – it has a removable and reversible two-piece seat pad, while the quick-release harness converts from five to three points. It’s also fitted with a true flat sleeper recline to ensure babies are comfortable every step of the way. The seat can be flipped in seconds too, from parent facing to forward facing mode. The MIXX next is equipped with a luxe leatherette accented push bar, removable arm bar and large storage basket, to make those shopping trips as easy as possible. www.nunababy.com
The MIXX next is equipped with a luxe leatherette accented push bar, removable arm bar and large storage basket, to make those shopping trips as easy as possible. 38 Wheeled Goods
Discover the world in style Out around town, on a whirlwind weekend trip, or exploring faraway places—an extra hand is always helpful for any parent. At the touch of a button on the push bar, the Nuna TRVL™ stroller self-folds into a super-compact, free-standing package—giving you the convenience and mobility you need to discover the world in style. The TRVL pairs perfectly with all PIPA™ series car seats, creating a sleek-looking travel system with just a click— no adapters needed. City living or jet-setting parents will love the luxe materials and innovative conveniences of this compact and lightweight travel stroller for miles to go.
Find out more at nunababy.com
Wheeled Goods
Travel Systems
The Next Generation New Silver Cross travel systems launch exclusively at UK independent retailers. Launched exclusively with independent UK retailers in March, Dune and Reef are at the forefront of intelligent and sustainable pushchair design, expertly engineered and beautifully crafted to fit seamlessly into modern life.
Dune
A contemporary and compact urban stroller, Dune is designed and built for city living or those looking for a space-saving pushchair. Dune is uncomplicated, uncluttered and minimalist, with sculpted and debossed surfaces for an architectural aesthetic. Dune manoeuvres nimbly around busy streets, transporting little ones from A to B with ease.
Reef
Suburban and stylish, Reef is a refined and functional multi-terrain travel system crafted from materials that look and feel luxurious yet stand up to everyday life. Tactile tailoring and earthy tones are complemented by polished touch points and metallic surfaces. With enhanced four-wheel suspension, it takes little ones from park to pavement in a breeze.
For the Next Generation
Dune and Reef further Silver Cross’ focus on creating a more sustainable world for future generations. Their outer fabrics are woven with yarn from recycled plastic bottles, with 35 bottles in each seat unit, 25 in
“Dune and Reef represent the very best of the Silver Cross design ethos with Intelligent functionality, innovative features, beautifully finished details and exquisite fabrics. They take our pram systems onto a whole new level of sophistication combined with a modern and contemporary edge for the next generation.” Phil Taylor, Silver Cross Design Director the compact folding carrycot and 12 in the first bed carrycot. In addition, the pushchairs are delivered in specially designed recyclable, FSC certified packaging to reduce waste. Further innovations include a unique one-hand fold, with each pushchair able to stand independently on its own four wheels without the handle touching the floor, keeping the vegan leather - and hands - clean. In a reinvention of the famous Silver Cross “bounce”, Dune and Reef have enhanced and exposed 4-wheel suspension, guaranteeing the smoothest ride and world-class manoeuvrability. They also feature the brand’s unique Genius harness system with its quick-to-use patented magnetic buckle, rucksack-style fastenings and a headrest and harness which can be adjusted with one hand, switching between positions at the push of a button.
Newborn ready
Dune and Reef can be used from birth straight from the box, but with a choice of newborn add-ons and accessory packs, parents have everything they possibly need for their little one’s new wheels. 40 Wheeled Goods
Both pushchairs are compatible with Silver Cross’ award-winning Dream i-Size infant carrier, available in coordinating colours. Parents also have an unrivalled choice of newborn options. The newborn pod simply clicks onto the seat for a safe and secure fit, with a supportive head hugger and breathable bamboo lining, while the first-bed folding carrycot is approved for overnight sleeping. With a thermo-moulded base and bamboo lining, it folds flat for easy storage and transportation. Dune customers also have the option of a unique compact folding carrycot. The ultimate space saver, it’s perfect for snoozes on the go and folds completely flat onto its base for easy transportation. After choosing their Dune or Reef colourway and newborn option, parents also have their pick of accessory packs: Fashion Pack: Includes a coordinated footmuff and vegan leather rucksack changing bag. Travel Pack: Includes a coordinating Dream infant carrier and ISOFIX base, car seat adaptors and cup holder. Ultimate Pack: Includes all of the above, plus a snap-on snack tray and mobile phone holder www.silvercrossbaby.com
Wheeled Goods Compact Folds
Compact way to travel
The Compact Folds category continues to rise in popularity with brands reacting to demand with a focus on weight, size, style and overall ease of use.
