Nursery Today April 2026

The Next Generation

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Editor Penny Franks penny@lemapublishing.co.uk

Advertisement Manager Katy Bensley katy@lemapublishing.co.uk

Sales Director Claire Naish clairenaish@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Lema Publishing Ltd Unit 1, Broomstick Industrial Estate High Street, Edlesborough, Buckinghamshire LU6 2JA Telephone: 01442 289930 www.nurserytoday.co.uk For circulation enquiries contact: subs@lemapublishing.co.uk

Co-Founder Christy Foster explains why 2026 got o to a strong start for The Nursery Store.

In this exclusive insight for Nursery Today, industry expert Jonathan Feingold explores Italy’s uniquely resilient nursery market.

editor’s letter

April is already well underway, and while the nursery sector continues to demonstrate resilience and innovation, it is impossible to ignore the wider economic climate and ongoing cost of living pressures facing everyone. Despite these challenges, the industry continues to adapt, with businesses finding new ways to meet changing consumer needs while maintaining a focus on quality, value and support for parents.

We begin our features this month with one of the most talked about product categories right now, compact fold pushchairs. Once considered a handy secondary option, these cleverly designed models have firmly secured their place as a primary purchase for many families. With urban living on the rise and parents juggling increasingly busy routines, the demand for products that combine convenience with performance has never been greater. Today’s consumers are looking for solutions that slot seamlessly into their lives, without compromise. Turn to page 18 to explore how this category continues to go from strength to strength.

Sleep solutions also remain high on the agenda, and over on page 34 we take a closer look at bedside cribs. Previously seen as a nice to have, these products have quickly become an essential for many new parents. Positioned right beside the bed, they offer reassurance and practicality in equal measure, making those night time feeds and soothing moments that little bit easier, particularly for breastfeeding mums adjusting to a new routine.

Elsewhere in the issue, we shine the spotlight on a range of key categories that continue to perform well at retail. From safety products on page 44, including everything from stair gates to everyday home safety essentials, to bottles and sterilisers on page 49, where both modern and traditional solutions are supporting parents through feeding routines. We also take a look at nightlights on page 50, a small but impactful category that adds comfort and calm to the nursery environment. Our regular columnists are on hand as always to share their expert views.

Pramland’s John Barker returns on page 32 with his trademark honesty and humour, offering a candid snapshot of retail performance, product innovation and the

realities of trading in today’s market. From early thoughts on the much anticipated iCandy Peach 8 to the ongoing challenges of discounting and margin pressure, his perspective is as insightful as ever.

Meanwhile, Christy Foster of The Nursery Store shares a positive start to 2026 on page 23, and Jonathan Feingold, beginning on page 52, explores the unique dynamics of the Italian nursery market, balancing resilience with the challenges of demographic change.

You may also have spotted our cover star this month. iCandy has officially introduced the Peach 8, the latest evolution of its much loved pushchair range. Building on nearly two decades of development, this new model blends refined design with thoughtful innovation, created with modern family life firmly in mind. You can find out more by turning to page 10.

Not all of this month’s news is celebratory, however. We were saddened to learn that Lullabys Baby Den will be closing its doors after more than 20 years. Owner Adele Fawcett described the decision as incredibly difficult in their recent Facebook post, highlighting the ongoing economic pressures facing independent retailers. While the closure is not due to liquidation, it marks the end of an era for a business that has supported so many local families. Adele has reassured customers that all orders remain secure, and we join many across the industry in thanking her for her dedication and wishing her the very best for the future.

On a more uplifting note, we also caught up with Sophie Compton of The Baby Store, who shares the story behind a growing family run business that has evolved from product design into a destination retail space. Following a move to a larger Warrington location, Sophie offers insight into customer experience,

brand partnerships and exciting plans for continued growth. You can read more from page 12.

Finally, if you are feeling inspired to get out and about, do not forget our annual Golf Day. If you fancy getting into the swing of things, be sure to contact Malcolm Naish via email on malcolm@lemapublishing.co.uk for more details, or head to page 55 where you will find all the information.

CuddleCo commercialstrengthens structure

To support growth across the 0–6 category CuddleCo has announced an evolution of its commercial structure, reinforcing its commitment to supporting retail partners and driving growth across its portfolio, including CuddleCo, Doona, Inglesina and Mother & Baby.

Steve Smith has been promoted to Sales & Marketing Director, bringing together commercial and brand expertise to lead a more integrated approach, from in-store experience and brand positioning through to improved customer conversion.

CuddleCo also welcomes Rachel Lockett as Head of National Accounts. Joining the sales team, Rachel will work closely with key partners to accelerate category growth and deliver CuddleCo’s Shop the Room strategy, creating stronger retail environments and improving conversion.

Amber returns from maternity leave as Senior National Account Manager, continuing to support key partners across the retail network.

These appointments build on an established team. Chris continues as Trade Sales Director, with Drew and Charlotte supporting across eld sales. Becky, CuddleCo’s Product Sales Trainer, and Emily, a registered midwife, lead both retail training and baby wellness workshops, supporting retailers while helping parents feel more con dent and informed in their journey.

Together, this structure strengthens CuddleCo’s ability to deliver a more connected retail experience, simplifying the buying journey and reducing overwhelm for new parents.

As the business continues to expand across nursery furniture, travel, play and early years development, CuddleCo remains focused on creating a clear, con dent category experience for families from pregnancy through to age six. www.cuddle.co.uk

Raskelf Group drives Nursery Connections expansion

One of the UK’s leading baby mattress manufacturers, Nursery Connections, has stepped up its expansion with the £2m acquisition of a major manufacturing facility in Northamptonshire.

Owned by Raskelf Group, the business has secured the 3.4-acre factory in Corby, where it will establish a state-of-the-art Baby Sleep Innovation Centre alongside a purpose-built showroom.

“Our goal is to lead the next generation of baby mattress innovation by bringing product design, material testing and prototyping under one roof,” said Commercial Director Thomas Colleran.

“The factory has been purchased rather than leased – demonstrating our long-term commitment to UK manufacturing. Representing a 70% increase in space, this site will become the new home of Nursery Connections’ manufacturing operations, with a further £250,000 investment planned in new machinery and specialist equipment.”

Nursery Connections was acquired out of administration by Raskelf Group in 2023, securing the brand rights and key assets – including stock and equipment. The deal safeguarded jobs, with employees continuing operations at the original Corby site, where expertise in developing baby mattresses had been built over two decades.

In just two years under Raskelf’s ownership, the business has grown to become the UK’s No.1 baby mattress manufacturer – producing 10,000 products per week for the domestic, retail and contract markets.

The Innovation Centre will feature dedicated facilities to develop and test new baby sleep materials and mattress constructions, with multiple areas of focus including breathability and air ow; temperature regulation; support and pressure distribution; hygiene and washability; and sustainability and recycling. www.nurseryconnections.co.uk

Jon Olsson in exclusive design collaboration with Axkid Up

Axkid, the Swedish child car safety specialist and a leading name in car seats, announces an exclusive design collaboration with former ski star Jon Olsson. Together, they are launching a limited edition of Axkid Up – Axkid’s award-winning forward-facing car seat – in a specially designed version inspired by the interiors of sports cars.

Since its launch, Axkid Up has set a new benchmark for safety, adaptability and comfort for children between 100 and 150 cm. With its adjustable seat height and backrest, the seat o ers a tailored t that helps position the child correctly in the vehicle, allowing the car’s built-in safety systems to perform as intended. The model is now being introduced in a limited design edition, where safety innovation meets a more expressive and exclusive design identity.

The limited edition of Axkid Up has been developed in collaboration with Jon Olsson, former ski star and now entrepreneur and in uencer, known for his strong passion for cars and design. This special edition features upholstery in an exclusive, suede-inspired premium textile with diamond-quilted stitching, drawing inspiration from the interiors of sports cars. The result is a car seat that combines Axkid’s high safety standards with a sophisticated and sporty design expression.

“Axkid Up is a car seat that was developed from the outset to raise the level of safety for older children in the car. With this limited edition, we wanted to add another dimension through design and material choices, without ever compromising on what matters most to us – child safety. Jon Olsson has given the seat a unique expression that we believe will appeal to a new audience for us, while building on everything that has made Axkid Up so appreciated,” says Anton Wall, Vice President and Commercial Director at Axkid.

The limited edition Axkid Up x Jon Olsson will be sold exclusively on axkid. com and will be available in two exclusive versions: Sport Suede Carbon and Sport Suede Azure.

www.axkid.com

MAM

Baby celebrates 50th anniversary

As MAM Baby celebrates its 50th anniversary, the UK’s bottle, teats and soother brand has launched a new campaign aimed at tackling loneliness amongst rst-time mothers and encouraging greater community support around early parenthood.

Titled ‘Be the Village’, the campaign marks the brand’s milestone year by building on its long-standing commitment to supporting families beyond products. Developed in partnership with UK perinatal mental health charity PANDAS, the initiative aims to turn the familiar phrase “it takes a village” into a practical call to action, encouraging people to o er meaningful support to new parents through time, presence and everyday acts of kindness.

To launch the Be the Village campaign, MAM Baby has unveiled an installation in Liverpool featuring 50 letters written by rst-time mothers from across the UK. The installation, which was unveiled in Liverpool One before moving to the Liverpool Central Library from 30 March to 5 April, presents honest re ections addressed to the next generation of parents. The letters share candid experiences of early motherhood, highlighting both the challenges and the moments of joy that accompany the transition into parenthood.

The campaign has been supported by model, presenter and podcast host Hannah Cooper-Dommett, who is expecting her second child and has contributed her own letter to the installation.

For more information about MAM Baby, please visit  mambaby.com/gb/be-the-village/

CBME China 2026: Your Direct Gateway to Manufacturing Excellence

July 15-17, Shanghai.

Connect with 2,800+ agile manufacturers offering flexible, scalable production at unbeatable factory-direct prices. Discover the industry’s most comprehensive range: strollers, car seats, smart appliances, toys, apparel, feeding products, nursery furniture, maternity essentials, and complete baby care solutions—all under one roof.

From small-batch customization to high-volume OEM partnerships, access dedicated matchmaking services and exclusive supplier directories. Secure competitive advantages through direct factory relationships.

Visit cbmexpochina.com to streamline your sourcing strategy today. www.cbmexpochina.com

JoJo Maman Bébé Celebrates 10 Years as a B Corp

This year, JoJo Maman Bébé marks a whole decade of being a B Corp certified company. To celebrate, they invited some of their little customers to get crafty, creative, and share what they love most about our planet.

Taking inspiration from their ideas, JoJo Maman Bébé has designed a limited-edition t-shirt that will launch online this summer. 20% of the sales from the t-shirt will contribute towards a donation to a charity partner.

In 2016, JoJo became the UK’s first B Corp childrenswear brand – an achievement they’re incredibly proud of. Being part of this global movement reflects their dedication to using business as a force for good, from how their products are made to how their stores operate, each choice is carefully considered. This initiative offered a meaningful way to celebrate that commitment by connecting with their community and learning from them how we can better care for our planet, all while encouraging the creativity and self-expression that sit at the heart of JoJo’s design DNA.

Baby Shusher appoints bebelephant as UK distributor

iCandy and Pippa Pegg Celebrate Fate

Sometimes fate and a perfectly named pushchair create the perfect collaboration. That’s exactly what happened when new mum and content creator Pippa Pegg spotted the iCandy Pip and felt inspired to reach out.

Pippa, whose playful parenting content delights audiences online, was drawn to the “Pip” name and the Peppa Pig partnership – a serendipitous moment she couldn’t resist.

Shusher is a trusted collection of baby sleep and soothing products designed to help calm fussiness and support better rest for the whole family.

Inspired by the natural “shushing” sound that comforts babies, Shusher products recreate the rhythmic noise babies hear in the womb to help them relax and fall asleep faster.

At the centre of the brand is the original Baby Shusher sound machine, a simple, portable device that plays a real human shushing sound to soothe babies during naps, bedtime, or on the go. Just turn it on and place it nearby to help create a calming sleep environment wherever you are.

The Shusher family now includes products like the Shusher Firefly, which pairs the signature shushing sound with a gentle nightlight glow, and the Shusher Sloth, a cuddly plush companion that combines comfort with soothing sound.

Trusted by millions of parents, Shusher products are designed to make bedtime easier. Because when babies sleep better, everyone does.

Available to stock or dropship – no MOQ!

Contact info@bebelephant.com for more information.

BIBS Launch UK Instagram Account

The team at BIBS are excited to share that BIBS is now officially on Instagram in the UK!

The new UK account BIBS Instagram account is the place to discover their latest news, product highlights, parenting inspiration and plenty of everyday BIBS moments –all created especially for their UK community.

The would love for you to follow along, share the news, and help them spread the word.

Follow BIBS on Instagram using this link: www.instagram.com/bibs_uk_/

They’re also excited to connect with creators, partners and like-minded brands in the UK for social media collaborations and creative partnerships. If you’d like to work with them, they would love to hear from you. bibsworld.com

“Seeing the Pip with Peppa Pig felt like fate!” says Pippa Pegg. “It’s been amazing bringing a bit of magic to life with iCandy – fun, practical and full of smiles.”

The collaboration comes to life in a fun TikTok family campaign starring Pippa herself, showcasing the Pip Muddy Puddle in action.

www.icandyworld.com

Amy Stephens joins the iCandy

iCandy is delighted to announce the appointment of Amy Stephens as International Account Manager.

An experienced international sales professional, Amy joins the business from Radley London, bringing extensive expertise across global account management, distributor partnerships, and driving growth within fast-paced luxury brand environments.

team

In her new role, Amy will work closely with iCandy’s established global distributor network while also leading the development of new international partnerships, supporting the brand’s continued expansion in key markets worldwide.

Commenting on the appointment, Vice CEO Cameron Appel said:  “We’re delighted to welcome Amy to iCandy. Her depth of experience, commercial insight, and extensive knowledge of international markets will be invaluable as we continue to strengthen our global presence during this exciting period of growth for the brand.”

Amy added: “I’m excited to be joining iCandy, a company recognised for its innovation, thoughtful design, and commitment to supporting new and expectant families. As the business continues to grow internationally, I look forward to working with our partners around the world and contributing to its ongoing global success.”

www.icandyworld.com

Peach 8 Pushes Innovation

iCandy has unveiled the latest evolution of its agship pushchair, bringing fresh design thinking, enhanced functionality and a continued focus on sustainability to one of the nursery sector’s most recognisable models.

iCandy has o cially introduced the Peach 8, the newest addition to its long-standing and highly regarded Peach pushchair range. Building on nearly two decades of product evolution, the latest model represents a signi cant step forward for the brand, combining re ned aesthetics with practical innovation aimed at modern family life.

At the heart of the Peach 8 is the concept that has de ned the range since its inception: a pushchair designed to adapt seamlessly as families grow. The single-to-double functionality remains central, allowing the pushchair to convert e ortlessly into a double or twin con guration while maintaining a single footprint. This approach continues to resonate strongly with parents seeking exibility without compromising on manoeuvrability, balance or overall style.

