Nursery Today July 2023 Wheeled Good Supplement

July

THE RISE OF FLAGSHIP RETAILERS

the team

Editor

Penny Franks penny@lemapublishing.co.uk

Ad Manager

Christine Contreras christine@lemapublishing.co.uk

Production

Rick Vickers rick@lemapublishing.co.uk

Production Director

Paul Naish paul@lemapublishing.co.uk

Managing Director

Mark Naish mark@lemapublishing.co.uk

Chairman

Malcolm Naish malcolm@lemapublishing.co.uk

Circulation

Robert Thomas robert@lemapublishing.co.uk

Product Categories

15 Travel Systems

Travel System continue to grow, with innovation at its core. Check out the variety of products available.

33 Accessories

The Accessories category provides fantastic add-on opportunities for retailers – covering parasols through to soothers.

39 Strollers

Strollers continue to deliver great options for parents seeking lightweight and easy to manoeuvre solutions when out and about.

43 Compact Folds

The Compact Folds category continues to gain popularity among parents due to their convenience and innovative design.

52 Wagons

A great travel solution offering an all-in-one when out and about with infants & children.

Feature

8 Pramland

John Barker offers advice and tips on how to manage & display wheeled goods in-store.

14 Fashion to function

Joie’s Head of Product Development, Damon Marriott takes a look at the evolution of the pushchair.

Cover Story

Lema Publishing Ltd

1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930 www.nurserytoday.co.uk

10 BabyStyle

BabyStyle’s flagship stockist scheme has gone from strength to strength – find out more by turning to our Cover Story.

P15 Travel Systems

P33 Accessories

P39 Strollers

P43 Compact Folds

Editor’s letter

I firmly believe that wheeled goods require a compelling product demonstration, and this is an area where independent specialist retailers can excel and surpass national chains across various product categories.

Jeff Mills, Managing Director, Baby&Co

Our customers do a lot of homework before coming out looking at the ranges we offer. They will always have a brand they love but we have found by asking them relevant questions we find it’s not always the right system for their needs.

Welcome to our latest Wheeled Goods Supplement where we once again journey through the world of travel systems, prams, pushchairs, strollers, and compact folds. With each turn of the page, you will find a plethora of wheeled goods that are all available now to showcase to your customers, instore or via your websites.

As an industry, we understand the significance of finding the perfect travel companion that ensures convenience, safety, and style. Therefore, in this issue, we have curated a selection of top-notch brands that cater to the needs of modern families and provide successful trading opportunities.

As you run through the pages you can embark on an exploration of renowned brands that have revolutionised the industry with their innovative designs and showcase an array of products that exemplify the fusion of functionality and aesthetics, with our first section enabling you to discover the latest products

in travel systems that seamlessly adapt to the everchanging needs of families, offering versatility and ease of use.

Our comprehensive coverage extends beyond traditional prams and pushchairs. We also shine the spotlight on the marvels of compact folds. As an industry sector, we all recognise the importance of space-saving solutions in today’s fast-paced world, and as such many nursery brands have seamlessly blended compactness with functionality. Furthermore, we also highlight on the marvels of strollers, wagons and accessories.

This issue we also caught up with independent retailers Baby&Co and Baby Boo-tiful to find out their views on this sector, while Pramland’s John Barker, who is passionate about wheeled goods, shares from his own experience how they manage their floorspace to showcase product ranges in-store to entice the customer further, together with some great tips and advice.

Darran Neal, Owner, Baby Boo-tiful

Inside didofy’s new Stargazer

Sustainable style with an affordable price tag.

Brand new from award-winning didofy, is the sustainable i-size travel system, Stargazer, which boasts highly practical features and premium quality woven fabrics made exclusively from recycled PET bottles.

The Stargazer 11 piece i-size travel system also includes:

• Collapsible carrycot - fits easily in the boot with the carrycot’s quick ‘two click’ fold. Suitable for overnight sleep, including a rocking base.

• GravityFold technology - in both parent and world facing mode.

• Sustainable fabric  - made from 150 recycled plastic bottles.

• Tackle any terrain - four wheel suspension and all-terrain tyres

The 11 piece i-size travel system retails at just £799. You can see them at Harrogate International Nursery Fair 2023.

For sales contact: gary.west@didofy.com

Eco conscious with Joie

Using fabrics made from recycled bottles, Joie’s mytrax and versatrax are perfect for the environmentally conscious consumer.

Cycle by Joie – mytrax pro: Featuring fabrics made from 94 recycled bottles, this eco-friendly, sleek, and streamlined stroller is ready to roll on any adventure. With multi-modes and deluxe comfort features you can help protect the planet without any compromises.

The pushchair seat lies flat so new babies and energetic toddlers alike can snooze as they cruise. Or the seat simply snaps off allowing the addition of the carry cot or infant car seat so little one can snuggle without parents having to struggle. It’s also a doddle to fold with a one-handed tug of the strap that’s easily accessible under the seat.

Versatrax Trio: Help save the environment on the go all while keeping little one safe with this multi-mode pram trio. With 153 recycled bottles combined in the fabrics of the carry cot, infant carrier and pushchair seat, you can make journeys eco-friendly.

No need to double over as you fold up, thanks to a handy quick release on the back of the seat, and whether the seat is fastened forward or rearward, the versatrax tucks closed and stands ready to store with one quick tug.

uksales@joiebaby.com

www.joiebaby.com

Wonders of WonderFold

Wagons are becoming more common place in the UK. Perfect for family days out at the beach, camping, festivals and so much more, they make life easier for parents as they safely contain multiple children, secure in a 5-point harness, plus bags and equipment too!

When consumers purchase a WonderFold Wagon they can be sure that they have selected a product that’s safe, durable and made from the highest quality materials.

The X-Range, is the brand’s lightweight stroller wagon. The X2 is 14.4kg and X4 18.6kg. This handy portable push-pull wagon is easy to fold and un-fold, it features an adjustable ‘push’ handlebar and a telescopic ‘pull’ handle, Seats are fully removeable so it can be used to hold children; children and equipment; or just equipment!

For further information contact: rebecca. atkinson@babycentral.co.uk

Rockit gets the celebritity touch

TV personality and business woman Billie Shepherd (Faiers) has teamed up with Rockit to help promote its range of award winning sleep products.

Sharing a video to her 2.6m Instagram followers, Billie demonstrates how easy to use each of the products are, including the new USB rechargeable Rockit Rocker and Wooshh. She effortlessly attaches Rockit to baby Margot’s pram, which soothes Margot to sleep and also highlights the travel and portability benefit of sound soother Wooshh due to the compact size.

Speaking of why Rockit chose Billie for this campaign, Founder Matt Dyson said “We know Billie is an organic fan of the original Rockit, having used it when Arthur was born and so she was a natural brand fit in terms of being able to speak about Rockit in an authentic and engaging way to her audience.”

The campaign with Billie, designed to increase brand awareness, saw a 108% increase in weekly traffic to Rockit’s website compared to the previous week.  www.rockitrocker.com

sales@rockitrocker.com

Affordable luxury

Exciting news! The Babymore Memore V2 has officially launched, revolutionising the world of affordable yet luxurious baby travel systems.

This innovative and stylish travel system offers parents the ultimate convenience and versatility. With its sleek design, easy manoeuvrability, and intuitive fold, the Memore V2 is designed to make every outing with little one a breeze.

The 13-piece set includes everything you need, from the stroller and iSize infant carrier to multiple accessories like a changing bag and footmuff. Whether strolling through the city or exploring the great outdoors, the Babymore Memore V2 ensures comfort, safety, and style. Don’t miss out on this game-changing travel system! Contact michaela@babymore.co.uk for more information.

Designability partners with JMDA

Designability has announced a new partnership with product design agency JMDA Design to support the charity’s Pushchair for Wheelchair Users project. Known for creating products to enable disabled people to live with greater independence, the national charity Designability will harness JMDA’s 30 years’ experience in the nursery industry to help bring independence to disabled parents with children.

Queen’s Award winning JMDA will support Designability in the creation of the charity’s wheelchair-attachable pushchair, enabling parents who are manual wheelchair users the opportunity to take their babies and young children out independently.

Derrick Barker, Founder of JMDA Design said, “We are delighted to form a partnership with Designability, a charity which strives to increase independence for disabled people through innovative and practical design solutions.“

For more information visit designability.org.uk

What a display!

Check out the captivating display of My Babiie’s latest collection at Mocca Baby!

Discover their stylish iSize car seats, lightweight strollers, and versatile travel systems, complemented by a stunning range of accessories including changing bags, changing mats, cosytoes, and parasols.

If you’re interested in featuring My Babiie products and banners in your store, contact info@mybabiie.com for more information.

Get iSize Travel System ready with Red Kite

The team at Red Kite Baby are thrilled to introduce their new updated range of iSize Travel Systems which are available to order now!

The budget friendly Push Me Savanna Travel System has seen a complete upgrade with a smart new modern chassis that is lightweight and so easy to travel with.

Red Kite Baby’s Push Me Savanna Travel System folds like a dream and is jam packed with features such as reversible padded seat liners, quilted front apron and all weather raincover. Compact sleek folding action means the Push Me Savanna i can fit into small car boots and is practical to store when not in use. Available in the updated Graphite design and ever popular black Zebra, both models now supplied with the updated new R129 car seat and adaptors. This new model has recently been awarded the Made4Mums Bronze award for best value Travel System in a hotly contested category!

Also now available are the new versions of their award winning Push Me Pace in both Amber and Icon. All the same features that you love already on these amazing travel systems but now include the brand new R129 car seats and adaptors. And there’s more – also available is the new iDock Isofix base which is compatible for both the Push Me Savanna i and the Push Me Pace i Travel System.

Wheels in motion

Wheels, wheels everywhere, and I love it! Despite me being a passionate car seat geek wheels are our life blood here at Pramland and without them we’d be nothing. We wouldn’t even have a name! We aren’t one of those clever designer businesses that have a fancy name –we went straight in with the philosophy that we have lots of prams so it’s Pramland. I guess it tells you what we do in a simple and effective way, even if it does mean we constantly have to tell people we aren’t Pramworld. We dedicate more shopfloor space to wheels than any other category and going forward we will continue to do so.

As part of this special ‘wheels’ edition of Nursery Today I thought I’d discuss how I go about selling wheels and what I have had success with over the years. I don’t want any of you thinking I’m teaching you to suck eggs but sometimes when it comes to sales trying something new can have a dramatic effect (not saying you aren’t already doing everything I’m about to mention).

Before I get into the sales flow it’s worth mentioning how your store is laid

out. Believe it or not more is less. It’s very easy to get carried away, wanting to stock everything from every brand. This will only result in confused customers and diluted sales. Keep your offering concise with a range to meet different customer’s needs and budgets. Don’t buy brands for you, buy them for your customer. Dedicate more space to the products and brands that sell and are in demand. There’s zero point in having 10 prams of brand X on display if you only sell 20 a year – just because you personally love them, when all you sell all day long is Brand Y (which has half the display of Brand X). My next point is More is More (ok John, you’re confusing us now!) – if you have a product that sells well give if room. We’ve always been strong on Oyster3 and that comes off the back of us having every single one on display. Customers don’t need to go anywhere else to see a colour we don’t have – it’s simple.

