Nursery Today January 2026

the team

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

For circulation enquiries contact: subs@lemapublishing.co.uk

Christy Foster, Managing Director of The Nursery Store, re ects on the importance of purpose, focus and forward momentum.

Barking Mad

Pramland’s John Barker focusses on festive trading, the realities of extreme online discounting and a growing issue facing independent retailers, brands selling direct to consumers.

Jonathan Feingold

Industry veteran Jonathan Feingold shares his rst-hand perspective from the HK TDC Baby Show 2026.

Lema Publishing Ltd

Unit 1, Broomstick Industrial Estate High Street, Edlesborough, Buckinghamshire LU6 2JA Telephone: 01442 289930 www.nurserytoday.co.uk

Managing Director Lorretta Owen shares her outlook for the year, from shifting consumer behaviour and standout product categories to the growing importance of digital engagement.

As Joie looks ahead to 2026, Head of Product Management Damon Marriott re ects on a year of continued growth, evolving consumer expectations and the products that helped de ne 2025.

editor’s letter

Welcome to our first issue of 2026 – and we hope everyone enjoyed a lovely festive period and a positive start to the New Year.

This month, we’re shining the spotlight on a wide mix of product categories, including Baby Essentials (page 16), British by Design (page 24) and products created to make travelling with little ones that bit easier. Speaking of British by Design, products that are designed or manufactured here in the UK continue to hold huge appeal for consumers.

Products that are designed or manufactured here in the UK can hold huge appeal for consumers. Find out more on page 24.

This month, Matt Dyson, Rockit co-founder and designer, pens a fantastic article exploring the enduring pull of British design within the nursery sector and beyond. As Matt notes in his article, “Britain has a long design tradition, from classic tailoring on Savile Row to the iconic Anglepoise lamp, which is lighting my desk whilst I write this. These historical connections give British-designed products a sense of authenticity and prestige.” So, why not pop the kettle on and turn to page 28 to enjoy his piece?

We’re also highlighting nursery distributors in this issue. Distributors have always been a vital part of our industry, but right now they’re more important than ever. In a market where retailers are juggling rising costs, changing customer expectations and the constant need to refresh what’s on the shelves, the right distributor can make a real difference. Turn to page 34 to find a selection of leading nursery distributors and further information.

Our regular contributors also bring plenty of food for thought. On page 32, Pramland’s John Barker reflects on festive trading, his view on the realities of online discounting, and the growing impact of brands selling direct to consumers. With his trademark honesty, John explores where the balance of power really lies and why, in his opinion, 2026 must be the year retailers stand firm and push for fairer partnerships.

Over at The Nursery Store on page 31, Christy Foster reflects on the importance of purpose, focus and forward momentum. With economic

pressures continuing across the nursery sector, Christy shares an honest and thoughtful outlook on the year ahead, looking at how strong relationships, customer care and steady, consistent progress will help shape the business in the months to come. Meanwhile, from page 42, Jonathan Feingold shares his first-hand perspective from the HK TDC Baby Show 2026 – a vast, factory-led global exhibition where emerging trends, future product concepts and worldwide buying habits come into sharp focus.

This month on page 10, we also catch up with Jolly Tots Managing Director, Lorretta Owen. In our interview, Lorretta shares her outlook for the year ahead as an independent nursery retailer, from shifting consumer behaviour and standout product categories to the growing importance of digital engagement. Drawing on more than three decades of retail experience, she reflects on the lessons of 2025 and explains how value, longevity and thoughtful innovation will shape the year ahead.

We also spoke to Joie’s Head of Product Management, Damon Marriott, who reflects on a year of continued growth for the business, evolving consumer expectations and the products that helped define 2025. From award-winning car seats to standout Signature launches, Damon shares how the brand is balancing innovation, value and retail support as it builds momentum for the months ahead. Find out more on page 9.

Finally, from myself and everyone

on the Nursery Today team, we’d like to wish you all a fantastic 2026. As always, if you have any news or would like to get in touch, please feel free to drop me an email at  penny@lemapublishing.co.uk – it’s always lovely to hear from you.

Founder and CEO of MORI

Recognised in New Year Honours for Services to Entrepreneurship

MORI, the award-winning baby and childrenswear brand, is proud to announce that its Founder and CEO, Akin Onal, has been recognised in this year’s New Year Honours for his services to entrepreneurship. The honour highlights his contribution to British entrepreneurship through building and scaling the brand over the past decade, including a milestone 10th year in 2025.

Re ecting on the recognition, Akin Onal said: “As someone who chose to make Britain my home and later became a proud British citizen, this recognition means a great deal to me personally. Building MORI over the past ten years has been the privilege of my career. This recognition re ects not just MORI’s journey, but the broader commitment to building businesses grounded in care, craft, and quality; values I believe matter in entrepreneurship. This honour belongs to the exceptional team, partners and families who’ve supported that mission.”

The honour comes during a landmark year for MORI, as the brand celebrates its 10th anniversary and builds on a decade of sustained growth. Over the past year, MORI has completed two strategic acquisitions – KIDLY and Storksak, including its sister brand Babymel – expanding its reach into preschool and parenting accessories, and reinforcing its ambition to become a one-stop destination for modern families.

Jané and Noordi Partner with Shopify Collective

Johnston Prams & Buggies Ltd is reshaping the way independent nursery retailers can grow their businesses, following its involvement with Shopify Collective — a new model that allows retailers to sell premium nursery products without holding stock or managing ful lment.

The busy well-stocked warehouse at Johnston Prams, ready to ful l your Shopify Collective orders.

As the long-established UK distributor of brands including Jané, Be Cool, Noordi, Cocoon and Forrest, Johnston Prams is now enabling approved independent retailers to sell its full range of prams, travel systems, car seats and accessories via Shopify Collective. Under the model, Johnston Prams retains ownership of stock and manages all ful lment and shipping, while retail partners focus purely on sales and customer relationships.

The approach removes many of the traditional barriers faced by independents, including upfront investment, warehousing and logistical complexity. Retailers can expand both their online and in-store o er quickly, with no nancial risk and no operational burden.

“This really is a game-changer for the nursery sector,” said David McCullough, Director at Johnston Prams. “Independent retailers can instantly broaden their product range without tying up cash in stock or worrying about ful lment. As we look ahead to 2026 and beyond, this kind of exibility will be increasingly important for specialist retailers.”

Retail partners earn commissions of up to 40%, creating a compelling opportunity to improve margins and cash ow while o ering consumers access to trusted, well-established nursery brands. The model also allows retailers to respond more quickly to changing customer demand without the risks associated with overstocking.

With decades of experience in the nursery industry and a reputation built on quality, safety and reliability, Johnston Prams believes the Shopify Collective partnership o ers independents a smarter, more sustainable way to remain competitive in a rapidly evolving retail landscape.

For further information, retailers can contact donna.mccullough@johnstonprams.co.uk or explore the available connection options via Shopify Collective.

Blade & Rose x Paddington Loves to Travel

Blade & Rose, the multi award winning British children’s clothing and gifting brand, is delighted to unveil its newest licensed character range: the beautifully designed Paddington Loves to Travel collection.

Loved by generations for his warmth, curiosity, and adventures from Peru to London, Paddington has been reimagined through Blade & Rose’s signature playful style bringing families a collection lled with charm, comfort, and gift-ready appeal.

The range features the brand’s iconic knitted character leggings, instantly recognisable for their fun and quirky designs on the bottom. This new launch showcases Paddington on the bottom and down the legs, complete with his famous red hat and blue du e coat.

Designed with comfort and durability in mind, all pieces are made from high quality, Oeko Tex certi ed fabrics ensuring they are gentle on delicate skin while standing up to the adventures of busy little explorers. www.bladeandrose.co.uk

New Products from Rockit will be Touching Down Soon

2026 is set to be an exciting year for the baby sleep tech brand with 3 new product launches on the horizon.

Rockit is looking to expand its range and o er additional sleep solutions for babies and older children too. Matt Dyson, Rockit co-founder explains “We haven’t launched a new product for a little while but have been busy behind the scenes developing some really innovative technology. We have always kept the design in-house here in the UK and have resisted the temptation to re-badge other people’s tech. Rockit has always been known for our innovation and that is one of our major selling points”.

Rockit will be hoping that their new products are as popular as the Rockit Rocker, which has sold nearly 1 million units worldwide and picked up numerous awards along the way.

www.rockitrocker.com

Why the UK’s leading nurser y retailers choose Prestige Sleep

• Craftsmanship - ever y mattress is hand-assembled in the UK

• Quality - locally-sourced premium materials from the UK & Europe

• Innovation - double -sided designs to adapt as babies grow

• Sustainability - chemical-free, natural materials

• Unparalleled suppor t - tailored, comprehensive approach from pack aging to sta training

Sustainability without compromise

Sustainability is no longer a niche concern in babycare, it’s an expectation. Vital Baby’s approach is rooted in practical, measurable impact rather than marketing-led promises.