The launch marks a new chapter for iCandy, reinforcing its position within the premium pushchair market while responding to evolving consumer expectations around convenience, longevity and sustainability.

Building on a proven legacy

The Peach range has long been a cornerstone of iCandy’s portfolio, with previous iterations earning a reputation for combining performance with distinctive design. The Peach 8 builds directly on the success of the Peach 7, re ning key features while introducing a number of meaningful upgrades.

For retailers and consumers alike, the continued focus on futureproof design remains a major selling

point. The ability to transition from a single to a double pushchair without the need for a larger chassis addresses a common pain point for growing families, particularly those with children close in age.

This adaptability, paired with a strong visual identity, has helped the Peach maintain its status as a design-led choice within the nursery category. With the eighth generation, iCandy has sought to elevate this positioning further, enhancing both form and function.

Design evolution meets everyday practicality

The Peach 8 introduces a series of updates that re ect both changing lifestyles and advances in product engineering. Among the most notable developments is a newly designed collapsible carrycot, o ering improved convenience for storage and transportation, an increasingly important consideration for urban living.

Ventilation has also been signi cantly enhanced. The carrycot now features ventilation panels at both the head and foot, delivering more than double the air ow of the previous model. With a total ventilation area of 1,300cm², a 120 percent increase compared to its predecessor, the design aims to provide improved temperature regulation and comfort for infants across all seasons.

Additional re nements include an extended canopy for greater coverage, particularly useful during naps or in bright conditions, and a redesigned cut-and-sew nish across both the

carrycot and seat unit. These updated textiles not only enhance the overall look and feel but also incorporate recycled materials, aligning with broader sustainability goals.

Ease of use remains a clear priority. The Peach 8 features an improved ergonomic release mechanism for the carrycot and seat unit, alongside a ip- op friendly brake with a clear colour indicator. Enhanced suspension has also been introduced, contributing to a smoother ride across varied terrain.

Retaining core features

While the Peach 8 introduces a range of new elements, it retains many of the features that have contributed to the success of earlier models. The pushchair is suitable from birth up to 25kg and remains compatible with a range of car seats, including the iCandy Cocoon 360.

The carrycot continues to be proudly approved by The Lullaby Trust for permanent overnight sleeping, o ering added reassurance for parents and expanding its usability beyond daytime outings. Compatibility with accessories such as the iCandy MiStand further enhances its versatility within the home environment.

Practical touches such as a one-handed fold, integrated ride-on board and roll-up and dine functionality have also been carried forward. Together with a one-handed seat recline, seat unit protector and a 10kg shopping basket, these features ensure the Peach 8 continues to deliver on everyday convenience.

A stronger focus on sustainability

Sustainability plays a more prominent role in the Peach 8’s development. Each pushchair incorporates fabric made from recycled polyester yarn, sourced from approximately 134 plastic bottles. This initiative contributes to a measurable reduction in environmental impact, including lower reliance on virgin materials and decreased carbon emissions.

According to iCandy, each unit saves around 1.6kg of petroleum-based resources, reduces carbon emissions by up to 4.2kg, and conserves both water and energy during production. These improvements re ect a growing emphasis within the nursery sector on responsible manufacturing, without compromising on product quality or visual appeal.

Colourways and premium positioning

The Peach 8 will be available in eight colourways, split across the SIGNATURE range and an even more premium EDITIONS collection. The SIGNATURE range includes Black, Grey, Porcini and Taupe, while EDITIONS introduces Co ee Bean, Biscotti, Coco and Pecan.

Each finish has been carefully considered, with bespoke chassis options and premium fabrics designed to enhance the overall aesthetic. This attention to detail supports iCandy’s continued focus on delivering products that appeal to style-conscious consumers as well as those prioritising performance.

Industry launch and market impact

The Peach 8 was unveiled at an exclusive industry event in Spring 2026, where iCandy showcased the evolution of the Peach range from its earliest models through to its current position within the market. The event highlighted how the single-to-double concept has remained a de ning feature throughout the product’s history, while continuing to evolve in response to consumer needs.

Feedback from the launch indicates excited interest from both retailers and industry professionals, particularly around the enhanced functionality and sustainability credentials. The Peach 8 positions itself as a considered upgrade that builds on a globally established foundation.

Availability

The iCandy Peach 8 is available for pre-order via iCandy authorised stockists. With its combination of heritage, innovation and forward-thinking design, the latest iteration is already expected to appeal globally to both existing brand loyalists and new customers entering the category.

www.icandyworld.com

iCandy Peach 8 at a glance

Key Features:

•    Converts from single to double or twin on one footprint

•    Suitable from birth up to 25kg

•    Collapsible carrycot for easier storage and transport

•    Carrycot approved for overnight sleeping

•    1,300cm² ventilation area, 120 percent increase vs previous model

•    Ventilation panels at head and foot of carrycot

•    Extended canopy for added coverage

•    One-handed fold and seat recline

•    Enhanced suspension for smoother ride

•    Flip- op friendly brake with colour indicator

•    Integrated ride-on board

•    Roll-up and dine functionality

•    10kg shopping basket capacity

Sustainability:

•    Fabrics made from recycled polyester yarn

•    Approx. 134 plastic bottles used per pushchair

•    Reduced carbon emissions and resource usage

Compatibility:

•    Car seat compatible, including iCandy Cocoon 360

•    Compatible with iCandy MiStand

Colourways:

•    SIGNATURE: Black, Grey, Porcini, Taupe

•    EDITIONS: Co ee Bean, Biscotti, Coco, Pecan

Warranty:

•    5 years

Family roots to

Sophie Compton of The Baby Store re ects on the evolution of a family run business that has grown from product design into a destination nursery retailer. Following a recent move to a larger Warrington location, she shares insight into customer experience, brand partnerships, and plans for the future as the business continues to expand its o ering.

For anyone who may not know your story, can you tell us a little about The Baby Store and how the business has grown over the years? What do you feel really sets you apart today in the retail landscape?

Our family business o cially began in 2010, although our journey started long before that, when we rst stepped into the nursery industry with a passion for creating our own range of baby products. From bottles and changing bags to a full travel system, seeing our products featured in Babies “R” Us and Argos was a moment of real pride for us.

As our passion grew, so did our vision. We took a new direction and opened our own store, creating a space where expecting families could find everything they need under one roof.

Sixteen years on, we are still proudly running the business as a family, and we feel incredibly grateful for the journey so far. We are so excited for everything the future holds and for all the families we have yet to be a part of.

You have recently moved into larger premises at Junction Nine Retail Park in Warrington, what prompted the relocation, and what has the new space allowed you to do di erently?

Our doors opened at Junction Nine Retail Park on 20th March, and what a

Our doors opened at Junction Nine Retail Park on 20th March, and what a whirlwind it has been. When the opportunity came to relocate to such a vibrant and central retail park, it felt incredibly rewarding for our family, and a step we knew we had to take

whirlwind it has been. When the opportunity came to relocate to such a vibrant and central retail park, it felt incredibly rewarding for our family, and a step we knew we had to take.

retail

We had reached a point where we felt we had grown as much as we could in our previous location, and many of the ideas and ambitions we held close were no longer possible there. This move has allowed us to dream bigger.

The in store experience is clearly a big part of what you o er, how important are showroom displays and hands on demonstrations in helping customers make decisions? We could not agree more. Having the opportunity to explore all the new products you will encounter as a family, rsthand, can really help ease the nerves that come with becoming a new parent.

Our in house design team thoughtfully curates and plans every display, updating them seasonally to keep your experience fresh and inspiring. When it comes to nding the perfect products, we believe it is so important that every customer feels comfortable and supported, because there is no such thing as a silly question. We highly encourage people to ask away and will always guide to the very best of our ability.

At

“ ”

The Baby Store, we love hosting an event. Any chance we get to showcase something a brand has going on, we are all for it. Whether there is a new product to show off or simply a chance to highlight a brand and everything they do, we are happy to host.

How would you describe your typical customer, do they tend to arrive well researched, or are they looking for guidance and reassurance from your team? Across the board, we see families from all walks of life. Some seasoned parents with a big family already know exactly what they want and are in, out, and ordered in under ten minutes. On other occasions, we have rst time parents who join us on their rst visit to a baby store and are keen for guidance.

They may spend most of their day with us in store and get everything they need, or take time to absorb what they have learned from our team and return the following day to make their decision. Every interaction is unique, and we would not have it any other way.

How important are well known brand names to your customers, are they coming in with speci c brands in mind or are they open to discovering something new?

Some families come to us having already done their research, perhaps browsing online or seeing a particular brand on social media that has caught their attention. They often head straight to that product to see it for themselves. Sometimes it is exactly what they were hoping for, other times seeing it in person can change their perspective.

Of course, every family’s lifestyle is di erent, and what works perfectly for one may not be the right t for another. That often leads to exploring alternative options and discovering something even better suited to their needs.

At other times, customers are simply looking for guidance. With many mums on our team, we are able to share genuine rsthand experiences of what worked for us, while always taking the time to understand each customer’s individual circumstances. From there, we guide them with care and honesty to nd the product that feels right for them.

You work with a wide range of brands, during your recent move and store t what kind of support did you receive from your brand partners, were there any that really stood out in helping bring the new store to life?

The support from our brand partners

has been nothing short of incredible. The level of craftsmanship, time, and care that has gone into creating new and bespoke displays is truly unmatched.

This store has been a real passion project for us. From the very beginning, we wanted to create a space that feels fresh and welcoming, while still holding onto the warmth and charm of a boutique, family run business, something that sits at the very heart of our values. Thanks to the support of our brand partners, we have been able to bring that vision to life.

To celebrate and thank everyone involved, we hosted a launch party, an evening lled with gratitude, pride, and a real sense of achievement. It truly was a wonderful night.

Do brand led events or in store demo days play a big role for you, and how do customers respond to those more interactive experiences?

At The Baby Store, we love hosting an event. Any chance we get to showcase something a brand has going on, we are all for it. Whether there is a new product to show o or simply a chance to highlight a brand and everything they do, we are happy to host.

We also o er a range of events with experts from sectors such as rst aid and hypnobirthing, with more planned for later this year.

Social media is such an important touchpoint now, how are you using your channels to connect with customers and drive footfall into store?

We think it is incredibly important for

our customers to know that we are real people, sharing honest opinions, not here to push speci c brands or products, but simply to support and guide them wherever they need us on their journey.

Our goal is for our social media presence to re ect this, authentic, approachable, and always focused on the customer.

“The support from our brand partners has been nothing short of incredible. The level of craftsmanship, time, and care that has gone into creating new and bespoke displays is truly unmatched

”

Looking ahead, what is next for The Baby Store, are there any exciting plans or developments you can share with our readers?

We do not like to settle and are always looking ahead to how we can develop further. One of the things we are most excited about is the upcoming launch of our own in store coffee shop, a welcoming space for new parents to come together, connect, and relax in an environment thoughtfully designed with babies in mind.

From a safe and comfortable space for breastfeeding to hosting events that bring new mums together as a supportive community, this is something truly special to us. There is so much more to come, and we cannot wait to share it.

Smart Supply Chain

Advanced Supply Chain continues to rede ne modern logistics through technology, sustainability and tailored services. UK and European Sales Director Stuart Green eld shares insight into how the business is supporting brands and retailers, including those in the nursery sector, to improve e ciency, reduce waste and navigate an increasingly complex global landscape.

For those who may not know you yet, can you tell us a bit about Advanced Supply Chain and what you do day to day?

Advanced Supply Chain, ASC, is an international logistics company founded in 1997. We currently move over 300 million products each year for leading retailers and consumer brands.

In 2021, we joined international circular economy specialist Reconomy and are part of their Re use loop, which also includes ReBound Returns, a market leader in the management of shopper returns.

We specialise in omnichannel supply chain services which optimise the e ciency and e ectiveness of moving goods around the world. This helps customers to manage costs while improving the speed, reliability and resourcefulness of supply chains.

Our solutions span value added services, pre retail, returns processing, ful lment, wholesale distribution and transportation.

How would you describe the way you operate, and what sets you apart from more traditional logistics or supply chain providers?

One of our greatest strengths, which has de ned ASC since the very beginning and has been a key driver of growth during the past few decades, is that our services are tech led.

We create our own bespoke supply chain software and support this with an in house team of technical experts. This means we can tailor services and create solutions according to the speci c goals of the customers we work with.

Another key strength is being part of Reconomy. We

are able to partner with experts across an extensive mix of a nity brands, drawing on specialist sustainability experience and insight to support customers in better managing their resources to reduce waste and improve circularity. This is further strengthened by our value added services from repair, refurbishment and re work, to repackaging and returns optimisation, which can help extend product life and unlock greater circular value.

From a customer perspective, where do you really add value, what are the key benefits brands or retailers tend to see when they start working with you?

We add value by overcoming operational complexities to streamline the movement and processing of goods. This involves improving connectivity throughout supply chains to enrich the ow and availability of data, as well as delivering hands on supply chain management solutions which minimise touchpoints and ine ciencies.

For example, our Retail Ready service has been developed to boost compliance with retailers standards and systems to bene t both retailers and their network of suppliers. Many retailers are expanding product ranges and working with a growing number of di erent manufacturers. This often creates inconsistencies throughout packaging and labelling, with non compliance slowing speed to market. We have created a solution that solves this problem, with automated and digitalised systems helping one business to halve pre retail lead times from six to three days.

Solutions

Nursery is an extremely emotive sector. Can you share with us how your customer service operates and how you navigate client expectations?

We have key account teams who work closely with customers. Emphasis is on regular contact, as well as the continuous monitoring of KPIs to ensure we are consistently delivering against expectations and identifying opportunities for innovation. This might be nding new ways to enhance the salvaging and restoration of returned products, one such project involves maximising the value of prams sent back by shoppers, or it might be adapting supply chain models to integrate dropshipping, so products can be delivered direct from brands to parents who value speedy service.

The logistics landscape has been anything but straightforward recently, what are the biggest challenges you are facing right now, and how are you navigating them?

Key challenges include supply chain reliability and rising input costs, with these factors in uenced by di erent causes such as global con icts and tari volatility. Each challenge is nuanced by variables like origin of supply, type and value of SKU, location of customers and more.

customer returns. Finding the right solution relies on accurate supply chain data.

Do you work with any nursery or juvenile brands or retailers at the moment, and are there any specific demands or quirks that come with that sector?

Yes, we work with a wide range of brands and a trend we are seeing across the sector is the keenness to embrace recommerce. Sustainability and circularity are often huge motivators for parents, and retailers and brands are focusing on how to embrace pre loved as part of their retail models, while also enhancing the product lifecycles of shopper returns.

Technology is a big talking point across the industry, how are you using data, automation or AI in a practical way to improve efficiency and visibility?

consumers, how are you helping customers reduce their carbon footprint, and what steps are you taking as a business in this area?

