Progressive Preschool – Guide to Pushchair & Car Seat Retailing

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ULTIMATE GUIDE TO PUSHCHAIRS & CAR SEATS RETAILING

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The UK’s ONLY baby trade show

Bringing the nursery industry together ...

By popular demand now permantly in October. Visit the website for full details 2022 - 16th to 18th October 2023 - 15th to 17th October 2024 - 13th to 15th October

HARROGATE INTERNATIONAL

NURSERY FAIR www.nurseryfair.com

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LEADER

Inset: Functionality is a big focus for parents.

Welcome

Welcome to Progressive Preschool’s Ultimate Guide to Pushchairs & Car Seats Retailing

T

he first of its kind, this new supplement dedicated to the pushchair and car seat sectors has been something the whole PPS team has been keen to publish for a while. With Covid restrictions all now finally lifted and in-store visitor numbers getting back to pre-pandemic levels, we thought now is a great time to launch.

Speaking to both retailers and suppliers while creating this publication, it is evident how important the sales of pushchairs and car seats are to any retailer with parents expecting more and more from the products they buy in terms of cost, safety, ease of use and sustainability. In this publication we are going to be looking at these product sectors from a retailer, supplier and consumer perspective, offering a unique insight into these three elements of the sales process.

With retailers having to diversify over the past couple of years, it is nothing short of inspirational the lengths many of them went to, ensuring their customers were still informed and supported during the various lockdown periods.

Pushchairs and car seats are two product categories which consumers like to see and test before buying, so we spoke to a

handful of retailers to see what they have done to help encourage sales of pushchairs and car seats during these testing times and what they have learnt from their experiences.

Anyone who visited the longawaited Harrogate International Nursery Fair last October saw the huge volume of new product launches across pushchairs and car seats, as many suppliers were eager to showcase what they had been working on for the 18 months previous. We will take a look at the recent trends seen within these two sectors and the incredible innovation that has been introduced, as well as the ongoing safety regulations both retailers and suppliers need to be aware of.

Speaking of safety, we have also turned to the industry experts, the Baby Products Association, to get an up to date viewpoint on what retailers should be mindful of when selling car seats and pushchairs to consumers. We are sure the whole industry can agree that keeping abreast of regulations regarding car seats in particular is an essential part of any staff training and the recent guide the BPA has distributed is something all retailers should be aware of. Details of where you can get a copy of this can be PROGRESSIVE PRESCHOOL

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found on pages 16 and 17.

As much as we are a dedicated trade publication, we are also aware of the importance of keeping up to date with consumer trends. We conducted an extensive survey to find out what consumers really think about in-store shopping experiences. It is very interesting reading and you can find out more on pages 14 and 15.

We have worked with many key suppliers in this supplement to offer a platform for them to not only promote new products, but to also showcase who they are as a brand and what they can do to offer retailers the support and training they need to help increase sales across the pushchairs and car seat product sectors. It is great to see so many suppliers involved in our launch publication and by doing so they are really showcasing their support for retailers of nursery products.

The whole PPS team would like to take this opportunity to thank the retailers, suppliers, the BPA and the parents who contributed to this new and exciting publication - we’re glad you shared in our vision - as others will no doubt, too.

Jo Pilcher, Katie Roberts-Mason, Samantha Loveday, Rob Willis

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WHAT’S INSIDE

Contents

10 08

08 10 14 16

14

WHAT’S HOT

The latest trends from the pushchair and car seat product sectors

FROM THE COAL FACE

Retailers feedback on the evergrowing pushchair and car seats product sectors

WHAT PARENTS WANT

We spoke to consumers about their in-store shopping experiences when buying pushchairs and car seats

CHILD SAFETY: BE IN THE KNOW

The Baby Products Association highlights key points when selling car seats and pushchairs

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BRAND FINDER: 06 - Bebecar 18 - Bugaboo 20 - Ark 21 - Axkid 23 - Cybex 24 - Didofy 25 - Emmaljunga 26 - Graco

29 - Inglesina 30 - Joie 32 - Leclerc 33 - Mee- Go 35 - Mima 36 - Peg Perego 38 - Silver Cross 39 - Thule

This supplement was brought to you by Progressive Preschool magazine.

To discuss the content or be included in the next edition, please contact Jo Pilcher on jop@max-publishing.co.uk / 0203 7641694

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ULTIMATE GUIDE 2022

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TRENDS: PUSHCHAIRS

W hat s’ hot Pushchairs As one of the biggest items new parents will buy when they are expecting, a pushchair is a key purchase and needs to fit into the lifestyle and needs of a family. The market sees constant innovation with new features and fashions, so PPS took a look at the latest trends.

M

uch more than just a way to get a child from A to B, pushchairs need to fit seamlessly into the lives and environment of a family, as well as being easy to use and stylish. It’s a lot to ask of one product, but there are some key selling points in recent additions to the market which help meet those needs.

The fold: An easy to operate fold is crucial for busy parents. One that can be operated single handedly while holding the baby in the other arm is ideal, as is one that locks closed itself to enable it to be lifted into a car easily.

Lightweight: With trips into town, school runs, family visits and more, it’s important for pushchairs to be easy to put in and out of the car boot, on and off a train or bus, or to be lifted upstairs.

Suspension: Since lockdown, many more families are taking regular walks and trips to the countryside, so manufacturers are now ensuring that many models can manage on different terrains.

Luxury fabrics: Quilted fabrics are very on-trend for the pushchairs market, as well as more padded and comfortable seat units for babies and toddlers.

