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
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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,