We are working with retailers and brands in a number of di erent ways to improve the environmental performance of supply chains. For example, during returns management, we have developed processes to enhance salvage rates and restoration, meaning lower levels of potential product waste. During pre retail logistics, we can support clients to minimise packaging waste by strengthening compliance. Dynamic, data led routing and loading best practice also enables customers to boost cube optimisation during transportation to cut mileage out of supply chains.

Looking ahead, what are your plans for the business as you continue to grow, and how can those in the nursery industry find out more or start working with you?

Sustainability is increasingly front of mind for brands, retailers and and value of SKU, location of

This means there are di erent options for mitigating risks and impacts, whether that is diversifying shipping routes, nearshoring or localising

We utilise data in a number of di erent ways, including optimisation of eets and vehicle scheduling. Speed to market is massively important in the nursery sector, as is the sustainable performance of supply chains. Data led insights can boost the load optimisation of vehicles, cut dwell times at warehouses and improve route planning. Each of these can help lower vehicle usage and associated carbon emissions throughout supply chains, while also increasing speed.

We are continuing to invest in solutions that help retailers and brands during two supply chain hot spots, getting products ready for sale and customer returns. Innovations include new platforms to address issues such as returns fraud, as well as expanding our value added services to meet the growing trend of retailers expanding and diversifying SKUs and the challenges this can present. Focus on each of these areas is helping businesses to save time, eliminate waste and ine ciencies, and boost overall performance to satisfy customer expectations for speed and sustainability throughout supply chains.

Can you give us a sense of the scale of your operation, in terms of your network, warehousing and the types of businesses you support?

We are a global organisation, with sites across the UK and Europe, and a network of international partners.

To nd out more about Advanced Supply Chain email: enquiries@advancedsupplychain.com

Compact living

Compact fold pushchairs have rmly secured their place in the modern parenting toolkit, evolving from a convenient secondary option into a primary purchase for many families. Driven by changing lifestyles, urban living and an increasing desire for exibility, today’s consumers are seeking products that deliver on both practicality and performance without compromise.

As homes become smaller and daily routines busier, the need for space saving solutions has never been greater. Helen Robinson, Head of Sales UK & Ireland at Hauck, explains, “Families today are more mobile and space conscious than ever. Smaller homes, frequent travel and fast paced daily routines all in uence expectations. Compactness is no longer an added bene t. It is a baseline requirement. The challenge lies in delivering it without compromising comfort or durability.” This shift in mindset has elevated compact fold pushchairs from a handy extra to an essential item.

The category has also bene ted from signi cant innovation over recent years. What began as simple umbrella folds has transformed into a sophisticated segment o ering sleek designs, intuitive functionality and improved usability. Damon Marriott, Head of Product Management at Joie, notes, “The compact fold started o as the classic umbrella fold, and while these still have their place in the market, the aesthetic has de nitely become more pleasing and the functionality has certainly improved. Brands are always looking for ways to improve the design of their strollers, weight is an important consideration, and we have seen products getting lighter, as well as improvements to the fold function.” These advancements are helping to rede ne consumer expectations, making compact no longer synonymous with compromise.

One of the most notable developments within this space is the growing demand for cabin approved strollers. As travel becomes more accessible and families increasingly take trips abroad or short breaks, products that can seamlessly transition from home to airport are gaining traction. Damon adds, “The desire for cabin approved strollers is high, and this is something we are responding to. Other features such as easy to use buckle systems have been a recent addition to this category. Ultimately, the basic functions of a stroller are what parents are looking for, so brands are striving to re ne their designs through attractive fabrics and features like one hand fold.” This blend of convenience and thoughtful design is proving highly appealing to today’s parents.

Retailers are also seeing a shift in how consumers engage with these products. Demonstration, whether in store or online, plays a crucial role in driving sales. Helen highlights the importance of visual storytelling, saying, “Compact products are best understood when people see them in real life situations. Through social media, video content and digital campaigns, we show how the products work

Cabin size approved

Designed for life on the go, the Push Me Explor by Red Kite is a stylish, cabin-size approved stroller that makes travel and everyday outings e ortless.

Suitable from birth up to 22kg, it features a generously padded seat that reclines fully at, along with an adjustable leg rest, perfect for comfortable naps wherever the day takes you.

Its ultra-compact fold meets IATA cabin luggage guidelines and can be achieved with one hand, making storage and travel simple. Smooth all-wheel suspension ensures a gentle ride, while the UPF 50+ hood with viewing window o ers added protection and practicality.

Finished with a secure 5-point harness, padded bumper bar, raincover and a roomy under-seat basket, the Push Me Explor combines comfort, convenience and modern design for busy families.

TEL: 01454 326 555 www.redkitebaby.co.uk

in everyday scenarios such as travelling, commuting or urban mobility.” This approach not only educates consumers but also helps them visualise how these pushchairs t seamlessly into their lives.

Versatility is another key factor behind the rise of compact folds. Many models now o er compatibility with infant car seats, providing an appealing alternative to traditional travel systems. Richard Smerdon of My Baby Stroller explains, “If a compact fold can accommodate a car seat, this is a real advantage. Some customers choose this option over a full travel system to avoid having too many separate components. Many also want something practical for holidays or visiting family.” This streamlined approach resonates strongly with parents who value simplicity and e ciency.

Looking ahead, the trajectory for compact fold pushchairs appears overwhelmingly positive. Richard adds, “We expect to see more compact strollers becoming a rst choice for new parents. Customers are increasingly looking for lightweight, easy to manoeuvre designs that can be stored neatly in the home.” As brands continue to innovate and re ne their o erings, the category is set to grow even further.

For nursery retailers, the message is clear. Compact and cabin friendly designs are no longer niche, they are central to consumer demand. By showcasing functionality, emphasising real world use and highlighting the latest innovations, retailers can tap into one of the most dynamic and fast growing segments in the market today.

Mamoa moves the future

Mamoa is more than a stroller brand – the world of Mamoa is a statement of modern elegance, rooted in love, legacy, and intention.

Inspired by the strength and heritage of the Māori, each product balances timeless elegance with modern innovation. Rooted in family values, Mamoa stands for safety, comfort, and connection. A re ned re ection of love, trust, and legacy designed to

Lightweight and practical

www.mymamoa.com | www.go10.co.uk

Travel ready

Anywhere, anytime, and any mood – the parcel LX is always travel ready with an easily activated compact fold.

The new and improved parcel LX now has larger wheels than the previous model making it even easier to take on those tougher terrains. Foam lled for durability, your wheels will never be the reason for missing out on adventures.

With multiple recline options, you can let snoozy toddlers rest after a busy day on their feet. With an adjustable leg rest ready to support tired legs you can rest assured they will be able to recharge in comfort when you’re out and about. uksales@joiebaby.com www.joiebaby.com

Designed for families seeking a lightweight and practical everyday solution, the hauck Fold N Care is a compact umbrella stroller within hauck’s new stroller generation.

Weighing just 7.6 kg, it folds down quickly and features a convenient carry handle for easy transport. Suitable from 6 months up to 22 kg, it o ers a multi-position recline, adjustable footrest and smooth four-wheel suspension. The UPF 50+ canopy with viewing window provides reliable sun protection. A 5-point harness and removable bumper bar ensure safety, while the XL basket and canopy pocket o er ample storage for daily essentials.

Sales enquiries contact: info@hauckuk.com  | www.hauck.de/en

www.mymamoa.com

info@mymamoa.com

Three strollers in one

Meet pact pro, the newest compact fold to join the Joie portfolio.

Designed for every journeys from birth to big kids, the pact pro is three strollers in one, compatible with Joie infant carriers and carry cot (sold separately).

Whether little one wants to sit up and take in the sights or lie back and snooze, there is an option to suit, thanks to the multiple recline positions. Light as a feather, at just 6.3kg, the pact pro is super easy to fold with a quick one hand action, to create a compact, freestanding fold. uksales@joiebaby.com

All in the fold

Venicci Tila brings a quiet sense of ease to everyday parenting, where practicality meets understated elegance.

Its compact fold is designed for real life, smooth, e cient, and genuinely simple to use. With the innovative Up2Go system, the carrycot and chassis fold together in one uid motion, allowing each transition to feel e ortless, whether stepping onto a train, storing it neatly at home or lifting it into the boot.

It is a design that favours thoughtful details over complication, remaining re ned, dependable, and ready for whatever the day brings. With Venicci Tila, compact living feels calm, considered and naturally easy. www.venicci.co.uk

Compact travel stroller gains momentum

The JoviKids award winning Ayla Pushchair continues to impress as a compact, airline-approved stroller with smooth auto-folding and travel system compatibility, tailored for modern families on the move.

JoviKids continues to showcase its latest innovation: the Ayla, a compact and airlineapproved stroller designed for active families. Built to meet IATA cabin size guidelines, the Ayla folds neatly into an ultra-compact form with a one-handed automatic fold, making it easy to handle during ights, public transport and everyday outings.

Suitable from Birth up to Approx. 22 kg, this lightweight yet well-considered stroller is designed for comfort, featuring adjustable recline positions, puncture proof wheels, generous ventilation and a UPF50+ canopy. The included adapters allow seamless pairing with infant car seats, including the JoviKids Aria, transforming the Ayla into a complete travel system.

Complete with a footmu , cupholder and dedicated travel backpack, the Ayla continues to suit family holidays, city commutes and everyday adventures bringing together practicality, style and comfort in one travel-ready solution.

For further information contact the below.

Sales@norababyuk.com

Space saving

The Inglesina Maior combines a space-saving fold with one of the most generous seats in the lightweight stroller category.

Folding easily with one hand and standing upright once closed, Maior o ers a compact footprint ideal for car boots, lifts and everyday storage, without compromising on child comfort. Its wide, spacious seat and removable All-Season padded cover support growing families, while a ventilated back canopy with 3D mesh window enhances air ow in warmer weather.

Designed for practical urban living, Maior delivers compact convenience alongside premium comfort, creating a strong commercial story for retailers. sales@cuddleco.co.uk www.cuddleco.co.uk

Small Fold, Big Appeal

Compact fold pushchairs continue to gain momentum as parents prioritise convenience, exibility and space-saving design. Richard Smerdon of My Baby Stroller shares his insights into shifting customer preferences, the rise of travel-friendly solutions and how retailers can support today’s on-the-go families.

Compact fold pushchairs continue to see strong demand. From your perspective, what is driving interest in this category among your customers?

A lot of people nd compact strollers simple and stress free to use. They often feature a one-handed fold and are lightweight, making them easy to pop in the car boot for school runs and shopping trips. While there are clear bene ts for travel, in day to day life customers are increasingly drawn to this level of ease.

How are lifestyle shifts, such as city living, smaller homes and increased travel, influencing the types of compact folds parents are choosing?

In Birmingham, there is strong demand for prams that do not take up too much space, both at home and in the car. If a compact fold can accommodate a car seat, this is a real advantage. Some customers choose this option over a full travel system to avoid having too many separate components. Many also want something practical for holidays or visiting family.

What features are most important to your customers when selecting a compact fold, and have you noticed these priorities changing over time?

We have seen increased demand for a good recline, allowing use from a younger age. Customers also appreciate the option to convert the stroller into a travel system by adding a car seat or carrycot. How significant is the balance between price and performance in your customers’ decision making, and how does this shape your product range?

There is a complete mix. Some customers want an a ordable compact stroller for occasional use, such as holidays and trips. Others are willing to invest more in a well made model that will last over time.

Are you seeing more parents opting for compact folds as part of a full travel system? How does this impact the way you present and sell these products?

The traditional travel system remains the main focus for new parents, particularly due to the popularity of parent facing options, which are less common in compact models. However, we are seeing growing interest in smaller travel systems that o er a balance between size and functionality. We o er bundles with compact folds and their popularity is increasing. While we do not display them di erently, we ensure customers receive all the relevant information.

“We are seeing growing interest in smaller travel systems that offer a balance between size and functionality.

”Which product innovations or standout features are currently resonating most strongly with your customers?

Customers really value the one handed fold and innovations such as folding carrycots.

What about cabin friendly options, have you experienced an increase in interest? Yes, there is always a noticeable increase in demand for cabin friendly strollers during the summer months.

How much influence do digital channels, including social media, reviews and online demonstrations, have on purchasing decisions before customers enter your store?

Social media and online advertising play a signi cant role. When a new product launches and gains

visibility online, customers often visit the store shortly afterwards to see it in person.

Is sustainability becoming more of a consideration for your customers, and is this reflected in the brands and products you choose to stock?

Customers appreciate brands that are making e orts towards sustainability, although it is not always a primary question. Many strollers now feature fabrics made from recycled materials and brands continue to re ne their processes.

How do you support customers both in store and online when helping them navigate the compact fold category?

In store, we begin with a small selection and tailor the options based on what matters most to the customer, whether that is brand, weight, design or folding mechanism. We provide honest guidance, outlining the pros and cons of each model based on daily use, and gradually narrow down the options. Online, most customers already have a clear idea of what they want, but we o er live chat support and continually improve the website to make product discovery easier.

What do you value most from brand partners in terms of support, training and merchandising?

All the brands we work with provide strong support, including training, point of sale materials and social media assets. This support makes it much easier to sell the products.

Looking ahead, how do you see the compact fold category developing, and what opportunities or challenges do you anticipate for your business?

We expect to see more compact strollers becoming a rst choice for new parents. Customers are increasingly looking for lightweight, easy to manoeuvre designs that can be stored neatly in the home.

A New Era of Mobility

CYBEX unveils its redesigned Platinum line, bringing elevated style, intuitive engineering, and a new foldable carry cot to modern families seeking seamless mobility.

CYBEX has introduced the next evolution of its renowned Platinum line, bringing refreshed design language, elevated comfort, and innovative functionality to four of its most iconic strollers: PRIAM, ePRIAM, MIOS, and COŸA. The updated collection also debuts the FOLD LUX CARRY COT, a new product designed to rede ne convenience for today’s families.

Crafted with meticulous attention to detail, the new Platinum line re ects CYBEX’s ongoing commitment to intelligent engineering and timeless style. The brand has drawn inspiration from the enduring design philosophy of Ray and Charles Eames, a belief that true design excellence lies in perfecting every detail. This in uence is evident in the collection’s re ned silhouettes, curated nishes, and elevated softgoods refresh, all developed to create products that feel both contemporary and enduring.

At the centre of the launch is the innovative FOLD LUX CARRY COT. Designed for seamless use across the Platinum portfolio, it is compatible with the PRIAM, ePRIAM, MIOS, and COŸA frames. Its standout feature is an intuitive folding mechanism that allows the cot to collapse to half its size, even while attached to the frame. When unfolded, it o ers premium materials, signature CYBEX comfort, and the elevated design synonymous with the Platinum line. When folded, it becomes travelready, compact enough for car boots and overhead compartments.

The iconic PRIAM continues to embody the balance of sculptural design and everyday functionality. Recognised for its luxurious look and smooth manoeuvrability, it remains a favourite for parents seeking a premium experience. Its counterpart, the ePRIAM, builds on this foundation with smart technology that supports uphill and downhill travel, assists on uneven terrain, and even o ers a handsfree rocking function for soothing little ones. Both models feature allwheel suspension, onehand folding, full recline functionality, and CYBEX’s signature onepull harness system.