Through its multi-award-winning EarthSmart technology, the brand has developed products that biodegrade in landfill environments without leaving behind microplastics, while remaining fully recyclable and fit for purpose. This allows retailers to offer genuinely planet-conscious options without compromising on performance, safety or price.

By integrating sustainability across everyday essentials, from feeding to weaning and healthcare, Vital Baby is helping make responsible choices easier and more accessible for modern families.

TEL: 01707 262200 hello@vitalgroup.co.uk

CuddleCo’s New Season marks an exciting next chapter

The brand’s nursery furniture offering, with long-awaited designs first revealed at Harrogate Nursery Fair are now coming to market. Highlights include the Beaumont range, featuring a cot bed, grande cot bed, triple wardrobe, wide dresser/changer, storage box and shelf.

The Clara collection also expands with the new Clara Luxe range, introducing a triple wardrobe, six-drawer dresser/changer, plus toddler and single beds. New for the season, the Burford range launches in oak and oak with white, bringing a fresh, modern feel.

With further extensions into play planned for 2026, retailers are encouraged to watch this space as CuddleCo continues to grow its offering within nursery furniture and beyond. Alongside the furniture launch, their new season also marks CuddleCo’s first step into play, signalling a broader lifestyle direction while keeping nursery design at the heart of the collection. www.cuddleco.co.uk

Entries open for the Made For Mums Toilet & Bathtime Awards 2026

Made For Mums, a UK leading parenting platform published by Immediate Media, has opened entries for the Made For Mums Toilet & Bathtime Awards 2026, celebrating the very best products for changing, washing and toilet training.

From nappies and wipes to bath toys, skincare and potty training essentials, the awards recognise the brands parents genuinely trust to make everyday family life easier. Open to both established names and emerging brands, the awards are judged through extensive real-world testing by parents alongside the Made For Mums editorial team.

Unlike lab-only testing, all shortlisted and winning products are assessed in family homes, reflecting how they perform in real life. Each year, parent testers and editors collectively log more than 1,000 hours of hands-on product testing.

Dani Graph, Community Manager at Made For Mums, said:  “What makes these awards so powerful is that they’re rooted in real life. Our parent testers are using these products during busy mornings, bedtime routines and toilet-training ups and downs – exactly as other families would. That honest, lived experience is what parents trust, and it’s why the results resonate so strongly with our audience.”

Ruairidh Pritchard, Digital Growth Lead at Made For Mums, added: “Parents are navigating recommendations in the age of AI, algorithms and endless sponsored content — and what they’re telling us is clear: they want proof that a product genuinely works in real homes. The Toilet & Bathtime Awards cut through the noise by offering something simple but powerful: products tested by parents, for parents, in real-world conditions.”

Key dates – Made For Mums Toilet & Bathtime Awards 2026

• Entries close: Monday 23 February 2026 (11:59pm)

ª Products available for judging: February–March 2026

• Shortlist announced: Monday 16 March 2026

• Winners revealed: Monday 23 March 2026

In 2025 alone, Toilet & Bathtime Awards coverage generated over 200,000 impressions, with hundreds of award-winning products sold via TikTok Shop.

More information and how to enter:

Brands can enter via the Made For Mums Toilet & Bathtime Awards entry portal. Returning entrants using the same email address do not need to register again.

https://madeformumsawards.awardsplatform.com/

BIBS

Try-It Collection

Preparing for baby often means making choices about soothing essentials, and many parents appreciate the chance to discover what works best before committing to one option. The BIBS Try-It Collection is designed for exactly that: a curated box featuring different dummy nipple shapes and materials, helping families explore preferences and find a comfortable fit for their baby. Ideal for maternity planning and baby shower gifting, it simplifies the “which dummy should I choose?” question by bringing key options together in one practical set. With BIBS’ signature focus on design and everyday usability, it’s a reassuring starting point for first-time parents building their newborn essentials kit. www.bibsworld.com

Award winning monitor

Hubble continues to set the benchmark in smart baby monitoring with its Go Baby Smart Cam, recently shortlisted for Best Baby Monitor at the Mother and Baby Awards. Designed to give parents complete peace of mind, the Go Baby combines sleek design with advanced AI technology.

Crystal clear 2K QHD video and automatic infrared night vision ensure sharp visibility day and night, while intelligent alerts for true cry detection, rollover and covered face enhance safety during sleep. The integrated app control allows parents to monitor, soothe and track sleep insights from anywhere.

Hubble delivers genuine support, helping parents feel confident, connected and reassured every step of the way.

www.rkwltd.com

As Joie looks ahead to 2026, Head of Product Management Damon Marriott re ects on a year of continued growth, evolving consumer expectations and the products that helped de ne 2025. From award-winning car seats to standout Signature launches, Damon shares how the brand is balancing innovation, value and retail support as it builds momentum for the year ahead.

As we enter 2026, how would you re ect back on 2025 for Joie and what were the standout achievements for the brand over the course of the past year?

Although 2025 was another di cult year for many due to the cost-of-living challenges, we continued to see year-on-year growth, which is a great achievement. This growth was bolstered by the introduction of further R129 belted products, such as the elevate R129, o ering enhanced features and tremendous value without compromising on safety.

What would you identify as Joie’s biggest successes during 2025 (for example, through product performance, consumer award wins, accolades, category growth or strengthened retailer partnerships)?

The Mother & Baby awards continue to support strong sales volumes through our valued retail partners, with further awards granted this year to some key products in our portfolio. These accolades help give consumers con dence that the Joie range is one they can trust.

Were there any products, ranges or categories that performed particularly well in 2025 and will build momentum going into the new year?

While our car seat range continues to

Joie’s Momentum Into 2026

expand with excellent additions that complement our heritage products, the standout success was the upgrade to our Signature fashions. This elevated sales across the entire Signature portfolio. The Joie Signature niti was a rm favourite with new parents in 2025, while the newly launched Joie Signature estrella twin stroller quickly became our bestselling twin and tandem product, proving hugely popular with families with twins or siblings close in age.

Did you see any notable shifts in parent expectations or purchasing behaviour during 2025, and how did these in uence Joie’s strategy?

Like many brands, we have seen continued growth in online sales alongside bricks-and-mortar retail, with some categories now seeing online outweigh in-store. However, many of our retail partners have experienced strong growth in the Signature range when it is showcased in store, as the quality of the fabrics and features really comes to life when seen in person.

How did these trends in uence Joie’s product development during the year?

For Joie, this meant turning our development focus back to our heritage: o ering great value without compromise on quality or features. We strengthened our ranges with high-

value products at accessible price points, which resonated well with consumers throughout 2025. Following this ethos, we introduced additions to our Signature range, including the Joie Signature estrella twin stroller – a feature-rich, aesthetically beautiful product o ered at a highly competitive price compared to other twin strollers on the market.

“ ”

While our car seat range continues to expand with excellent additions that complement our heritage products, the standout success was the upgrade to our Signature fashions. This elevated sales across the entire Signature portfolio.

Innovation is a core part of Joie’s DNA. How did this come through in your portfolio during 2025, and how will it continue to shape your plans for 2026?

By keeping the original goals formed at the brand’s inception close to our

current ethos, we ensure we never lose sight of what consumers know and love us for. At the same time, we will continue to expand our portfolio in 2026 and beyond with featurerich, high-quality products at great prices. As always, our focus remains on delivering outstanding value without ever compromising on quality or safety.

Looking ahead, what are Joie’s key priorities and goals for 2026 as the nursery market continues to evolve? We will be adding further products to the portfolio, while also working to ensure each retail marketplace has a di erentiated selection. This will allow retailers to o er a slightly tailored range that best suits their customers.

How will Joie support its retail partners throughout 2026, particularly in helping them educate consumers and drive sales both in-store and online?

We will continue to provide our retailers with a full suite of marketing assets, from digital content to printed materials where required. There will be a strong emphasis on in-store product training, supported by our local sales trainers, with full backup from our head office team to ensure we can adapt to whatever our partners need.

www.joiebaby.com

Looking ahead with confidence

As Jolly Tots looks ahead to 2026, Managing Director Lorretta Owen shares her outlook for the year, from shifting consumer behaviour and standout product categories to the growing importance of digital engagement. Drawing on more than three decades of retail experience, Lorretta re ects on the lessons of 2025 and explains how value, longevity, and thoughtful innovation will shape the year ahead.

As we head into 2026, how are you feeling about the year ahead for your business? Are you approaching the year with con dence, caution, or a bit of both, and what’s in uencing that outlook?

I’m hopeful that 2026 will be a good year for Jolly Tots. Despite the many ups and downs of 2025, we were fortunate to see continued growth, for which we are truly grateful.

I’m approaching 2026 with a balance of caution and quiet con dence. Retail remains unpredictable, some days are amazing, others far more challenging. However, having traded for over 35 years, we’ve experienced many highs and lows and learned valuable lessons along the way.

