RETAILER REVELATIONS
TOP SELLERS
“Our best selling pushchairs are Babystyle (Oyster 3), Egg2 and Cybex (Priam). We have in-store bundle deals with all these brands so our customer gets good value for their money. Our best selling car seat is by far the Cybex Cloud Z. This is a unique car seat that has a lay flat position when off the base. When paired with the Base Z, it also offers the spin option in your vehicle.”
LITTLE POPPETS & CO
IN NUMBERS Family owned Little Poppets started life in Llandudno, Wales in 2012. Two years later, the business moved to Sevenoaks in Kent, where it still is today, and where it has grown to be one of the largest independent nursery stores in the South East.
OPEN DOORS
Since reopening, Little Poppets has operated an appointment only service to the store. Caroline explains: “Since being able to open we have been busy with appointments which has been amazing. Our online orders are still ticking through as well. Many new parents want to see and feel the different pushchair brands to help make their decision before baby arrives which is fantastic for bricks and mortar stores.”
Above: The shop underwent a complete refurb during the pandemic.
ON TREND
Ease of use for nursery products seems to be the biggest trend at the moment. Caroline explains: “Our most popular feature that parents want is a car seat that lays flat and swivels.” She continues: “90% of our customers, when asked what they would like, say a bundle and within this is the luxury of branded items such as Cybex and Maxi-Cosi. People are steering away from just any old car seat that is thrown in.”
Inset: The shop has gradually grown as other retailers have closed and now occupies four small shops. Right: Caroline set up the business with her husband after having their first child.
STORE STATS
CHANGE OF PLAN
When Little Poppets had to close due to lockdown, owner Caroline Pizzey, had to come up with a masterplan overnight. She says: “We have grown our online presence massively as customers weren’t able to come to the shop to buy. “We offered virtual appointments to new parents so they got a better understanding of our products rather than the usual reading online. Since opening back up, we have continued this option for vulnerable families.”
MY HERO!
“We have two hero products – one is the Cybex Cloud Z and the second is the Doona car seat.”
• “ We have eight members in our team.” • “ The average spend per customer is £1,800.” • “ We had too many boxes in our last delivery! We get over 10 pallets a week.” • “We aim to refresh our window on a two-month basis, but with core manufacturers, this is normally quarterly.” • “Over time the shop has expanded, but we are currently four small shops knocked together. As each shop closed over the years, we have knocked through.”
Above: Snüz is one of the retailer’s oldest suppliers.
OLD AND NEW FRIENDS
Above: The shop is now run on an appointment-only basis.
Little Poppets’ longest suppliers are iCandy, Babystyle and MaxiCosi. Its latest additions are Anex and Cosatto.
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