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Pop-out harnesses: Harnesses which stand out from the seat unit, making it easier for parents to get children in and out, and safely secure them are becoming more and more popular.

Accessories: Add-on items which make life easier for parents are a great selling point for wheeled goods. Features such as cup holders and removeable pouches are ideal to fit in with everyday life.

Sustainability: Pushchairs are large items which can be potentially harmful to the environment so many suppliers are now working to use recycled and recyclable materials on the products as well as more eco-friendly packaging.

Colours: More muted tones are the order on the day at the moment, with lots of green and grey designs proving popular.

Adrian Sneyd, show organiser at Harrogate International Nursery Show, commented: “Obviously, fashions and trends are constantly changing, but it was noticeable that the colourways and trims for 2022 seem to be similar to vehicle trends with sleek lines, classy dark shades such as black, grey and dark blues and lots of chrome and leather trims. Maybe the fact that more dads are working from home and spending time with their children has influenced this?

Co-ordinating products also seemed to be popular with pushchairs incorporating matching accessories such as changing bags and foot muffs.”

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TRENDS: CAR SEATS

W hat s’ hot Car seats

C

ar seats can be a confusing area with regularly changing safety recommendations and laws. Turn to page 16 for more from the Baby Products Association on how to keep abreast of these changes. In terms of features and style, there’s a great deal of innovation appearing in the category to help make parents lives easier, and children safer and more comfortable on their journeys.

Swivel: Without a doubt the most popular new feature among parents and retailers is a rotating car seat. Many now offer this option to make it easier to get children in and out of the seat. i-Size: Laws for car seats are changing in many EU countries from 2023 to ensure they are i-Size compliant. While this regulation won’t be enforced in the UK, there are many i-Size compliant options on the market. I-Size is a European car seat safety standard launched in 2013 and is the most up-todate for car seats.

Extended rearward facing: Over recent years, advice has changed to recommend that children remain in rearward facing in car seats up to the age of four. In fact in some European countries, it is now law that children remain rear facing until this age. As a result, many suppliers are now offering seats which provide this option.

Growing with the child: A number of manufacturers are now offering seats which adapt as the child grows and some will remain suitable from birth, right up to 12 years, removing the need to change the seat as children grow, helping to reduce both cost, and impact on the environment.

Safety is the first consideration for new parents when buying a car seat, but suppliers are continuously evolving to create new features and selling points for car seats for all ages. PPS outlines what’s hot in the car seat market.

Reclining: The option to fully recline a seat is now a key feature on many models. A reclining seat allows children to sleep more comfortably while traveling, and also allows babies to breathe optimally and inhale all the oxygen they need, while also encouraging healthy development of spine and hips.

Side impact protection: Safety is key, and with one in four car accidents caused by side-on collisions, side impact protection is an added safety feature.

While the i-Size regulation does test for safety in a side-impact collision, the older ECE R44/04 doesn’t. The added protection offers reinforced materials in the head cradle to absorb impact.

Sustainability: With suppliers, retailers and consumers now more aware of their impact on the environment, car seats using recycled and recyclable materials are emerging. Some companies also offer recycling services for car seats once the consumer has finished using them.

See them at the show Harrogate International Nursery Fair returned in October 2021 and will retain its October date for this year. A great opportunity for retailers to see the latest car seat designs, show organiser, Adrian Sneyd, comments: “Indications suggest a sold-out show for 2022. We already have 80% of last year’s exhibitors rebooked. The 2022 show has also had a ‘face-lift’ with new halls creating a better flow and atmosphere. Plus, with the event now moved permanently to October, it provides perfect timing for product launches and particularly for wheeled goods and car seats.”

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RETAILER FEEDBACK

Right: Natural Baby Shower explains that consumers feel they might miss out on the perfect stroller when looking online, so often come into store hoping the nursery specialists can provide this.

Below: White Farm Baby Barn says a car seat that swivels is key for today’s consumer.

From the coal face

As the experts in the travel system and car seats market, retailers are the link between new parents and the nursery industry, and provide invaluable insight into buying habits, key considerations and the challenges in selling to new parents. Progressive Preschool sits down with some key indies to find out the current situation.

I

t’s been a turbulent few years for retail to say the least, but with babies still being born and new parents needing to kit themselves out, they have adapted and found new ways of supporting consumers, and are now emerging stronger than ever before.

The current situation across all industries is creating challenges with selling big ticket items like travel systems and car seats, and as such price was the word on everyone’s lips when we spoke to retailers.

Yas Ali, director of Babyland Fife, comments: “The main challenges we are seeing in-store at the moment is a mixture of misinformation and unrealistic expectations. Times are hard and getting harder, prices going up not down, but so many consumers seem to be perhaps looking at second hand pricing and now older pricing and are getting a bit of a shock when they come in store.”

Claire Caborn, owner of Daisy Tree Baby Boutique, agrees: “I think pricing can be a problem as everyone always wants a deal and I’m not sure what the answer is. I like to think that the customer service PROGRESSIVE PRESCHOOL

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Compatibility One of the main challenges for Natural Baby Shower when selling car seats and travel systems is compatibility. Lydia Clark, social media and marketing manager, tells us: “For us, its our customers understanding that different brands are compatible. They may prefer one car seat to another, but they are buying a particular stroller so they assume they have to get the matching branded car seat.