Designed for city living, the MIOS brings compact agility to urban environments. Lightweight and e ortlessly manoeuvrable, it glides through crowded streets and tight spaces while o ering premium comfort and Travel System compatibility. For families with a more mobile or international lifestyle, the COŸA o ers an ultracompact solution without compromising on comfort. It transitions smoothly between carry cot, infant car seat, or seat unit, making it ideal for travel across cities, airports, and public transport.

Collectively, the new Platinum line re ects CYBEX’s continued ambition: to create products that integrate seamlessly into modern life through intelligent engineering, emotional resonance, and uncompromising quality. It marks a con dent step forward in the brand’s vision for the future of family mobility.

www.cybex-online.com

Award-winning design. Surprisingly light

Award-winning carbon stroller combining ultra-lightweight engineering, re ned design and everyday functionality for modern families.

Within hauck’s new stroller generation, the Lite N Care stands as a de ning example of design-led, ultra-lightweight mobility. Combining advanced materials, re ned aesthetics, and everyday functionality, it re ects how modern families move through daily life. Combining advanced materials, re ned design and practical functionality, the pushchair responds to growing demand for solutions that are both highly mobile and aesthetically considered.

At its core is an innovative carbon frame, delivering exceptional strength and stability at a weight of just 5.5 kg. This ultra-light construction allows parents to move e ortlessly through urban environments, navigate stairs, and transition seamlessly between di erent modes of transport. Whether in the city or on the move, Lite N Care reduces physical e ort while maintaining a high level of comfort and safety.

Travel-readiness is a de ning feature. With its compact one-hand fold and IATAcompatible dimensions, the pushchair is ideally suited for air travel and everyday mobility alike. It folds quickly and can be carried with ease, making it particularly relevant for families with dynamic, on-the-go lifestyles.

At the same time, Lite N Care o ers long-term usability. Suitable from birth up to 22 kg, it adapts to the di erent stages of early childhood. The adjustable backrest and footrest allow for both upright exploration and relaxed resting positions, supporting comfort throughout the day. Additional features such as UPF 50+ sun protection and breathable materials ensure a pleasant environment for the child, even in warmer conditions.

Beyond functionality, the product re ects a strong focus on design. Clean lines, high-quality materials, and re ned detailing create a modern, understated aesthetic aligned with current lifestyle trends. The combination of performance and visual appeal positions the Lite N Care as a product that integrates seamlessly into contemporary family life.

Its relevance is further underlined by multiple prestigious awards. The Lite N Care is a Kind + Jugend Innovation Award Winner 2025, recognising its forward-thinking concept and product innovation. It has also received the German Design Award 2026, highlighting its outstanding design quality. In addition, it has been recognised by consumers through the Loved by Parents Award 2026 - based on testing and feedback from real families - achieving Platinum in “Best Innovative Stroller” and Gold in “Best Lightweight Stroller”.

Together, these accolades re ect a product that successfully combines innovation, design and everyday usability. The hauck Lite N Care represents a considered response to the evolving expectations of modern families - where mobility, ease of use and design are no longer separate requirements, but part of one cohesive product experience.

Contact:   Sales enquiries contact: info@hauckuk.com  www.hauck.de/en

Compact, Clever, Consumer Focused

In this interview, Helen Robinson, Head of Sales UK & Ireland at Hauck, shares how the brand’s long-standing heritage continues to shape its modern approach to compact strollers. From lightweight engineering to travel-ready innovation, Helen outlines how Hauck is refining its range to meet the evolving needs of today’s mobile, space-conscious families, while supporting retailers with clear, purposeful product strategies.

Hauck has a long heritage in the pushchair and stroller category. How does that legacy shape your overall product strategy today, particularly in compact folds and everyday strollers?

Our heritage gives us a clear understanding of what families actually need in everyday life. After decades in the pushchair category, you learn very quickly which features make a real difference and which ones only look good on paper.

Today, that experience shapes our strategy in a very practical way. We focus on creating strollers that are lighter, easier to handle and better suited to modern mobility. In the compact segment, this meant rethinking weight, folding mechanisms and usability from the ground up.

Rather than expanding the range, the goal was to simplify it and make each product more purposeful. This is what defines the new generation of hauck strollers. How does hauck’s business philosophy influence decisions around innovation, range planning and the product experiences you aim to deliver through retail partners?

Our philosophy is straightforward. Products must make family life easier. If they do not add genuine value, they do not belong in development.

With this new generation, innovation was never about adding features for the sake of it. With Lite N Care, for example, the ambition was clear, reduce weight significantly while maintaining stability and quality. With Fly N Care, the goal was to make travel feel intuitive rather than complicated.

That clarity of purpose shapes how we develop products and how we position them in the market.

Compact folds have become increasingly essential for modern parenting. What do you see driving this demand, and how is hauck responding?

Families today are more mobile and space conscious than ever. Smaller homes, frequent travel and fast paced daily routines all influence expectations.

Compactness is no longer an added benefit. It is a baseline requirement. The challenge lies in delivering it without compromising comfort or durability.

Lite N Care, at 5.5kg, demonstrates how far lightweight engineering has evolved within this new generation. At the same time, models like Fold N Care ensure that compact practicality remains relevant for everyday use. The underlying focus is always ease and reliability. There’s a noticeable rise in demand for cabin friendly options. How is hauck approaching this evolving requirement?

Cabin ready functionality is becoming increasingly important, particularly for families who travel regularly.

Lite N Care and Fly N Care are IATA compliant and designed around airline requirements. However, cabin

size alone is not enough. The stroller also needs to fold quickly, carry easily and perform just as well outside the airport.

For us, travel readiness is about seamless transitions, not just measurements.

Based on feedback from retailers and end users, what features do parents prioritise most in compact and cabin ready strollers?

Weight and folding simplicity are consistently highlighted. Maneuverability in tight spaces is equally important.

At the same time, parents expect reassurance. A lightweight stroller like Lite N Care must still feel durable and secure. That balance between lightness and stability is what drives positive feedback.

Design also plays a growing role. While Lite N Care stands out with its carbon frame and clean, technical detailing, Fly N Care is often appreciated for its modern, well balanced design and overall visual appeal.

This combination of practical usability and attractive design is what tends to resonate most strongly with today’s parents.

When balancing functionality, styling and price point, how does hauck ensure each product hits the sweet spot?

We start with non-negotiables, safety, durability and quality materials.

From there, differentiation is intentional. Lite N Care focuses on ultra lightweight engineering, Fly N Care on intuitive travel performance and Fold N Care on practical everyday usability. While they share the same technical standards, each model is positioned at a different price point to give retailers a well structured compact range and to ensure there is a suitable option for different customer needs and budgets.

Each model highlights a different strength, but all are built around the same engineering standards.

How important are aesthetics in driving preference in the compact stroller category?

Design has become significantly more relevant. Compact strollers are visible products that accompany families everywhere.

With Lite N Care, the carbon frame is not simply a styling feature. It communicates lightweight performance and technical intent. Across this new generation, design and engineering are closely connected rather than treated separately.

What impact do awards and industry recognition have on the brand?

Awards provide independent confirmation that a product delivers what it promises. For retailers, this creates additional confidence, and for parents it acts as a useful point of orientation in a crowded market.

Lite N Care has received several major recognitions,

including the German Design Award 2026, the Kind + Jugend Innovation Award 2025 and two Loved by Parents Awards 2026. This combination of industry and consumer recognition shows that the product performs well both technically and in everyday use.

How does hauck support awareness of its compact range through digital storytelling?

Compact products are best understood when people see them in real life situations. Through social media, video content and digital campaigns, we show how the products work in everyday scenarios such as travelling, commuting or urban mobility.

Retail partners receive structured digital assets, including product videos, images and content packages, which help ensure consistent presentation across online and in store channels. This makes it easier to communicate key product benefits clearly and efficiently.

Finally, what specific support does hauck provide to nursery retailers, and what advantages do they gain by choosing hauck in this category?

We focus on making the compact range easy to understand and easy to sell. Retail partners receive structured product training, clear marketing materials and digital content that helps to explain the products confidently.

The advantage for retailers is a focused and well structured compact portfolio with clear product roles, strong lightweight and travel credentials and proven market recognition. This reduces complexity in assortment planning and supports faster customer decisions in store.

Ultimately, the aim is to provide retailers with dependable products that match current mobility trends and offer long term relevance in the compact stroller category.

Smart Compact Evolution

Responding to changing family lifestyles and the growing demand for convenience, Damon Marriott, Head of Product Management at Joie, outlines how compact fold pushchairs are evolving. From lightweight innovation to travel ready functionality, Damon highlights how the category is being shaped to better support modern parenting

Compact fold pushchairs continue to gain traction across the market. From Joie’s perspective, what has fuelled this growing demand?

Compact folds generally come in at a lower price point, so are ideally placed as a second option or one that will be used less frequently than a main pushchair. They are a great solution if parents are looking for something to take on holiday or to leave at a grandparent’s house. How are evolving lifestyles, from city living to more frequent travel, in uencing the way Joie approaches the design and functionality of its compact fold range?

These products are very popular with families who live in towns and cities, as they make travelling through built up, busy areas and on public transport much easier, so this is something we always try to keep front of mind when designing our compact products.

Brands are always looking for ways to improve the design of their strollers, weight is an important consideration, and we have seen products getting lighter, as well as improvements to the fold function.

What are the key features today’s parents expect from a Joie compact fold, and how have these expectations changed in recent years?

The compact fold started o as the classic umbrella fold, and while these still have their place in the market, the aesthetic has de nitely become more pleasing and the functionality has certainly improved. Brands are always looking for ways to improve the design of their strollers, weight is an important consideration, and we have seen products getting lighter, as well as improvements to the fold function. One of the key questions we are often

asked by consumers relates to the suitability of our strollers for air travel and whether or not they are cabin approved. This is something we have really listened to, and consumers can expect to see developments soon. How does Joie strike the right balance between accessible pricing and strong functionality within this competitive category?

This balance is among our key focuses when we develop a new product. One of the ways we provide this balance is by investing in categories at several market levels, so we can o er great products and value at various price points, therefore ensuring we o er something to suit every family. The compact category is something we have been actively working on, and yes competition is erce, so our aim is to provide innovation and great functionality in small and big ways, from included accessories to improved recline systems which are able to sit more upright.

Are you seeing increased demand for compact folds that integrate seamlessly into a full travel system? How is Joie responding to this trend? Our current compact selection boasts infant carrier compatibility through the use of adapters, so we are well prepared for increased demand on this front. However, we are not resting on our laurels, an upcoming arrival to the Joie compact range will employ an adapterless system, making it even easier for parents on the go to combine a lightweight infant carrier with a lightweight compact.

Innovation remains key in driving the category forward. What recent developments from Joie are helping to shape the compact fold space?

As mentioned, the desire for cabin approved strollers is high, and this is something we are responding to. Other features such as easy to use buckle systems have been a recent addition to this category. Ultimately, the basic functions of a stroller are what parents are looking for, so brands are striving to re ne their designs through

attractive fabrics and features like one hand fold. How important are digital touchpoints, such as social media, reviews, and product demonstrations by nursery retailers, in in uencing how parents engage with Joie products?

Social media is a key area of our marketing strategy. Since the launch of our dedicated UK Instagram pro le, we have been focusing on creating informative, product related content that educates our audience on the features of Joie products and on child safety. It is a great tool to help us launch new products to the range, as well as helping our followers understand the importance of safety topics like extended rear facing. We also use parenting in uencers to deliver genuine reviews to their followers, which is an authentic way of letting people know about the bene ts and features of our products.

What support does Joie o er to retail partners to help them e ectively showcase and sell compact fold pushchairs?

Our sales training team is always on hand to run through new launch items for our retail partners and can help deliver knowledge to front line retail sales sta , with support from our head o ce team. We provide our retailers with a full range of marketing assets, from digital content to printed materials when required. Looking ahead, does Joie see the compact fold category evolving further, and what role will the brand play in shaping its future direction? Evolution will always happen, and if we are not the brand providing it, another brand will. We keep a keen focus on searching for ways we can develop new features and products that make everyday life easier for parents and their children.

Ayla Twin keeps families moving with ease

JoviKids’ award winning Ayla Twin continues to shine as a versatile double stroller made for comfort, convenience and everyday adventures with two young children - perfect for travel and busy lifestyles.

JoviKids continues to support modern families with the Ayla Twin, a premium double stroller designed with spacious side-by-side seats and independent recline settings for personalised comfort from newborn naps to toddler adventures. Large puncture proof wheels provide a smooth, steady ride across pavements, parks and uneven paths.

The UPF50+ extendable canopies o er reliable sun protection, while the lightweight yet durable frame supports growing toddlers and remains easy to push and guide. Parents will value the easy fold mechanism for quick storage and transport, along with a roomy under-seat basket for everyday essentials.

Smart, stylish and built for real family life, the Ayla Twin highlights that double the passengers doesn’t mean double the hassle.

Contact the below for further information.

Sales@norababyuk.com

Premium travel companion

Designed for modern families who expect more from every journey, the hauck Fly N Care is the premium travel companion within hauck’s new 2026 stroller generation.

Weighing just 7.5 kg, it features a one-hand auto-fold and compacts to an IATA cabinsize format, ideal for air and rail travel. Suitable from birth up to 22 kg, it o ers a lie- at recline, adjustable footrest, soft seat liner and smooth four-wheel suspension.

The extendable UPF 50+ canopy ensures comfort in any climate. Premium leatherlook details and included accessories – strap, bag and adapters – complete the travelready package.

info@hauckuk.com | www.hauck.de/en

One hand fold

With its ultra-compact fold and lightweight 6.4kg frame, the Inglesina Quid³ is purposebuilt for families on the move.

Folding e ortlessly with one hand, even with the bumper bar attached, it closes into hand-luggage dimensions and remains upright, keeping fabrics clean and o the ground.

Designed to t easily into overhead lockers and city car boots, Quid³ answers growing demand for travel-friendly solutions. Upgraded wheels and suspension ensure smooth manoeuvrability, while the breathable 3D mesh seat promotes thermal comfort - a re ned, design-led compact stroller.

sales@cuddleco.co.uk www.cuddleco.co.uk

Thoughtful design

The Carbebé by Bébécar UNA Compact stroller brings together thoughtful design, re ned styling, and everyday practicality for modern families. New to the range for 2026, it has been designed with urban living in mind, o ering a lightweight, easy-fold chassis without compromising on Bébécar’s signature craftsmanship and durability.

Its streamlined silhouette, available in Beige and Grey, delivers a sleek, contemporary look that sits con dently within the competitive compact stroller market. Functionality remains at the forefront, with smooth manoeuvrability, a compact fold for convenient storage, and features including a raincover and cupholder to support both parent and child comfort on the go. Suitable from birth up to 22kg, it o ers longevity to meet the needs of growing families, while a full mesh opening provides enhanced ventilation on warmer days.