Next up is a couple of little details which make a huge difference. A tidy shop is a successful shop. Ensure your shopfloor is ALWAYS tidy. Every

customer that visits your store should find it in perfect condition every time they visit, no matter if it’s a super busy Saturday afternoon or sleepy Tuesday morning, ensure all your wheels are presented as well as can be. Footrest down, hoods pulled tight, and everything lined up like little soldiers so you can see them from their best angle. If space permits avoid simply arranging your wheels in a row with the handles tightly packed, the customer can only see a row of handles, and this isn’t inviting. Angle your prams so that the customer can see what you have, ok, so you’ll lose shopfloor space slightly, but your prams will look so much more inviting. If you are lucky enough to have some height in your store displays with multiple heights work a dream as they give you more room with less footprint and look great as the product can be seen from various angles. The different heights look interesting and customers will engage with the display.

My next top tip goes back to ensuring the shopfloor is tidy. Make sure all your front wheels are locked and the brakes are on. Not only does this give you a

tidy, coherent display but it’s a clever little ‘easy in’ technique too. If a customer wants to try a pram out, they’ll struggle to take it off the display as the wheels are locked and brakes on - it means you can swoop in to help them. Most customers appreciate this and it’s remarkable how they are happy to open up to you all of a sudden. It’s the softest way of starting the sales process you could find.

When I approach a customer, I like to do so by starting with a few very simple questions. They’re questions that if asked correctly will give me all the info I need to direct the customer towards something that will meet their needs. Whether or not it will meet the aesthetic they are looking for is a different issue. In order to show the customer some appropriate options ask them what sort of car they drive (this will give you an idea of the size it needs to be when folded), do they intend to do a lot of walking or if they live in a more rural area (this will direct you towards something with improved suspension or more rugged wheels), Is weight a consideration? Or maybe the customer has a health issue that requires something

Pramland’s John Barker is passionate about wheeled goods. Here he shares from his own experience how they manage their floorspace to showcase product ranges in-store to entice the customer further, together with some great tips and advice.

light weight. Do they have somewhere to store the pram when not in use? If they live in a small apartment, they may be best looking at compact one-piece folding options. Have they been recommended any prams by a friend or family member? Have they seen anything elsewhere that has caught their eye? All these can indicate the sort of thing they are looking for. These are all questions that you all ask every customer I’m sure, or at least, I hope.

It’s worth noting that at no point have I asked what the customers budget is. I don’t bother with that as most of the time customers are completely unaware of the cost of what we sell. If you push them, they’ll only underestimate their budget and you’ll end up looking expensive. Show them a pram based on what they are looking for and somewhere

in the mid-price area. My average customer spends about £1,100 on their travel system bundle so around a £1,000 is a perfect starting point. Once you’ve demonstrated the product and answered any questions / overcome any objections it’s time to show them some options. Show them something more and show them something cheaper. Customers love this as they feel like you are giving them options based on their needs and budget, even when you haven’t asked them what their budget is. Given the questions and objections you’ve heard on the first demo you’ll have an idea if you need to be cheaper or not and this will allow you to be enthusiastic about the correct product. Selling is a passion and customers buy from people that love what they are selling. Even if you end up on a product you really don’t like, remain

positive and sell the benefits of the pram. Which brings me on to another point, sell the benefits and not the features. It’s easy to stand there and reel off a list of the features of a particular product but if you give the customer a benefit of each feature, they will start to realise they need the product. As an example, mention the magnetic harness clamp. Explain the benefit of how easy it is to use and how parents that have had nonmagnetic harnesses tell you they wish they’d had one. Let them try it, get excited and get the order!

Finally, remember customers coming into your shop WILL buy a pram. They have to, they are having a baby and they’ll need one. You simply need to ensure they buy from you!

The rise of BabyStyle Flagships

First launched in 2021, BabyStyle’s flagship stockist scheme has gone from strength to strength with over 20 retailers in the UK proudly displaying all their strollers and pushchairs (plus 2 sets of Charnwood Furniture).

BabyStyle have always been and hopefully always will, be supporters of the high street, especially independent retailers which more often than not are family-run businesses, just like them. To reinforce this message, BabyStyle do not sell their wheels directly to consumers –and in recent years launched a flagship stockist scheme where consumers can find all

BabyStyle strollers and pushchairs (in multiple colourways) under one roof, including the popular egg2, Oyster3 and some newness!

Strategically placed across the UK, you can find the up-todate stockists list at either babystyle.co.uk or eggstroller.com.

egg2 - Mink

BabyStyle have recently launched Oyster Home, taking the loved Oyster brand into the home for the first time. Paired with the Charnwood Furniture range and of course wheels, BabyStyle are always innovating and striving to provide retailers with the best

BabyStyle

T: 01509 816444

E: info@babystyle.co.uk

W: babystyle.co.uk

E: info@eggstroller.com

W: eggstroller.com

possible products to wow new parents with.

Not only do BabyStyle supply high quality products, their customer service is second to none (they are always on hand to help), they provide amazing margins and retailers don’t have to compete with them!

New for 2023 - Oyster Pearl - Fossil

Oyster Zero Gravity - Twilight

Oyster3 - Spearmint

New for 2023 - Prestige - Ivory

eggZ - Quartz

Centre Stage

How important are wheeled goods to your business?

Wheeled goods take centre stage at Baby & Co as a fundamental aspect of our business. Renowned for our extensive selection of brands and models, we offer customers a wide choice to explore. Whilst car seats are a notable component, our reputation is firmly rooted in providing a diverse range of wheeled goods. This strong offering not only serves as an introduction to our store, but also paves the way for customers to discover the multitude of other categories we proudly offer. Do you utilise social media to bring attention to your wheeled goods offering – how important is this to the business?

In the dynamic and ever-changing world of baby goods, establishing a strong social media presence is vital for any business. Whilst we acknowledge that we don’t allocate sufficient time and resources to social media, we continue to develop and grow this area of our business.

Our current focus lies in leveraging the potential of YouTube, recognising its growing importance as a preferred destination for information-hungry new parents, exceeding even Google search in some areas. Additionally, in line with shifting trends, we recognise the increasing relevance of Instagram, which has become a key platform for our target demographic, overtaking the influence of Facebook. As we navigate this ever-changing digital landscape, we are dedicated to staying connected through diverse social media channels, ensuring effective engagement with our audience.

What about your website – does this feature the same products as those that feature within your store? How important is your website to the business when we

look at wheeled goods?

While boasting the widest selection of wheeled goods in the area, it is not feasible to display every model on our shop floor. However, we ensure that every brand is represented. Our primary responsibility is to curate a tailored assortment of wheeled goods for our clients, encompassing various styles, brands, and price points. We understand that our website is an important first touch point for our customers and acts as a billboard for our business and encourages customers to visit our physical store. There have been many changes to the wheeled goods category over the years, do you feel that this sector has kept up with consumer trends and evolved to reflect your customer’s wants, needs and desires?

While brands consistently strive for innovation, it is important to note that a limited number of manufacturers or design agencies can result in certain similarities between brands, albeit with distinctions in fabric and finish.

Despite this, the influence of fashion and ‘brand value’ is being effectively leveraged by notable companies such as Cybex, effectively positioning ‘wheeled goods’ as the next prominent fashion accessory.

To drive demand, many brands are investing in strategic product placement and securing celebrity endorsements. Additionally, there is a clear consumer trend towards sustainable and environmentally friendly products. Brands like Bugaboo and Joolz are at the forefront of this movement, making significant strides towards becoming carbon-neutral businesses. However, several other brands have yet to fully embrace sustainability in their operations. Have you spotted any trends within this category?

Whenever new colours emerge in the market, they tend to be adopted by multiple brands simultaneously; almost like there’s a secret manufacture summit to decide the colour of the season, or they have all visited the same stand at Premier Vision!

A prime example of this phenomenon is the current popularity of the colour green, which has become the prevailing shade of the season across various brands.

The second big trend is recycled fabrics usually from PET bottles; this is a positive step towards sustainability and can help convert a customer onto a particular brand.

What do you feel has seen the highest level of innovation or change over the years within this category?

There has been a noticeable increase in innovation within the baby goods industry. Numerous brands are actively highlighting their innovative offerings, such as Cybex’s electric-powered ePriam and Thule’s integration of built-in HEPA filters in their sun canopies.

Notably, Cyber Stroller showcased at the recent Kind + Jugend exhibition demonstrated genuinely intriguing innovations, and we eagerly await its future release in the market.

Looking forward, I personally would like to see more brands exploring the implementation of innovative wearable or integrated health & wellbeing technology within baby products. It would be exciting to see a fusion between baby goods that are both functional but also support an active, healthy lifestyle for new parents. How do you display wheeled goods within your store?

We have dedicated branded areas within the store for certain manufacturers, while other categories are grouped together e.g. all all-terrain strollers or lightweight compact

buggies etc. We also sometimes group some products by price point with the intention to make it easier for customers to find and evaluate the right product for them. However we are very hands on with our customers and always help them navigate our ranges. Do you feel you receive adequate support from your suppliers?

Despite being located in a somewhat remote area like Bristol, we do receive visits from brand representatives from time to time, although encounters with product trainers are less common.

With over 40 years of experience, we have become quite self-sufficient in navigating most products, enabling us to provide our customers with competent demonstrations. I would say that brands we see infrequently are less likely to be front to mind. When it comes to point-of-sale (POS) materials, while stands are readily available, limited space remains a challenge for us. Many stands are designed for larger European stores, so we have to be creative with the display space we have available.

Are your customers looking at price compared to safety, comfort and style?

In our relatively affluent area, price does not serve as the primary determining factor for our customers. Instead, customers prioritise finding products that align with their specific needs and personal style. Price considerations typically arise later in the sales process. To accommodate our customers’ preferences and financial situations, we offer a convenient ‘lay-away’ scheme, enabling them to spread out their payments. Additionally, many customers receive assistance from their families, affectionately known as the ‘bank of mum and dad’, when making these significant purchases.

Do travel systems perform well for you as a business? Or is there perhaps another wheeled category

With wheeled goods taking centre stage at Baby & Co, we caught up with their Managing Director Jeff Mills to find out his thoughts on this nursery product category.

where you are experiencing an increased demand?

Travel systems serve as the primary sales driver for our retail business, making us the go-to destination store for new parents. As their first stop, we provide expert guidance to assist them in selecting the right travel system. However, we have observed that sales of lightweight and compact strollers tend to be more prominent online. It appears that parents, particularly those making their second stroller purchase, are more informed and feel confident making online shopping their preferred option. In contrast, first-time parents often rely on the expertise and advice offered in-store to make their initial stroller purchase.

How do ‘bundles’ perform for you within this category?