Image courtesy of ABC Design Wheeled Goods 41
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CYBEX EEZY S TWIST +2
Compact Folds
Compact travel buddies Introducing the new 2022 range of compact strollers from CYBEX – for holidays, city living and every day use!
CYBEX LIBELLE
The new EEZY S TWIST+2 stroller presents an innovative and unique approach to strollers that’s adaptable to every family’s needs and is now available in six new modern colours, with a silver frame with brown faux leather handle or with a black frame and matching black faux leather handle in a grey or black fabric. Perfect for parents looking for an everyday city stroller with both parent and world-facing positions and a host of features that make the EEZY S TWIST+2 a dream to use. The seat unit can be rotated 360 degrees in just a few seconds. The seating direction can change depending on the child’s age range: in its parentfacing position it’s perfect to experience precious bonding moments and secure eye-contact with younger babies, while world-facing is ideal for a toddler. Also featuring a full lie-flat seat, one-hand fold, one-hand recline, all-terrain wheels and 4 wheel suspension the EEZY S TWIST+2 really does have everything! Use from birth to approx four years (max 22kg) with the seat unit or as a travel system with the Cloud Z i-Size infant car seat and the spacious Cot S.
Whether parents are looking for an ultra-light, ultracompact stroller, a stroller perfect for travel and everyday use or just a smaller pushchair for day to day use, CYBEX have a stroller for every family. CYBEX LIBELLE - The most compact stroller in the range
Last but not least CYBEX BEEZY
Perfect for travel, city use and days full of adventure at only 5.9kg the LIBELLE is super lightweight and easy to pick up and carry wherever you go. The ultra-compact LIBELLE can be folded and unfolded in seconds. When folded the LIBELLE fits in the standard carry-on luggage size for airplanes (although it is advised to check with the airline as regulations vary). The LIBELLE is compatible with the award winning CYBEX infant car seats that can be easily adapted into a travel system – giving you all the flexibility you need. Older children can comfortably rest in the padded and soft seat with infinite recline and an easily adjustable leg rest The LIBELLE is available in six new modern colours. Use from six months to approx four years (Max 22kgs), and from birth with any CYBEX infant car seat.
Ideal for an easy life, this compact stroller offers agility with extra added luxury. Made for parents who love life on the move, the Beezy buggy makes it a breeze to keep your little one happy and comfortable. Use from birth to approx four years old (max 22kg) thanks to its fully ergonomic lie-flat seat, which can be easily reclined using only one hand, and the adjustable leg rest which ensures an ideal resting position for your child. Packed with features the Beezy can be folded in seconds, with onehand, has a self-standing design ensuring that storage is never an issue and an XL UPF50+ sun canopy the Beezy will be your perfect for every day. The BEEZY can also be used as a travel system by attaching any of the award-winning CYBEX infant car seats on the frame.
To pre-order the 2022 Compact Range contact your CYBEX Sales Representative. www.cybex-online.com 42 Wheeled Goods
The new 2022 CYBEX EEZY S TWIST +2
CYBEX BEEZY
SEAT
E E Z Y S T W I S T +2 4 - I N -1 T R AV EL SYST EM
CYBEX-ONLINE.COM
Wheeled Goods Compact Folds
Thule Shine available May 2022
Parenting on the go!
Thule introduce new Thule Shine city stroller for parents on the go. From newborn to toddler, the new Thule Shine stroller lets parents take on the rush of city life with their child from day one. The stroller’s lightweight, compact and easy-to-handle design is perfect for navigating urban spaces yet it’s uncompromising in its premium features. The Thule Shine includes a padded and reversible reclining seat, large ventilated and extendable canopy and a built-in adjustable leg rest for safe and comfortable cruising. The Thule Shine will be available in May 2022.
