The Big Interview: Dorel

Inset: Dorel’s biggest concentration of marketing concerns the 360 Family. Below: Nicola Coletti, marketing communications manager.

A 360 APPROACH

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.

It’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

to grow our share of business in the market. We have an amazing portfolio now that we are also constantly improving on, so we are really driven to achieve this. We also want to ensure that our partnerships with retailers are growing. They are the reason we can keep going, so it is really important to ensure they remain strong.

“Two other major focuses for us in the next year are our in-store experience and our digital campaigns. We know that the way consumers are shopping is ever-changing, so we need to ensure that we are following those trends.”

There is certainly plenty of exciting new products to keep retailers busy over the coming months. Dorel Juvenile recently unveiled its 360 Family. Nicola tells us: “This has been our biggest launch for a while now, so we have been concentrating all of our efforts on this and will continue to do so for the rest of the year.

“The 360 Family has been amazingly well received. Both retailer and consumer feedback has been super-positive and we are thrilled with the initial reaction. It has been a long-awaited product for the Maxi-Cosi infant carrier portfolio but it’s definitely been worth the wait as it has quickly become our best-selling car seat family.”

And there’s more to come: “We have some very exciting new launches coming up in 2022, including expanding our pushchair portfolio and launching new products in the car seat category, so watch this space.” Dorel Juvenile will also be bringing a new brand to the UK in the shape of Bébéconfort. Nicola says: “Bébéconfort has been around for 85 years now and is well-established through Europe, but now it’s time for the brand to hit the UK market and replace some of the Safety 1st brand. Home safety will remain as Safety 1st as it is well known in this category, but car seats, pushchairs and home equipment will move over to Bébéconfort.”

These launches and the rest of the business will be supported by a strong marketing campaign, as Nicola explains: “We have a busy marketing plan in place including digital campaigns, monthly promos and enhancing in-store experience. During the pandemic, we have seen strong support for influencer activity which we will continue to work closely with our PR agency on.”

The brand will also be back out at events over the coming months: “For the first time in a while, we will be at Harrogate Nursery Fair in October and we are looking forward to seeing our retailers and hopefully celebrating some normality.”

Outside of new launches, Dorel Juvenile will, like many others, be working on remaining profitable throughout and after the pandemic for the coming year. Nicola continues: “From there, we will be focusing on strategic partnerships and making sure we can offer the best level of support and service to drive growth for both the Dorel brands, and our retailers.”

Left: Dorel has a number of new launches coming up in 2022.

Above: Dorel is home to multiple well-loved nursery brands, covering all categories and needs Left: The 360 Family comprises of FamilyFix 360 base, the Pebble 360 car seat, for children from birth to 15 months, and the Pearl 360 car seat for children from birth to four years old.

RETAIL SUPPORT Dorel Juvenile’s sales and training team are committed to providing the most comprehensive product information and training on both new and existing products.

Nicola explains: “Throughout the pandemic, we arranged virtual sessions via Zoom, plus a livestream to give our retailers an in-depth look at our new launches.”

Now restrictions are lifting, the team are back on the road, catching up face to face with retailers.