I believe it’s important not to become complacent, but instead to

“ ”

I believe value, longevity, and multi-use functionality will have the biggest influence on the nursery sector this year. Customers want products that work harder for them, items that can adapt as their child grows and offer genuine long-term use rather than short-term solutions.

keep thinking creatively, nding fresh ideas, adapting with the times, and continuing to focus on what we know works for us.

How do you see consumer spending shaping up in 2026? Do you feel that your customers will become more value-driven or selective with purchases, or do you feel you will see

con dence return when it comes to investing in key nursery items?

I believe consumer spending will continue to be challenging for us all and is likely to look very similar to 2025. Any cuts in interest rates will hopefully provide some much-needed relief and help improve con dence gradually.

I also feel that the scrapping of the two-child cap could have a positive long-term impact by encouraging higher birth rates, which in turn would increase demand for nursery products.

In terms of purchasing behaviour, I think customers will continue to be far more value-driven and selective. We’re nding that purchases are much more considered than in the past, with customers looking for value and longevity, wanting products that last longer, o er more versatility, and represent better overall value, often at a lower price point. Con dence may return for key nursery items, but it will likely be cautious and focused on investment pieces that clearly justify their cost.

Which nursery product categories are you most excited about focusing on in 2026, and why?

As mentioned previously, customers are increasingly looking for more value for their money. With that in mind, I’m particularly excited about expanding our budget range of car seats in 2026. We’ve recently ordered the new Ranger car seats from Jovikids, which I’m really looking forward to seeing in store. The price point, colour options, and overall quality look very strong, and I’m confident they’ll perform well for us.

I’ve also recently become a Lorelli stockist, which further strengthens our offering at the budget end of the market. Providing something for every price point has always been central to what we do, and moving into 2026 I want that to remain firmly at the forefront of our ethos.

Are there particular areas such as car seats, travel systems, furniture, feeding, or gifting that you expect to be real stand-outs during the course of 2026?

I think the folding carrycot market is going to be huge in 2026. The new Silver Cross Nia is absolutely outstanding. It’s already had a strong start, but I believe that once “stroller

“ ”

I’m particularly excited about expanding our budget range of car seats in 2026. We’ve recently ordered the new Ranger car seats from Jovikids, which I’m really looking forward to seeing in store.

season” really gets underway, demand will increase significantly.

We’re also seeing a lot of excitement around the new Venicci Tila, which is very hotly anticipated by our customers. We’ve had plenty of enquiries already, so I expect this to be a real stand-out for us as the year progresses.

What trends do you think will have the biggest in uence on the nursery sector this year? From sustainability and longevity to design, safety innovation, or multi-use products, what do you think will really resonate with your customers?

I believe value, longevity, and multi-use functionality will have the biggest in uence on the nursery sector this year. Customers want products that work harder for them, items that can adapt as their child grows and o er genuine long-term use rather than short-term solutions.

Sustainability continues to resonate, but more in a practical sense. Customers are increasingly interested in products that are built to last, reduce the need for frequent replacements, and represent better overall value, rather than sustainability being the sole purchasing driver. With this in mind, customers are also very budget conscious. Where possible, the ideal would be a combination of both.

Design and safety innovation will also remain important, particularly where they enhance everyday usability, features that make products lighter, more compact, easier to store, or simpler to use. Ultimately, it’s the combination of thoughtful design,

strong safety credentials, and clear value for money that really resonates with our customers.

How important will social media and digital engagement be for your business in 2026? Which platforms or types of content do you nd work best when it comes to engaging parents and driving them in-store or online?

Social media and digital engagement will be incredibly important for our business in 2026. It’s such a valuable tool, essentially a free advertising platform, and when used well, the impact can be immediate. A TikTok Live, for example, can take an empty store with no footfall and put you in front of hundreds of potential customers in just a few minutes.

The same is true for Facebook Lives. Both platforms work extremely well for engaging parents, showcasing products in real time, and generating strong sales leads. Live content, in particular, allows us to demonstrate products, answer questions instantly, and build trust, which ultimately helps drive both in-store visits and online sales.

Are there any changes, investments, or new approaches you’re planning this year to help your business stand out? Are you planning any store updates, events, or initiatives, or perhaps looking to onboard new

“Design and safety innovation will also remain important, particularly where they enhance everyday usability, features that make products lighter, more compact, easier to store, or simpler to use.

brands or product ranges to your current o ering?

We are planning to continue working hard in 2026. We are in talks with brands to hold store events, and already we have one planned at the end of January with iCandy, which I’m very excited about.

As discussed, earlier this year I have taken on two new brands, Jovikids and Lorelli, and I’m really

looking forward to working with them. As ever, I’m always looking to add more brands to our store, both in-store and online.

Finally, do you have any exciting news on the horizon that you’d like to share with Nursery Today readers?

That would be telling - watch this space!

Next level possibilities

Premium pushchair that is a master of motion intuitively designed to level up with 25+ modes of riding possibilities.

Adventures unfold with Silver Cross Breez

Silver Cross unveils Breez - its latest pushchair featuring a compact carrycot that folds effortlessly with the chassis. This innovation transforms everyday convenience, giving families the freedom to explore without compromise, wherever their adventures take them.

Designed for modern family life, Breez is compact enough for city streets yet tough enough for countryside trails. With multi-terrain capability and a space-saving design, this mid-size stroller adapts to wherever your day takes you.

Breez follows in the footsteps of the Silver Cross Nia, which set a new benchmark for travel strollers when it launched in 2025. The first of the brand’s strollers to feature a folding carrycot, Nia is the world’s first IATA airplane cabin compliant stroller in both seat and carrycot mode - perfect for families who want portability without compromise. www.silvercrossbaby.com

WonderFold Expands UK Portfolio

WonderFold has expanded its UK stroller wagon offering with the launch of its latest Pro and XR collections, introducing a comprehensive range designed to meet growing retailer demand for versatile, family-focused transport solutions.

The new lineup includes the Luxe Pro, Elite Pro, and XR Series stroller wagons, offering retailers multiple price tiers and formats to suit a broad customer base, from premium multi-child solutions to compact, travel-friendly options.

Luxe Pro: Premium Multi-Child Solution

Available in W2 and W4 models, the Luxe Pro collection sits at the top end of the WonderFold range, designed for families seeking comfort, durability, and flexibility.

XR Series: Compact & Entry-Accessible Stroller Wagons

Replacing the existing X-Series stroller wagons, the XR2 and XR4 models broaden WonderFold’s reach into the compact stroller wagon segment, offering a strong entry-tomid-level option for retailers. Available in two colourways, Black and Navy.

All models are suitable from 6 months+ and meet recognised international safety standards, supporting retailer confidence across both independent and national accounts. The expanded range allows UK stockists to offer a clearly tiered stroller wagon selection within a single brand.

The WonderFold Luxe Pro, Elite Pro, and XR stroller wagons are available now. Retailers can contact Phil Bosher, Sales Director on the below for more information. phil.bosher@babycentral.co.uk

Changing times with Joie

The perfect companion for all baby’s essentials.

Joie is launching its first ever changing bag, so all your little one’s essentials can be close at hand, and in keeping with any Joie pushchair.

The Joie changing bag is made from water repellent fabrics to keep items safe and dry at all times. With two side pockets to keep bottles conveniently handy and ready at a moment’s notice, your customers can be ready for baby’s ever-changing needs.

Inside, there is a wipeable changing pad making it easy to handle those on-the-go messes. No need for a second bag - the front zip pocket is the perfect place for to store essentials, like keys and phone.

Perfectly designed to wear as a backpack or carry with the top handle for ultimate convenience.

uksales@joiebaby.com www.joiebaby.com

BA BY C ARE INDUSTRY STRATEGIC MAP

Do you want to be visible on foreign markets? We recommend those with whom you can talk business. Get in touch with the representatives of the best nurser y trade magazines.

ENGLAND NURSER Y TO DA Y

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NETHERLANDS BA BY WERELD

POLAND BRANŻ A DZIECIĘC A

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BCMI Presidents: Urszula K aszubowska u.k aszubowsk a@branzadziecieca.pl

Katja Keienburg katja.keienburg@babyundjunior.de

bcmi@babycaremagazines.com www.babycaremagazines.com

Soothing essentials

BIBS dummies are a popular newborn essential, designed to combine comfort with a timeless Scandinavian aesthetic. The range is available in a wide variety of soft, modern colourways, making it easy for parents to match everyday essentials to their personal style. With lightweight shields and a baby-friendly shape, BIBS dummies are created with day-to-day soothing in mind and are often chosen for gifting, hospital bag preparation, and early newborn routines. The collection includes di erent nipple shape and material options, helping families choose what best suits their baby. Ideal as a rst dummy and a practical staple to keep in changing bags, prams, and bedside drawers. www.bibsworld.com

Baby Basics and Beyond

Preparing for a new arrival means navigating a long checklist, and certain purchases quickly rise to the top. Today’s expectant parents are more informed than ever, investing time in understanding which products will best support their baby’s safety and comfort from day one.

