The Big Interview: Ickle Bubba

Inset: Ickle Bubba aims to provide new parents with an affordable, all in one travel solution that doesn’t compromise on quality, safety or style. Below: Fran Vaughan set up Ickle Bubba in 2013 with a clear vision for his business.

STOMPING AHEAD

As a self-proclaimed ‘growth market disruptor’, Ickle Bubba entered the market in 2013 with a clear vision, and has been on a journey of expansion ever since. PPS catches up with md, Fran Vaughan to find out about the journey so far, and what the plans are for the company over the coming years.

When Fran Vaughan found himself at the beginning of his parenting journey in 2011, he quickly realised the cost involved with the job, which set him on the path of creating a different kind of nursery brand. He recalls: “I was startled by the array of choice and the price of everything when adding together all of the separate pushchair components.

“Fast forward two years and Ickle Bubba started trading in 2013, aiming to give new parents an affordable, all in one travel solution that didn’t compromise on quality, safety or style.” Just eight years later, the Llanelli-based company employs 55 staff members across six different locations in the UK and Above: The Pembrey collection is the latest addition to the company’s furniture offering. Left: Fran was startled by the array of choice and price when starting his parenting journey. China. By the end of the next quarter, Ickle Bubba’s headcount will be close to 70. “Outside of travel and furniture, we have

Last month, the business completed a some very exciting plans for the launch of successful three-year growth strategy, focusing a new soft goods category. Watch this space.” on the domestic market. Plans for the next five So what is it that makes Ickle Bubba unique years include international expansion. Fran explains: in the busy nursery market and allows it “Our vision is to become an internationally recognised, the strong and steady growth it has market leading nursery brand that offers great experienced so far? Fran believes products, for all people, on all budgets. the way of working within the

“The last three years has shown us what’s business is a key to its success: “I possible in the UK and we’re very excited think our internal culture and the for the next stage of our journey.” product solutions we bring to the

And that last three years included parenting market is what makes riding out COVID-19, which Ickle us unique in the nursery industry. Bubba managed to weather well, like much of “As a fast growth market disruptor, we’re always looking the nursery industry. Fran explains: “Fortunately for new entrepreneurial ways of working. This is felt we’ve been able to trade well and haven’t seen a internally by creating an environment that empowers our negative impact as a result of the pandemic. people to operate semi-autonomously which results in a

“During the first lockdown, like most businesses, unique product range that offers great value for parents.” we saw a noticeable shift towards online sales in All of the coming activity and launches will be backed April. Perhaps due to fear of missing out and with full marketing plans to help support customers and parents not knowing if they would be able to get raise brand awareness. Fran says: “We’ve made a big what they needed later on down the line. investment in marketing over the last three years and will

“The offline balance was restored once physical continue to do so. Increasing brand awareness and driving retail opened up, but has since reverted back, customers into retailers will play a huge part of our plans, however not to the same levels we saw at the start and alongside this, we’re working on a brand refresh of the first lockdown. We are now looking forward that you’ll start to see coming through in the summer.” to supporting our retailers again once stores reopen across the UK in the coming months.”

Fran tells us that the coming year will see the company Right: The new Eclipse launching into new territories, while also expanding travel system offers even greater functionality. the product range further.

Traditionally the company STAY TUNED has created travel and furniture products, including travel systems, car seats, strollers, and a wide range of nursery furniture, including full sets, Ickle Bubba is constantly creating new, innovative products and there are fresh lines incoming soon. The new Eclipse travel system is launching this month and is set to offer even greater functionality and style to the existing wheeled range.cots and cot beds, changing There are also three new furniture sets units, mattresses, wardrobes, incoming between now and Christmas. Frans says: nursing chairs and accessories. “We are really looking forward to launching these

But Fran teases us with products, as it means we can offer our customers news of additional categories more choice whatever their budget and to suit being launched in the future. their personal style.”