“It would be brilliant if suppliers could raise awareness and produce content about compatibility, instead of having a somewhat hidden area about it and adapters available etc.”

customers receive in-store is worth more than saving a few pounds.”

That customer service is something that has been in abundance over recent years, and continues to be key. During lockdowns, nursery retailers employed a range of innovative methods to support consumers.

Tom Fotheringham, cmo at Online4Baby, explains: “As a business we had to adapt quickly to make sure we could satisfy customer demand and continue our exceptional customer care levels. We transformed our store into a studio and held daily live streams showcasing product. They were also able to interact with our amazing sales team, who could offer personalised advice..

“Video content, high quality photography, and insightful copy and

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RETAILER FEEDBACK product descriptions are all key when selling online.”

While online was key for survival during the pandemic, retailers are seeing customers returning to stores. Abbie Hubbard, co-owner of Whites Farm Baby Barn, says: “We are 100% seeing customers returning to in-store shopping; in January 2022, 91% of our customers were brand new into us and that number is holding steady.

“We feel after two years of not being able to go out and see/ touch/ experience anything, people are ready for their baby shopping to become a memorable experience once again, rather than the removed click and purchase of a webpage.”

Others are seeing a mixed bag, as Jo Studholme, director of Pushchair Expert, comments: “There is still a real mixture of preferences from customers. We encourage our local parents to come into the store where possible and those that are not local we still encourage a video appointment with one of our car seats specialists. Online continues to be very strong for us.”

Retailers have a clear idea of what they are looking for in a car seat. Claire says: “Our focus for car seats is safety, but also choice. We have to respect that some parents will choose to face their children forwards before the recommended age of four years minimum, so we work to ensure they are doing this in the safest way possible and look carefully at our car seat choices to ensure that we have something suitable for every car and child.”

Jo echoes the emphasis on safety: “We always try and encourage our customers to consider carefully the car seat they are purchasing especially when as a travel system, as at times

Adapting needs For both car seats and travel systems, Tom believes adaptability is a key selling point.

He explains: “With rising household costs and the increasing pressures on cost of goods as we move out of lockdown, now more than ever, consumers are wanting their hard-earned money to stretch even further. With both travel systems and car seats, functionality is key – what age does it go up to? Is it adaptable from newborn to toddler? Is it suitable for travel and the home environment?”

Inset: Daisy Tree Baby boutique is the car seat specialist in Aberdeenshire and focuses on safety and choice.

these can be quite basic seats. We love the fact that manufacturers are beginning to move towards including iSize seats in their bundles.”

And for travel systems, ease of use is key. Sara Hubbard, co-owner of Whites Farm Baby Barn, explains: “We think that often manufacturers/ suppliers forget that the person using this pushchair every day for three years or more isn’t the young, well rested design assistant, but rather a sleep deprived, stressed out new parent who needs things to work seamlessly.

“Fancy fabrics and beautiful components obviously make a difference, but if the base product is impossible to get your head round, what’s the point?”

Consensus among retailers was that suppliers could help support them by supplying extra materials. Claire summarises: “More POS would be good. I’d love some brand/lifestyle shot posters to pop up as they take no floor space up at all.”

While retail continues to prove challenging, it’s clear suppliers and retailers alike are overcoming issues and continuing to provide outstanding customer service with a wide range of cutting edge products.

Yas concludes: “Retail is not easy at any time; it’s hard especially just now given what’s going on all over the world and effects it has on our industry.

We have to, now more than ever, ensure our customers are making informed, sensible choices that will see them through the toddler years and beyond – if we can get that right, we’ve sussed it.”

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Below White Farm Baby Barn always tries to ensure it provides clear, helpful, unbiased advice.

Above: Many customers will compromise on their ideal lightweight travel system when the benefits of different wheel types, suspension and overall use is explained in-store.

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CONSUMER FEEDBACK

With an ever growing selection of products within the pushchair and car seats sectors for parents to choose from, the in store shopping experience has become more important than ever in the decision making process. PPS conducted an extensive survey into what parents are looking for when buying a pushchair, or car seat in store and here is what we found out.

Inset & Below: 46% of parents choose to shop in-store due to product demos and availability.

t n a W s t n e r a P t a h W Why are parents choosing to purchase a pushchair or car seat in store?

7.69%

Product range

46.15%

Product availability

46.15%

Product demonstration

30.77%

Staff knowledge / expertise

30.77%

A chance to 'try before you buy'

7.69%

In-store event

7.69%

In-store offers

Demo mode

PROGRESSIVE PRESCHOOL

When speaking to the parents in our survey we found out that during their in-store shopping experiences over the past 12 months 79% were given a thorough demonstration of the product before purchasing. When looking at car seat purchases in particular, 78% of parents indicated that they were shown how to install it in their own car, with over 72% telling us that they chose the store specifically because of the fitting and demo service offered.

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CONSUMER FEEDBACK

Inset: 78% of parents who shopped in-store were shown how to install the car seat in their own car.

Knowledge is key

When asking the survey participants how they would describe their in-store experiences, there were a variety of responses, however here are a few common answers:

With huge decisions to make when purchasing a car seat or pushchair parents look to retailers to help make their choices. When we asked our survey participants how they would rate the product knowledge offered by the sales assistant, our results came out with an average of seven out of 10 – with several actually giving 10 out of 10.