Travel systems, for example, are carefully compared, with parents weighing up safety credentials, ease of use and long-term value. Sleep solutions are another major focus, from rst beds to mattresses and accessories designed to encourage safe, restful routines. Every choice feels signi cant, and rightly so.

Alongside advice from friends and family, parents increasingly rely on digital research, using reviews, forums and comparison sites to shape their decisions. This is where specialist retailers can truly stand out. By o ering hands-on demonstrations, clear guidance and knowledgeable support in-store, they can help simplify the process, inspire con dence and become a trusted destination during one of life’s most important shopping journeys.

All set for change

CuddleCo understands the importance of a calm, organised changing space in the early days of parenthood. The Nappy Caddy and Changing Set are designed to keep everyday essentials close, coordinated and easy to manage. The structured caddy features three internal compartments and an outer pocket for nappies, wipes and creams, with sturdy handles for portability around the home or on the go. The Changing Set adds a quilted, water-repellent changing pad and wipe cover to create a complete newborn station. Available in three signature fabrics: classic cotton Wa e in warm Cashmere, playful Ditsy Cherry cotton muslin, and soft-neutral Cashmere Meadow orals, designed to style seamlessly in any nursery.

www.cuddleco.co.uk

Sleeptime with Red Kite

The Cozysleep is a stylish and versatile crib that doubles as a co-sleeper, making it perfect for modern family life. With a handy drop-side for safe bedside sleeping, it keeps baby close while offering peace of mind. Fully height adjustable to fit most beds and featuring a gentle tilt option recommended for reflux, colds, and digestion, it’s designed with comfort and care in mind. Soft quilted padded sides and a cosy mattress create a safe, snug sleeping space baby will love.

TEL: 01454 326 555

www.redkitebaby.co.uk

Built-in Sensor Night Light

Chicco Next2Me Armonia Bedside Crib

Give your baby a soothing night’s sleep with the Chi cco Next2Me Armonia Bedside Crib, designed to keep them close and comfortable from birth to 6 months.

Motion activated sensor light with three brightness se ings

Comfortable ma ress with breathable mesh panels

Easy a achment system compatible with most beds

Removable, washable fabrics for simple everyday cleaning

Trusted Chicco quality for peaceful nights

Discover our Next2Me range:

For more information, please contact: sales@rkwltd.com | 0333 220 6070

Carried in comfort

When it comes to essentials for newborns, safety and comfort come rst. All iCandy carrycots are suitable from birth and approved for permanent overnight sleep, giving parents complete reassurance from day one.

The iCandy Peach 7 carrycot is proudly approved by The Lullaby Trust, reinforcing their commitment to the highest safety standards. For added versatility at home, all iCandy carrycots are compatible with the iCandy MiStand Carrycot Stand. In addition, iCandy Pip is suitable from birth thanks to its fully lie- at seat, o ering exibility for families on the go. www.icandyworld.com

Swing of success

The latest swing seat from Joie, whimsy is perfectly portable no matter where you are.

Thanks to a simple wind-up mechanism, with no electricity or batteries needed, baby can snuggle up in this cosy soother, anywhere.

Simply turn whimsy’s handle and let the swing do the rest – no need to nd the closest plug socket, stock up on batteries or go searching for and extension lead, making it not only easy to use but good for the environment.

With three swing speeds and options for a back-and-forth swing as well as a side to side, you can customise your baby’s soother depending on their preference. The lift o seat turns whimsy into a portable rocker that is even easier to move from space to space. uksales@joiebaby.com www.joiebaby.com

Trusted essentials for the newborn stage

Vital Baby’s comprehensive range of trusted newborn essentials is designed to support parents through the most critical early stages. From advanced UV sterilisers that offer fast, chemical-free sterilisation and drying, to Aquaint cleansing water - a hypoallergenic, alcohol-free solution for killing bacteria - the brand focuses on solutions that simplify daily routines.

These products are designed to deliver reassurance, convenience and reliability when parents need it most, making Vital Baby a go-to brand for newborn care and a strong, con dence-building choice at retail.

For more information or to speak to someone about stocking Vital Baby, contact them on the below.

TEL: 01707 262200 | hello@vitalgroup.co.uk

Rockabye Baby

Meet the Rockabye Bedside Crib from Red Kite – a cosy, clever sleep space designed to keep baby close and comfortable.

Suitable from birth up to around 6 months (or 9kg), it works perfectly as both a bedside co-sleeper or a standalone crib, with a handy drop-side for safe, easy night-time settling.

The soft oatmeal fabrics blend beautifully into any home, while breathable mesh sides keep baby cool and always give you a clear view. The Rockabye really shines with its gentle rocking base, ideal for soothing fussy moments, which can be locked into a static position when needed.

With ve height positions and an adjustable incline to help with digestion, re ux, and colds, it’s designed with comfort in mind. Finished with a breathable padded mattress, it’s a snug, safe, and soothing place for baby to sleep.

TEL: 01454 326 555

www.redkitebaby.co.uk

Feeling plush

Play is an essential part of a baby’s development. Thoughtfully designed infant toys engage touch, sight, and sound to support sensory development, encourage early interaction, and provide comfort during those important first months. Rainbow Designs’ collections are created with these principles at heart, combining trusted characters with age-appropriate plush toys that support early learning.

This is reflected in the new Winnie the Pooh 100th Anniversary Gift Set, released in celebration of 100 years of the much loved bear. Carefully designed to nurture infant play and sensory exploration, the set features a super-soft Winnie the Pooh cuddly toy, an illustrated comforter and an engaging ring rattle. These adorable, baby-soft toys promote tactile discovery, visual engagement and soothing familiarity, supporting both emotional comfort and developmental play from birth.

Rainbow Designs is also delighted to introduce the all-new Care Bears Baby collection, rooted in the timeless values of love, kindness and friendship. Babysoft versions of Cheer Bear, Funshine Bear and Bedtime Bear feature across a colourful

Care from day one

Chicco offers a trusted range of newborn essentials designed to support families from the very first days.

The collection includes a range of cribs, providing a safe and comfortable sleep environment, alongside the Meraviglia Chair, designed grow with a child from newborn to adult. The Magia and Mia Rockers combine soothing motion with practical design, helping to comfort babies throughout the day, while the Mommy Pod 4-in-1 offer a portable, convenient solution for parents on the move. Together, these thoughtfully designed products deliver reliable, stylish and practical solutions for newborn care. www.rkwltd.com

range of comforters, ring rattles and My First Care Bear Soft Toys, each incorporating gentle sensory details to engage and comfort.

Completing the new arrivals is the adorable Disney Dumbo baby range, which joins Rainbow Designs’ muchloved classic character collections including Paddington for Baby, Signature Peter Rabbit, Guess How Much I Love You and The Very Hungry Caterpillar, all offering trusted infant essentials designed to support early development.

TEL: 01329 227300 www.rainbowdesigns.co.uk

Safe and snug with Joie

Sprint

Ride in luxury and install with ease, whether on the go with the built in ISOFIX points, or paired with the i-Base Encore to add a 90o spin - this seat is ready any time anywhere.

Sprint meets the highest ECE R129/03 safety standard with mandatory side impact testing. The Tri-Protect headrest offers security with three layers of protection inside the wings including patented Intelli-Fit memory foam.

The three-point harness, with its shoulder and lower buckle covers, easily tightens with one pull motion, to keep little one safe and snug. uksales@joiebaby.com | www.joiebaby.com

Ready to roll

The 4in1 finiti pushchair from Joie is the driver of your dreams with plenty of ways to roll and a fast way to fold.

The bumpier the better for finiti, with a springy flex comfort seat that smooths out the bumps right in the seat and right where it matters most. Finiti will take on the toughest terrain with foam-filled and Puncture-Proof runner tyres. When out and about, little one is shielded from the rays with finiti’s full coverage, expandable hood that dims the light, making it ideal for nap time.

Combine finiti with the i-Level Pro, a lie flat lounger, made for safer spines and easy breathing, as well as the ramble carry cot to create a complete travel system.

I-Level Pro’s exclusive Tri-Protect headrest features IntelliFit memory foam is engineered for optimal head and neck security. The headrest and harness adjust simultaneously so on the go alterations are effortless.

uksales@joiebaby.com www.joiebaby.com

Innovation and Progress

From planet-friendly materials to trend-led innovation, Vital Baby’s evolving range is designed to support modern parents - and the retailers who serve them - in a fast-changing babycare market.

At Vital Baby, progress has always been about more than keeping up, but more moving forward with practical purpose. For over 20 years, the proudly family-run British brand has been designing award-winning baby products that make everyday parenting simpler, safer and more intuitive. From feeding and weaning to sterilising and healthcare, their products are British-designed by the Vital Baby team, combining practical functionality with

thoughtful design and a deep understanding of what today’s families need.

As consumer expectations continue to evolve, so too has the brand. Parents are now looking for products that re ect their values as well as their lifestyles - demanding sustainability, design credibility and quality without compromise. Vital Baby’s response has been clear: innovate responsibly, design intelligently, and deliver products that perform.