Don’t let the bustle of the city slow you down. The compact design of the Thule Shine allows parents to smoothly maneuver in any space, whether it’s heading to a city park or steering through a crowded subway platform. Maximising comfort and convenience for parents, the stroller can be pushed and packed up with just one hand. In seconds, fold up the Thule Shine to jump in a taxi or dip into a coffee shop. Thule believe in creating simple product solutions that allow parents
to spend more time enjoying their passions. For more than 75 years, Thule, the multi-award winning Swedish outdoor brand has been creating products that simplify life’s adventures and make it easier to get out enjoying the great outdoors. Thule are committed to developing smart, stylish products that are environmentally sound, high quality, safe and easy to use. So you can focus on the things you care about most. The Thule Shine joins the premium collection of pushchairs, Thule Spring, Thule Urban Glide 2, Thule Glide 2 and Thule Sleek. All designed with the highest quality of materials and with comfort, adaptability and practicality in mind. Thule UK have a dedicated Sales and Marketing Manager, Emma Peak, who endeavours to support every retailer’s individual needs. “From bespoke displays to social media campaigns, no request is too big. We are as passionate about this sector as our retailers. Thule also has a UK based warehouse with EXCELLENT stock holding across the whole Active with Kids range. So, retailers can sell the Thule range with confidence.” Contact Emma Peak on the below email for further information. Emma.Peak@thule.com
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The comfortable and compact city stroller
Embrace city life with Thule Shine – a compact yet spacious city stroller that allows you and your baby to take on the day together. The adjustable leg rest, well-ventilated canopy and padded seat provides comfort for your child, from newborn to toddler. For parents, this lightweight and sturdy stroller is easy to use even in the busiest of places.Available spring 2022.
Talking
Travel Systems Compact Folds
“The start of our travel system journey was with the MaxiTaxi in 1993”
Travel
with Maxi-Cosi Dorel’s Field Marketeer, Nicola Coletti turns her thoughts to travel systems and compact folds and how these categories continue to evolve. The pushchair market is everevolving, but one thing that is here to stay is the travel system. For us, travel systems are key in the pushchair market. Parents love the convenience of being able to take baby out of their car and place their car seat easily onto the frame of their buggy. For something small such as a quick trip into the supermarket while baby is napping, this can really make a new parents day. That’s why for us, travel systems are essential to have within our range. Maxi-Cosi focuses on developing innovative mobility solutions that offer the best comfort and protection for babies and the greatest easeof-use for parents giving them the reassurance they need. The start of our travel system journey was with the Maxi-Taxi in 1993. After tackling the car seat market, we wanted to ensure we were doing everything we could to have all the products a parent needs to begin their journey. Made to transport the car seat around, the 46 Wheeled Goods
Maxi-Taxi was essentially a pushchair chassis built to hold a Maxi-Cosi car seat, creating what we now know to be a travel system. Over the years our collection has expanded, with double pushchairs, compact folds and bespoke travel system bundles now available. One thing we have always been proud of is the fact that all of our pushchairs can take a Maxi-Cosi car seat, meaning that in themselves they all benefit from being travel systems. To keep with the times, one element we have been really keen on getting right is the design of our systems. When parents pick a pushchair, they want to ensure that their carrycot and car seat perfectly match the design of their wheels. We have always had matching fabrics across our pushchairs, car seats, footmuffs and bags, but have taken this to the next level recently with our Luxe collection, bringing the premium fabrics found on the pushchair through to our Pebble 360, Oria carrycot and our
teddy-lined 2-in-1 footmuff. Our new Luxe collection has all the matching accessories needed, and with Adorra Luxe, the travel system arrives as a bundle! This gives retailers a huge benefit as one package contains everything parents need to start their journey. Another important factor is the option to create a travel system cross-brand. Whilst we would love consumers to always want a MaxiCosi pushchair to match their car seat, we do know that sometimes consumers have alternative pushchairs in mind. That is why we always work with the top brands to ensure that our car seats fit on their pushchairs, creating the ultimate bespoke travel system. One sector that really is growing at an exponential rate is compact folds. Over the last 5 years we have seen a number of brands join the compact fold market, including ourselves with the introduction of Laika, Lara and Jaya. We see from trends that consumers are moving more towards
compact folds over large pushchairs due to the convenience, weight and how space-saving they can be. The innovation within this sector has been huge. What started off being one standout pushchair that dominated the market soon became more and more. Folds have become smaller, more compact, easier and new features have been added such as self-folding. This is a sector that we think will grow immensely over the next few years – just how small can we go?! Alongside all of the key features of compact folds, another added benefit is that many can also be used as a travel system. Brands are bringing out lie-flat seats, compatible carrycots and the adaptors to allow car seats to be attached. What more could parents need? There is certainly a huge amount of innovation within travel systems and compact folds, and we will be at the forefront of this evolving market.
