THE BIG INTERVIEW
Inset: Dorel’s biggest concentration of marketing concerns the 360 Family. Below: Nicola Coletti, marketing communications manager.
A 360
APPROACH
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With a major launch underway in the shape of the Maxi-Cosi 360 Family, and a new brand set to hit the UK at the end of the year, it’s a busy time for Dorel Juvenile. Progressive Preschool catches up with marketing communications manager, Nicola Coletti, to find out more.
t’s tricky to talk to anyone at the moment without a review of how business has been over the pandemic. And while Dorel Juvenile, home to multiple well-loved nursery brands, from Maxi-Cosi to Tiny Love and Safety 1st, has experienced challenges like the rest of industry, there have been areas of growth and positivity too. Nicola explains: “We all know this last 18 months have been tough for everyone. With the pandemic forcing stores to remain closed, retailers have had to enhance their online offering. While it has been tough, we have seen certain categories really grow, namely safety, home
equipment and toys. With consumers being at home more, it is more important than ever to have everything you need in one place.” The company also changed launch plans around during lockdowns in order to better support its high street retailers: “We made the decision to slightly delay the launch of our new 360 Family, to ensure that it coincided with the reopening of stores, supporting our bricks and mortar retailers.” Now that we are finding our way back to normality, Dorel Juvenile has big plans for the next year. Nicola tells us: “The main objective over the next 12 months is
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