Positioned as a versatile solution for busy lifestyles, the UNA Compact responds to growing demand for space-saving yet high-quality travel systems. It re ects Bébécar’s continued commitment to combining European design heritage with practical innovation, o ering retailers a strong addition to their compact stroller category and consumers a reliable, stylish choice for everyday use.

For more information on stocking the Una please contact Phil Bosher on the below.  phil.bosher@babycentral.co.uk

Nuna Cosmopolitan Collection

Nuna is a premium baby gear brand with Dutch roots, known for designing strollers, car seats, baby carriers, and highchairs for modern family life.

The Cosmopolitan collection introduces a city-led edit of strollers and car seats shaped by clean Dutch design. Soft linen tones, micro-quilted textures, co ee-toned embroidery, leatherette accents, and metal branding de ne the look. Key pieces include ARRA ex infant car seat, Mixx next pushchair, Mixx next series carry cot, and Triv lx all-season set that comes with Triv lx pushchair, Triv lx carrycot and a winter stroller set.

Built for city movement, the range supports easy transitions between car and stroller and keeps daily travel with a baby simpler. It focuses on safety, comfort, and practical use across daily routines. Each piece works as part of a coordinated travel system for parents on the move.

www.nunababy.eu/uk/

JoviKids

Unveil Six New Launches

A bold new collection of six car seats combining advanced safety, everyday practicality, and modern design engineered to support growing families at every stage of their journey.

This month marks a significant milestone for JoviKids, as the brand unveils an ambitious wave of six new car seats designed to meet the evolving needs of modern families. With a clear focus on safety innovation, everyday practicality, and long-term value, the 2026 range reflects a thoughtful response to how parents travel today, balancing convenience with uncompromising protection.

Leading the lineup is the Ranger 2, a re ned evolution of one of JoviKids’ most trusted designs. Built to support children from birth through to 12 years, it introduces a new level of comfort with a leg-extension cushion that promotes a more natural seating position, particularly valuable on longer journeys. Combined with features such as 360-degree rotation, extended rearwardfacing capability, and enhanced side-impact protection, the Ranger 2 represents a con dent step forward. Its Iso x system ensures a secure and straightforward installation, while premium materials and updated colourways bring a sense of understated style to everyday travel.

Alongside it, the Ranger TT o ers a fresh take on safety with the introduction of Top Tether technology. Designed to reduce forward movement in the event of a collision, it removes the need for a support leg, freeing up valuable footwell space. For parents juggling busy routines, this seemingly small change delivers meaningful day-to-day convenience. Like its sibling, the Ranger TT retains the hallmark features of the range, including smooth 360-degree rotation and long-term usability from birth to 12 years, reinforcing JoviKids’ commitment to products that grow with the child rather than being quickly outgrown.

The CiCi TT continues this theme of longevity and simplicity. Aimed at children from 15 months through to pre-teen years, it o ers a streamlined solution for families seeking to avoid multiple seat upgrades. Its Top Tether installation ensures stability without compromising interior space, while intuitive adjustments and durable materials make it well suited to the demands of daily use. In a market often crowded with overly complex systems, the CiCi TT stands out for its clarity of purpose: dependable safety, made simple. For families transitioning into the next stage of travel, JoviKids introduces several booster options that combine exibility with modern safety standards. The Leon booster seat, fully compliant with R129 (i-Size) regulations, is designed to adapt

seamlessly as children grow. With ISOFIX installation and energyabsorbing materials, it o ers reassurance without unnecessary bulk. Its lightweight construction also makes it a practical choice for households where seats are regularly moved between vehicles.

“This six-seat launch signals more than just product expansion, it represents a cohesive vision for the future of family travel. Each product is backed by a comprehensive 5 year warranty, reinforcing a message of long-term reliability and trust in the JoviKids Range.

”Mobility is taken a step further with the Rober+, a folding booster seat created with travel in mind. Compact, lightweight, and easy to store, it answers a growing demand for portability without sacri cing safety. The inclusion of advanced energy-absorbing foam and a dedicated travel bag highlights a design philosophy rooted in real-life usability, whether that means switching cars, heading on holiday, or simply making everyday logistics easier.

Comfort, too, remains a central pillar of the new range. The Ohho+ builds on an already popular design with enhanced padding ensuring a noticeably softer ride for children aged 6 to 12. The addition of a built-in cup holder may seem modest, but it speaks to a broader understanding of what families value: small details that make journeys smoother. With ISOFIX connectors and full i-Size approval, it balances comfort with credible safety credentials.

In an increasingly complex market, JoviKids’ latest collection feels refreshingly focused. It delivers meaningful innovations that enhance both safety and everyday usability. From newborn journeys to pre-teen independence, this new generation of car seats is designed to support families at every stage, o ering not just products, but peace of mind on every road ahead.

Contact the below for enquiries.

Sales@norababyuk.com

Barking Mad

Pramland’s John Barker returns with his latest monthly column, o ering a candid snapshot of retail performance, product innovation and shifting consumer habits.

From early impressions of the much anticipated iCandy Peach 8 to ongoing frustrations around discounting and margin pressure, John blends humour with honest industry insight, before turning his attention to the evolving car seat market and what it means for retailers navigating a rapidly changing landscape.

Hello everyone, it is that time of the month again when Penny emails me to ask where my article is and I get a sudden, very deep sinking feeling. Being a resourceful chap, I can soon knock something together, and here it is, the labour of my e orts. I hope you have all been keeping busy and that customers have been shopping like maniacs in your stores. We have continued to see growth over last year and I am feeling very positive, as footfall is increasing week on week. Unfortunately, it appears that some retailers are not having such a good time, given the discounts I have been seeing online and the price matches we have been asked to provide in store, but more on this later.

Before I move on to my monthly moan, do not worry, I will give you all a 50 word warning, I would like to mention the recently announced iCandy Peach 8, this issue’s cover star. I

attended the event in London a couple of months ago but was sworn to secrecy. I did, however, allude in a previous article that it would not have taken Sherlock Holmes to work out what iCandy was up to.

As relatively new stockists of iCandy, having just completed our rst 12 months, we came on board at a time when the Peach 7 was starting to soften slightly in demand. Many retailers I spoke to told me of days gone by when they could sell two or three times more iCandys each month than they have been of late. Despite this, we launched in store with a level of success I was happy with and found that our customers continued to purchase the Peach 7, especially the popular Pecan and AINR Exclusive Granite.

Despite this modest success, customers often told us they wished it did this or had that. Well, iCandy have certainly listened with the Peach 8 and I cannot wait to get going with it. At rst glance the changes are subtle, but

“

” The addition of a rotating car seat will further strengthen its appeal, while refreshed colours and thoughtful updates position the Peach 8 perfectly for 2026

then you notice the more re ned branding and the larger hood, which o ers improved sun protection thanks to the additional panel. Then something else catches your eye on the carrycot. Is that ventilation hidden under the fabric panel at the head end? It is, a feature now expected by many parents to be, and one that is nally included.

The addition of memory buttons for the carrycot and seat unit is another welcome update. Then there is the collapsible carrycot, one of the biggest changes. It does not fold on the

chassis, but it does compact down, which is a fantastic bene t for parents with smaller car boots or multiple children. I am particularly interested to see whether a Peach 8 chassis and two carrycots will t into something the size of a Corsa or Fiesta.

The addition of a rotating car seat will further strengthen its appeal, while refreshed colours and thoughtful updates position the Peach 8 perfectly for 2026. Well done to iCandy, I hope the launch is a huge success for all involved. Now, keep reading, but only if you are ready for a moan.

Last month I mentioned the increase in high quality, budget options entering the market. I spoke about how, despite being easy to sell, the reduced cash margin creates significant challenges for stores like ours. Since then, even more products have appeared.

Last month I mentioned the increase in high quality, budget options entering the market. I spoke about how, despite being easy to sell, the reduced cash margin creates significant challenges for stores like ours. Since then, even more products have appeared, one of which includes a folding carrycot and rotating car seat for just £300. What is more surprising is that some online retailers are still discounting this by 10 percent.

This simply does not make sense. If you cannot sell that product for £300, why would selling it for £30 less improve matters? At that price point, there is barely enough margin to discount even £1. Surely as an industry we can all recognise this. Apparently not.

Before I finish, I want to highlight a trend that is beginning to shift the dynamics of our store, and I suspect we are not alone. Even as recently as

” NEW COLLECTION

last year, we sold a significant number of upgraded car seats. You know the scenario, parents love a particular pram but want features like rotation or lie flat functionality, so they upgrade to a third party brand.

Now, brands have caught up and are offering these features within their own ranges. Parents are more than happy to accept this. For years I have said that most parents are less concerned about the car seat brand, as long as it delivers the features they want. Now that own brand seats do exactly that, fewer customers are choosing to upgrade.

This has led to a noticeable shift in our warehouse. Racking once filled with third party brands is now stocked with Silver Cross Glides, Bugaboo Otters and Venicci Tiagos. We have not stopped offering upgrades, but when online retailers are heavily discounting

bundles with third party seats, it often makes more financial sense to sell the own brand option.

With iCandy, Egg and Oyster all introducing their own rotating seats, I expect demand for third party options to decline further. The only way to rebalance this, in my view, is to maintain a clear price difference between own brand seats and upgrade options. Parents will never perceive something as an upgrade if it is actually cheaper than the standard bundle. It simply does not add up that the number one selling pram paired with the number one selling car seat can cost £100 less than the same pram with its own brand seat.

So, until next time, I hope you all stay busy and that the shopping gods continue to smile upon you. I am off to sit in the sunshine and make the most of these brief spring days before the rain inevitably returns.

Closer nights, calmer days

Bedside cribs make those early months easier, keeping baby close, comfortable and within reach.

Once thought of as a nice extra, bedside cribs have quickly become a goto choice for new parents. Sitting neatly alongside the bed, they keep baby within easy reach, which makes those regular night feeds and soothing moments feel far more manageable, especially for breastfeeding mums adjusting to a new routine.

They o er a reassuring mix of closeness and practicality, helping parents stay connected to their baby while still following safe sleep guidance. That balance is a big part of their appeal, giving families con dence and comfort during those early weeks when both are needed most.

It is no surprise that demand has grown so strongly in recent years. Changing parenting habits, a greater focus on infant wellbeing, and the need for spacesaving solutions have all played a part. Social media has added to the momentum too, with beautifully styled bedrooms and thoughtfully designed nurseries inspiring parents to look for products that work hard while still looking the part.

For retailers, bedside cribs continue to be a strong and reliable category. Brands are responding with designs that o er real everyday bene ts, from adjustable height settings and gentle rocking functions to breathable mesh sides and lightweight frames that are easy to move around the home. These features speak directly to parents who want something that is both practical and well designed.

As family life continues to evolve, so does the need for products that support it.

Bedside cribs are no longer seen as a passing trend, they have become a trusted essential, helping parents feel more connected, more con dent, and a little more rested. A selection of the latest models available to order can be found over the following pages.

Sweet dreams

SnüzPod5: Delivering the sweetest dreams since its early beginnings, bestselling bedside crib SnüzPod5 is the perfect rst bed for baby. Featuring a re ux leg to soothe, rocking stand and a breathable supportive mattress, it promotes optimum sleep for little ones, helping parents and baby get all the bene ts of a great night’s sleep from the day they are brought home! Re ecting this year’s interior trends, the SnüzPod5 has just arrived in new earthy hues Rouge, Olive and Chocolate.

TEL: 01789 734 022    trade@greensheepgroup.com

Tech-led sleep solution

The Award winning BabyStyle Oyster Wiggle Crib is a co-sleeper designed to meet growing demand for multifunctional, techled sleep solutions at entry level.

Suitable from birth to around six months, the crib combines gentle motion, smart features and practical bedside functionality, making it a strong proposition for retailers looking to drive value in the sleep category.

A key di erentiator is the integrated wiggle motion, with three adjustable speeds and smart motion detection that responds to baby’s movement, helping to resettle without parental intervention. The cosleeper function includes a drop-side and secure tethering system, allowing safe bedside positioning and easy access for night feeds.

Breathable mesh panels, soft fabrics and a ve-position height adjustment support comfort and usability, while built-in sounds and a remote control enhance convenience. With both battery and mains operation, the Oyster Wiggle Crib o ers exibility that will appeal to today’s convenience-focused parents.

Available in Carbonite, Mink and Stone www.babystyle.co.uk

Thoughtful sleep collection

Chicco’s Next2Me bedside crib range is designed to keep baby close while supporting a comfortable night’s sleep.

Thoughtful features across the collection include breathable mesh sides for air ow, adjustable height levels to suit di erent beds and secure attachment systems for a stable t. Innovations such as the motion-activated night light on the Chicco Next2Me Armonia Bedside Crib, the bonding-friendly twin design of the Chicco Next2Me Twins Crib and the gentle rocking function of the Chicco Next2Me Magic Evo o er exible solutions for modern families.

Combining comfort, practicality and trusted design, the Next2Me range supports peaceful nights from day one.

TEL: 0333 220 6070 | sales@rkwltd.com

Daytime napping, bedtime dreaming

SnüzPod Studio: A stylish choice for today’s modern parent, the bestselling SnüzPod Studio is the ultimate one-piece lifestyle bedside crib.

Bold in character, SnüzPod Studio, truly celebrates a parents’ personal style and grown-up interior, uniquely enabling them to retain their identity as they transition into parenthood. Fitting seamlessly into a busy lifestyle, SnüzPod Studio will keep baby close for daytime napping and bedtime dreaming.

E ortlessly agile thanks to its lightweight design, SnüzPod Studio can be easily moved around the room on its castors. This season marks the arrival of new colours, Santorini a beautiful shade of sky-blue, Tokyo a green hue inspired by the popular matcha trend and Florence, a striking ember shade, all set to be a true highlight of this season and beyond.

01789 734 022    trade@greensheepgroup.com

Natural styling

Blending natural styling with everyday practicality, the Aria Rattan Crib provides retailers with a versatile addition to the bedside crib category.

Its handcrafted rattan construction delivers warmth and texture, while sturdy hard sidebars ensure a secure sleep space for newborns. Lightweight and easy to position, Aria works equally well beside the bed or as a statement nursery piece.

Supplied complete with a foam mattress and antimicrobial crib liner, both featuring breathable bamboo-blend quilted fabric, Aria supports temperature regulation and hygiene - combining strong visual appeal with considered functionality for today’s style-conscious families. www.cuddleco.co.uk

Chicco Next2Me Magic Evo Bedside Crib

The award winning Chicco Next2Me Magic Evo bedside crib keeps baby close while supporting a comfortable night’s sleep from birth. Suitable for bedside use or as a standalone crib, it adapts easily to everyday routines .

An easy one hand sliding barrier o ers quick access to baby, while a gentle rocking mode helps soothe li le ones as they se le. The 3D mesh ma ress and mesh windows support cool air circulation, and adjustable height and tilt positions pr ovide flexible comfort for di erent needs

A practical sleep solution combining thoughtful design with trusted Chicco quality.

Portability and convenience

Graco’s award-winning Side-by-Side Bassinet, stands out for its portability and convenience, making it a stellar choice for active families both at home and on the go.