“ Buying in store gives a much better idea of the product and the different ways it can be used. You just can’t get the same experience online. ”

“

Top tips From the research PPS has carried out here is the most common feedback from the participants: l Ensure all staff members have up to date training on all products in store l Always offer to demonstrate all elements of the product l Have a wide range of products to suit all budgets l Post purchase customer service is just as important

Good, but we had done our own research online first. ”

“I liked being able to ask questions and to get their expert advice on car seat safety. ”

“

We had a great experience and the staff showed us a wide range of products from different brands – we didn’t feel pressured into buying a certain one. ”

“It was reassuring as a first-time parent to know it had been fitted correctly. ” PROGRESSIVE PRESCHOOL

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THE BABY PRODUCTS ASSOCIATION

Right: The BPA advocates for the manufacture of safe baby products.

Below: Robert Anslow, managing director of the BPA.

t u o b a w o n k e h t n i Be child safety T

brochure Child Car Seats – Ending the he Baby Products Association is Confusion which was produced in the UK’s industry body for the collaboration with major car seat nursery products industry, with manufacturers in 2021 to provide a members incorporating manufacturers definitive guide to the changes and suppliers of all baby and nursery in law surrounding goods for children these products. from birth to four Robert Anslow, years, including car managing director seats and of the Baby wheeled goods.

Products The Baby Products Association, Association is the explains, “The voice of the baby brochure explains products industry and ROBERT ANSLOW the differences promotes the between the two types of legislation protection of babies and young that apply to child car seats and children through its provides the best advice possible for standardisation both retailers and parents when and regulatory work, choosing car seats for new babies and advocating for the growing children.” manufacture of safe One noteworthy point is the cessation baby products. of sales of R44 car seats in the EU and One of its recent NI from 1st September 2023. However, initiatives is the this legislation has not been adopted creation of the

“ The brochure explains the

differences between the two types of legislation

”

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THE BABY PRODUCTS ASSOCIATION

Inset: R44 car seat can still be sold in the UK after 2023.

Bottom: The BPA recently created a brochure for retailers and consumers child car seats - ending the confusion.

seat for any height range. However, the height range will determine the car seat type (and the way the child must be restrained within it).

Child Car Seats – Ending the Confusion can be downloaded from the Baby Product Association’s website at www.b-p-a.org and subject to availability, can be obtained free of charge from the Baby Products Association by contacting Julie Milne – julie@b-p-a.org

in the UK and currently sales of R44 car seats can continue beyond the 2023 date.

It is important to bear in mind that whilst R44 is being phased out in the EU, it does not infer that these car seats are unsafe; but R129 (often referred to as i-Size) legislation raises the minimum standard. Consumers can confidently continue to use R44 car seats for the foreseeable future.

The main difference between these is as follows:

Developing safety standards As well as representing the UK nursery industry, The Baby Products Association is also a member of the European Nursery Products Confederation (ENPC) which incorporates trade associations from other European countries, combining and sharing knowledge at an international level.

Association members and member representatives sit on a number of committees and working groups in the UK (BSI), Europe (CEN) and internationally (ISO) developing safety standards and Regulations and keeping them up to date with product changes and introductions.

l R44 car seats are chosen according to the child’s weight only. There are five pre-defined weight groups (Groups 0, 0+, 1, 2 and 3) that each seat must be approved to. It may be possible to choose more than one type of car seat in each weight group.

Furthermore, each seat can be approved for more than one group. l R129 car seats are chosen according to the child’s height (an upper weight limit is also given for ISOFIX seats).

There are no pre-defined groups: the car seat manufacturer can approve the

Carrycot

Infant carrier

Toddler seat

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Booster seat ULTIMATE GUIDE 2022

Booster cushion

Butterfly NEW

pushchair

For travels nea

Available to pre order now. Laun

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y

s near and far now. Launches June 14th 2022.

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IN PROFILE: ARK

The Ark Travel System

T

he Ark Travel system is the ideal 3-in-1 travel system, designed without compromise and offering the very best for babies and parents. It includes everything that is needed from a premium 3-in-1 pushchair along with unique innovation unlike anything else on the market. It’s perfect for town, country and on the beach.

www.cheekyrascals.co.uk

Training & Support We have a dedicated team to support retailers with the following: • Regular visits by one of our in-house Sales Team • Volume discounts • Access to imagery, expert content, blogs, social media assets • Access to branded Point of Sale Material including brand leaflets, posters, podiums, display stands, and models (subject to manufacturer availability) • Regular e-shots on promotions, new product launches, new assets, brand awards, and developments • In-store and online training with pdf training presentations that can be kept for future reference

Dates for the diary Exhibiting at the Harrogate International Nursery Fair in October 2022 PROGRESSIVE PRESCHOOL

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IN PROFILE: AXKID

New

product

for 2022

A

xkid Minikid 3 is a revolutionary update from the bestseller and award winning Axkid Minikid 2 that allows real extended rear-facing up to seven years of age. With improved safety, functionality and comfort children will have the highest safety all the way up to 125cm in height and 36 kg in weight.

Maximised and unique range - Approved according to the newest R129 regulation, Plus tested, and allowing rear-facing up to seven years of age (125cm and 36kg).

Dynamic headrest technology – Headrest that automatically adjusts to a safe position according to the child’s length and size or if preferred 14 fixed headrest positions.

Installation in 60 seconds - Easy installation system with automatic lower tethers – just wiggle the seat securely into place.

Up to 30cm leg space – Due to the compact yet spacious design, the Minikid 3 can fit in even the smallest cars yet allow your child lots of legroom.

Training & Support Retailers wishing to stock the MiniKid 3 will be visited by Axkid for a full training programme on it as well as the rest of the Axkid range.