Bundles have become a powerful selling tool in our store. They have proven to be incredibly useful, with brands such as Oyster being particularly adept at utilising this strategy. Bundles simplify the decision-making process for customers by providing a clear understanding of what they need. Packaging complementary items together, brands make it easier for customers to navigate their options and make informed choices. It also reduces the chances of having to negotiate price as they are clearly presented to the customer.

demonstration, and this is an area where independent specialist retailers can excel and surpass national chains across various product categories. Speaking from personal experience, I can confidently say that every independent retailer is genuinely passionate about the products they offer on their shop floors. I relish the opportunity to engage with customers and share my enthusiasm for the exceptional brands and products we have on display. This personalised and passionate approach sets independent retailers apart and creates a unique shopping experience for customers.

Are brand names important within this category?

I approach this topic with a personal interest stemming from my study and dissertation that focused on the intrinsic connection between perceived quality and brand value. From my observations, I believe brand names hold greater importance now than ever before. The concept of ‘badge value’ carries significance, as customers associate brand reputation with quality and value. Opting for a well-known and respected brand helps alleviate post-purchase dissonance often experienced with high-value considered purchases. In essence, consumers feel more confident in their purchase decisions when choosing a familiar brand or one that has been recommended by a trusted friend.

strong role within wheeled goods, how do these perform for you as a retailer?

These lightweight strollers have gained popularity and become a sought-after category, although they are more seasonal compared to the consistent demand for Travel Systems throughout the year. However, we do harbour some concerns regarding this growing category. Initially designed for parents who frequently travel or for holiday purposes, we have observed that customers are increasingly purchasing these super lightweight strollers for everyday use. While I remain open to being proven wrong, I am not entirely convinced that some of these strollers will deliver the durability and longevity that customers expect from their everyday-use strollers.

Are your customers starting to consider wheeled goods that have eco-credentials?

A growing number of customers are beginning to consider the ecological impact of their purchases. Whilst many brands face challenges in reducing their carbon footprint due to the diverse range of materials used in wheeled goods and car seats, there is still room for improvement. Over the past few years, we have observed the emergence of recycled fabrics in the market, and brands like Bugaboo are shifting away from

into easily understandable terms. By doing so, we strive to alleviate confusion and empower customers to make informed decisions that align with their needs and preferences.

Is this a good product category that enables you to ‘upsell’?

Within every product category, there is an opportunity for upselling, but I believe wheeled goods present an even stronger potential compared to other categories. The extensive range of accessories available allows customers to personalise their purchases with add-ons such as footmuffs, changing bags, and the essential cup holder. We also find our customers appreciate the quality found in higher price point brands and we can often encourage customers to ‘trade-up’ once they get their hands on a more premium product.

What are your customers main focus when you are talking to them when they are looking at purchasing their ‘first set of wheels’?

Every customer is unique, each with their own specific needs and aspirations when it comes to baby goods. However, after talking to the sales team weight, size, and ease of use are typically the initial priorities for customers. Following these practical considerations, style, fabric, and overall feel of the product come into play. It’s important to recognise that personal taste is subjective, and what may be a favourite for one customer could be the least preferred option for another. Is this a category where you feel a strong product demonstration in-store assists when talking to your customers about the various options available?

I firmly believe that wheeled goods require a compelling product

How important is weight and ease of fold when running through the various options with your customers?

As previously mentioned weight and ease of use serve as initial considerations in the decision-making process for wheeled goods. When engaging with customers, we prioritise understanding specific lifestyle requirements. This crucial information enables us to recommend the most suitable wheeled goods for their needs. For instance, customers with small cars or those relying on public transportation would not benefit from a large or heavy travel system. On the other hand, customers who are outdoor enthusiasts or dog owners would find value in a pram with larger wheels and all-terrain capabilities. By tailoring our recommendations based on customers’ lifestyles, we ensure they receive the most suitable solution for their needs. Compact Folds now play a

petroleum-based plastics in favour of plant-based alternatives. This presents an opportunity for us to emphasise the advantages of supporting these environmentally conscious brands, highlighting the benefits of choosing products with enhanced eco credentials.

Do you feel your customers research online prior to coming to your store – are they armed with information on a specific product that they want?

While many customers typically conduct preliminary research before their initial visit, the vast array of brands and options available in the UK market often leaves them more bewildered than when they began. As retailers, it is our responsibility to assist customers in unravelling the complexities of the industry. Our role involves demystifying the market, providing clear explanations of various options, and translating industry jargon

Finally, is there any advice you can offer your fellow independent retailers when we look at wheeled goods?

I don’t think we can offer any specialist independent retailer advice which they don’t already know. I firmly believe that our strength lies in delivering what we do best. Our focus should be on offering the finest selection of products, expert advice and exceptional customer service. By prioritising these aspects, we can ensure that our customers receive the utmost satisfaction and value from their shopping experience. Our dedication to excellence and our commitment to providing unparalleled service will continue to differentiate us as a trusted and reliable destination for customers seeking quality products and assistance.

I firmly believe that wheeled goods require a compelling product demonstration, and this is an area where independent specialist retailers can excel and surpass national chains across various product categories.

From function to fashion

The evolution of the pushchair

One of the earliest strollers was developed as far back as 1733 when the Duke of Devonshire asked William Kent to build a means of transport for his children. The result was a richly decorated basket on wheels – and unlike today’s pushchairs, this was designed to be pulled by a goat or a small pony. Now that would be difficult to fit in the boot of the car!

Things have definitely come a long way since then, as our lifestyle needs have changed. The modern parent wants their child’s pushchair to be light, manoeuvrable, and easy to use with a simple, compact fold. It needs to be able to fit in the boot of a car and be stored is smaller spaces in the home. Brands are constantly striving to find new ways to make lives easier for the consumer – whether adjusting the weight or increasing the size of the storage basket – there are always improvements that can be made.

The aesthetic of a pushchair is something that has also moved with the times – the industry has had to adapt to evolving trends and fashions. At Joie, we closely follow the catwalk and home décor trends. In recent years we have seen a rise in popularity of heavier grade fabrics, alongside the desire for stretched materials. More and more consumers are being driven by ecological issues and brands are having to respond accordingly. At Joie, for example, we have created a range of products that are made using recycled plastic bottles in the fabrics. It was important to us that we were still able to offer our consumers the top level of safety that they have come to expect from our products. We kept the hard materials the same as our other products, so as to maintain their integrity, and focused our efforts on creating high quality, recycled soft goods that have a luxury feel.

We know that when a parent purchases their first pushchair, it is a hugely significant moment for them. It’s likely to be the first big purchase they

make for their new arrival and will want it to feel like it represents their style. Retailers who offer a wide choice of pushchairs to appeal to a wider variety of consumers – and by offering that choice of style and variety of products, they are potentially securing a loyal customer for many years to come, and at Joie we are committed to supporting our retailers at every roll of the way.

www.joiebaby.com

We’ve come a long way since the early days of the perambulator – the humble pushchair has evolved to one of the most desirable pieces on any new parents shopping list.

Head of Product Management at Joie, Damon Marriott, takes a look at the wheeled wonders that keep every parent’s world turning

Travel Systems the smart solution

The Travel System category continues to grow with innovation at its core. Check out the variety of products available across the following pages.

Image courtesy Maxi-Cosi

The finer things

finiti from Joie Signature

Part of the super stylish signature collection from Joie, the finiti really stands out in a class of its own.

Featuring a classic, neutral pallet with on trend earth tones and statement block quilting, the finiti’s deluxe fabrics and super soft knits will keep little one’s cosied up in the lap of luxury. Sleek accents, including the powder coated chassis are combined with tasteful vegan suede and leather details that really makes the finiti stand out from the crowd.

From a practical perspective, finiti leads the charge for Joie’s Signature range, with 4 options in 1, this pushchair gives you plenty of ways to roll and a fast way to fold.

Adjusting to little one’s changing needs is effortless for this hardworking multitasker that is compatible with carry cot, infant carrier and forward or rearward facing seat all in one sweet ride. Finiti is compatible with the recently updated ramble XL which is due to hit shelves this summer. The new look carry cot boasts a wind shield that fastens to the canopy to keep little one safe from the elements, as well as and extended canopy that is not only UPF 50+ but also water repellent and has a zipped ventilation panel. So, no matter

what the weather, new arrivals can be kept safe and comfortable. If storage space is an issue, then the finiti is the perfect choice –whether the seat is fastened forward or rearward, this pushchair tucks closed and stands ready to store in a flash.

The bumpier the better for finiti, with a springy flex comfort seat that smooths out uneven rides right in the seat and right where it matters most. Finiti will take on the toughest terrain with foam-filled and Puncture-Proof rubber tyres.

Finiti is perfect for snoozing on the go thanks to the lie-flat recline that creates a cosy haven for new babies and energetic toddlers a like. 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.

Weighing in at just 11.21kg, this featherweight pro manages the heavy lifting on every adventure, deftly transporting kiddos and all their excursion essentials.

The Everyday Travel Companion

Nuna’s TRIV NEXT stroller

Morning strolls to the park or afternoons out and about are fuss-free with the TRIV next pushchair. It’s a natural city dweller that quickly converts to a travel system, packs up easily and stands on its own when folded, becoming the perfect sidekick to everyday adventures with baby.

Engineered for convenience and comfort, the all-wheel suspension, one-touch braking system, and large rear wheels promise easy manoeuvrability and cushioned smooth city strolls.

This compact fold pushchair is cleverly designed with a seat that faces and folds both ways, no matter what direction the baby is facing. The all-season seat keeps precious cargo snug in winter and converts to breathable mesh in summer, while the rain cover provides extra protection no matter the weather.

The TRIV next is a trusty travel companion that can also be purchased in a bundle including car seat, stroller and carrycot for effortless everyday travelling around town.

Available in caviar, hazelwood, rainbow, ocean or rose.

www.nunababy.com

Travel Systems:

triv next + pipa urbn bundle – available in caviar or hazelwood - £1,000 mixx next + pipa ubn bundle – available in caviar, hazelwood or pine - £1,100

Customers can buy Nuna’s popular strollers, the MIXX next and TRIV next, in a cost-effective bundle which includes a stroller, car seat and carry cot. Choose from either of the stylish compact strollers and infant car seats, including the game-changing new pipa urbn.

Nuna products are designed to make life as smooth as possible for parents and thanks to the adaptor included, swapping from car seat to bassinet mode is quick and simple.

Introducing

Award-winning compact stroller that faces and folds both ways, packs up in seconds, and quickly converts to an agile travel system for everyday life on-the-go.

nunababy.com

Retail Interview

Baby Boo-tiful

Riding high

How important are wheeled goods to your business?

Wheeled goods to us are very important as they represent a high percentage of our business.

How important is your website and social media to your business?

We do use social media to assist our business, but it’s not just for wheeled goods. Car seats and nursery furniture is a big player in our store. We use our social media platforms to predominately share products that we like.

Our website is also important to the business and is updated weekly. However, our Facebook and Instagram accounts seem to get more hits.

Have you spotted any trends within this category?

There are brands that have moved with the times keeping up with current trends. These manufacturers appear to be taking notes from both customers and the retailer which is a good thing.

We have noticed chrome is not as popular as in previous years, now it would appear to be gunmetal, black or copper.