Suitable from birth up to six months (0-9kg), it is designed to provide a snug and secure sleep environment for newborns.

This bedside bassinet is set up at the optimal height to keep baby beside you at night, and the easy-view mesh panels keep air owing and baby in full sight. The instant one-handed, one-action fold makes it quick and easy to pop up and collapse down, and the compact, lie- at fold makes for easy manoeuvres home and away.

With its convenient travel bag and quick-folding frame, you can rest easy while at home or on the go. www.gracobaby.eu/uk

Easy to assemble

The Red Kite Snooze Crib o ers a comfortable and stylish sleep space for newborns during their rst months.

Designed with simplicity and practicality in mind, it features breathable mesh sides that allow air ow while always giving parents clear visibility of their baby. A generously padded mattress provides a cosy place for rest and naps, whether placed in the bedroom, nursery, or living space.

Easy to assemble and thoughtfully designed, the Snooze Crib also includes a convenient storage shelf beneath - perfect for keeping everyday baby essentials close at hand.

TEL: 01454 326 555 www.redkitebaby.co.uk

Sweet retreatsleep

This sweet retreat is designed to keep little one close and cradled in their own secure space through the night, whether at home or away.

The lift and lower side makes for easy feeding, changing or cuddling – not to mention peace of mind during those rst newborn days. Kubbie sleep has a handy strap and clip attachment to secure the crib to the side of the best, keeping it nice and secure.

The secure, full size bassinet is a breeze to remove and reattach, taking you seamlessly from night to day, from nap to play. uksales@joiebaby.com www.joiebaby.com

Safety with convenience

Sweet2Sleep is Graco’s award-winning bedside crib with a dropdown side that provides the perfect cosleeping solution. As more parents seek safer cosleeping alternatives, Sweet2Sleep blends safety and convenience. This lightweight crib features a dropdown side for dreamy nighttime cuddles, ensuring baby is always within reach.

Suitable for newborns up to six months (9kg), it includes mesh sides for optimal ventilation and visibility, a 4-position tilt to alleviate re ux symptoms, and 11 height adjustments paired with a safety strap for secure bedside attachment. With these thoughtful features, Sweet2Sleep addresses parents’ concerns about broken sleep and establishing baby sleep routines. www.gracobaby.eu/uk

Soothe to sleep

Tutti Bambini’s CoZee Sense Bedside Crib combines trusted co-sleeping design with a rstto-market Sensory Bar, creating a calming sleep environment for newborns. Featuring soothing sounds and gentle ceiling projections, it helps settle baby with ease. Crafted with breathable mesh, quilted fabrics, and a bamboo jersey mattress cover, it ensures comfort and air ow.

The detachable Sensory Bar includes a cry sensor, timer, thermometer, and multiple audio options, adapting as baby grows. With adjustable heights, incline function, quick fold, storage, and travel bag, CoZee Sense delivers style, practicality, and consistent comfort for modern families at home or away.  sales@tuttibambini.co.uk www.tuttibambini.com

Side by closenessside

The roomie glide gives that side-by-side closeness without the worry, so you can enjoy every waking moment of those newborn nights, without losing sleep over whether they are snoozing safely. With its lightweight aluminium frame roomie glide features a simple to use sliding side panel that lifts and lowers easily with just one hand, helping you to answer those midnight wake up calls smoothly – even if you are half asleep.

Soothing little one in the night is child’s play with the gentle gliding motions of roomie glide – and when they are settled, simply secure the glide into place with the one touch lock. With 10 tummy tilt positions roomie glide incline helping little one to comfortably digest their bedtime snack. uksales@joiebaby.com | www.joiebaby.com

Sweet dreams

Delivering the sweetest dreams since its early beginnings, bestselling bedside crib SnüzPod5 is the perfect rst bed for baby.

Featuring a re ux leg to soothe, rocking stand and a breathable supportive mattress, it promotes optimum sleep for little ones, helping parents and baby get all the bene ts of a great night’s sleep from the day they are brought home!

Re ecting this year’s interior trends, the SnüzPod5 has just arrived in new earthy hues Rouge, Olive and Chocolate.

TEL: 01789 734 022    trade@greensheepgroup.com

Rockabye baby

The Rockabye Bedside Crib available from Red Kite

Practical, cosy and thoughtfully designed, the Rockabye Bedside Crib o ers a safe and comforting sleep space for your baby. Its co-sleeper design allows you to keep your little one close during the night, while also functioning beautifully as a standalone crib. Soft oatmeal fabrics and a neutral nish ensure it blends seamlessly into any home.

TEL: 01454 326 555 www.redkitebaby.co.uk

Effortlessly agile

A stylish choice for today’s modern parent, the bestselling SnüzPod Studio is the ultimate onepiece lifestyle bedside crib.

Bold in character, SnüzPod Studio, truly celebrates a parents’ personal style and grown-up interior, uniquely enabling them to retain their identity as they transition into parenthood.

Fitting seamlessly into a busy lifestyle, SnüzPod Studio will keep baby close for daytime napping and bedtime dreaming. E ortlessly agile thanks to its lightweight design, SnüzPod Studio can be easily moved around the room on its castors. This season marks the arrival of new colours, Santorini a beautiful shade of skyblue, Tokyo a green hue inspired by the popular matcha trend and Florence, a striking ember shade, all set to be a  true highlight of this season and beyond.

TEL: 01789 734 022    trade@greensheepgroup.com

A New Chapter for The Nursery Store

By Christy Foster, Co-Founder, The Nursery Store

2026 has got off to a strong start for us at The Nursery Store , and I do not say that lightly. We have made some big moves in a short space of time, and the momentum feels very real right now.

Iwas recently nominated for the Outstanding Entrepreneur of the Year award, which I will be honest, I did not see coming. The award recognises entrepreneurs who drive with passion and purpose to grow and develop their organisation, achieving success while making a positive impact. It is not something I had ever set out to chase, but when it landed, it meant a lot. Not because of the personal recognition, but because of what it represents. Everything we have built at The Nursery Store has been a team effort, and any recognition that comes our way belongs to the people who show up every day and make this business what it is. One thing I have always been clear on is the kind of business I want to run, diverse, collaborative, and led by people who genuinely care. Our board is predominantly female, led by myself and my sister Cheryl, and that is something I am proud of. Not to make a statement, just because I believe diverse teams make better decisions, full stop. We serve families at one of the biggest moments of their lives, and I think it matters that the businesses supporting them reflect the real world. We will keep building with that in mind.

The news I have been most excited about sharing is that Vicky Morley has joined us as Brand Director. If you have worked in this industry for any length of time, you will know the name. Vicky’s background at Cosatto and Tutti Bambini speaks volumes, she has a genuine talent for creative vision and brand building, and a track record that backs it up.

But what made us certain she was the right person for this role goes beyond the CV. Vicky has a way of working with people that is rare. She is emotionally intelligent, she listens properly, and she brings a holistic and collaborative approach that means everyone around her, internal teams and brand partners alike, feels part of something rather than just contracted into it. That culture matters enormously to us, and she embodies it naturally.

Her remit is broad and important as we move into the next phase. Vicky will be shaping the TNS voice and our positioning within the industry as a platform for a wide range of parenting brands, making sure we are clear and consistent about who we are and what we stand for. A big part of that is championing The Nursery Store as a genuine platform for expectant families, somewhere they can come to discover brands, learn about parenting, and feel part of a community that is welcoming, inclusive and does not take itself too seriously. That has always been our intention, and now we have someone in place to really build it out properly.

We already have a strong social media presence and a good share of voice in this industry, and we have worked hard to earn that. What Vicky brings is the strategic thinking to take it further and make sure the brands we work with can genuinely benefit from our platform as we grow. That is an important part of this. We do not just want to grow for the sake of it, we want the brands we partner with to grow with us. That is the model, and bringing Vicky on board is the next logical step in making it work at scale.

Which leads nicely to the other big news. We are delighted to be welcoming Venicci, Joie, Egg and Icklebubba to The

“The news I have been most excited about sharing is that Vicky Morley has joined us as Brand Director. If you have worked in this industry for any length of time, you will know the name. Vicky’s background at Cosatto and Tutti Bambini speaks volumes, she has a genuine talent for creative vision and brand building, and a track record that backs it up.

Nursery Store. These are brilliant brands and we are genuinely excited about the work ahead, helping them tell their stories, connect with new audiences and strengthen their position in the market. There are more conversations happening, and we cannot wait to announce further partnerships as the year progresses.

It has been a busy few months, but busy in the best possible way, purposeful, focused, and building towards something we are all genuinely proud of. I feel

confident about where we are heading, and I am looking forward to showing the industry exactly what we are capable of.

Carry On, Baby

From practical helper to everyday essential, baby carriers are reshaping how families move through modern life.

Once considered a niche buy, baby carriers and slings have rmly established themselves as must-have essentials for today’s parents. Their appeal lies in a simple but powerful combination of convenience, comfort and connection, allowing caregivers to stay mobile while keeping baby close. Hands-free functionality makes everyday tasks easier, while supporting a more exible, on-the-go lifestyle.

Growing awareness around infant health has also played a key role in the category’s expansion. Parents are increasingly informed about the importance of healthy hip development, driving demand for designs that support the recommended “M” position and promote safe positioning from day one.

At the same time, social media continues to accelerate interest, with real-life usage, styling inspiration and practical guidance readily accessible. Coupled with an expanding choice of ergonomic and design-led options, the baby carrier market continues to evolve, o ering strong appeal for both parents and retailers alike.

Hugging not lugging

This ergonomic baby carrier from Joie won’t break your back or the bank. Savvy lite air makes baby wearing all about hugging not lugging, with 3 modes of use for in a super breathable mesh fabric.

Perfect for developing spines, savvy air and savvy air light keep little ones cradled in their natural C shape, hugging them in their favourite foetal position, as well as protecting their hips in an ergonomic M position. The smart and secure lumbar strap distributes weight evenly and adjusts easily for a ne-tuned t. Soft but sturdy support cradles little heads, so even brand-new babies can snuggle up securely.

The lightweight mesh has been specially designed to let delicate skin breathe, keeping baby comfortable at all times. AutoClick magnetic buckles on the shoulder straps make it super easy to get savvy air lite on and o . uksales@joiebaby.com www.joiebaby.com

Newbornready

Launching in the UK from June 2026, the Voksi Huddle is a brand-new baby carrier designed to make everyday babywearing e ortless.

Already a hit in Norway, Latvia and the Benelux, Huddle slips on like a jacket, simply place baby inside, zip up and you’re ready to go.

Designed with babywearing experts and real parents, it’s newborn-ready with no extras needed and adjusts easily from the front. Certi ed back-friendly by AGR and ergonomically approved for both baby and parent, Huddle is built for comfort and ease and will be available in three colours.

A Red Dot Design Concept Award 2025 winner, it’s a smarter way to carry.    For more information contact the below.   support.uk@besafe.com  www.voksi.com/en/inspiration/huddle/

Comfort, versatility and style

The award-winning Ara Carrier by Red Kite

For parents seeking comfort, versatility and style, the Ara Carrier by Red Kite offers a thoughtfully designed solution for everyday life with little ones. Created to support both you and your baby, it provides a range of carrying positions to suit every moment, whether your child is facing out to explore, snuggled in close for rest, or enjoying a calm view from your back.

With wide, padded shoulder and waist straps, the Ara Carrier ensures lasting comfort throughout the day, helping make every outing feel that little bit easier.

A practical and stylish choice for modern families. Welcome to a more comfortable way to carry.

TEL: 01454 326555 www.redkitebaby.com

Carry, feel, connect with LAYA

LAYA is the newest CYBEX baby carrier: the parents’ sidekick from day one, helping them carry, feel, and connect.

The LAYA features self-adapting stretch fabric which wraps naturally around the baby’s body and grows with them. Adjustments feel easy and natural, bringing intuitive and extraordinary comfort.

Parents can slide their hands into the Kangaroo Pocket to create a close bond with their little ones. Soft, breathable mesh fabric keeps the baby close. The carrier features Magnetic Buckles which snap into place with one smooth motion, makes LAYA safe for the child and effortless for the parent. And because life with a baby means pockets are always a blessing, LAYA keeps essentials at hand with a detachable, small and stylish coin purse.

The LAYA carrier is available in 5 modern shades:

Chocolate Brown and Dune Grey. www.cybex-online.com

Safety first

Safety continues to be front of mind for parents, making it a key opportunity for retailers. Stair gates, socket covers and cupboard locks help create a secure home environment, while infant medical kits o er reassurance for everyday bumps. A wellrounded safety range allows retailers to meet growing demand with practical, trusted solutions.

Everyday essentials

The multi award-winning Mini First Aid Kit has been expertly designed for the whole family, from babies and children to adults. Compact, practical and stylish, it is the perfect everyday essential to keep close at hand – whether in a changing bag, car or at home – always ready for life’s little emergencies.

Inside are 74 carefully selected  rst aid essentials, providing everything needed to treat minor injuries with con dence. Every item, from plasters and wipes to dressings, gloves and paramedic-recommended shears, has been chosen for its quality and practicality.

Each kit also includes a handy First Aid guide, along with exclusive access to Mini First Aid’s online video tutorials, o ering expert advice to help users handle common  rst aid situations with ease. www.mini rstaid.co.uk

Clear view design

Fred Clear View

stairgates o er a seamless blend of safety, style, and convenience for modern homes.

Crafted from professional-grade acrylic, both Pressure Fit and Screw Fit options o er a premium clear-view design that complements any décor. The Screw Fit gate is ideal for top-of-stair installation with no bottom bar, while the Pressure Fit model features a one-handed, twoaction press-and-lift system with a glowin-the-dark strip to prevent trips. Both stand 77 cm high, are made from bite-and lick-safe materials and include a two-way magnetic lock with visual alerts. Accu-Fit indicators ensure correct installation, making these gates a premium, versatile solution for retailers. sales@cheekyrascals.co.uk www.cheekyrascals.co.uk

Gentle soothing

When life’s little accidents happen, two everyday essentials help keep families prepared and little ones smiling. Meet Teddy, the reusable hot and cold gel pack designed with children in mind – a cute, comforting companion to soothe bumps, bruises and tears. Chilled, Teddy helps reduce swelling and ease pain from minor injuries, while also calming headaches and sunburn. Warmed, it provides gentle relief for aches and pains or keeps little hands cosy, making it a must-have for every home.

www.mini rstaid.co.uk

Real time alerts

Dote is redefining baby monitoring by moving beyond passive watching to active parenting support. Its AI-powered monitor, Buddy, doesn’t just stream video, it interprets what’s happening and helps parents respond with confidence.

Through Dottie, its built-in parenting assistant, parents receive personalised, expert-backed guidance that reduces mental load and removes the guesswork.

Sleep tracking, real-time alerts and routines all sit within one seamless app, creating a fully integrated system in one place. As the world’s first portable baby monitor, Buddy works effortlessly across home, car and stroller – helping parents feel calmer, more confident, and supported wherever they are. www.go10.co.uk

Reliable safety

From corner guards to bed rails, Safety 1st offer a trusted, reliable and affordable range of products to fulfil the needs of consumers.