www.maxi-cosi.co.uk
Wheeled Goods
Travel Systems
Suitable from birth Check out the Bébécar Pack Prow+ Travel System
The lie-flat pushchair seat is suitable from birth and is fully reversible to let baby face in either direction. The unique new Bébécar Pack Prow+ 3 in 1 travel system has been exclusively designed to be compact and ultra-light being only 50cm in width making manoeuvrability in confined spaces stress free. The Bébécar Pack Prow+ and chassis has no need for adaptors as the spacious carrycot with adjustable headrest, pushchair seat and car seat all have built in easy lock systems that click into action when placed on the chassis for ease of use. The lie-flat pushchair seat is suitable from birth and is fully reversible to let baby face in either direction. The Range also comes with matching basic car seat and coverall raincover. The Pack Prow+ is part of Bébécar’s Urban range and is available in a choice of gender-neutral colours and matching accessories, which can be purchased separately. The Bébécar pushchairs, which are perfect for new borns, are made in Europe and are offered with a two year guarantee against manufacturing defect.
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Bébécar UK is part of the East Coast Group Ltd. Tel: 01692 408801 sales@bebecar.co.uk www.bebecar.co.uk
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Wheeled Goods Compact Folds
Easy to manoeuvre Handy travel mate The nitro from Joie is a handy travel mate that keeps mum and mini strolling with ease. The lightweight chassis and compact umbrella fold make every stroll a breeze – there’s even a convenient carry handle to make this one less load to lug. The soft-grip handles, SoftTouch harness and plush covers make this as comfortable to use as it is to sit in, while the multi-position, flat reclining seat and UPF 40+ sun canopy give tired out travellers a place snooze on those bus adventures.
Visit: www.joiebaby.com
Practically perfect In one simple motion you can switch from car seat to stroller. The Doona Car Seat & Stroller is a complete and fully integrated travel system helping free up space in the car and make it easier to travel by train, tube, tram or bus. It’s also TUV and FAA aircraft approved, making air travel simpler too. Suitable from birth to 13kg/29lbs. It is available in 7 colours and two special editions.
Tel: 0161 702 5062 sales@cuddleco.co.uk 48 Wheeled Goods
The Avus is a lightweight buggy. Swivelling front wheels make it extremely easy to manoeuvre. The Avus compact design and ease of handling give you flexibility. The backrest can be laid in a completely flat reclining position and the footrest moved with the use of just one hand. The Avus also benefits from a flip flop friendly brake being located directly on the right rear wheel which not only saves weight and space from removing the axel, but also gives you more legroom when out walking Thanks to the large front and rear wheels, the Avus is perfect in the city or off-road. Supported by the integrated suspension system the wheels ensure a smooth ride on any surface. The hidden handle in the seat of the buggy means you can fold the Avus with just one hand making it ready to go in no time at all. The practical standalone function and transport lock makes the Avus the ideal travel companion - on the road, in the city or on holidays. Suitable from 6 months to 22kg. Rain cover included.
Visit: www.abc-design.de
Everyday use The Out ‘n’ About GT has been designed with both the parent and child in mind. Ideal for everyday use with its effortless push, sleek design and lightweight frame; gliding around town or country has never been easier! Suitable from newborn with a spacious, padded seat, the GT will comfortably see your little one through until they are 4 years old! The GT boasts a range of travel options and is carrycot compatible- transforming it into the ultimate travel system. A quick one hand fold, EVA wheels and a compact design will make light work of any journey.
Visit: www.outnabout.com
Simple as a ‘clic’ Suitable from newborn to toddler, the Silver Cross Clic is an essential, everyday stroller packed full of practical features for parents and babies, including a super quick compact fold and one-hand reclinable lie-flat seat. Visit: www.silvercrossbaby.com Lightweight and easy-to-use, Clic is small enough to take on board an aircraft, while the handy pop-out shoulder strap makes it the perfect travel companion. Clic features a unique quilted seat design and five-point safety harness with co-ordinated chest and harness pads. The simple one-handed, drawstring recline means you can find the most comfortable positions for naps on-the-go, while an adjustable footrest offers extra comfort for growing legs. A soft-cushioned leatherette bumper bar protects your little one from bumps in the road, while the UPF 50+ hood, sun visor and ventilation panel keeps them cool in warmer weather. Now available in new Pink and Grey colourways.