Some of the 2023/24 colourways in fabric are following catwalk trends. Just take a look at Cybex or BabyStyle as an example.

What do you feel has seen the highest level of innovation or change over the years within this category?

Innovation over the last few years has seen people wanting the seat unit to fold on the chassis. BabyStyle’s Oyster 3 takes some beating on the fold. When we demonstrate the Oyster 3 all we use is two fingers and thumb to close and open the system. This system is very lightweight and we seem to get a lot of people asking us about the Oyster 3.

How do you display wheeled goods within your store?

All the systems on our showroom

floor are displayed on manufacturers plinths with their logo.

When we moved into our new store, we invited all the manufacturers to the shop and gave them a free reign on their floor space. One or two went above and beyond to help us make our showroom look amazing. I must say a massive thank you Team Cybex, BabyStyle and Cosatto.

Do you feel you receive adequate support from your suppliers with regards to POS, product training, etc.?

In our opinion some companies go above and beyond with POS and service. I would even say if you are struggling with anything, simply call them up. We’ve always found them willing to assist where possible.

Are your customers looking at price compared to safety, comfort and style?

This is a good question. Aren’t all customers looking for the best price,

but alas you’re correct as in our opinion they tend not to think about safety, yet style is always important to them.

Do travel systems perform well for you as a business?

Or is there perhaps another wheeled category where you are experiencing an increased demand?

Travel systems are our number one but at this time of year a lot are asking for pushchairs. Easy fold seems to be the winner at the moment. For example, take a look at Cybex colourways on their pushchairs – these are absolutely outstanding and definitely on-trend.

What are your customers main focus when you are talking to them when they are looking at purchasing their ‘first set of wheels’?

Our customers do a lot of homework before coming out

With wheeled goods being an integral arm of their business, we caught up with Baby Boo-tiful’s owner Darran Neal to find out his thoughts on this nursery product category.

looking at the ranges we offer. They will always have a brand they love but we have found by asking them relevant questions we find it’s not always the right system for their needs. Another example is the majority of our customers will have a car seat brand in mind and ask if this will fit on the chassis.

Are brand names important within this category?

I’ve always felt this a bit of an oddity in comparison to other countries. For the UK market Brand names within wheeled goods seem to be more important than any other product. How important is weight and ease of fold when running through the various options with your customers?

It is now a priority for nearly all our customers, with them always

asking about the weight, how easily it folds and how it will fit into their car.

Do you feel your customers research online prior to coming to your store – are they armed with information on a specific product that they want? They do tend to come in with information that they have read up about, but as a retailer if you only

know one percent more you have their attention.

Is this a good product category that enables you to ‘upsell’?

With the products on the showroom floor the main product where we tend not to upsell on is Travel Systems as these always present themselves as fantastic value for money and price point.

New travel systems from

Designed for life without limits, Inglesina’s award-winning all-terrain Aptica XT travel system relaunches with new reclining and rotating infant car seat.

2023 sees exciting new launches and upgrades for Inglesina’s System Quattro packages, including the all-new Aptica Glam Crossover and updated all-terrain Aptica XT. Both travel systems now include a more compact fold and significant weight reduction as well as a new reclining, rotating car seat.

Designed for life without limits, the award-winning Aptica XT travel system dynamically adapts to all terrains and to the child’s growth. New wheels, a 1kg lighter more compact seat, a new hood, larger storage basket and intricate detailing help create a sportier pram with a stronger identity. These updates coupled with its infamous large, ventilated carrycot, Welcome Pad mattress and Adaptive Cruise ensure baby’s ultimate comfort and wellness.

The new i-Size Darwin Infant Recline car seat with rotating base comes as standard with both Aptica travel systems. The car seat includes an innovative mechanism that lowers the backrest and extends the leg rest, allowing the child to safely recline. It also features a fully ventilated shell with 149 holes for maximum comfort, a new energy absorption system and high level Side Impact Protection technology for safety.

Available in Taiga Green, Tuareg Beige and Magnet Grey. For more information or to become a stockist, please contact service@inglesina.com

Wheeled Goods Travel Systems

Cosatto… putting the into pushchairs WOW

Cosatto are experts in pushchairs and travel systems. The brand known for its vibrant prints and design led models boasts an extensive line of wheeled goods in their iconic Wow collection. A pushchair and travel system for every family requirement that is created to stimulate baby too. The team have even worked with the UK’s leading baby labs to design prints that are more engaging for babies. That’s how committed the team is to happy babies. Whether your customers are looking for their first ride for baby, a double because they are expecting twins or a statement set of wheels for all occasions, the Cosatto Wow collection has it all.

Here’s the feature-packed product line-up:

Wow 2

Wow 2 is the feature-packed luxury travel system with enhanced, all terrain performance.

An everyday hero for parents, Wow 2 is the premium, enhanced, high-performance, helping hand. Not only can parents harness early sensory skills by placing baby under their Cosatto travel system sensory hood, but the design also encourages engagement.

It’s compact but roomy. It has a spacious carrycot for growing little ones and a big basket meaning that parents can load themselves up with all their gear and the shopping too. It’s all in the details with Wow 2, from a tonal chassis to accent wheel pips and hidden detailing designed to draw the eye. This multi-terrain offering is built with a smooth one-handed fold mechanism and suspension to ensure max manoeuvrability, allowing those all-important multitasking situations. It’s even tiny boot approved and can fit into a Fiat 500.

Available in: Charcoal Mr Fox, On the Prowl, Wildling, Bureau, Dalloway, Midnight Jungle, Silhouette and Foxford Hall

Wow Continental

Wow Continental is the multi-terrain pram and pushchair great for both town and country.

Not only does it deliver a premium performance thanks to the multi-terrain suitability and dual suspension options, but this pushchair also has a striking continental design. This traditional design with a modern twist pushchair has the Cosatto signature sensory hood to encourage engagement and stimulate baby on the go.

The dual suspension mode means that parents can adapt and change to suit their environment. At the flick of a switch, they can tighten to head into the city for a streamlined, easy-manoeuvre glide or loosen it up for the extra bounce of the country paths.

Wow Continental has plenty of great benefits for the comfort and development of a child. The roomy carrycot gives plenty of space for baby to move and grow. There is also a ventilation panel in the rear of the hood and a winter-flap for weather protection on the apron with integral viewing window. Plus, there’s an adjustable backrest with a recline function allowing little ones to continue lying at an optimum sleeping position at all times. Swap to the spacious reversible pushchair seat when little one is ready to sit up and Wow Continental can be used up until 20kg. The multi-height position comfortable leatherette handle, flip-flop friendly brake, washable liners and mattress cover and a large basket give ease of use for parents too.

Available in: On the Prowl, Wildling, Silhouette, Bureau and Dalloway

Wow XL is the luxury system with built-in tandem option for growing families.

From day one Wow XL can be used as a single child travel system or as a tandem for an older sibling too, it even has a built-in step ‘n’ ride board that will take a child up to 25kg. As with all models, Wow XL also boasts the iconic sensory hood in all carrycot and seat units. From woven textured fabrics and discoverable detailing to chrome chassis, Wow XL has premium craftsmanship. The puncture proof tyres, and premium all-round suspension bring manoeuvrability and comfort. The from-birth carrycot has a deeply padded mattress, a one-handed release and can be used for occasional overnight sleeping. The reversible pushchair seat can be used when little ones are ready to sit up. The single pushchair mode supports up to 25kg so toddlers can use it for even longer. Wow XL can also be used with Cosatto Acorn i-Size infant carrier to turn it into a travel system. Wow XL also has 22 configurations out of the box. It’s a single to tandem travel system which can also take twins and has over 50 different uses. It’s also the sturdy statement pram that folds small. So small that it’s ‘Tiny Boot’ approved and can fit into a Fiat 500 with 2 seat units.

Available in: Charcoal Mr Fox, Bureau, On the Prowl, Silhouette, Wildling.

Other Wow models are available. For more information on the full range from Cosatto log onto www.cosatto.com or please contact Rebecca on rebecca.carson@cosatto.com

Woosh Trail

The lightweight, spacious, multi-terrain, compact-fold stroller with 25kg capacity.

All-terrain punctureproof tyres and shockabsorbing suspension.

Mosquito net and showerproof extendable UPF100+ hood.

Free-standing fold and travel-friendly telescopic pull handle.

Eco fabric. Over 34 plastic bottles in ever y stroller. Contact

Mimi 2-in-1 Pushchair is here!

Babymore, a renowned brand in the baby products industry, is thrilled to announce the launch of their latest innovation, the Mimi 2-in-1 Pushchair. This versatile and stylish pushchair is set to become a sought-after item among parents, making it a valuable addition to retailers’ baby product offerings.

The Mimi pushchair stands out for its exceptional functionality and adaptability, offering two modes in one. It seamlessly transforms from a pram for newborns into a stroller for older infants and toddlers, eliminating the need for separate products and providing convenience for parents. This 2-in-1 feature makes the Mimi pushchair an attractive option for retailers, as it appeals to a wider customer base and offers great value for money.

Designed with both practicality and aesthetics in mind, the Mimi pushchair boasts a lightweight and compact design that appeals to busy parents on the go. Its sturdy frame ensures durability and stability, while the swivel front wheels make manoeuvring effortless. The pushchair’s smooth handling and

comfortable ride will impress your customers, as it offers an enjoyable experience for parents and little ones alike.

Safety is of paramount importance to Babymore, and the Mimi pushchair reflects this commitment. It is equipped with a 5-point safety harness, adjustable straps, and a reliable braking system, ensuring that babies and toddlers are securely fastened and protected at all times. The pushchair’s ergonomic handlebar adds an extra touch of comfort for parents, making it a pleasure to push and steer.

The Mimi pushchair’s focus on providing a comfortable environment for babies is another selling point for retailers. The pram mode features a spacious carrycot, offering optimal comfort for newborns. As babies grow, the carrycot easily converts into a parent-facing or world-facing seat unit, complete with a padded seat, adjustable footrest and removable apron. The multi-position reclining feature allows parents to cater to their child’s comfort, making it an attractive choice for retailers looking to offer products that accommodate various developmental stages.

In addition to its practicality, the Babymore Mimi pushchair boasts a modern and stylish design that appeals to fashion-conscious parents. Available in two attractive colour options, the Mimi pushchair adds a touch of elegance and sophistication to any retailer’s baby product lineup. The high-quality fabric not only looks great but is also easy to clean, ensuring that the pushchair maintains its pristine appearance even after everyday use.

Babymore is known for its commitment to quality, and the Mimi pushchair is no exception. It undergoes rigorous testing to meet the highest safety standards, giving retailers confidence in the product’s reliability and durability. Babymore also provides excellent customer service and support, ensuring that retailers receive the assistance they need to promote and sell the Mimi pushchair effectively.

With the launch of the Mimi 2-in-1 Pushchair, Babymore offers retailers an exciting opportunity to expand their baby product offerings with a versatile, stylish, and reliable product (also available as a full travel system). The Mimi pushchair’s 2-in-1 functionality, user-friendly design, and commitment to safety and comfort make it a must-have for retailers catering to parents’ needs.