Vital Baby’s refreshed look and feel, combined with viral hero products and a growing digital footprint, is driving new customer interest and brand loyalty across channels.

Central to this commitment is EarthSmart, Vital Baby’s groundbreaking sustainability technology that is rede ning what planet-friendly products can look like in the baby category. Unlike many alternatives that rely on trade-o s, EarthSmart products are designed to biodegrade in land ll conditions in signi cantly reduced timeframes, without leaving behind harmful microplastics. Crucially for both

parents and retailers, they remain fully recyclable and meet the same high standards of durability, safety and performance as conventional plastics.

EarthSmart is now embedded across a growing range of Vital Baby products, including bottles, soothers, weaning essentials and healthcare items. For retailers, this o ers a compelling opportunity to meet rising consumer demand for conscious choices, without sacri cing margin, shelf appeal or product quality. It’s sustainability made accessible - practical for families, credible for the category and commercially viable for retail partners.

The impact of this innovation has not gone unnoticed. EarthSmart has recently received multiple industry and consumer awards, reinforcing Vital Baby’s position as a leader in meaningful babycare innovation. Alongside sustainability recognition, the brand has also been celebrated for product design, functionality and overall brand excellence - re ecting a holistic approach rather than a single-issue solution. Design plays a critical role in this success. Vital Baby products are British-designed in-house, allowing the team to respond quickly to emerging trends, consumer insights and retailer feedback. Recent range updates have introduced a more modern, design-forward aesthetic, helping products stand out on shelf while remaining approachable and family-friendly. The result is a collection that resonates strongly with today’s parents - style-conscious, informed and value-driven.

with Purpose

For retailers, these updates translate into stronger shelf presence, improved customer engagement and increased repeat purchase. Vital Baby’s refreshed look and feel, combined with viral hero products and a growing digital footprint, is driving new customer interest and brand loyalty across channels.

Unlike many alternatives that rely on trade-o s, EarthSmart products are designed to biodegrade in land ll conditions in signi cantly reduced timeframes, without leaving behind harmful microplastics.

Yet despite this momentum, trust remains at the heart of the brand. Vital Baby understands that parents rely on baby products every single day - and that retailers stake their reputation on the brands they stock. That’s why product performance, safety and reliability remain non-negotiable, even as the brand continues to push boundaries in sustainability and design.

Looking ahead, Vital Baby is entering an exciting new phase. With EarthSmart leading the sustainability story, a strong pipeline of innovation in development, and continued investment in retail support, the brand is well positioned for long-term growth. Its foundations are built on trust, its direction is driven by innovation, and its ambition is rmly aligned with the future of the babycare category.

For retailers looking to o er more - more innovation, more conscious choice, and more design-led products that resonate with modern families - there has never been a better time to stock Vital Baby.

Proudly British

British creativity has long been recognised for setting the pace across a wide range of industries, and the nursery sector is no exception. From thoughtful design to skilled manufacturing, the UK continues to play a leading role in shaping products that combine practicality, safety and style for modern families.

Nursery brands with British roots are frequently associated with strong design values, careful engineering and an uncompromising approach to quality. Parents are increasingly drawn to products that feel well made, dependable and built to last, and UK-designed or manufactured items often carry that reassurance. Attention to detail, robust testing and a focus on real-life functionality are hallmarks of British nursery development, helping to create products that support families through everyday life.

There is also growing appreciation for the ethical and economic impact of choosing homegrown brands. Accreditations such as “Made in Britain” signal a commitment to responsible production, high standards and local industry. For retailers, showcasing UK-linked products can strengthen trust with customers, o ering a clear story around provenance, craftsmanship and sustainability that resonates with today’s conscientious consumers.

Beyond quality and values, British nursery brands continue to in uence the global market. Known for blending innovation with contemporary styling, UK designers regularly introduce fresh ideas that balance visual appeal with genuine usability.

Across the following pages, you’ll discover a selection of nursery products that re ect the strength of British design and manufacturing, all available to order now and ready to help retailers champion the best of what the UK has to o er.

British-Made. Retail-Ready

Handcrafted nursery mattresses, made in the UK for retailers who value trust, transparency and sustainability.

Prestige Sleep is a British manufacturer supplying nursery retailers with dependable, wholesale-focused mattress solutions built on trust, quality and sustainability. Every mattress is hand-assembled at the company’s Kent factory, giving retailers con dence in consistent supply, rigorous quality control and fully traceable production.

Manufacturing in the UK enables close collaboration with suppliers, reduced transport miles and independently audited standards, including Made in Britain certi cation. Materials such as British wool, responsibly sourced coconut coir and organic cotton are selected not only for performance and safety, but for their environmental credentials — supporting retailers as sustainability becomes an increasingly important sales driver.

For parents, this translates into reassurance: safe, breathable and thoughtfully made sleep products. For retailers, it means stocking a product that is easy to trust, easy to sell and aligned with modern expectations around ethics, provenance and eco-responsibility.

To learn more about Prestige Sleep’s handcrafted, sustainable nursery mattresses - or to explore bespoke retail partnerships email the below or visit their website.

enquiries@prestigesleep.co.uk

www.prestigesleep.co.uk

British design without compromise

At iCandy, British by Design de nes who they are. Every iCandy pushchair is designed and engineered in the UK, driven by innovation, quality and attention to detail.

From concept to completion, iCandy’s in-house design team focuses on creating products that deliver comfort, functionality and style without compromise. Rigorous testing ensures each product meets the highest safety and performance standards, while timeless aesthetics re ect their British design heritage.

British by Design is their commitment to excellence, combining intelligent engineering with thoughtful design to support families through every stage of parenthood, with products built to last and perform beautifully every day.  www.icandyworld.com

Support British manufacturing

Designed and manufactured in the UK, CuddleCo mattresses o er retailers a reliable, thoughtfully made sleep solution.

Local production allows the brand to maintain close control over quality, safety and lead times, while supporting British manufacturing and reducing supply chain impact. The collection features premium bamboo fabrics, removable washable covers and dual-sided designs, helping extend product lifespan as children grow.

Fully compliant with UK safety standards, CuddleCo mattresses balance comfort, support and durability, delivering trusted quality for babies and toddlers.

www.cuddleco.co.uk

Made by

parents, for parents

As a proudly British brand, Vital Baby designs its products in-house, giving it full control over quality, functionality and design integrity.

This hands-on approach allows the team to respond quickly to emerging trends, evolving safety standards and real consumer insight. From initial concept through to final execution, every product is developed with practicality and modern parenting in mind.

For retailers, this means ranges that feel relevant, well-considered and built to perform — backed by over two decades of British design expertise and a deep understanding of the category.

For more information or to speak to someone about stocking Vital Baby, contact them on the below.

TEL: 01707 262200

hello@vitalgroup.co.uk

Snüzwhere sleep begins

Award winning nursery brand Snüz has been delivering sweet dreams in style since 2013. Built on the belief that parenting is made easier through a great night’s sleep, the brand has created sleep-centred solutions with an unwavering commitment to safety, quality, innovation and contemporary design.

The brand behind the iconic SnüzPod (the rst bedside crib to enter the market), Snüz has truly pioneered the category. With safety at its heart, functionality in its DNA and e ortless style in hand, the SnüzPod has become a symbol of comfort and security, trusted for its excellence and meticulous quality, in over 40 countries worldwide. With the launch of the Snuzpod5 – the 5th generation of its bestselling bedside crib – Snüz is set to support parents globally catch those all-important ZZZ’s!

TEL: 01789734022

trade@greensheepgroup.com www.snuz.co.uk

Leak proof solution designed in the UK

Building happy moments

Red Kite’s Play Time range is all about fun, discovery, and happy moments as little one grows.

From their supportive Sit Me Ups that help babies sit con dently while exploring exciting toys and interactive features, to their cosy Play Gyms designed from birth with soft fabrics, cute characters, and engaging learning toys, there’s something for every stage of play.

As baby grows, the Play Gym adapts for tummy time and sit-andplay fun, while their playful Spiraloo’s wrap easily around car seats, strollers, and bumper bars for entertainment on the go. Finished in their soothing yet playful Woodland Walks and Rose & Ivy colour ranges, the Play Time collection is designed to spark curiosity, encourage development, and make every day a little more fun.

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

Commitment to UK craftsmanship

Following the most recent Mother and Baby Award in the Best Potty Training Category, the Whizzer, spotlighted rst by Nursery Today, has cemented its status as the essential, must-pack portable toilet for families on-the-go.

This compact, leak-proof solution is now available in an enchanting new bundle: the Glow-in-the-Dark Whizzer paired with the Whizzerland Fairytale book. By bringing the story to life, it transforms both day and night-time training into a magical experience while o ering expert advice to simplify the process. Check the full collection, including the adult range on their website, or enquire directly ahead of their o cial retail launch coming in 2026! www.kiddiwhizz.com

Nursery Connections is proudly British by design, with every mattress thoughtfully designed and manufactured in the UK at its head o ce in Corby, Northamptonshire.