Contact salesuk@axkid.com

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THE NEW

Luxury of Travel

4-IN-1 TRAVEL SYSTEM CYBEX-ONLINE.COM/PRIAM

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IN PROFILE: CYBEX

g in in a r t l a it ig d s r e f Cybex of academy for retailers CYBEX, the global baby brand known for its pushchairs, car seats, home and baby carriers, has an exciting offering for retailers for training and continuous learning with the launch of their digital training academy.

Following a time in the UK and Ireland where retailers have been forced to readjust, and make changes to their operations, the online interactive portal provides a virtual way to view the latest CYBEX product information at the touch of a button. Retail staff will be confident in the knowledge that they can access information through an easy-to-use app – anytime, anywhere.

F

academy last year. The eaturing interactive videos, app allows us to offer the demonstrations and all the key best experience to information that retailers require retailers and in turn, our when engaging with their customers, the customers. We are always CYBEX Digital Training Academy is looking at ways to regularly updated with any changes to enhance customer products, new legislation, messages and experience and immerse product launches. Sales staff can even log our audience in the in when they are carrying out a demo to CYBEX brand, and the check key product information. training academy is just For staff members with a competitive one way we can do this.” edge, the app also features a daily quiz with three new questions every day. Retailers can Accessing the CYBEX Academy monitor their position on the leaderboard whilst also The CYBEX digital training academy is competing against other live now. If you have not already signed countries, their sales up for access to the online portal, email representatives and even cybexacademy@cybex-online.com with their own colleagues. the following details: • Store name Luke Burns, UK GM at • City CYBEX said: “We are • First name, last name delighted to have launched • Email address the CYBEX digital training

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IN PROFILE: DIDOFY

d r a w a it l u m & w e n The all winning didofy Aster

N

ew for autumn/winter, the V2 didofy Aster has been designed by parents for parents to provide a reliable, safe and highly practical compact stroller. The Aster is the ultimate innovative compactfold pushchair. Innovatively designed to provide a reliable, safe, and highly practical ultra-compact stroller, making life easier for parents-on-the-go.

Multi-tasking parents love the MagicFold of the Aster - simply at the press of a button it folds and unfolds itself. The Aster has been designed as an ultra-lightweight pushchair to make traveling with a baby effortless. It weighs in at just 6.2kg and is so compact it can be carried with ease. The ingenious design does not stop at the MagicFold. The in-built suspension and multi-position seat offer a smooth and comfortable ride for the baby. With the puncture-free wheels, there is never any worry about mishaps when out and about.

New

product

for spring/summer

Training & Support Full product training is available to all retailer accounts.

We have an easy online ordering portal as well as sales support via sales agent Gael. After sales and marketing support is available via the didofy team please contact us for more information.

Contact Gael Bootman, sales@didofy.com

Dates for the diary Didofy will be exhibiting at the Harrogate International Nursery Fair in October 2022.

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IN PROFILE: EMMALJUNGA

New

products for 2022

D

eluxe in every way, the latest addition to the Emmaljunga NXT range will be arriving soon.

Strollers with timeless elegance, the NXT Deluxe is handmade in Sweden using luxurious vegan leatherettes. With exquisite quilting and double-edged stitching to give a tailored look and feel, along with the already successful floating suspension on its NXT90 chassis, Emmaljunga has brought style and sophistication to its range. Sustainability is always at the forefront of every stroller design and by using Fossil free fuel, low carbon aluminium and a host of recycled materials, the Emmaljunga NXT range is truly green.

Retailer Support POS material is available including plinths and backdrops. Great assets ensure that the Emmaljunga range can be listed easily on retailer websites and drop ship is available across the whole range.

Dates for the diary The NXT Deluxe will be quickly followed by two new ranges to be revealed at the Harrogate International Nursery Fair, October 2022.

Contact: Cath Needham Country Manager T: 07931 717489 E: cath.needham@emmaljunga.co.uk

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IN PROFILE: GRACO

set for success in 2022 2021 saw Graco put its car seat credentials centre stage

T

he launch of Graco’s Turn2Me, an Isofix 360 degree rotating car seat, put parents in a spin with an integrated launch consisting of editorial, paid media partnerships and influencer collaborations. By working with the likes of Netmums, Dadsnet and Your Baby Club, as well as high reaching Instagram and YouTube influencers, the campaign reached nearly six million parents.

Car seat safety first priority

Inset: Nautilus LX in Steeple Grey.

Graco’s 2021 car seat safety campaign was launched as schools restarted and lockdown eased. Working with retailers, influencers, media and brand partners such as Halfords and Aqua Wipes, Graco revealed tips, hacks and safety advice to ensure happy car journeys with children to over five million parents. Keen to make parents’ lives easier, Graco launched a bespoke microsite to support the campaign and introduced advice using light-hearted humour, informative videos and simplified safety messages.

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New Products Oozing curbside coolness and class, the Breaze Lite2 Stroller, suitable from birth to 22kg (approximately four years old) which is around four years, now comes in a new Couture Fern fashion fabric. This awardwinning compact and lightweight stroller, weighing only 6.5kg, is packed with clever features you might expect in a full-size stroller. Featuring a full-size canopy, multi-position recline, roomy storage basket, removable bumper-bar, easy-release front swivel-lock wheels and a compact fold, Breaze Lite2 is a perfect choice for busy families.

Now available in Steeple Gray, the Nautilus LX combination car seat is the latest model in the Graco range to receive a stylish new revamp.