If you are interested in stocking the Mimi and taking advantage of the introductory offer, please contact michaela@babymore.co.uk www.babymore.co.uk

Retailers will also appreciate the Mimi pushchair’s attention to storage solutions. With a spacious and easily accessible under-seat basket, there is ample room to store essentials for both baby and parents

The perfect combination of style, functionality and value for money - a must-have addition for retailers.

Discover the perfect Travel System for you!

My Babiie offers a wide choice of Travel Systems, from the fun, bright MB200i to the sleek and classy Belgravia.

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

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

The brand new MB200 iSize Travel System is one of My Babiie’s most affordable options. It offers a practical and stylish solution for those who want to ensure safety and comfort for their little ones while traveling. With highquality materials, attention to detail and the brand new iSize Infant Carrier, this travel system is sure to impress even the most discerning parents. Not to mention that parents are spoilt for choice with over 6 different stylish designs to choose from!

A little bit higher up the range we have the MB250 iSize Travel System. This is another amazing choice for parents who want a stylish and practical Travel System that offers maximum safety for their precious cargo. This Travel System also has the handy feature of the seat unit that can be attached both worldfacing and parent-facing to suit the parent’s needs.

And lastly, My Babiie’s most premium option we have the MB500 iSize Travel System or better known as The Belgravia Travel System. This is a luxurious and innovative Travel System designed to cater to the needs of both parents and

NEW COLOURWAY

Brand new colours and designs are always exciting and My Babiie’s latest colour is certainly one to take notice of.

The brand new oatmeal colour is attention-grabbing, sleek and trendy, as we see this colour grow in popularity in all aspects of life, parents will be glad to know that My Babiie have launched five different products in this colourway so parents can have the full matching set!

babies. This Travel System comes with a range of advanced features that make it a great option for parents who want to travel with their baby in style, comfort and safety. One of the key features is its iSize compatibility and smooth transitionility, from car, to pushchair, to home. The seat unit can be both parent-facing and world-facing for ultimate customizability and with high-quality, premium fabrics and wheels, this is certainly a luxe option. hello@mybabiie.com www.mybabiie.com

Get ready to roll with the Liki Trike

The Liki Trike is a must-have for curious toddlers keen to explore their surroundings.

With its 5 different modes of use, the Liki Trike will grow along with them from 10 months to 3 years old as they form their independence and develop their motor skills. During this time, parents can take full control using the parent steering bar until their child is ready to steer the way on their own.

Along with keeping them engaged, Liki is compact and easy to transport, designed to easily fit in the boot of the car or the aeroplane’s overhead bin. So, whether they’re heading to the park or off on a family holiday, Liki can accompany them for the adventure.

sales@cuddleco.co.uk

The Perfect Team - Joolz x Filling Pieces

Joolz collaborates with high fashion streetwear brand to create Limited Edition Geo3 Stroller.

Experts in forward thinking pushchair design, Joolz, is thrilled to announce a truly exciting collaboration with high fashion streetwear brand, Filling Pieces.

An iconic partnership of Dutch excellence, the brands have joined to create a limited edition Geo3 stroller, inspired by the importance of teamwork within parenthood, because without question, it takes a team to raise a child. The premium pushchair incorporates Joolz eco-conscious design with Filling Pieces varsity-inspired style, bridging the gap between families and fashion.

Every premium stroller is adorned with hand designed, positive patches and even comes with a matching pair of limited edition Joolz x Filling Pieces baby sneakers for little ones to truly become part of the team!

Truly exclusive, with only 100 going on sale in the UK and 1,700 globally, the sleek and thoughtful design celebrates the eclectic definition of family, shining a light on unity and teamwork.

info@joolz.com

The Li ki’s unique small -fold mechanism allows it to simply fo ld and unfo ld at the cl ick of a button, mak ing it the wo rld’s most compact tr ike.

Maxi-Cosi Adorra Luxe

The Adorra Luxe is a luxurious special edition travel system from Maxi-Cosi.

Including the hero Adorra Luxe pushchair, matching Maxi-Cosi Pebble 360 i-Size car seat, Oria Carrycot and a teddy lined footmuff so that parents have everything that they need for baby on the go. Suitable from birth up to 22kg, Adorra Luxe features premium matching fabrics, a stylish chrome chassis and deluxe vegan leather details. The comfortable padded seat also includes thermo regulatory materials to ensure that baby is content regardless of the temperature. Not only is it a lightweight option at just 12kg, the XXL shopping basket can also hold up to 5kg, so parents can carry more than just their essentials. Bi-material wheels and ergonomic side brakes also ensure a smoother rider and more durability.

www.maxi-cosi.co.uk

New Pack Wei from

Style and luxury

Meet Maxi-Cosi

Leona² Luxe, a compact addition to the brand’s iconic Luxe collection.

Not only does it boast stylish finishing and luxurious fabrics, it offers little ones maximum comfort in a city-friendly size. With its bigger puncture-proof wheels, super-absorbent suspension, comfortable seating and an extendable canopy, Leona² Luxe has all bases covered. It is easy to fold, has a reversible seat, height adjustable backrest and is a luxurious 3-in-1 travel system.

www.maxi-cosi.co.uk

Now at a lower retail price of £999. All colourways in stock.

The Pack Wei is a complete travel system. It includes a chassis, carrycot with hood and apron, seat unit, lie-flat car seat, and raincover.

At only 52cm wide with wheel ball bearings and suspension, the Pack Wei is easy to manoeuvre, provides a smooth ride, and is compact when folded.

The large carrycot is ultra-light, mesh ventilated, includes a soft fresh mattress, and is made from UPF50+ fabric to offer excellent sun protection.

The car seat features a clever system that allows the seat backrest to be reclined to the lie-flat position, and has been carefully designed for safe, comfortable journeys.

Available in 5 Soft fabrics.

Bébécar UK is part of the East Coast Group.

01692 408801 |sales@bebecar.co.uk

www.bebecar.co.uk

The power of nature and minimalism in one

Discover Tinum Edge - the new minimalist and elegant version of Venicci’s highly desired pram. Let’s find out what the brand has prepared for us this time!

When creating new products, Venicci always highlights the importance of safety, functionality and design. Each pram should provide maximum comfort for the baby and parents, make every day life easier and look beautiful. So it happened; the new Venicci Tinum Edge is a continuation of one of the best-selling Venicci ranges, this time in a more tone-downed version for those who prefer subtle designs.

Tinum Edge is the answer for those who value minimalism. This natureinspired collection is available in 4 colour variations: Moss (Khaki), Dust (Beige), Ocean (Navy Blue) and Charcoal (Graphite). Its lightweight, compact construction and numerous features, makes it a perfect choice for future parents.

This pram has been designed to accompany parents from the day their baby is born until they take their first independent steps.

The carrycot in Tinum Edge is spacious, ensuring that the little one will have plenty of room inside. Additionally, it features built-in panoramic ventilation, which especially during hot days, provides airflow within the carrycot. It is also suitable for overnight-sleeping, which is an extremely useful function, especially when away on family holidays.

To facilitate everyday use, the carrycot can be detached from the frame effortlessly using memory buttons. Also, the material used in Tinum Edge is

The complete novelty in the Tinum Edge bundle is the new I-Size car seat: Venicci Engo along with a compatible Isofix Base.

Engo is specifically crafted for infants measuring between 40 and 87 centimeters. Its robust and meticulously designed structure guarantees reliability and longevity. The application of highest quality materials ensures Engo is a secure option. This car seat has successfully undergone extensive testing in accordance with the stringent ECE R129 I-Size standards. Engo offers four handle positions, including a lock position to firmly secure your child in the car seat.

UV50 resistant and water-repellent which adds to its durability and functionality.

The pram frame is lightweight, practical, and easy to use. When it comes to folding it, simply press the dedicated button, and the frame automatically folds into a compact size. Thanks to its large and sturdy wheels, Tinum Edge excels on even the most challenging terrains without disturbing the baby’s sleep. This pram is also an ideal solution for taller parents, thanks to its telescopic, extendable handle. For those interested, additional carrycot height adapters are available to raise the carrycot by up to 10cm.

A significant stage in the life of both parents and their little ones is the transition from the carrycot to the pushchair seat. The Tinum Edge seat unit offers numerous features that make its usage an absolute delight.

The seat unit with a weight limit of 22kg, is perfectly suited for both rearward and forward-facing rides. Moreover, it can be folded together with the frame in both directions, adding to its convenience. The new and improved harness adjustment allows parents to quickly and efficiently secure their little one in the seat.

Tinum Edge is a pram that grows with the child. With its adjustable footrest, parents can customise the pushchair to meet the needs of their small passenger.

Tinum Edge is equipped with a wide range of accessories, including a first ever Venicci backpack, which matches the rest of the pram and is perfect for everyday strolls but can be used as a fashionable accessory due to its stylish design.

Tinum Edge is available as three separate bundles 3in1 Plus Isofix Base, 3in1 and 2in1 which also includes car seat adapters.

Safe, Functional, Stylish: Tinum Edge in four sophisticated, inspired by the beauty of nature  colours - Available July 2023.

Accessories continue to cater to growing demand

The Accessories category provides fantastic add-on opportunities for retailers – covering parasols through to soothers.

Image courtesy Rockit

Wheeled Goods Accessories

Rockit Continues to Soar

Rockit, the Bristol based business behind the Rockit Rocker recently launched a rechargeable version of their multi award-winning baby ‘must-have’.  The company was founded in 2016 and they launched the original Rockit Rocker the following year. It was a completely unique product – a portable baby rocker that gently rocked babies to sleep in their pushchair or pram.

Rockit was developed by 3 ordinary dads on a mission to help other parents safely soothe their babies to sleep. Dr. Nick Webb invented it when his threemonth-old daughter Abby refused to sleep in her pushchair. One evening he had a lightbulb moment and took an old printer apart, salvaged the motor and soldered together a bunch of components. The resulting prototype worked, and the very next day Abby remained asleep even when the pushchair stopped moving. Nick, who has a PhD in vibration and acoustics engineering, set about developing and refining the design with his brother-in-law and co-founder Matt Dyson who had previously taught product design in schools and colleges for 20 years. Over the following 18 months and with funding from the Design Council they turned the prototype into a commercial product.

Nick Webb comments “When we were developing the product in my shed in Bristol, we didn’t dare to dream that the Rockit would go on to be such a global hit. We are constantly looking at ways to innovate and improve our products and the newly upgraded Rockit is more sustainable and easier to use. It’s been a really successful 18 months, including a once in a lifetime visit to Buckingham Palace to celebrate winning two Queen’s Awards for Enterprise. We were one of only seven companies in the UK to be double award winners in 2022. King

The Rockit Rocker was launched in November 2017 and within a few months it was stocked by John Lewis, JoJo Maman Bébé as well as over 130 independent retailers all over the UK. Fast forward to 2023 and Rockit is now exported to over 40 countries across 6 continents.

Charles was really interested in the story behind the Rockit and enjoyed a demo of it in action.”