By keeping production close to home, the business maintains complete control over quality, safety and innovation.

Nursery Connections is committed to sourcing as many materials as possible from local, UK-based suppliers, supporting British manufacturing while reducing environmental impact. This approach not only strengthens supply chain reliability, but also ensures each mattress meets the highest standards expected by nurseries across the country. It’s a clear re ection of Nursery Connections’ commitment to UK craftsmanship, responsible sourcing and delivering products that nurseries can trust. TEL: 01536 647764 www.nurseryconnections.co.uk

Why British Design is (Baby) Booming

Matt Dyson (Rockit co-founder and designer) explores the enduring appeal of British design in the nursery sector and more broadly.

Ihave always loved British design. My rst car was a 1972 Austin Mini 850 and to this day it remains my favourite. I have worked for 34 years in the design and design education sectors and have always been fascinated by why consumers are often drawn to British-designed products. Undoubtedly, they associate them with quality, innovation, heritage, and distinctive style. Over many decades, Britain has built a strong reputation in areas such as fashion, automotive design, furniture, technology, homeware and of course, nursery.  This reputation plays an important role in shaping how consumers perceive and value British design.

Heritage and history strongly in uence consumer preferences. Britain has a long design tradition, from classic tailoring on Savile Row to the iconic Anglepoise lamp, which is lighting my desk whilst I write this. These historical connections give British-designed products a sense of authenticity and prestige. This is the case with Silver Cross, who have been designing prams since 1877 and whose products are loved by royalty, celebrities and ordinary parents who often feel they are buying into a story or legacy, not just a product. This emotional connection can make British design more appealing than newer or less established alternatives.

Britishness can be a massive selling point in a global market. I have experienced this rst hand at Rockit. Back in 2021 we had started making small inroads into the US market, then in 2022 we won two Queen’s Awards for Enterprise - I remember phoning our US distributor to tell him the good news whilst he was setting up a stand at the ABC Kids Expo. He seemed even more excited than me and immediately reprinted all his banners to include British ags and Queens Award logos to shout about the news. Afterwards he reported back to say it was his most successful show ever and that virtually every retailer he talked to focussed on the fact that we were a British brand.

Another important factor is the balance British design strikes between tradition and innovation. British designers are known for respecting classic styles while

still introducing modern ideas and technology. Elvie did this brilliantly in 2018 with their silent, wearable breast pump, that catapulted the company into international recognition. This product and others designed by Elvie also re ected British design’s ability to value individuality and break taboos.

Britain is full of entrepreneurial spirit and founders who identify a personal need and go on to develop highly successful nursery products. Two of my favourites are Doddl and My Carry Potty. Doddl identi ed pain points at mealtimes and rethought the ergonomic design of children’s cutlery to develop motor skills and encourage independence. My Carry Potty has completely revolutionalised potty training on the go and has gone on to be an international success story.

Rather than focusing purely on mass-market appeal, British designers often take creative risks and develop unique visual identities. British-designed items often stand out for their character and distinctiveness and this has certainly been true at Rockit. I remember nervously revealing the rst Rockit Rocker at Harrogate. We had consciously designed the product to be Rocket shaped so it would stand out and be instantly recognisable, but it was a very di erent aesthetic to the majority of baby products on the market. The risk paid o and we created a bit of a buzz at the show because we were so di erent. This unique visual appearance alongside our innovative technology has meant we have gone on to grow rapidly and di erentiate ourselves from the recent arrival of competing products on the market globally.

Ethical and sustainable values further increase the appeal of British-designed products with consumers increasingly aware of social and environmental issues. Many British brands champion responsible sourcing, local manufacturing, and environmentally friendly practices. Good examples are Mori and Frugi in the baby clothing category and Naturalmat whose organic natural baby mattresses are handcrafted in Devon from locally sourced wool.

As we enter 2026 I am excited by the opportunities for design in the nursery space. Consumers love British-designed products for all sorts of reasonsquality, heritage, innovation, individuality, and ethical values. These factors create strong emotional and practical appeal, helping British design maintain its popularity both in the UK and around the world. At Rockit we have 3 new products in development, all designed in house in the UK and we can’t wait to tell more. Watch this space!

www.rockitrocker.com

BIBS expands its feeding range with a practical sippy bottle designed to support the next step in feeding.

The Sippy Bottle helps ease the transition from bottle feeding to independent drinking for babies aged 6+ months. The leak-proof design is paired with an ultra-soft, food-grade silicone sippy spout, created to be gentle on gums and more resistant to little teeth.

An anti-colic valve is intended to reduce air intake for a smoother flow, while a frosted, skin-like texture aims to support oral placement and help reduce accidental unlatching during feeds. Lightweight with an easy-grip handle and a protective cap for outings, it’s BPA-free and designed in Denmark. www.bibsworld.com

Perfect for urban living

Meet valora, the ideal pushchair for modern families navigating compact, urban spaces.

Engineered with rst time parents in mind, valora blends intelligent design and lightweight performance with Joie Signature’s sleek sophistication.

At just 51.5cm wide, valora is elegant and lightweight. This 4in1 multitasking pram gives four strollers in one when you combined with an infant car seat and carry cot – all on a compact frame.

Sold separately, the valora will team with i-Level Pro, sprint and calmi R129 as well as i-Snug 2 and i-Jemini. For those early newborn strolls, pair with ramble or ramble xl for a safe and ergonomic snooze. uksales@joiebaby.com www.joiebaby.com

January is always a moment to take a breath and be honest with ourselves. After the pace of December, it’s a chance to look ahead clearly and acknowledge that the year in front of us may not be the easiest. Economic pressures are being felt across all industries, not just the nursery market, and many of us are starting 2026 with careful plans rather than grand predictions. At The Nursery Store, we feel that responsibility keenly. Our focus this year is simple and purposeful: to look after our customers brilliantly, strengthen our brand, retain the loyalty we’ve worked hard to earn, and support our partners in a way that is steady, open and reliable.

Staying close to our partners will play a big part in that. The nursery industry has always been built on relationships, and that doesn’t change when times get tougher. We will continue to get out and about, meeting suppliers, attending events and making time for proper conversations. There is real value in sitting down together, sharing what we’re seeing and working through challenges openly. Those

Managing Director, Christy Foster

discussions help us make better decisions and ensure we are moving in the same direction.

January is also a useful point to look inward. It’s a chance to ask what’s working well, what could be better and where we should be focusing our energy.

This year, we are concentrating on doing the right things well. That means strengthening our most trusted ranges, supporting innovation that genuinely adds value, and continuing to improve the customer experience at every stage. Small improvements, made consistently, make a real difference over time.

Building a strong brand and encouraging customer loyalty feels especially important right now. When customers are more careful with their choices, trust matters more than ever. We want families to come back to us because they know what to expect: fantastic products, clear advice and service that feels personal and dependable. Retention isn’t about standing still, it’s about showing up

Retail matters

This month, The Nursery Store’s Managing Director Christy Foster takes a look back on a year of momentum, milestones and moving forward.

“ ”

The nursery industry has always been built on relationships, and that doesn’t change when times get tougher. We will continue to get out and about, meeting suppliers, attending events and making time for proper conversations.

consistently and earning that trust again and again.

Across the wider nursery industry, there’s a sense of realism, but also resilience. Conversations feel honest and practical, with a shared understanding that collaboration will be key in the months ahead. Challenges are part of the picture, but so is a willingness to adapt, support one another and keep moving forward with purpose.

As the year unfolds, we do so with steady confidence. 2026 may ask more of us, but it also offers opportunities to strengthen

relationships, refine how we work and stay firmly focused on our customers. By keeping things clear, considered and human, we believe this can be a year of meaningful progress for us all.

Barking Mad

In this month’s column, Pramland’s John Barker re ects on festive trading, the realities of extreme online discounting and a growing issue facing independent retailers, brands selling direct to consumers. With his trademark honesty, John explores where the balance of power really lies, and why in his opinion 2026 must be the year retailers stand rm and demand fairer partnerships.

Hello everyone and welcome to my corner of this issue, and to the year 2026. It always amazes me how fast these New Year issues come around, and here we are again. I hope December wasn’t too bad for everyone, and that trading between Christmas and New Year was as good as it normally is.

We had a bumper couple of weeks, which really helped to redress the shortcomings of Black Friday and the rst three weeks of December. It resulted in us ending the year slightly ahead of last year, and I’m hearing from many of you that this is the case for most of you too. Could this be a positive sign of better things to come? Let’s hope so.

Unfortunately, over the festive period we had a spate of insane price matches, as was expected. The biggest discount I was asked to match was a staggering 21% o , and this was on a product with a recommended retail

price of £449.95. It was also a product that a member of my team took the best part of an hour to demonstrate to the customer. Very frustrating and completely uncalled for.