Perfect for travel CYBEX believe modern parenthood is meant to be full of adventure. That’s why they created the LIBELLE. Perfect for travel, city use and days full of adventure at only 5.9kg the LIBELLE is super lightweight and easy to pick up and carry wherever you go. The ultra-compact LIBELLE can be folded and unfolded in seconds. When folded the LIBELLE fits in the standard carry-on luggage size for aeroplanes*. The LIBELLE is compatible with the award winning CYBEX infant car seats that can be easily adapted into a travel system – giving you all the flexibility you need. Older children can comfortably rest in the padded and soft seat with infinite recline and an easily adjustable leg rest The CYBEX LIBELLE is available in six modern colors. Use from six months to approx four years (Max 22kg), and from birth with any CYBEX infant car seat. *We recommend to check with the airline as regulations vary. Pre-order now.
Visit: www.cybex-online.com Wheeled Goods 39
Retail Focus
Whites Farm Baby Barn
Talking terrain Being an independent nursery retailer in a semi-rural location, we had the opportunity to chat with Whites Farm Baby Barn’s owner Sara Hubbard to find out how all-terrain pushchairs perform for them in their store. How popular are all-terrain products in your store? All terrain products are extremely popular among our customers. With regards to all-terrain, a lot of our customers (especially since the lockdowns) are very outdoorsy, they tend to like going on long walks and want a pushchair to cope with this lifestyle.
Does your store location have an impact on this? We think it has some role to play. Our location in Colchester is semi-rural, with lots of green space and local woodland walks, as well as Mersea Island and the beach not too far from anyone’s front door. We do have customers requesting more compact, urban options but the general requirements are those of an all-terrain pushchair. 50 Wheeled Goods
=What are your customers looking for when they are considering this as their chosen set of wheels? A lot of customers are looking for a product that will have good suspension, all terrain capability and be sturdy enough for their active lifestyle, but don’t want to compromise on size, weight or style. They often look at how long the product is set to last for them, as they want to use this all terrain for as long as possible.
Are your customers looking for products that are suitable from birth and can be bought as a travel system option? Definitely. A few years ago, allterrain products were purely
strollers from 6+ months, so the fact there is so much choice when it comes to from birth systems, that can take a car seat is really appealing to our customers. They ideally want the best of both worlds, a functional, multi-purpose system with the ability to travel the rough ground.
Are your customers also seeking features that include for example, lie flat, reverse seating options, weight and ease of fold? I would say so, yes. Linking into the previous question, the option to have an all-terrain that still has multiple features and attachments is a must have for many customers. They want to tackle the terrain but in a way that’s easy and fits in with their
lifestyle. Some customers aren’t too worried about weight consideration; as they understand that the larger allterrain options will come with a higher weight, whereas others are willing to compromise on off road capability for a lighter product.
Are you seeing a growth in demand and sales? I would say the sales in the all-terrain category remain steady. A fairly large portion of our sales has always been all-terrain so we don’t notice this fluctuate too much.
What is the typical demographic of customers who make this type of purchase? Customers who make this all-terrain purchase are generally fairly active in their lifestyles, enjoy spending
time outdoors and light exercise. Many young families now have at least one dog, so want to feel like they can spend family time with their furry additions too - so a pushchair that can come along for the ride is always important.
Do you feel we have sufficient innovation within this wheeled goods category? We think the innovation is definitely there. All-terrain and products with enhanced suspension have been around for a while now so manufacturers are pretty confident about what works and what doesn’t. We would say the only thing that maybe needs to be changed is the general definition of “all-terrain” or specifically “multi-terrain”. Many manufacturers use this term in their branding and marketing and customers take this to mean that a pushchair will cope over their hikes and long walks - realistically any pushchair can be pushed over multiterrain, but only some will perform to the standard you want.
Is this a product that is well researched by your customers prior to purchase?
Definitely. Pushchairs and prams are researched extensively before customers purchase, whether that’s online or through an appointment with ourselves. Especially when spending a large amount of money, people want to feel they are making the right choice for them.
Do you feel supported by the brands you stock within this category? We think so yes, so many of our manufacturers who sell an allterrain option are so passionate about their product that we feel totally supported selling them.
