Finally, colourways are something that are often refreshed within ranges - is Grey still prominent, or are you finding interest in other fabric choices/colours that are coming through?
that suppliers need to focus a bit more on their supply chain, instead of cutting us retailers out on their SM and dealing directly with the so called ‘influencers’.
What type of advice do you offer NSG members who are seeking that something different to offer to their customers?
What you like won’t automatically mean sales. Know your customer base. You need to know what they want, what pulls them in - don’t try to cover every category. Pick one category and do yours differently. Plenty of suppliers will do individual collabs with stores - it’s about
right right collaboration. Social media is your best friend NSG fam. If you have your different product, focus on that, sing about it from the rooftops to your customer base.
Are NSG members actively asking about or discussing new product launches?
Always. We are always looking for new things and want to know what our supply chain is bringing in. There are also quite a few NSG members launching their own products directly to their customer base which is a reflection of our entrepreneurial spirit.
Suppliers Snapshot Fiona Suffield Country Manager UK & Ireland, ABC Design Why are new product launches important to our industry sector? I think now more than ever we need to be showing new and exciting things. People are looking for something different and want to stand out. I think in general our whole society want to have the latest models and upgrades, hence we need to keep providing these.
What benefits are there for retailers who showcase new products either on their website or via their shop floors? As retailers have really suffered so much with very little in-store time over the last year, they are wanting fresh new things for them as well as their customers. They need that fresh new start, the feeling of new beginnings and with brands providing new and interesting products, new colours and innovations that will make them excited to sell again.
Grey is the staple in most ranges. However lots of our suppliers are going bold! We are seeing more European style colours coming into our ranges. Have you seen the new Mamas & Papas Ocarro in Calico? Wow. It’s so light...for me it’s a select customer that will buy it, but it will sell and it’s great to offer something that isn’t just a shade of grey. Cosatto do Cosatto grey- but the colours and prints coming out of their base camp is real old skool! My customers at Babyland certainly love it. I am loving the personality coming out just now, it means that we are reopening with a bit of colour splashed all over the shop floor!
Product Launcher asked a number of Nursery Brands for their thoughts on the importance of new product launches within our industry.
Debbie Wakefield Marketing Manager UK & Ireland, Dorel Why are new product launches important to our industry sector? There are always progressions to be made across all categories of the nursery sector. In the travel category particularly, new products are created to answer the ever-changing safety standards for car seats. This is something that we pride ourselves in at Maxi-Cosi, as we lead the way in innovation with products such as Jade and Coral. Each of these have revolutionised infant travel and ease of use for parents. In a day and age when convenience is king, pushchairs need to be able to adapt with the ever-changing lifestyle of the consumer. So, our ranges need to provide a more luxurious pushchair which is perfect for rural lifestyles, a compact fold that is easy to manoeuvre around the city and an option that holds-all for those in suburban areas.
What benefits are there for retailers who showcase new products either on their website or via their shop floors? Modern parents thrive on innovation and like to feel well informed about a purchase. They take the time to research the latest products and expect all good nursery retailers to have them in stock. In this respect, retailers who showcase their product ranges, and provide additional information and support, are attractive to the consumer. There are lines that will remain bestsellers, particularly when it comes to car seats, as safety is an area where a trusted heritage brand will prevail. However, the innovations that come with new products drive purchases too. In 2021, we have a culture that thrives on newness and new technology, our industry is no exception. product launcher 13