Rockit have won numerous other awards including golds at the Made for Mums and Junior Design Awards. They have also been featured repeatedly in the media, including appearances on the BBC News and in Vogue.

Matt Dyson continues “The team are really excited about the future with new products in the pipeline and the opportunity to expand into more international markets. We recently returned from a very successful trip to the ABC Kids Expo in Las Vegas, where the full Rockit product range attracted loads of attention.”

Rockit’s range of child sleep tech include ‘Zed’, an astronaut shaped sleep aid that sends babies to sleep just like the car. The finely tuned vibrations ripple gently through any mattress, encouraging a deep sleep. Last year, they launched ‘Wooshh’, a small but mighty sound soother which measures just 6cm tall, has 8 calming sounds, 4 volume levels and is USB rechargeable. It even includes a real space sound! (Used with kind permission of NASA).

Another giant sleep for babykind!

You can find out more about the Rockit sleep products by simply visiting their website or by getting in touch via email.

sales@rockitrocker.com

www.rockitrocker.com

From a shed in Bristol to hobnobbing with royalty and then landing in Vegas.

Ergonomic by design

Doctor-founded brand Eyas have launched their debut product.

The Wedge - the ergonomic pram cushion that ensures proper pram seating position for a child and helps prevent bad posture. The first and only product on the market to date – The Wedge ensures optimal spinal development for baby and is a must-have for compact prams. Peer-reviewed with evidencebased research and endorsed by a myriad of UK paediatricians to provide developmental benefits for children.

Compatible with all prams.

support@eyaslondon.com

Upgrade sleep as they stroll with The Little Green Sheep

Luxuriously natural mattresses travel systems.

Famed for creating the UK’s first organic cot mattress, The Little Green Sheep is a brand that has had mattress excellence at its core for almost two decades. Passionate about creating natural environments for sleep from day one, the brand not only has the home covered with its lovingly handmade range of natural mattresses that are free from all nasties, but also out and about!

The Little Green Sheep has an extensive collection of pram mattresses, so parents can upgrade from the cheaper foam mattress that most commonly comes with a travel system and instead have a  Little Green Sheep mattress, that is naturally fireproof, insulating, breathable and hypo-allergenic. Essentially creating the travel system of dreams!

TEL: 01789 734022 | trade@greensheepgroup.com

Keeping calm with Calmi

Calmi R129 is a luxurious lie flat car cot from Joie will let little ones’ travel in the height of safety and sophistication.

Tested against the tough R129 standards, the calmi R129 provides increased side impact protection by positioning baby’s head at the safest point in the vehicle. Calmi R129 keeps baby in the safest, 180o ‘lie flat’ position and has a cosy insert to keep newborns properly positioned at all times, supporting little necks and spines so you can journey for longer whether you are in the car or out for a stroll. Calmi R129 pairs easily with Joie’s aeria and finiti pushchairs using adapters.

Just pop calmi R129 off the base and on to your pushchair frame and off you stroll. Calmi R129 pairs with Joie’s i-Base Encore. i-Base Encore sold separately.

uksales@joiebaby.com | www.joiebaby.com

Go from ONE toTWO in a breeze

The

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

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

The connectors are super easy to attach, literally in a minute or two! There are three connectors in the box, they attach in three points to both strollers, twist to close and away you go! They come in a handy storage pouch to keep

Bags of Style with Junior Jones

The Junior Jones Changing Backpack is the ultimate travel companion for parents searching for a changing bag that offers the perfect balance of style and function.

Featuring faux leather detailing, this unisex backpack is an investment for years to come. Stylish, yet practical, the bag has plenty of inside storage space allowing parents to pack for every eventuality. From backup outfits to nappy changing essentials and snacks, the Junior Jones Changing Backpack has room for all the necessities, plus more!

The bag features internal pockets to keep everything organised, along with two front zip pockets for easy access to spare dummies and bibs. sales@cuddleco.co.uk

them safe when not in use and fit easily into the stroller storage basket.

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

www.leclercbaby.com

Got you covered

From stylish award winning changing bags that could double as handbags, to warm cosytoes and fur accessories to spice up your stroller or pushchair and parasols for those hot sunny days!

hello@mybabiie.com

www.mybabiie.com

On trend with Leclerc

Introducing the ultimate Luxury Changing Bag for modern parents on the go!

Made from the finest of fabrics with exquisite finishing touches, this changing bag is the perfect, stylish accessory.

This lightweight changing bag is both stylish and functional. It has a detachable and adjustable shoulder strap to carry over the shoulder or across the body and carry handles to grab and go. You can also attach the bag to the handles of your stroller.

The spacious interior is wipe-clean and features multiple, useful compartments for nappies, baby wipes and bottles, and pockets for keeping all of yours and your baby’s essentials neatly organised. A

padded changing mattress is included for comfortable, practical baby changing on the go.

The unisex design means this changing bag suits everyone. Throw it across your body for the casual, relaxed look or carry it like a super chic handbag, the choice is yours.

Once you’ve finished using it as a changing bag, continue to use it as a stylish everyday bag for family outings.

Available in five on-trend colours to coordinate with your Leclerc Baby stroller, this Luxury Changing Bag is the perfect choice for any modern parent.

www.leclercbaby.com

For those that want more, My Babiie offers a host of brilliant accessories.

Wheeled Goods Supplier Focus

Parents lives made easier

The wheeled goods category has demonstrated great growth and innovation, what do you feel is the main driver in this sector?

As brands, our mission is to make the lives of parents easier which inevitably drives innovation and growth. This innovation raises the standard for parents and drives further growth within the category. We’re proud of growth including our Jaya which combines compact and lightweight with our auto fold for ultimate convenience.

Is innovation continually moving forward within the wheeled goods category?

Yes, we believe innovation is constantly developing within the category. As a brand we are always innovating to meet the needs of parents along with satisfying trends and style preferences. With the continuing cost of living crisis, do you feel consumers are looking more at price vs. function?

We know that with the cost of living crisis, parents are more conscious of price and budgets than ever before. We work hard to offer our products at a value price without compromising on functionality.

With so much choice available, does this confuse the consumer?

Whilst the wheeled goods category boasts options across functionality, style and size, as brands we are responsible for communicating product ranges and making this clear for consumers. We also know that retailers play a huge role in this process by

offering expert advice to consumers based on their individual needs.

Are consumers looking at ecocredentials on products as part of their buying decision?

Consumers are more aware of products ecocredentials than ever before which is why all of our new products will include EcoCare 100% recycled fabrics, so parents don’t have to compromise on sustainability when shopping for their new arrival.

How important is social media for brands within the wheeled goods category?

Social media plays a huge role in the purchase decisions made by many new parents across all categories, including wheeled goods. With social media highlighting the great features that products have to offer, it’s a great tool for parents to find products and features which suit them.

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

Absolutely. Travel systems are one of the largest purchases new parents will make for their new arrival so it’s important to research and choose a product that will work for their needs. Parents have many resources which they can access including online guides, retailer expertise and social media to shape their decision.

Are brand names important to consumers when looking at prams, pushchairs, etc.?

Parents look for features that work for their

lifestyles and requirements along with safety, style and functionality. Brand names can help parents feel confident in their purchase decisions which is why we’re so proud of our brand heritage. Is this a category where retailers can excel by way of good demonstration of product?

Good retailer demonstrations are a huge advantage to retailers as parents can better understand how product features will benefit their lives. We also know the significant value in parents being able to see pushchairs fold and even try them in their own cars.

What type of support do you provide to retailers who stock your products?

Our excellent Brand Coach team covering the UK and Ireland offer training and support to retailers so they feel confident with our product ranges. We’re also pleased to support retailers with both digital and trade assets to maximise success. What benefits can retailers expect by stocking wheeled goods within their stores? Do you feel a good level of choice is key?

Having a selection of wheeled goods allows parents to explore options and make an informed decision on their purchase. This is a great opportunity for retailers to engage with both new and loyal customers.

This issue we had the pleasure to catch up with Dorel’s Field Marketeer Rose Landreth to find out her thoughts on the ever-growing wheeled goods sector.

Strollers set for success

The Stroller category continues to deliver great options for parents seeking lightweight and easy to manoeuvre solutions when out and about. You’ll find a number of products, all available to order now across the following pages.

Image courtesy of Joie

Sales of Myavo, the new compact stroller from Graco, have maintained steadily strong since launch in March, with the range now consisting of five fantastic colourways, offering something for everyone.

Highstreet

Knowing that the product would appeal to fashion conscious parents, looking for style appeal and convenience at a great price, the team aligned with popular media titles, that engage with parents in a highly contemporary way. Pitching Myavo as a ‘highstreet hero’ the team leveraged social media and face-to-face contact to drive word of mouth.

The Mum Club partnership worked incredibly well for Graco. The Mum Club is an online members club with 52 franchises around the UK and 1 in Dubai who hold get-togethers and events, connecting mums face-to-face and online. The Mum Club has a relatable, contemporary appeal and genuine tone of voice. Its social content is fresh, supportive, and humorous thus appealing to a younger demographic of mum aged 25-34.

To launch Myavo, The Mum Club created original content for Instagram, featured the stroller in a ‘Best Baby Buys of 2023’ editorial, awarding it a Loved By Us seal of approval. A hugely successful element of the partnership was the sponsored ‘Walk and Talks’ with four franchisees where members trialled Myavo and chatted over coffee.

Launching in Steeple Gray, the range has now been extended to include Dusty Rose, Clover, Midnight (exclusively at Smyths Toys) and Mint (exclusive to Argos) colourways, all in muted tones to add to the contemporary feel.

It’s hard not to see Myavo’s appeal. Not only is this a good-looking stroller, its affordable price of £130.00, includes a full range of features:

• Graco’s first one-second, one-hand stand-alone fold (with integrated fold lock)

• Removable, rotating bumper bar & adjustable calf support

• Large, easy access storage basket

• Suitable from birth up to approx. 4 years (0-22kg)

Luisa Rollins-Svensson, Graco Consumer and Trade Marketing Manager, said: “We were confident Myavo would do well in the UK market, given the current financial pressure parents are under. We have worked hard to raise awareness that Graco stands for quality and safety at great value. Myavo ticks all the boxes, delivers style, substance, and a high-end appeal at a high street price. There’s no better time for Graco to be helping parents and carers to get the style they want, at a price that protects their budgets.” uksales@allisonbaby.co.uk

Graco is celebrating its Gold Award from parenting favourite Bizziebaby for EeZeFold.

The stroller is a fast fold, light weight, compact stroller, ideal for busy families on the go and its budget friendly at just £150. The Bizziebaby awards are judged by parents for parents following extensive real-world testing of products. The reviewers awarded EeZeFold the highest accolade because: “The one-second fold is a great feature.”

“It’s not expensive at all, the quality is great and it’s versatile so we can use it for years.”

“It’s lightweight and very easy to handle on all terrains.”

uksales@allisonbaby.co.uk

www.gracobaby.eu/uk

Go pro

suspension and PunctureProof tyres.