We took the order with this greatly reduced margin just so I could at least recoup some of the money it had cost for that member of sta ’s time. How the online retailer thought they’d be able to ship the goods out and still maintain a pro t is beyond me, but let’s hope they continue in that vein, as they’ll be out of business within a few weeks and we’ll be rid of another foolish retailer.

This month I want to discuss brands that sell direct to the consumer. It’s a real hot potato of a topic, and one that certainly divides the industry, normally into brands and retailers. It’s an issue I haven’t really been concerned with, but recently one of my brands in particular, and I’m not going to name anyone here, seems to be taking things a little too far.

“We had a bumper couple of weeks, which really helped to redress the shortcomings of Black Friday and the first three weeks of December. It resulted in us ending the year slightly ahead of last year, and I’m hearing from many of you that this is the case for most of you too. Could this be a positive sign of better things to come?

If a brand chooses to sell direct to the consumer, that is their choice and, as long as they play fair, I can’t see a problem. If they maintain the correct pricing and only o er promotional prices that we have access to and can match while still maintaining margin, then ne. In addition to this, stock levels should be fair too. If a brand’s website states an item is in stock for purchase, yet they are out of stock for us, this is unacceptable as it re ects very badly on us stores, and I really cannot condone this in any way. If, at the end of the day, the

”consumer is faced with a choice to shop in store or online direct with the brand, and the price and availability are identical, the vast majority of consumers will choose in store. Without any statistics to back this up, I’m sure any brands reading this will more than likely say this assumption is correct. I hope so anyway.

So that covers brands that play fair, but what about those that seem to be trying a little too hard to pinch our customers? Free gifts, additional promotional discounts for rst orders or mailing list sign-ups are becoming

“

If, at the end of the day, the consumer is faced with a choice to shop in store or online direct with the brand, and the price and availability are identical, the vast majority of consumers will choose in store. Without any statistics to back this up, I’m sure any brands reading this will more than likely say this assumption is correct.

more commonplace, all geared towards trying to make the sale to the consumer and cut us out.

And now we are seeing “buy back” options. We’ll buy back your old travel system and give you vouchers to buy a new stroller or something else. Can these be used in the store that sold the original travel system? Nope, not at all. So we got the brand to the customer in the first place, only for them to stealthily steal them from us.

Ok, not everyone will fall for this “good deal”, as many will realise that the price they are getting will invariably be lower than if they actually took the time to sell their unwanted items themselves. Likewise, many will understand that they are going to be ring-fenced into only spending their vouchers with this brand. In reality, it’s a way for brands that claim to be supporting us to try and cut us out. Yes, it’s the perfect example of biting

”the hand that feeds you.

I, for one, will be looking at the “direct to consumer” policy of every one of my brands this year, with the sole purpose of removing brands that are working against me. Time and time again I have said, and proven, that no brand is big enough to hold sway over me, and any of you for that matter. If I choose to remove a brand for not supporting me, or for actively making it hard for me to sell their goods and earn a living, I will simply sell something else.

Brands need to remember that they only sell their goods, and they need us to do that too. We sell lots of goods from lots of brands. If I don’t have car seat A, it’s not the end of the world as I have car seat B. We are salespeople. The customer will buy what we demonstrate and recommend to them. We won’t vanish overnight if we stop selling a particular brand.

on the flip side of that coin, a brand would disappear overnight if we all stopped stocking them or displaying them in our stores.

The balance of power is firmly in our hands, and it’s about time we understood that. As I said above, should a brand choose to bypass us and start selling direct, it’s not the end

of the world. They are well within their rights to do so, as long as this is done in a fair and competitive way.

As a group of independent stores, this is something that is vitally important to the future of our industry, and we all need to stand together in order to make our brands know that they can’t stealthily try and cut us out.

Powered by distribution

Distributors have always been a key part of the nursery industry, but right now they’re becoming more important than ever.

In a market where retailers are juggling rising costs, changing customer expectations and the constant need to refresh what’s on their shelves, the right distributor can make a real di erence.

For many nursery retailers, working with distributors such as Bebelephant, GO10, Cheeky Rascals, Hippychick and RKW is about far more than convenience. Having one place to source multiple brands makes ordering easier and deliveries more streamlined and also opens the door to discovery. Distributors are often the rst to spot up-and-coming brands, clever little problem-solvers and products that really resonate with today’s parents. That means retailers can keep their ranges feeling fresh and exciting, without having to take a gamble on lots of separate suppliers.

There’s also the time factor. When ordering, admin and logistics are simpli ed, retailers get something incredibly valuable back: hours in the week. Time that can be spent supporting customers on the shop oor, training teams, improving displays or shouting about new products on social media.

What’s really interesting is how many distributors are now acting like true partners rather than just suppliers. Product training, POS, images, videos and even marketing support are becoming part of the package. Some o er exclusives or own-brand collections too, giving retailers extra points of di erence and better margin opportunities.

Perhaps the biggest opportunity is exibility. Distributors make it easier to expand into new categories, test trends and build a more rounded o er that encourages bigger baskets and repeat visits. In a tough but opportunity-rich market, strong distributor relationships aren’t just helpful, they could be one of the smartest tools nursery retailers have.

Bringing brands to life

Go10 is a leading UK nursery and tech distributor, bringing exciting, innovative brands to life across major UK retailers, and Chillax is a standout example.

Designed with real parents in mind, Chillax o ers a smart, stylish range of baby monitors including audio, video with parent units (connected and non-connected with Dual Mode), and camera-only options, including cameras with batteries for ultimate portability.

Clever features such as portable baby units, Wi-Fi on/o control, anti-feedback audio, lullaby-only baby mode, and auto-dimming lights simplify parenting. Distinctive design, sturdy materials, exible mounting, and a secure app platform deliver peace of mind.

For further information please visit their website. www.go10.co.uk

Supplying innovative products

bébélephant ended 2025 on a high, having been crowned “Best Distributor”.

bébélephant have gained a reputation in the UK as a distributor of innovative products, being the first to introduce wireless monitoring and more recently with the femtech range from world leaders, Elvie.

bébélephant operate on a low or even no-MOQ basis, allowing retailers of all sizes to trial products with minimal risk. They also have a considerable dropship business, for the growing number of mumpreneurs who operate successful websites without having the capital outlay of purchasing stock upfront.

Amongst the brands distributed by bébélephant is the European manufactured stroller from Tutis which is now gaining traction with a growing number of UK retailers onboarding this affordable alternative to the bigger names. 2025 also saw bébélephant take over the entire UK distribution for BreathableBaby and the gorgeous range of sleep bags from Folk & Thread to compliment a great selection of nursery essentials from Mama Bamboo and Doudou et Compagnie amongst others. info@bebelephant.com www.bebelephant.com

Cheeky distribution

Cheeky Rascals is a leading nursery distributor specialising in channel management and brand growth across the UK and Ireland.

Representing globally recognised brands, most notably Baby Brezza feeding solutions and premium Owlet baby monitors, Cheeky Rascals partners with independent, national and online retailers to maximise commercial performance.

Through strategic marketing, data-led distribution and disciplined channel control, Cheeky Rascals builds brands sustainably across wholesale, eCommerce and D2C platforms, including Amazon. Focused on building trusted, long-term partnerships, Cheeky Rascals o ers exible, tailored support solutions designed to help retail partners maximise growth and success.

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

Problem solving mindset

From one clever idea to a multi award-winning business

Over 25 years ago, Hippychick began with a single clever idea, the Hipseat, brought to life by founder Julia Minchin. Today, that same problem-solving mindset still de nes the business, with products designed to genuinely make parents’ lives easier.

Hippychick has since grown into one of the UK’s leading distributors of toys, gifts and parenting essentials, expanding its own-brand range alongside a carefully curated selection of respected international brands.

With multiple industry accolades to its name, including ve Progressive Preschool Awards for Best Distributor, Hippychick remains proudly family-run, combining commercial expertise with a real understanding of what parents and retailers need. www.hippychick.com

Over 35 years experience

Established in 1989, RKW is a leading European manufacturer and distributor of small domestic appliances, housewares and nursery products. With over 35 years’ experience, the company supports retailers with a broad portfolio of trusted brands, providing seamless solutions from sourcing and logistics to customer support.

In the nursery sector, RKW works with leading names such as Chicco, renowned for decades of baby care expertise, and Hubble, known for innovative, technology-led products that help keep little ones safe.

These partnerships enable retailers to o er parents reliable, practical and highquality nursery solutions. www.rkwltd.com

Supporting independent retailers

Babybase has been supporting independent nursery and baby retailers across the UK for over 35 years. The family-run business is known for its friendly, personal approach and strong focus on customer service. Babybase supplies a carefully curated range of over 60 brands, including Matchstick Monkey, MAM, Mary Meyer, Dreambaby and BabyDan, with more exciting additions planned for 2026.

Passionate about the products they stock, the team works closely with retailers to ensure they have what they need, when they need it. Babybase is always pleased to

hear from new customers and welcomes enquiries from independent nursery and baby shops nationwide. www.babybase.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 appoints new Treasurer

The BPIA is delighted to announce the appointment of Cath Needham as Treasurer for the Association.