Safety 1st products are available at Baby Brands Direct at trade price, retailers can mix and match essential safety products for their store.

Included in the range are the Safety 1st safety gates and extensions, which includes the auto close with Secure Tech indicator, flat step for places like the top of stairs, extending gate for wide areas of up to 102cm, and Xtra Tall that’s ideal for little climbers and those with pets. Aesthetically pleasing includes the combo metal and wood gate featuring U-shaped pressure fit.

TEL: 0208 845 5000 www.babybrandsdirect.co.uk

www.b-p-a.org

If your company is a member of the BPIA and you are not currently receiving members’ e-bulletins with industry updates, but would like to, please email julie@b-p-a.org who will add you to the database.

BPIA notice board

How does the BPIA use membership fees?

As a non-pro t organisation, a common question we hear is: what happens to the membership fees received by the Baby Products Industry Association?

Of course, a proportion is used to cover the day-to-day running of the Association — supporting the secretariat, contributing to the development of safety standards, and funding vital lobbying work on behalf of the industry. But what is less widely known is that these fees also serve a far more strategic purpose.

A portion is carefully retained as a nancial safeguard — an insurance fund designed to protect members in times of adversity. This reserve enables the Association to step in when reputations are at risk, providing both nancial backing and expert support when it matters most.

A powerful example of this in action can be seen in the late 1990s.

BPIA Awards deadlines fast approaching as industry is urged to enter and nominate

With key deadlines fast approaching, the Baby Products Industry Association (BPIA) is reminding the nursery sector to submit entries for its prestigious 2026 awards programme.

The BPIA Industry Awards deadline of Wednesday 22 April 2026 is rapidly approaching, o ering brands a valuable opportunity to gain independent recognition for excellence across product quality, safety, functionality and market appeal. Judged by a panel of retailers, media and industry experts, the awards are widely regarded as a trusted benchmark within the sector, with winning products bene ting from enhanced visibility among buyers and decision-makers.

Alongside this, nominations remain open for the Outstanding Industry Contribution Award, sponsored by Nursery Today. Free to enter, the award celebrates individuals who have made a signi cant impact on the UK nursery industry — from retail professionals and sales agents to long-standing industry gures. Nominations close on Friday 6 April 2026, and the BPIA is encouraging businesses to recognise colleagues whose dedication and achievements deserve acknowledgement.

In addition, the BPIA Concept & Innovation Awards are now open for entry, inviting entrepreneurs, designers and companies to showcase new product ideas currently in development. The awards provide a platform for emerging talent, with shortlisted entrants gaining the opportunity to present to industry experts and exhibit at the Harrogate International Nursery Fair in October.

Entries across all awards not only o er industry recognition but also contribute to a wider cause, with shortlisted products supporting charitable initiatives.

The BPIA encourages companies and individuals not to miss these important deadlines and to take advantage of the opportunity to gain recognition, support innovation and celebrate excellence within the nursery industry.

Case study: babywalkers

In April 1998, Liverpool Trading Standards issued a public statement alleging that 10 babywalkers — some manufactured by BPIA (then BPA) members — were unsafe. Parents were advised not to purchase these products, and an investigation was announced into models said to be non-compliant with safety standards.

The impact was immediate and severe. The 10 brands named — many of them trusted household names — faced signi cant reputational damage alongside a direct hit to sales.

Recognising the seriousness of the situation, the Association acted swiftly. The then Managing Director assembled a team of leading experts, including safety consultants and testing houses, to build a robust and evidence-based response.

Robert Anslow, who worked closely with the Association at the time, recalls: “Hours and hours of work went into gathering information and compiling evidence to challenge the allegations. Lawyers and barristers were appointed, and together with one of the members involved, the case was heard in Liverpool Magistrates Court — and we won.”

The outcome was decisive. Reporting on the ruling, The Guardian (November 1999) stated that consumer protection o cials had acted unlawfully in issuing the public warning. The court found that Liverpool City Council, supported by the Trade and Industry Secretary, had failed to follow the correct legal procedures set out under the Consumer Protection Act.

The Association, representing its members, successfully challenged the council in the High Court in London. Lord Bingham ruled that the established legal framework existed to safeguard both consumers and businesses — and that it had not been properly followed.

Standing behind our members

Julie Milne, General Manager of the BPIA, explains: “Thankfully, cases like the babywalker incident are rare. However, over the decades, members have faced allegations from consumer ‘watchdog’ organisations regarding product safety. As a trade association, we are here to have their back.

We maintain a nancial reserve speci cally to support our members in these situations. When we believe a miscarriage of justice has occurred, we will stand alongside them — providing both the resources and the expertise needed to ensure a fair and just outcome.”

Why membership matters

This case highlights a critical but often overlooked bene t of BPIA membership. Beyond advocacy, standards work and industry representation, membership provides reassurance.

It means having a knowledgeable, well-resourced organisation in your corner — ready to act decisively when your business, your products, and your reputation are on the line.

Suitable from birth

Everyday convenience

Introducing the i-Provo, Joie’s new opening price point belted booster car seat that delivers i-Size safety, durable quality, and adjustable comfort at an accessible price.

Designed for everyday convenience, the i-Provo is the perfect option for growing families who want top class safety without a huge price tag.

Suitable from 100-150cm (approximately 3.5 to 12 years, i-Provo installs with the vehicle’s 3-point seatbelt and has a colour coded belt guide for easy installation.

i-Provo meets the highest ECE R129 safety standard, with side impact protection for added security, and is i-Size certified for extra peace of mind.

With 10 different headrest heights, you can adapt to every growth spurt easily. i-Provo also has two retractable cupholders that are perfect for storing drinks and snacks for a quick bite on the go. uksales@joiebaby.com www.joiebaby.com

Thoughtfully designed

Stylish, practical and designed for everyday ease, the Push Me Cruise Travel System o ers a complete solution from newborn through to toddler (up to 22kg).

Keep little one safely cocooned in the i-Starter from Joie Signature, a lightweight wonder that comes packed with all the safety features you expect from a Joie seat. Weighing at under 4kg, the i-Starter is one of the lightest i-Size certi ed infant car seats on the market.

Suitable from 40-75cm (birth to approx. 12months) the i-Starter meets the highest ECE R129 safety standard with side impact testing. The Tri-Protect headrest o ers security with three layers of protection including Joie’s patented Intelli-Fit memory foam.

Simple to install in the vehicle, i-Starter is compatible with the i-Base Encore, giving the benefit of a 90-degree spin for easy ins and outs. Alternatively, the i-Starter can be installed using the vehicle seatbelt – the easy to use, colour coded belt path will guide the way. uksales@joiebaby.com www.joiebaby.com

A cosy folding carrycot provides a secure space for newborns, while the versatile 2-in-1 seat unit easily transitions between parent-facing and world-facing as your child grows. The lightweight chassis, complete with full suspension and lockable swivel wheels, ensures a smooth ride wherever you go.

Thoughtfully designed features, including a one-hand recline, extendable canopy with viewing window, adjustable handle height and soft-touch fabrics. Make every journey more comfortable for both parent and child. Finished with an R129 infant carrier, rain cover and spacious storage basket, it’s a reliable companion for family life on the move.

Available in elegant Chestnut and sleek Onyx, it brings together comfort and convenience in one coordinated package.

TEL: 01454 326 555 | www.redkitebaby.co.uk

New Sway ‘N Grow

with Toybar

The much-loved Sway ’n Grow from Graco is a versatile swing and chair designed to soothe and grow with a child from birth to around four years (up to 18kg). Now featuring a toy bar with two soft toys, it o ers gentle stimulation alongside comfort.

With three adaptable modes, Sway ’n Grow supports newborns with calming side-to-side sway, vibration and a snug newborn insert, before transitioning into a soothing seat and later a comfy child chair.

Bluetooth connectivity allows parents to stream personalised playlists, alongside built-in melodies and nature sounds. Priced at £180, Sway ’n Grow offers exceptional value and is available in Heather Grey and new fashion Midnight to suit any interior. Visit the below for more information.  www.gracobaby.eu/uk

Bottles, clean and ready

Feeding essentials continue to evolve, with bottles and sterilisers rmly established as everyday must-haves for new parents.

Today’s baby bottles are thoughtfully engineered to support comfortable feeding, with anti-colic valves and clever venting systems designed to reduce air intake and help minimise discomfort. Many shapes and teats now more closely replicate the natural breastfeeding experience, while materials such as BPA-free plastics and durable borosilicate glass o er reassurance around safety and longevity.

Sterilising has also seen notable progress. Alongside trusted traditional methods such as boiling water and cold water sterilising solutions, which remain popular for their simplicity and reliability, modern options now include electric steam sterilisers and UV systems. These advanced units can clean multiple bottles and accessories quickly and e ciently, often within minutes, making them ideal for busy households. Added features such as drying cycles and compact designs further enhance convenience.

From time-honoured approaches to cutting-edge technology, this category continues to adapt to the needs of modern families. Here, we spotlight a selection of products available to order now, o ering practical solutions for every parenting routine.

Anti-colic air ventilation

Baby Brands Direct is pleased to announce the arrival of new baby bottles from awardwinning brand, Lansinoh.

Each bottle features Lansinoh’s unique NaturalWave Teat, designed with an Anti-Colic Air Ventilation System and inner vertical ridges that makes the teat collapse resistant. With its wide base and exible but soft silicone, the teat supports baby’s natural suckling motions, making it easy to latch on!

The range includes a variety of bottles in di erent sizes from 60ml to 330ml, to suit all ages and appetites. The lids also stack, helping to save space in kitchen cupboards. Register today for access to an extensive catalogue of high quality brands!

www.babybrandsdirect.co.uk

Beautiful Scandinavian design by BIBS

Feeding time is about so much more than nourishment, it is a moment of closeness, comfort, and connection between baby and parent. That is why choosing the right bottle matters.

BIBS believes bottles should combine safety, functionality, and beautiful Scandinavian design, while supporting a calm and natural feeding experience. Thoughtful features such as a breast-like teat, anti-colic valve, and lightweight, easy-to-hold shape can help make everyday feeding more comfortable for both babies and caregivers.

Parents today are looking for products they can trust, not only in terms of materials and safety, but also in the way they t into modern family life. As a result, bottles have become an increasingly important part of the nursery category.

For retailers, o ering premium feeding solutions such as the BIBS Baby Bottle helps meet demand from design-conscious, quality-driven families seeking products that bring together practicality, comfort, and style. uktrade@bibsworld.com www.bibsworld.com

Midwive approved

The Milton method is a trusted coldwater sterilising technique widely used by healthcare professionals in hospitals and maternity units to help prevent infection. Midwives and health visitors recommend Milton for safely sterilising baby bottles, breast pump parts and feeding accessories, because it is clinically proven to kill germs including bacteria, fungi and viruses. The solution is prepared with Milton Sterilising Tablets or Fluid and items are fully immersed for 15 minutes, remaining sterile in the solution for up to 24 hours. Milton’s Sterilising Starter Kit brings this professional standard into the home, giving parents a hospital-trusted sterilising routine from day one. www.miltonbaby.co.uk

Superfast sterilising

The Baby Brezza Superfast Steriliser and Dryer delivers fast, e cient, and hygienic sterilisation for busy parents and caregivers.

Using natural steam, it kills 99.9% of germs in just six minutes and dries in four, completing a full cycle in only 10-minutes, which is 75% faster than comparable products. Its large, universal capacity holds six bottles, two breast pump sets, and accessories, while its one-button control features four modes: sterilise and dry, sterilise only, dry only, or storage for exible routines.

With a durable stainless steel heating plate and auto shut-o , the Superfast Steriliser and Dryer o ers a premium, time-saving solution that meets growing demand for fast, hygienic baby care.

Sales enquiries please contact the below. sales@cheekyrascals.co.uk www.cheekyrascals.co.uk

Lighting the Night with Ease

Nursery nightlights have become an essential for modern families, blending practicality with a calming touch.

Designed to cast a gentle glow, the right nightlight can help soothe little ones while making night feeds and nappy changes simpler for parents. With a wide choice of styles, colours and adjustable brightness, they can complement any nursery setting while delivering just the right level of light. Many options now go beyond the basics, o ering features such as lullabies, white noise and handy timers, while others include app connectivity for added control. From plug-in designs to portable rechargeable versions, these versatile lights help create a reassuring atmosphere that supports better sleep and a more settled bedtime routine.

Here we showcase a selection of nightlights available to order now.

Great bedtime companion

Launching this April, Owlie the Magical Sleep Trainer from Cloud B is set to become a must-have bedtime companion for young families.

Designed to help children aged 3+ understand when it’s time to sleep and wake, Owlie supports healthy routines while encouraging independence. With its charming owl design, gentle melodies and colourcoded sleep indicators, bedtime becomes calmer and mornings smoother.

Featuring weekday and weekend settings, nap mode and a clear 12/24-hour display, Owlie combines practical functionality with strong shelf appeal.

Distributed in the UK by BTL Di usion UK Ltd, this engaging sleep trainer is expected to be a popular addition for retailers this season. www.btl-di usion.com

Soothing sleep trainer

The VTech V-Hush Lite Soothing Sleep Trainer is a great choice for those seeking a multipurpose night light. This little device lets o a soft multi-coloured glow during the night that will help young children fall asleep, as well as an on-ceiling projector!

The Bluetooth speaker allows parents to ll the space with soothing sounds. With 50 Stories, 100 classical songs, 10 lullabies, and 10 natural sounds - plus the option to record voices - there’s plenty of content to choose from!

The VTech V-Hush Lite Soothing Sleep Trainer is available to buy wholesale at Baby Brands Direct, along with a number of other great night lights and projectors from leading brands. Register today! www.babybrandsdirect.co.uk

Moonlight glow

Following the sell-out success of the Shnuggle Moonlight since its launch in 2020, Shnuggle unveiled a new and improved version of its awardswinning nightlight, designed to meet growing demands and consumer needs -the Shnuggle Moonlight Plus.

Since its debut, Moonlight has become one of the brand’s top-performing SKUs. The sleep friendly portable nightlight is designed to support families from newborn through the toddler years and beyond. Featuring dual Parent and Child modes and a clever charging dock, the updated version retains the core features that made it a standout success, while introducing an improved digital temperature display. Showing the exact room temperature at a glance, Moonlight removes the guesswork and offers reassurance that baby’s sleep environment is just right.

The beautiful, simple design is a must have for parents offering the perfect soft, safe glow to feed, comfort and change baby through the night with minimal disturbance. As baby grows, Moonlight becomes the perfect nighttime companion as the handy strap that can be used to carry Moonlight around the home also becomes easy for toddlers to carry.

Introducing a new Taupe colourway to compliment the signature tone of the Shnuggle range, Moonlight is easy to use, featuring simple activation with a quick flip in Parent Mode or a nudge to waken if in Child Mode.