Would you say that brands offer a sufficient level of choice for your customers? It does appear so with some customers have even commented there is “too much choice” sometimes! There are an awful lot of pushchairs out there on the market and some are very similar so we always advise going to your local independent shop and asking their advice, feeling a few for yourself and making the decision
in person - it’s so hard to decide what suits you simply from a webpage on a screen.
Finally, do you have a particular ‘hero’ product or brand that is performing well for you at present?
Since its launch the Bugaboo Fox3 has been particularly popular for us. The striking new colourways paired with the functional features and Bugaboo’s great reputation have made for a formidable mix. Lightweight, easy to manoeuvre and great quality - what more could you want?!
ULTRA LIGHT
Fit the carrycot, pushchair seat or car seat without the need for adapters 01692 408801
sales#bebecar.co.uk
www.bebecar.co.uk
Bébécar UK part of the East Coast Group
Wheeled Goods 51
Wheeled WheeledGoods Goods Travel All-terrain Systems
Whatever the
terrain
Image courtesy of Out n About
52 Wheeled Goods
All terrain and baby joggers have rapidly increased in popularity as many new mums have changing attitudes to the great outdoors and look towards health and well-being taking great strides when out and about!
Wheeled Goods All-terrain
Sporty with Out n About The Nipper sport has been designed for parents who wish to use their buggy in off-road conditions or those who would like to use their buggy whilst jogging. The fixed front wheel and rear wheel suspension ensures maximum stability over rough terrain, whilst the large 16” wheels guarantee a smoother ride for the child and a much easier push for the parents. Designed with a handle-bar operated brake to give extra control when travelling at speed. The Nipper Sport is one of the lightest sport
buggies in the market, weighing only 9.8kg! With an array of features including handy storage pockets in the hood, a shopping pouch on the rear of the seat (giving a good clearance from the base of the seat when off-roading) and a comfortable padded seat, allows you the freedom to get out & about with your little one.
Perfect with two in tow! The Nipper Sport Double allows parents to really feel the freedom with two in tow. Staying in tune with the range, the Nipper Sport Double has a number of the much loved features such as numerous storage options, large retractable individual sun hoods and spacious, comfortable seats.
The Sport Double also boasts features such as large 16” wheels, a fixed front wheel for stability, rear wheel suspension for a smoother ride and a handlebar mounted brake lever to give extra control- ideal when used in offroad conditions or whilst out jogging. www.outnabout.com
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Wheeled Goods
Joggers / All-terrain
The single solution The Nipper Single is an excellent solution for parents who require a multipurpose-pushchair. The Nipper is ideal for everyday use, with a large comfy seat and 5 point padded harness, the Nipper Single ensures comfort from newborn to 4 years old (approx)! With a choice of travel system options including compatibility with a range of Maxi Cosi, Cybex and BeSafe carseats and a bespoke carrycot, the Nipper Single can become the ultimate travel system. The air-filled tyres and rear wheel suspension allow both the parent and child to effortlessly manoeuvre across both the city and scenic off-road routes. As with all Out ‘n’About pushchairs the Nipper Single boasts a robust, lightweight aluminium frame for easy handling and transport.
Visit: www.outandabout.com
For the active parent The award-winning Zeno from CYBEX is a 4-in-1 running, cycling and cross-country skiing, multi-sport stroller. Visit: www.cybex-online.com The Zeno is designed with active parents in mind, allowing them to exercise with family and friends whilst taking their little ones along for the ride. Suitable for running from 9 months to approximately 4 years (22kg), the Zeno features innovative ‘hands free’ technology using the pull running kit, for a natural running experience, or the conventional ‘push’ mode with 20” rear wheels and suspension. Convert the Zeno into a bike trailer for road trips or even enjoy a cross-country ski trail in the crisp, winter snow. The Zeno features an adjustable cabin height for optimum performance and safety in all modes, a compact fold, rear suspension with air filled tires and a padded contoured sport seat for a comfortable and secure sitting position for your passenger. The Cybex Zeno is available in five stunning colourways and 3 chassis colours.
54 Wheeled Goods
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For more information, contact your account manager : Ali Bentley (North)
abentley@ergobaby.co.uk
Niki Lawrence (South) nlawrence@ergobaby.co.uk
07852 154 342 07494 812 887
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