Packing up is easy even when hands are full – one quick tug of strap and the litetrax pro easily folds into a free-standing compact fold that’s perfect for tucking into small spaces or carrying on public transport. Transferring sleeping baby or adventure with a busy toddler made easy – with carry cot, infant carrier and pushchair modes, this versatile 3in1 travel system can meet a child’s needs from birth to big kid.

uksales@joiebaby.com www.joiebaby.com

Compact umbrella fold

The nitro from Joie is a handy travel mate which ensures 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 multiposition, flat reclining seat and UPF 40+ sun canopy give tired out travellers a place snooze on those bust adventures.

It’s time to go pro with the new litetrax pro from Joie, a lightweight, easy-fold stroller that is ready to roll on any adventure thanks to the luxe

Compact Folds

Compact Systems continue to flourish

Compact Folds have gained immense popularity among parents due to their convenience and innovative design. These offer a range of features that make them a go-to-choice for parents on the go. From their compact size to their easy folding mechanism, coupled with also being offered as an all-in-one travel system Compact Folds provide a host of benefits that cater to the needs of modern families.

Image courtesy of Junior Jones

Wander off the beaten path

Baby Jogger City Mini GT2 provides uncompromised agility on any terrain.

Baby Jogger is for parents with passion and purpose, who want to continue to live life to the fullest and to share their adventures with their child. Because what’s better than doing what you love with who you love? The Baby Jogger strollers conquer curbs and stairs, fold small for travel and are built strong to let you wander off the beaten path.

The Baby Jogger City Mini GT2 has Forever Air rubber tyres with all-wheel suspension providing uncompromised agility on any terrain. The signature one-hand compact fold, adjustable handlebar, and hand-operated parking brake provides the ultimate convenience while the adjustable calf support and near flat seat recline allows you to find the most comfortable position for the child.

Create a travel system with the City Mini 2 carrycot and car seat adapters or customize your ride with a variety of accessories!

christopher.grech-cini@newellco.com

Junior Jones Aylo

Delivering style, function and comfort

Delivering style, function and comfort redefined

Instagram worthy and influencer approved – the Junior Jones Aylo Stroller is already a hit with parents. Check out their Instagram grid and you’ll see snaps of chic parents out and about with Aylo, unboxing videos and demos from exclusive retailers. This pushchair is on every parent’s wish list.

But that doesn’t come as a surprise to us. Aylo is the ideal stroller for urban families on-the-go, combining the best of function and style to offer parents the perfect travel companion.

An extra smooth ride

The stroller boasts the latest Tru-Ride2 technology. The superior bearings and bespoke tuned suspension work in harmony with the PU tyre to provide parents an effortless push experience. The tyres and suspension have been designed for maximum comfort, durability and ease of handling, a must-have for everyday strolls.

Style and comfort

Made with premium, crease-resistant knitted fabrics that are complimented with a soft-touch, grain leatherette handle and bumper bar, and a sleek glossfinish chassis. Aylo’s sleek design earns it major style points.

Featuring a plush head hugger and padded shoulder straps, Aylo

keeps baby safe and secure with an easily adjustable, 5-point harness.

Developed with comfort and style in mind, baby will stay snug as parents stroll in style. With a 3-position seat recline, extendable hood and a luxurious padded seat, for comfy naps while out and about.

Ultimate convenience

Packed with practical features, parents will love the quick and easy adjustability whilst on the go. Including a compact, freestanding, one-handed fold in just 3 easy steps. Whether the seat is world or parent-facing.

Aylo seamlessly adapts to parent’s needs. Effortlessly switch from carrycot to car seat to pushchair in one easy click. Aylo’s adaptors work with most leading car seat brands, meaning parents can easily create their perfect travel system.

Bag a bundle

Available in four modern shades, along with flexible bundles and travel system options to choose from, parents are spoilt for choice. Plus, Aylo has plenty of stylish stroller accessories to accompany parents on their travels.

MADE FOR MODERN LIFE.

Quick and easy adjustability

Compact fold.

Extra smooth ride with Tru-Ride2.

The ideal stroller for urban families on-the-go

Order Aylo today sales@cuddleco.co.uk

Ex tendible hood with sun visor.

Telescopic , adjustable handle

Easy 3 position seat recline.

One- hand hood and harness adjustment

An e ortlessly smooth multi -terrain ride with Tru- Ride2 technology

Step -on, step -o flip- flop friendly brake.

Swivel front wheels with simple twis t lock

Quick one- hand fold, with or without seat, in parent or world-facing mode

Compact Folds

Ticks all the boxes

In an update to the ever-popular Zelia pushchair, the Maxi-Cosi Zelia Luxe is the pushchair for the stylish urban parent on the go.

Available with the same premium fabrics and details of the Adorra Luxe, the Zelia Luxe ticks all the boxes. The seat converts easily into a from-birth carrycot meaning there is no need to purchase an additional one for baby, and at naptime little one can be swiftly moved to a lie-flat position when out and about. The lightweight chassis makes it simple to manoeuvre around the city. Zelia Luxe also has a compact fold so that it can be stored neatly in smaller spaces and car boots with ease. Combine with the CabrioFix i-Size to go from car to pushchair in seconds.

www.maxi-cosi.co.uk

Neat, compact, and with an auto-fold

The Influencer Air is the perfect solution for parents on the go.

The Influencer Air is the latest addition to the Leclerc Baby portfolio. Weighing only 6.6kg, it is light, neat and compact, with no compromise on style, manoeuvrability or safety. Using only gravity, the stroller folds down neatly in just 1.5 seconds! It comes complete with a travel bag for convenience when travelling, ideal for carry-on luggage when travelling by plane.

The Influencer Air features additional ventilation panels for holidaying in warm climates and is suitable from 6 months up to 22kg. Reflective piping on the hood is ideal when walking on Winter evenings, and UPF 50+ adds additional protection in the Summer months.

Available in a range of the latest stylish, on-trend colours including Cloudy Cream, Violet Grey, Denim Blue, Golden Mustard and Piano Black. With the additional car seat adaptors (sold separately), baby can enjoy a comfortable ride from birth in their Group 0+ Car Seat.

The Influencer Air is now available for immediate delivery.

Great for urban families

Introducing the ultra-compact and lightweight addition to the Maxi-Cosi pushchair range, Lara². Ideal for urban families who are always on the move and need that extra bit of space and convenience, Lara² is suitable from birth to approximately 4 years old (22kg) and weighs just 6.4kg.

It has a shoulder strap allowing it to be carried easily, and boasts an easy one-hand flash fold, meaning it can be opened or collapsed with minimal effort. Not only does it feature three recline positions including lie flat for relaxing naps on the move, it also has two storage baskets so parents will always have everything to hand. Made with premium, breathable mesh fabrics for a cool and comfortable ride for baby, Lara² is also compatible with selected Maxi-Cosi car seats to be used as a complete travel system.

www.maxi-cosi.co.uk

Wheeled Goods

Compact Folds

Folds in seconds

Leclerc Baby have collaborated with the Italian children’s fashion design house Monnalisa to bring you this stunning range of floral fabric designs to adorn their award winning strollers.

With the auto-fold Leclerc Baby are renowned for, this stroller is more than just good looks. It folds in seconds using gravity alone. This one-touch auto-folding system is perfect for busy parents, long gone are the days of battling with a bulky travel system!

The sumptuous and comfortable fabrics feature the iconic floral Monnalisa designs for a truly stunning ride for your little one. Additional features include flip-flop friendly brake, adjustable backrest and leg rest, 5 point safety harness with magnetic buckle, large protective canopy with 50+UPF protection and all-round suspension.

The Leclerc Baby by Monnalisa stroller is available in three colours: antique pink, birch, and deep black, with a pink gold frame complementing the brand’s iconic floral pattern. www.leclercbaby.com

Perfect parcel

Made for when hands are full and storage is limited, parcel will quickly fold making it perfect for tucking in small spaces or carrying on public transport. The extended usage lets you think long term, giving growing travellers a comfy seat all the way up to 22kg. With 3 ways to roll in one, incorporating carry cot, infant carrier and world facing modes, this is the only stroller needed for the years of adventures ahead.

With 4 recline options, parcel has the perfect position for little one, whether they want to lie flat and sleep, kick back and relax or sit up and take in the sights, you can fine tune the seat to meet their needs.

uksales@joiebaby.com

www.joiebaby.com

Make a pact

Weighing in at just 6kg, the pact is suitable from birth right up to 15kg. With a fully flat recline, it gives tired travellers the perfect place to grab a quick snooze, and it’s also compatible with the gemm, i-Gemm and i-Level infant carriers.

Living up to its name, the pact, packs down to almost half of its size in a matter of seconds with a swift, one handed motion making it an ideal option for families on the go or to leave at the grand-parent’s house.

Parcel is the newest stroller on the block, from Joie Signature, and means no more heaving and hefting –weighing in at just 6.9kg, this welterweight wonder is designed to roll for years and is effortless to lift and store.

Lightweight and compact, the pact from Joie is the new best friend when travelling with a little one.

Moving forward with Babymore

The wheeled goods category has demonstrated great growth and innovation, what do you feel is the main driver in this sector?

Changes in lifestyles, technology, safety, and, of course, fashion are what drive growth and innovation in the wheeled goods sector. Manufacturers introduce new features and designs to meet the diverse needs of parents seeking convenience and increasingly good value-for-money.

Technological advancements enhance efficiency and durability, while safety and fashion considerations cater to personal preferences. These drivers guarantee a promising future for the industry, offering innovative solutions that meet the evolving demands of consumers.

Is innovation continually moving forward within the wheeled goods category?

Yes, innovation is continually progressing this category.

Manufacturers are constantly pushing boundaries, introducing new technologies, features, and designs to enhance functionality, safety, comfort, and sustainability. Customer feedback and market research play a vital role in driving innovation and meeting the evolving needs of consumers.

With the continuing cost of living crisis, do you feel consumers are looking more at price vs. function?

With the ongoing cost of living crisis, consumers may be more inclined to consider the price-to-function ratio when purchasing a pushchair. While functionality and quality remain important factors, the economic situation may lead some parents to prioritise affordability but without wanting to compromise on essential features and safety for their child. With a great selection of products available in this category, do you feel it is slightly oversaturated, or is there a place for everyone?

In the wheeled goods category, while there is a wide selection of products available, there is still room for everyone. The diversity of offerings

Wheeled Goods Supplier Focus Babymore

allows for different brands and models to cater to various preferences, needs, and budgets. This ensures that consumers can find the right product that suits their individual requirements and preferences.

With so much choice available, does this confuse the consumer?

With a wide range of choices available, it can be overwhelming for consumers to make a decision. However, it also provides them with the opportunity to find a pushchair that meets their specific needs and preferences. Thorough research, understanding priorities, and seeking recommendations can help navigate through the options and make an informed decision.

How important is social media for brands within the wheeled goods category?

Social media plays a crucial role for brands in the wheeled goods category. It provides a platform for effective communication, engagement with consumers, showcasing products, and building brand awareness. With the ability to reach a wide audience, social media enables brands to connect with their target market and drive customer loyalty and sales.

Do you feel we are experiencing any particular (or predicting emerging) trends with regards to wheeled goods?