Popular for its 2-in-1 functionality, the Nautilus LX easily transitions from forward-facing to highback booster mode, making it adaptable for your growing child.

Inset: All new bright and ‘Breazy’ Breaze Lite2 in Couture Fern.

Graco dps_muk.qxp_Layout 1 24/03/2022 16:00 Page 27

IN PROFILE: GRACO

“2021 was a very successful year for Graco. One where we firmly put Graco on the map as a brand that offers baby products that are exceptional value for money but with absolutely no compromise on quality. We strengthened our relationship with many retailers both in store and online to drive sales and help spread the message. We’ve hit the ground running in 2022 and have exciting new launches that will challenge the industry to continue innovating and developing products that meet parents’ needs and expectations, without breaking the bank. We’re excited to take our retailers on this journey with us.

”

David Welsh, Managing Director, Allison Baby UK Ltd

“ Our retailers are vital to our success. We do everything we can to support them with promotions; in-store POS; and digital assets. It is important that our retailers are provided with everything they need to drive sales and deliver exceptional customer service. We have a dedicated and strong field sales team that manages our key independent retailer relationships and supports with on-going training. We work directly with all of our national retailers and independents through joint marketing plans.

”

Luisa Svensson, consumer and trade marketing manager, Graco UK

Contact To find out more about the Graco range of products in the UK, visit: www.gracobaby.eu or contact uksales@allisonbaby.co.uk

The Turn2Me 360° rotating ISOFIX car seat makes journeys worry free for parents. Its effortless, single-handed swivel makes for easy ins and outs. With the Turn2Me car seat, parents can keep children riding rearward facing until they’re approximately 4 years old (18kg) and when the time is right to turn them forward, one simple spin of the Turn2Me car seat and the child is comfortably riding with a whole new view.

Happy car journeys continue to be a major focus for Graco in 2022. It’s enviable reputation for exceptional value car seats without compromise on safety keep consumers coming back time after time and its EverSure car seat, launched last year, is no exception. Entering the i-Size high back booster market, the EverSure is a forward-facing car seat for children who are 100-150cm tall (approx.

3.5 to 12 years). The i-Size regulation is welcomed by parents looking for high standards in safety, so, when Graco brought EverSure to the i-Size market, last year it was an instant success.

Dates for the diary • 13-15 May The Baby Show NEC • 16-18 October Harrogate International Nursery Fair • 21-23 October The Baby Show Olympia

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Above: Turn heads with Graco’s Turn2Me Below: Be EverSure of a happy car journey with Graco

AWARD WINNING DIGITAL MARKETING EXPERTS Specialising in the nursery industry

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IN PROFILE: INGLESINA

E lecta - the urban travel system

I

Inglesina, the premium Italian pram brand, has already seen UK success for its award-winning System Quattro designs: Aptica and Aptica XT. Launched in the UK in February 2022, the Electa is a full size pram, yet is ultra compact and has a super light chassis. In fact, it is the lightest full size pram available on the market.

The key features are: ● INCREDIBLY LIGHTWEIGHT - the low weight of the 8.7kg stroller makes the Electa perfect for parents on the move. ● SURPRISINGLY COMPACT - the chassis folds down to the size of a travel trolley when closed, at 73.5 x 50cm. ● ONE-HAND FOLD - folds easily with one hand, without the handle or fabric parts touching the ground. ● EXTRAORDINARILY MANOEUVRABLE - the state-of-the-art chassis and generous wheel dimensions make the Electa incredibly easy to manoeuvre. ● MARVELLOUSLY COMFORTABLE - the full size carrycot and specially designed Welcome Pad mattress and spacious stroller guarantee optimum comfort for baby. The Stand-up is included so parents can easily transfer the carrycot to stand when they get in from their walks. ● Available in three colours: Tribeca Green, Upper Black, Greenwich Silver.

Additionally, there are a range of accessories available to pair with the Electa travel system, including a rain cover, parasol, winter footmuff, summer cover, and an extra mattress and mattress cover.

New

product

for 2022 Contact: Jonathan Feingold Jonathan@inglesina.com

www.inglesina.uk

Training & Support ● We give all retail sales staff in-store two hour training sessions including training them on the hidden benefits of the carrycot. ● Each store receives a sales manual which lists all product features, benefits, weights and measurements. ● We provide social media support, with monthly posts and images. ● Open days to drive customers to store, along with little gifts to encourage footfall and a professional demonstration from the brand itself.

Dates for the diary Exhibiting at the Harrogate International Nursery Fair in October 2022 in Hall B stand C2.

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Products

available now

i-SPIN GROW Meet the new i-Spin Grow from Joie, a slick and smart seat that combines an extended rearward harness with a belted booster mode to make sure pint-sized passengers will always have the safest ride. Smoothly taking little ones from birth to 105cm rearward facing and from 100cm – 125cm forward facing, the i-Spin Grow is a great option if parents are thinking of sustainability and wanting to purchase one product that offers longevity. Younger travellers can lie back in comfort thanks to the 6-position recline which adjusts on demand whether little one is rearward, or forward facing. The one-time ISOFIX and top tether install are so easy to use – and the best bit is that once you’re done, there’s no need to adjust or reinstall.

i-PRODIGI Joie’s first i-Size, extended rearward facing car seat grows with little ones all the way from birth to 125cm, keeping them rearward facing through their most pivotal years, protecting weak, undeveloped necks. The i-Prodigi has an extended 5-point harness that grows with the child all the way up to 23kg as well as adjustable leg room to allow older children to sit rear-facing in comfort. Snoozing youngsters can recline with ease thanks to the multiple on-the-go recline positions while the Grow-Together headrest and harness system adjusts simultaneously and require no re-threading of the harness making adapting to growing passengers, a doddle. They’ll be safe and sound thanks to the Tri-Protect headrest with three layers of foam including Joie’s patented Intelli-Fit memory foam which, when combined with the detachable Guard Surround Safety panel provides optimal side impact protection.

