iCandy’s Joint CEO Bradley Appel

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 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.

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.

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.

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.

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 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

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.

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.

Wheeled Goods Travel Systems

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

Overview of its many features:

■ Fully featured modular stroller converts from single to double or triple stroller with glider board ■ Easily lift and carry this stroller that is lighter than the original City Select ■ Two-step compact fold, 20% smaller than the leading single-to-double stroller ■ Plenty of room between the seats means more comfort for the kids ■ With 28 configurations, the City

Select 2 offers versatile seating for up to 3 kids ■ Create a travel system by adding a

Maxi-Cosi, Cybex or BeSafe infant car seat with adapters ■ Telescoping, height-adjustable handlebar provides comfortable steering and control, all within an arm’s reach ■ Front-wheel suspension with neverflat wheels and all-terrain tyres ■ Seat-back storage compartment and a large under-seat storage basket that holds up to 7 kg, so parents always have everything they need within reach ■ Adjustable seat recline and calf support helps find the most comfortable ride for baby ■ Extended UV 50+ canopy with peekaboo window keeps kids shaded while allowing parents to easily check in ■ Limited lifetime manufacturer’s warranty on frame ■ Supports children up to 22 kg in each seat

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

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.

The drive of your dreams

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

The Ultimate Compact-Fold Stroller

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

Wheeled Goods Travel Systems