Yes, there are several emerging trends in the wheeled goods category. Some of these include the rise of eco-friendly and sustainable products, advancements in smart technology integration, the focus on multifunctionality and adaptability, and the growing demand for a very compact and easy folding option. These trends reflect the evolving needs and preferences of consumers and drive innovation within the industry.

Is this a category where retailers can excel by way of good demonstration of Product?

Absolutely. In the wheeled goods

category, retailers have the opportunity to excel by providing good product demonstrations. By showcasing the features, functionalities, and benefits of different strollers and pushchairs, retailers can help customers make informed decisions and experience the products first-hand. Effective demonstrations can create a positive shopping experience and build trust, ultimately leading to customer satisfaction and loyalty.

What type of support do you provide to retailers who stock your products?

Babymore provides comprehensive support to retailers who stock their products. This includes marketing materials, product training, and after-sales support. They offer promotional campaigns, point-of-sale materials, and online resources to help retailers effectively promote and sell their products. Additionally, Babymore has a dedicated customer service team that assists with any inquiries or issues retailers may have, ensuring a positive partnership and allowing the retailer to concentrate on sales. What benefits can retailers expect by stocking wheeled goods within their stores? Do you feel a good level of choice is key? Retailers can expect several benefits from stocking wheeled goods in their stores. By offering a variety of choices, retailers can cater to the

diverse preferences of customers and increase their chances of making a sale. Wheeled goods are popular and essential items for parents, making them a reliable source of revenue. Additionally, stocking wheeled goods can attract customers to visit the store, potentially leading to increased foot traffic and sales in other product categories.

Finally, is there any advice you can offer retailers who stock your wheeled products?

For retailers stocking wheeled products, my advice would be to ensure effective product display and demonstration to attract and engage customers. Familiarise yourself with the features and benefits of the products to provide knowledgeable assistance to customers. Offer a range of options to cater to different budgets and preferences. Lastly, prioritise customer satisfaction by providing excellent customer service and after-sales support. At Babymore, we support our retailers in every way we can, but we are always open to suggestions from retailers about how we can work more closely together.

This issue we had the pleasure to catch up with Babymore’s Managing Director, Richard Chen to find out his thoughts on the evergrowing wheeled goods sector.

WonderFold Wagons – The Original and the BEST!

Taking family outings to the next level.

Since their introduction to the UK earlier this year (March), WonderFold Stroller Wagons have been offering families a ground-breaking and versatile alternative to traditional strollers, catering to the evolving needs of parents, especially those with larger families.

What are WonderFold Stroller Wagons?

WonderFold Wagons are an all-in-one wheeled good solution that means parents no longer have to carry bags and equipment, plus keep track of toddlers, whilst also pushing the youngest family member in a stroller!

NEW from distributor Baby Central, depending on then model, a WonderFold Wagon can hold up to four children at once (from 6-months plus), with a weight capacity of up to 21-stones! Fully safety certified, all seats feature a five-point harness. The all-terrain wheels and spacious interiors provide a safe and comfortable environment for children, while offering ample storage and convenience for parents.

Already a household name in the U.S and used by celebrities such as Kylie Jenner and Chrissy Teigen, as well as Kim and Khloe Kardashian, WonderFold wagons combine functionality, durability and style, providing an exceptional solution for family outdoor adventures and everyday activities.

With several ranges, and even a special edition VW Camper Van, there is a WonderFold to suit every family. WonderFold Wagons come with a multitude of features, including:

• Removeable raised seats

• 5-point safety harnesses

• Removeable, adjustable canopy

• Ample storage compartments

• All-terrain wheels

• One-foot break

• Easy to fold, standing when folded

• All essential cup holders!

Versatility for Diverse Customer Demands

WonderFold Stroller Wagons are designed to cater to the diverse demands of today’s customers. With their multi-functional capabilities, these wagons can be used as strollers, wagons, or even portable playpens, offering customers versatility whilst out and about at the park, beach and festivals. This adaptability ensures that retailers can provide a product that meets the varying needs of different customer segments, from families with young children, to outdoor enthusiasts and even pet owners (with the Pet Stroller or M1). By offering WonderFold Stroller Wagons, retailers can tap into a wider customer base.

Attracting Customers with Safety and Comfort

When it comes to children’s products, safety and comfort are paramount. WonderFold Stroller Wagons prioritise these factors, incorporating features such as five-point harnesses, secure braking systems and durable construction. These wagons provide a safe and comfortable environment for children, giving parents peace of mind while out and about.

Get Ahead of the Game

WonderFold Stroller Wagons go beyond being a mode of transport; they improve the overall family day out experience for parents. With spacious interiors, ample storage compartments and convenient cup holders, these wagons allow hassle-free manoeuvrability.

Currently, Baby Central is the sole distributor of WonderFold Wagons in the UK. As this game-changing range is, as yet, not commonly found elsewhere, there is an opportunity to jump on the ‘WagonFold band wagon’, to be one of the first to stock this US-best-selling brand!

For further informaton contact: rebecca.atkinson@babycentral.co.uk Tel: 01538 399541

www.wonderfoldwagon.co.uk

Customer Feedback:

“We have a WonderFold W4 Luxe and it really was life changing for me when I first had the girls, (I have triplets). It was the only way I could ever leave the house on my own so it played a huge part in me not feeling like I’d lost my independence.”

Natasha O’Grady

Wheeled Goods Supplier focus Cosatto

Lifestyle matters

This issue we had the pleasure to catch up with Cosatto’s Customer Relationship Manager Rachael Cardy, to find out her thoughts on the ever-growing wheeled goods sector.

Is innovation continually moving forward within the wheeled goods category?

Not at the same speed as the innovation on car seats however we have seen much innovation within the stroller category. Cosatto’s latest innovation is with the Woosh Trail, it has all the compact cleverness of our bestselling Woosh 3, is lightweight but also adds a much more spacious seat unit for little one with added all terrain capabilities.

With the continuing cost of living crisis, do you feel consumers are looking more at price vs. function?

Price is hugely important at the moment with all categories not just the wheeled goods however people still want functional products that suit their lifestyle and needs. People want to ensure the item they are purchasing offers good value for money.

Are consumers looking at eco-credentials on products as part of their buying decision?

Consumers are undoubtedly becoming increasingly

conscious of sustainability in their buying decisions. We have started to move to more eco-friendly materials utilising fabrics made from recycled bottles.

How important is social media for brands within the wheeled goods category?

Nowadays social proof and seeing how others use their prams to get out and about in style is invaluable for pushchair brands.

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

100% yes, this category is not an impulse purchase. I believe consumers conduct a tremendous amount of research before making their purchase, so much so that they become overwhelmed. Often by the time they visit a store they are confused and rely on the store staff to channel the information and guide them through the buying decision, often visiting a store multiple times before converting. The more we can help them make the correct choice the better.

Are brand names important to consumers when looking at prams, pushchairs, etc.?

Yes, but I do believe a consumer’s mind is not always made up before they touch, feel, and try out. As always people start their research by talking to family and friends and seeing what influencers and celebrities are buying.

Is this a category where retailers can excel by way of good demonstration of product?

Absolutely, it’s fundamentally important for the

retailer to be confident in the demonstration and to be a wealth of knowledge instilling trust. This is a big decision and consumers want to feel reassured that the store staff know what they are talking about, understand the consumers needs and which product will fit them perfectly. We put a lot of resource and efforts in to our own in store training programme and materials to make this much easier for retailers to learn.

What type of support do you provide to retailers who stock your products?

At Cosatto we have a huge level of support available to our retailers. Our dedicated cuddle crew and our “sell and forget” policy means that we take ownership of all aftersales enabling our retailers to focus on selling. We also offer regular supported promotional offers to drive an increase in sales, regular POS refreshes and training through our Retailer Facebook group and instore. Our shop local marketing campaign is designed to drive consumers into our bricks and mortar stores, and we also have an ambassador program.

What benefits can retailers expect by stocking wheeled goods within their stores? Do you feel a good level of choice is key?

We offer in store training and custom displays. We also have better for your baby inside the hoods and POS to highlight this key feature with interactive QR codes for both staff in store and customers.

Customers always want to touch and feel the products, even if you understand the benefits of each product it’s always great to check them out in store.

Driven by design

This issue we had the pleasure to catch up with Nuna’s Brand Manager, Steven Smith to find out his thoughts on the evergrowing wheeled goods sector.

The wheeled goods category has demonstrated great growth and innovation, what do you feel is the main driver in this sector?

Innovation and trends are often dictated by lifestyle changes and requirements and ultimately to make life easier for parents. Nuna products are designed to make life as smooth as possible and features such as onehanded recline and folding, one-touch brake systems, no-rethread harnesses and summer seats all help do this.

At Nuna, we support our retail partners with training regularly, so that they can pass on the information to their customers in the best possible way. We also have many guides and assets across our website and social media accounts to support the consumer in understanding our products.

With the continuing cost of living crisis, do you feel consumers are looking more at price vs. function?

Strollers are an essential product that can be used as baby grows, so for new parents it’s an investment they’re willing to make. With longevity in mind, parents are often looking for something durable and high quality to be able to see their child through until they no longer need a stroller. With a great selection of products available in this category, do you feel it is slightly oversaturated, or is there a place for everyone?

Consumers are looking for something that best suits their lifestyle, which differs from family to family! With everyone having unique requirements, the choice on the market enables families to weigh up which qualities and features they value most including style, function and price point.

With so much choice available, does this confuse the consumer?

Potentially it can be overwhelming, however parents often get a much better idea of what they’re looking for when they’ve tried out a model and got a feel for what it is they’re after. But testing out the features, checking

weights and of course boot space, they get a clearer understanding of what they require. At Nuna, we support our retail partners with training regularly, so that they can pass on the information to their customers in the best possible way. We also have many guides and assets across our website and social media accounts to support the consumer in understanding our products. Are brand names important to consumers when looking at prams, pushchairs, etc.?

When parents are purchasing a stroller for their little one, they are after something that keeps their baby comfortable and safe. Brand names are therefore trusted in these two fundamental needs. The majority of first-time parents won’t have an affinity to a brand, but will do in-depth research to find the best products that suit their needs and style.

Is this a category where retailers can excel by way of good demonstration of product?

Demonstrations are definitely useful to gain an understanding of how the product can be beneficial and suit consumer’s lifestyle. Certain aspects of strollers can’t really be conveyed without physically getting to grips with the product in person like manoeuvrability.

What type of support do you provide to retailers who stock your products?

We have a team of trainers who cover the UK and Ireland, supporting retailers with product training and advice. We also provide written training aids and consumer facing videos, social media assets and a vast amount of content to support the retailer in educating the consumer. Finally, is there any advice you can offer retailers who stock your wheeled products?

Nuna products are created to be user friendly, simple, yet stylish. By showcasing the products well in store, utilising the assets we produce online and working with our trainers, retailers will be able to get the most out of it. The Nuna brand has grown rapidly over the last few years, consumers know and ask for the brand, so having a good presence and training is imperative to meeting the consumers expectations and providing them with all the information to make an informed decision on what’s right for their lifestyle.