Tel: 01889 808900 Email: uksales@joiebaby.com

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IN PROFILE: JOIE

Training & Support Joie strives to ensure that it provides the latest and most up to date training to its retailers as well as offering marketing support and advice. You can meet the Joie team at the Harrogate Nursery Fair from 16th – 18th October 2022.

FINITI This 4in1 pushchair is the driver of any parents’ dreams with plenty of ways to roll and a fast way to fold. The bumpier the better for finiti, with a springy flex comfort seat that smooths out the bumps right in the seat and right where it matters most. Finiti will take on the toughest terrain with foam-filled and Puncture-Proof runner tyres. When out and about, little one is shielded from the rays with finiti’s full coverage, expandable hood that dims the light, making it ideal for nap time.

Parents can combine finiti with the i-Level, a lie flat lounger, made for safer spines and easy breathing, as well as the ramble carry cot to create a complete travel system. I-Level’s exclusive Tri-Protect headrest features Intelli-Fit memory foam is engineered for optimal head and neck security. The headrest and harness adjust simultaneously so on the go alterations are effortless.

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IN PROFILE: LECLERC

New

products for 2022

R

eady to stand out in the crowd?

Parents can with the brand-new Leclerc Baby Hexagon, designed by the famous designer Christian Lagerwaard.

The Hexagon is its top-of the-range Magic Fold stroller and is produced to the highest quality standards and is extremely comfortable for children. A combination of luxury perforated leatherette and suedine makes these strollers real eye-catchers. The Leclerc Baby range features stunning fabrics, co-ordinating frames, bold design along with a range of pushchair accessories in amazing colours. All products are backed with its 2-year warranty and 24/7 customer service.

Retailer Support Retailers have a choice of display stands and POS along with shop-in-shop custom design options for larger stores. A dropbox provides digital assets for listing the full range on-line. With UK distribution provided by Mee-go Ltd, the Leclerc range has great availability across all models.

Dates for the diary The Leclerc Baby range will be displayed at the Harrogate International Nursery Fair, October 2022.

Contact: Josh Gillespie UK Sales Manager E: josh@mee-go.co.uk T: 07852 902201

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IN PROFILE: MEE-GO

New

products for 2022

M

ee-go has its all-new Pure Travel System launching this month. The stylish Pure with its sumptuous fabrics, high shine chassis and effortless fold, makes the perfect stroller for parents’ new arrival. Available in four stunning colours, each chassis is individually designed in high-shine silver, rose gold or gun metal finishes. With luxurious fabrics throughout the range and features including exclusive badging and detailed stitching. Every model includes a coordinated Deluxe Mama changing bag, footmuff, pushchair apron and handmuffs, along with carrycot height adapters, car seat adapters and raincover. Parents can customise the package to include their Primo i-Size infant carrier and Primo i-Size Base, providing parents with the perfect travel solution.

Retailer Support The Mee-go Pure is easy to list using the Mee-go Google Drive which gives access to web images and a host of lifestyle photos and video content.

Mee-Go also offer bespoke display stands for all retail stores.

Dates for the diary The Pure and other new ranges will be displayed at the Harrogate International Nursery Fair, October 2022.

Contact: Josh Gillespie UK Sales Manager E: josh@mee-go.co.uk T: 07852 902201

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IN PROFILE: MIMA

The mima xari

S

tylish and smart in both function and design, the mima xari is a luxury, versatile, compact, single pushchair. An investment in comfort, safety, and engineering excellence, the xari supports little ones from birth to early development.

The mima xari pushchair can be customised to suit your customer’s needs. Simply choose from our mix and match range of colour and pattern combinations.

www.cheekyrascals.co.uk

Training & Support We have a dedicated team to support retailers with the following: l Regular visits by one of our in-house Sales Team l Volume discounts l Access to imagery, expert content, blogs, social media assets l Access to branded Point of Sale Material including brand leaflets, posters, podiums, display stands, and models (subject to manufacturer availability) l Regular e-shots on promotions, new product launches, new assets, brand awards, and developments l In-store and online training with pdf training presentations that can be kept for future reference

Dates for the diary Exhibiting at the Harrogate International Nursery Fair in October 2022

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IN PROFILE: PEG PEREGO

New

products for 2022

THE VELOCE The Veloce is agile, snappy, light and compact. It’s suitable from birth, has a reversible seat, weighs only 10.7 kg., its 51 cm wide and is ultra-compact when folded. Its top quality wheels ensure agile steering on all terrains and the adjustable, comfortable handlebar makes for easy one-handed steering. It comes complete with pushchair apron and raincover and has a roomy reinforced basket. The spacious and comfortable carrycot – the Culla Grande - and the reclinable I-Size car seat – the Primo Viaggio Lounge - both of which are sold separately complete the story.

The iconic collection, signed by FIAT matches superior style with sustainability. The special SEAQUAL YARN fabric is made with high quality polyester fibers obtained from marine plastic debris and the metallic bronze details emphasize the contemporary look.