The baby-safe, soft glow and low blue light in Parent Mode helps create a calm, soothing environment that reduces stimulation and supports better sleep for baby. The light stays at full brightness for 40 minutes, then gradually dims through a sunset mode for a further 20 minutes before switching off automatically.

As baby grows, parents can switch to Child Mode and Moonlight becomes the perfect night-time companion. A soothing bedside light to help promote sleep and a comforting light during little one’s late night bathroom trips. Just like in Parent Mode, a simple nudge will activate the light which glows at full brightness for twenty minutes before eventually fading to simulate sunset and providing a soft glow through the night. The soft glow and low blue light levels help to promote sleep and reduce light stimulation helping toddlers have a more restful night’s sleep.

uksales@shnuggle.co.uk www.shnuggle.com

Introducing Shusher Firefly

Shusher is a trusted collection of baby sleep and soothing products designed to help calm fussiness and support better rest for the whole family. Inspired by the natural “shushing” sound that comforts babies, Shusher products recreate the rhythmic noise babies hear in the womb to help them relax and fall asleep faster.

At the centre of the brand is the original Baby Shusher sound machine, a simple, portable device that plays a real human shushing sound to soothe babies during naps, bedtime, or on the go. Just turn it on and place it nearby to help create a calming sleep environment wherever you are.

The Shusher family now includes products like the Shusher Firefly, which pairs the signature shushing sound with a gentle nightlight glow, and the Shusher Sloth, a cuddly plush companion that combines comfort with soothing sound.

Trusted by millions of parents, Shusher products are designed to make bedtime easier. Because when babies sleep better, everyone does.

Available to stock or dropship – no MOQ! Contact the below for further information. info@bebelephant.com www.bebelephant.com

Gentle illumination

The Pabobo range by Angelcare, is a charming collection of nightlights that create a harmonious blend of gentle illumination and calming music.

The iconic Mushroom Star projector offers the choice of lullabies or white noise heart beats, 3 serene projector colours, volume control, 25min automatic shut-off and in-built cry sensor detector.

The 3-in-1: night light, sleep trainer and alarm clock, is fashioned in a Koala and provides longevity and value for money. Perfect for parents wanting their little ones to sleep longer with easy programming controls, parental settings lock, adjustable intensity nightlight, visual sleep indicator and choice of gentle bird song alarm.

TEL: 0208 845 5000 www.babybrandsdirect.co.uk

Italy’s Baby Gear Market A Retail Fortress

In this exclusive insight for Nursery Today, industry expert Jonathan Feingold explores Italy’s uniquely resilient nursery market, where strong domestic manufacturing, powerful retail networks and deeply ingrained consumer behaviours continue to shape performance. Yet beneath this stability, demographic decline and shifting purchasing habits are beginning to place the sector under increasing pressure.

At last, I have been able to get out and about again, which gave me the perfect excuse to head to Italy, famously shaped like a boot, with quite a large land area and a similar population to the UK, and known for style, culture, fast cars, history, ruins and, of course, the food. What a study in contrasts it is. From north to south, it can feel like a di erent country entirely, and that fragmentation is re ected in the baby goods market, highly diverse, regionally nuanced, yet underpinned by real strength. Italy still manufactures. That matters. It gives the sector depth, credibility and resilience you simply do not see everywhere.

During my visit, I took the opportunity to dig beneath the surface and, crucially, sat down with the CEO of Inglesina, the dominant force in the stroller market, with a commanding 48 percent market share in travel systems. To explain how the land lies and to help understanding of the Italian nursery market, I have to start with one simple truth, this is not the UK. It is not Amazon led, it is not price rst, and it is certainly not a market where you can win without physical presence.

Italy remains one of Europe’s most culturally distinctive baby goods markets, particularly in strollers and car seats, where, unlike any other European country, large scale manufacturing still takes place domestically. These products are made in Italy in large volumes to very high, if not the highest, standards, and sold both locally and globally. Trust, advice and seeing products in person still drive conversion. But beneath that tradition sits a structural challenge, fewer babies, tighter margins and a slow but undeniable shift online.

The Demographic Reality: A Shrinking Market Base

Let us start with the number that underpins everything.

Italy recorded approximately 370,000 births in 2024, one of the lowest levels in its modern history, with fertility at just 1.18 children per woman. That represents a decline of around 35 to 40 percent over the past two decades.

The implication is blunt, this is not a volume growth market, it is a value, margin and share battle. It also means Italian made strollers and car seats must sell globally in order to sustain production, as domestic demand alone is no longer su cient.

The Retail Structure:

Specialist Chains Still Rule

Despite everything, Italy remains overwhelmingly o ine led, with around 75 percent of baby product sales still happening in physical retail.

This is the de ning di erence versus the UK.

At the centre of this ecosystem are a handful of dominant specialist chains:

• Chicco, the market’s gravitational force

• Prenatal, the widest national footprint

• Bimbostore, big box destination retail

• IoBimbo, strong franchise model

• Iperbimbo, warehouse style retail parks

These are not just shops, they are gatekeepers. If you are not ranged here, you are e ectively not in the Italian market.

It is worth noting that stores typically carry fewer brands than their UK counterparts, and there is little presence from well known British brands such as Silver Cross, Egg and iCandy. Clearly, there is limited appetite for British brands, perhaps in uenced by the lack of UK based manufacturing.

Independent Stores:

Fragmented but In uential

Alongside the chains sits a long tail of independent retailers, still numbering in the hundreds nationwide, though likely no more than 300 depending on classi cation.

Their role is disproportionately important. They o er strong local trust and a higher end product focus.

Boutiques such as Salina Milano and La Chiocciola play a key role in shaping premium demand and brand perception, even if they do not dominate volume.

Brand Power Around “Made in Italy”

Italy is one of the few markets where domestic brands still carry genuine emotional weight.

Key players include:

• Inglesina

• Peg Perego

• Chicco

These brands bene t from heritage credibility, perceived safety and quality, and strong retailer relationships.

Alongside them, imported premium brands such as Bugaboo and Cybex are gaining share through signi cant marketing investment and strong brand positioning.

The top ve companies account for roughly 40 percent of the category, leaving a long competitive tail.

The Amazon Factor: Disruption, Not Domination Amazon has reshaped the market, but not in the same way as in the UK.

Where Amazon dominates:

• Consumables

• Entry level products

• Price driven purchases

Where it struggles:

• Premium travel systems, typically €700 to €1,700

• Car seats, which are safety led purchases

• First time parents

The reason is cultural, not logistical. Italian parents still want physical demonstrations and reassurance through human interaction.

Direct to Consumer: Growing but Secondary

Brands such as Inglesina, Peg Perego and Cybex are investing in direct to consumer channels, but in Italy this remains a supporting channel rather than a dominant one.

It works best for accessories and

in 2026: Under Pressure

repeat purchases, and is far less e ective for rst time purchases such as prams and car seats.

The Italian Consumer: High Touch, High Emotion

What de nes this market is behaviour. Purchasing is often multi generational, frequently supported by grandparents and highly in uenced by in store advice. This is a test before you buy

culture. Parents will fold the stroller, t it in the car, compare nishes and ask detailed questions. Physical retail continues to convert strongly because quality and service matter, not just price.

Trade Shows and Market Visibility

Consumer shows remain important for engagement.

Key events include:

• Bimbin era, consumer facing with high footfall

• Pitti Bimbo, premium and trend led These events reinforce brand visibility in a market where physical presence equals credibility.

The Bottom Line: A Market De ned by Contrast Italy in 2026 is a study in contrasts. Declining births but resilient

spending per child, strong e commerce growth but continued o ine dominance, global competition but powerful domestic brands.

Above all, it is a market where retail remains theatre and the sale happens on the shop floor.

Even in 2026, Italian parents still want to touch, test and trust before they buy.

Inglesina’s Global Vision

In this exclusive interview with Nursery Today, Jonathan Feingold speaks with Inglesina CEO Luca Tomasi to explore the brand’s strategic direction, the evolution of global stroller markets and the highly anticipated return of Maclaren.

In the global nursery industry, few brands carry the quiet authority of Inglesina. Founded in 1963 and still rmly rooted in Italy with its own factory, the company has spent more than six decades shaping how generations of families experience early parenthood.

The name itself hints at the company’s origins. Despite its Anglo Saxon sound, Inglesina is entirely Italian. The brand was inspired by its rst iconic model, the Londra pram, whose sprung chassis echoed the elegance of traditional British royal carriages.

Today, the nursery market is far more competitive. Premium strollers are produced globally, and innovation cycles have accelerated as parents demand lighter and more versatile solutions. Yet Inglesina remains a formidable force domestically and an increasingly ambitious international player.

Guiding the company is CEO Luca Tomasi, leading at a pivotal moment as the brand re nes its strategy and prepares to revive Maclaren, one of the most iconic names in the stroller category.

Do you intend to remain focused on premium full sized travel systems with comfort and baby wellness prioritised or will the brand evolve and broaden into adjacent categories or di erent price segments for di erent market positions as the market moves?

Our core business will continue to focus on full-sized travel systems designed to ensure the highest level of wellbeing for babies. With that philosophy in mind, we will selectively and thoughtfully expand into adjacent categories. For example, we are currently launching a new bedside crib, the Welcome Bed. Our goal is not simply to broaden the catalogue, but to enter areas where we believe we can bring something genuinely unique and innovative.

How would you characterise the current Italian baby mobility market compared with ve years ago? Are Italian parents becoming more price-sensitive, more brand-driven, or more design and quality focused? I do not see signi cant changes compared to ve years ago among parents who choose to purchase new

products. However, we have observed a clear increase in the purchase of second-hand items through specialised online platforms.

Does Italy still play the central role in Inglesina’s strategy, or is the brand now increasingly driven by international markets such as the Spain, the USA southern Europe and the UK?

Italy still plays a signi cant role in our strategy. However, the share of sales generated outside Italy is becoming increasingly important. There was a time when the domestic market alone was su cient, but today we are a leading player across Southern Europe and have established a strong presence in the Middle East. We are also performing well in South Korea and, relatively speaking, in the United States. Recently, we have restructured our organisation in the UK, and we beginning to see positive results.

What major shifts do you see happening in the stroller category

over the next ve years? For example: travel systems, ultracompact travel strollers, sustainability, or integrated mobility ecosystems. Will powered strollers be the new norm?

Although the comparison with the automotive industry is not entirely appropriate, it can still provide a useful framework. The stroller market is becoming increasingly segmented, much like the car industry, where you have city cars, compact crossovers, sedans, and SUVs, etc.

Similarly, in our sector, we have seen di erent phases: after COVID, the “wagon stroller” gained popularity, while today the focus is on compact travel systems. At this point, most segments are well covered.

Looking ahead, unless a major breakthrough occurs, powered strollers may gradually gain some traction. However, for them to become popular, the technology would need to be signi cantly more a ordable and should not add too much weight to the product.

With so many brands producing technically excellent strollers, di erentiation is becoming harder. What is the core philosophy that makes an Inglesina product recognisably better and di erent from your competitors? Is it engineering, Italian design, heritage, or something else?

Chinese manufacturers have provided European and American brands with increasingly advanced technology and steadily improving design. As a result, many companies have started sourcing products o the shelf, with minimal adaptation. This has led to a signi cant homogenisation of the market, where similar products are o ered under di erent brand names. In this context, di erentiation and authenticity are crucial, yet increasingly di cult to achieve, as competition continues to level up.

There are multiple characteristic

that makes Inglesina unique. We could point to elements such as our folding system, which ensures that the handlebar never touches the ground, along with the robustness and durability of our products, and the harmonious balance between form and function.

Ultimately, however, what truly sets us apart is our focus on the needs of the baby, which we translate into meaningful and purposeful product features.

“

Looking ahead, I believe the industry will continue to rely heavily on physical retail, especially for products purchased in preparation for a baby’s arrival, where reassurance, expert advice, and the in-store experience remain essential.

”

Do you believe innovation or brand heritage will be the stronger competitive advantage in the next phase of the stroller market?

Many newer brands innovate quickly, while heritage brands rely on legacy and style/looks.

We have learned important lessons from other industries. Heritage is valuable and, to some extent, it represents an opportunity for brands to stand out in an increasingly homogenised market. However, heritage brands must continue to innovate, as consumers are quick to trade history for modernity.

Consumers buy stories, not histories. In markets such as the UK, brands increasingly sell directly to consumers online.

How do you see the balance between

specialist retail partners and directto-consumer evolving? Is Italy moving in the same direction as markets like the USA & UK?

In Italy, e-commerce has developed later than in markets such as the UK or the US; as a result, brand-owned online stores still play a more limited—though steadily growing—role.

Looking ahead, I believe the industry will continue to rely heavily on physical retail, especially for products purchased in preparation for a baby’s arrival, where reassurance, expert advice, and the in-store experience remain essential.

In my view, the future is not about B2B versus DTC, but about staying close to consumers throughout their entire journey—from discovery to purchase and beyond. In this context, the most e ective approach is one that harmoniously strengthens the role of specialist retailers while also leveraging the opportunities o ered by direct-toconsumer relationships.

Let me add that when brands invest in direct-to-consumer channels, it is not merely for commercial reasons, but to ensure a consistent and coherent brand experience, providing consumers with a clear and uni ed point of contact across all touchpoints.

Inglesina now owns the historic Maclaren brand. What is your strategic thinking and when will see them back on the streets and in stores and will they have a nod to the original stripy umbrella folding stroller? Was it about heritage, global recognition, or the opportunity to rebuild a category originator?

The iconic British brand heritage that Maclaren successfully built still resonates across generations. That heritage is an important asset, however as I mentioned earlier, heritage alone is not enough for a brand to succeed and as such innovation is a top priority to restore the brand’s relevance. For now, I cannot say much more than that – all will be revealed in good time! The new Maclaren will launch in 2027.

Where do you envision Maclaren sitting in the stroller market when it is fully reborn?

Will it return as a premium travel stroller specialist, or expand into a wider mobility ecosystem?

We believe in staying close to what we do best. For this reason, our focus will remain on the travel stroller segment, where the brand has built its strongest identity and credibility.

The broader market trend toward premiumisation shows no signs of slowing, and Maclaren has historically been a pioneer in using premium materials within the travel stroller category. We intend to capitalise on this legacy of superior build quality, alongside consumers’ appetite for premium products.

Where will Maclaren be reborn, will it be in its home the UK?

The UK is the birthplace of the Maclaren stroller and. it will play a pivotal role in the re-birth of the brand.

Having nurtured your family business to its current position are you full of ambition for Maclaren and where do you hope it goes?

In our pursuit of acquiring the Maclaren brand, I have been reminded of what Paolo Cohelo writes in The Alchemist; “when you really want something, all the universe conspires to helping you achieve it”.

We have been through a lot in our commitment to acquire Maclaren, and throughout that journey we have retained our high hopes and ambitions for the next development of the brand. Our dream is to surpass the brands former glory and we will approach that ambition with humility, honour & integrity.

It is quite humbling to realise that we may be holding what is arguably the most iconic brand ever in the stroller category. We are doing everything possible to ensure we live up to that legacy.