PRIMO VIAGGIO LOUNGE Primo Viaggio Lounge is the reclining car seat for newborns.

With the Comfort Recline feature, the backrest can be lowered and the leg rest extended, allowing the child to lie in the most ergonomic position in the car as well, thanks to the i-Size base (sold separately). With Primo Viaggio Lounge, a child can travel rear-facing longer, until their height is 87 cm.

The car seat is also suitable for air travel. It can be attached onto Peg Perego and other approved brands, strollers, so parents can enjoy long, relaxing walks.

Winner of Best Reclining infant carrier in 2021 Test Selection

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IN PROFILE: PEG PEREGO

KEY CONTACTS

Name: Phil Howe Job role: Country Manager UK & Ireland Tel: 07743 878084 Email: phil.howe@pegperego.com

YPSI The ultimate eclectic stroller for practicality and design. It transforms into a double or twin stroller. The Ypsi stroller with a reversible seat is fitted with top quality wheels, a built-in zipped pushchair apron and a telescopic handle bar. Moreover, it transforms into a double or twin stroller.

Parents can live their adventures in complete freedom, just as they please!

Name: Cally Wolf Job role: Trainer & Sales Executive Tel: 07984 647444 Email: cally.wolf@pegperego.com

Training & Support

Dates for the diary

Peg Perego’s small and dedicated team are committed to supporting all of our customers on an ongoing basis and are more than happy to arrange training in store, or at our showroom in Huddersfield.

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• 16-18 October Harrogate International Nursery Fair

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IN PROFILE SILVER CROSS

unveils next generation range British nursery brand, Silver Cross, has been creating beautiful baby products for over 140 years. Its dedication to quality and craftsmanship has stood the test of time and it continues to meet the needs of parents by designing products which are stylish and practical.

Inset: Dune.

S

ilver Cross offers a portfolio of contemporary travel systems, lightweight strollers, coach prams, car seats and nursery furniture. The brand’s mission is to be a more sustainable, environmentally aware brand and it has recently revealed its next generation travel systems, Dune and Reef.

Dune: Dune is a contemporary, compact urban stroller, designed for city living, or those looking for a space-saving pushchair. Dune is minimalist, with sculpted and debossed surfaces for an architectural aesthetic. The pushchair manoeuvres nimbly around streets, transporting little ones with ease.

Reef: Suburban and stylish, Reef is a functional multi-terrain travel system.

Reef has been crafted from luxurious materials that stand up to everyday life.

Tactile tailoring and earthy tones are complemented by polished touch points and metallic surfaces.

Innovations in both travel systems include a unique one-hand fold, with each pushchair able to stand

independently on its four wheels without the handle touching the floor, keeping the vegan leather clean. In a reinvention of the famous Silver Cross “bounce”, Dune and Reef have enhanced four-wheel suspension, guaranteeing the smoothest ride and manoeuvrability.

They also both feature the brand’s unique GeniusTM harness system with its quick-to-use patented magnetic buckle, rucksack-style fastenings and a headrest and harness which can be adjusted with one hand.

For the Next Generation Continuing Silver Cross’ focus on creating a more sustainable world, Dune and Reef’s outer fabrics are woven with yarn from recycled plastic bottles*, and are delivered in recyclable, FSC certified packaging to reduce waste.

T: 0345 8726900

www.silvercrossbaby.com

Newborn ready Dune and Reef can be used from birth and are compatible with Silver Cross’ Dream i-Size infant carrier, in coordinating colours.

Newborn accessories include a newborn pod and first-bed carrycot. The pod clicks onto the seat for a safe, secure fit, with a supportive head hugger and breathable bamboo lining. Dune also has the option of a compact folding carrycot, which folds completely flat onto its base.

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Inset: Reef.

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IN PROFILE: THULE

New

product

for 2022

T

hule introduces the new Thule Shine city stroller for parents on the go. From newborn to toddler, the new Thule Shine stroller lets parents take on the rush of city life with their child from day one. The stroller’s lightweight, compact, and easy-to-handle design is perfect for navigating urban spaces yet it’s uncompromising in its premium features. The Thule Shine includes a padded and reversible reclining seat, large ventilated and extendable canopy, and a built-in adjustable leg rest for safe and comfortable cruising. The Thule Shine will be available in May 2022. Don’t let the bustle of the city slow you down - the compact design of the Thule Shine allows parents to smoothly maneuver in any space, whether it’s heading to a city park or steering through a crowded subway platform. Maximizing comfort and convenience for parents, the stroller can be pushed and packed up with just one hand and parents can fold up the Thule Shine in seconds, to jump in a taxi or dip into a coffee shop.

Dates for the diary Thule will be exhibiting at the Harrogate International Nursery Fair, October 2022.

Emma Peak, Sales Manager UK.

Training & Support We have a dedicated Sales and Marketing Manager for Thule UK, Emma Peak, who endeavours to support every retailer’s individual needs. From bespoke displays to social media campaigns, no request is too big. We are as passionate about this sector as our retailers.

Thule also has a UK based warehouse with EXCELLENT stock holding across the whole Active with Kids range. So, retailers can sell the Thule range with confidence.

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This supplement was brought to you by Progressive Preschool magazine.

To discuss the content or be included in the next edition, please contact Jo Pilcher on jop@max-publishing.co.uk / 0203 7641694 Max Publishing, United House, North Road, N7 9DP www.maxmediagroup.co.uk

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