This year brought signi cant growth for the Association, with 12 new full members and 11 associate members joining us. Their addition re ects a shared belief in the value of belonging to a body that champions product safety, ethical trading and the wellbeing of babies and young children.

Cath is Head of Sales at iCandy, having joined the business in July 2022. With over 33 years’ experience in the nursery industry, Cath began her career in retail in 1992 before moving into the supplier side of the industry in 2012. Prior to iCandy, she held senior national account roles at leading nursery brands, bringing a wealth of commercial insight and sector knowledge. At iCandy, Cath leads the company’s sales strategy and oversees the development of the sales team, playing a key role in driving growth across the UK and international markets. She is passionate about championing the nursery industry and brings a wealth of experience to the role of Treasurer for the BPIA.

BPIA Awards

The BPIA’s 2026 Awards will open at the end of January, and the entire nursery industry is invited to take part. Julie Milne, General Manager of the BPIA, explains: “Last year, we made the decision to move the BPIA Awards to coincide with the Association’s AGM in London in June. This has added real value to what is already a popular networking and social event, which is free for industry colleagues to attend, while also opening the awards up to a wider audience. Once again, entries are welcomed from across the industry, from both members and non-members. Being shortlisted or winning a BPIA Award is highly coveted; our judges are all industry experts, so having a product recognised for excellence by knowledgeable peers is a powerful endorsement.”

The Association has also recently announced a new partnership with Newlife Charity, which works to change what it means to grow up with a disability in the UK. With one in nine children living with a disability, and two in ve without access to the essential equipment they need, Newlife provides life-changing items such as wheelchairs, specialist beds, buggies and car seats.

As part of this collaboration, all products entered into the BPIA’s annual industry awards will be donated directly to Newlife to support its vital fundraising e orts. This means that companies entering the awards will not only gain valuable recognition, but will also be contributing to an extremely worthwhile cause.

Concept & Innovation Awards

The BPIA’s Concept & Innovation Awards will also open for entry earlier in 2026, allowing greater participation from further educations institutions and greater preparation time for individuals and companies with an innovative new product idea. Julie Milne explains: “The Concept & Innovation Awards will still be hosted in partnership with Harrogate International Nursery Fair in October, but where previously they have opened for entry in July, we have decided to open them for entry much earlier. This will allow students to consider projects designed speci cally for entry and those with product ideas to have more time to polish and plan their entries.”

Kind + Jugend 2026

The Baby products Industry Association (BPIA) has once again committed to hosting a UK Pavilion at Kind + Jugend in Cologne, taking place from 15–17 September 2026, and is inviting companies interested in participating to get in touch to find out more.

Reflecting on the Association’s return to the show in 2025 after a prolonged break due to Covid, Marc Hardenberg, BPIA chair, explains:

“Returning to Kind + Jugend was something of a leap of faith. While our first year back was a relatively small collaboration, it represented an important milestone for both the Association and its members. Feedback from those who took part was overwhelmingly positive.”

Participants reported strong outcomes across both UK and international markets. Amanda Jenner of My Carry Potty described the 2025 event as “one of the best ever,” highlighting the quality of meetings and connections made throughout the show.

With a similar space now secured for 2026, the BPIA is keen to build on this momentum and encourage greater member participation. Marc continues: “Exhibiting within the UK Pavilion makes attending Kind + Jugend a seamless experience for our members. We manage everything from liaising with the organisers and arranging stand build, to supporting logistics and creating valuable networking opportunities.” The benefits of this support were particularly evident for smaller businesses. Penny + Kids, which exhibited in 2025, noted that without the BPIA’s involvement, attending the show would have been almost impossible for a start-up company.

The BPIA is currently in discussion with the organiser regarding details of stand space and associated costs, but will provide a detailed brochure with package details once this is finalised. In the meantime, if you would like to discuss this opportunity further, contact Marcmarc@majuma.co

Companies welcomed into membership in 2025

Following its rebranding and restructuring in 2024, the Baby Products Industry Association’s management team and executive committee has worked tirelessly to improve industry communication and encourage companies to join forces for the benefit of everyone involved in the baby products industry. In 2025, we are delighted to have welcomed the following new members:

Company

Babymore

Penny + Kids

Bellamoon

Dr Albani

Cardea Solutions (UK) Ltd

i-Candy World Ltd

Nu Nu No Ltd

Nora Baby

Nini Baby Ltd

RKW Ltd

John Lewis

Folk & Thread

Yukselis Group Cosmetic Ltd

(Babyton Natural Care)

Associate Members

CBME TURKIYE

Kind + Jugend

CBME Shanghai

Nursery Today Acid

AR KIDS

Progress Preschool magazine

Dubai Baby Show

Azaria PR

Informa Markets China

CIRRO GLOBAL

Staycation, vacation, day trip or popping to the shops – here we shine the spotlight on a great selection of products available for parents when out and about or travelling away from the home.

For every journey

The Red Kite HOOP 360 Car Seat is the one-anddone travel companion that grows with a child from their very rst journey right through to around 12 years (up to 150cm).

For families on the move

Chicco’s Next2Me bedside cribs are designed with travel and exibility in mind.

The Next2Me range, excluding Forever and Twin models, folds down easily and includes a handy travel bag, making it ideal for holidays, overnight stays or visits to relatives. Lightweight yet durable, the carry bag allows the crib to be neatly stored and protected when not in use or transported with ease when travelling. www.rkwltd.com

Designed to make life easier, the clever 360° rotating seat gives e ortless access when lifting little one in and out of the car. It also supports extended rear-facing up to 105cm (around 4 years), helping keep a child safer for longer. Finished with a luxuriously padded seat and a cosy newborn insert, the HOOP 360 wraps a child in comfort while giving parents total peace of mind on every trip.

TEL: 01454 326 556

www.redkitebaby.co.uk

Leak proof solution

Smart safety features

Whether it’s a quick trip to the shops or a big family adventure, the Red Kite Evolve 123 Car Seat is ready for the ride.

The Evolve 123 car seat is designed for forward-facing use from 76–150cm, it combines smart safety features with premium comfort to keep growing children secure and happy on every journey. With ISOFIX installation and a top tether for added peace of mind, a secure 5-point harness, and advanced side-impact protection, the Evolve 123 puts safety rst. As a child grows, the adjustable headrest and harness move with them, while plush head and body support cushions and luxuriously padded, breathable fabrics ensure every trip is a comfortable one. Stylish, supportive, and built to evolve with your child, it’s a car seat that is loved from day one.

TEL: 01454 326 556

www.redkitebaby.co.uk

Following the most recent Mother and Baby Award in the Best Potty Training Category, the Whizzer, spotlighted rst by Nursery Today, has cemented its status as the essential, must-pack portable toilet for families onthe-go. This compact, leak-proof solution is now available in an enchanting new bundle: the Glow-in-the-Dark Whizzer paired with the Whizzerland Fairytale book. By bringing the story to life, it transforms both day and night-time training into a magical experience while o ering expert advice to simplify the process. Check the full collection, including the adult range on their website, or enquire directly ahead of their o cial retail launch coming in 2026! www.kiddiwhizz.com

Convenience and quality strolling

Travelling with a baby calls for simplicity without compromise. The iCandy Pip is designed as the ultimate travel stroller, combining lightweight convenience with iCandy’s signature quality.

Suitable from birth with its lie-flat seat, Pip ensures comfort and support from the very first journey. Compact and easy to fold, it is ideal for navigating busy streets, public transport and family adventures near or far.

Thoughtful features and robust engineering deliver smooth handling and reliability on the move. Whether for everyday errands or travelling further afield, iCandy Pip offers parents confidence, practicality and comfort wherever their journey takes them. www.icandyworld.com

Compact and hygienic solutions

For families on the go, compact, hygienic storage and practical feeding solutions can make all the difference.

The BIBS Dummy Box is a travel-friendly essential, designed to keep dummies protected in handbags, changing bags and prams, while helping parents stay organised during days out and longer trips.

Pairing well with this is the BIBS PP bottle range — lightweight and durable, making it a convenient option for travel and everyday feeding. Together, these items support smoother routines away from home, from quick park visits to holidays, offering portable practicality without compromising on design. A smart pick for parents planning their newborn travel kit. www.bibsworld.com

Portable powerhouse

Parents can sleep soundly at night with little one close by, whether at home or on travels, with the new roomie go from Joie

This easy to fold, bedside sleeper is a portable powerhouse that will let parents and little ones sleep safely, side by side, without sharing a bed.

What sets roomie go aside from similar bedside cribs is the quick and easy fold that packs up conveniently into one tiny package. Compact and lightweight, roomie go is your perfect travel partner that is easy to carry and tucks away into small boots and cupboards.

Roomie go also comes with a comfortably cushioned, yet firm mattress that is covered in a soft knit mesh so that baby can breathe easily which means a peaceful rest for parents and baby. uksales@joiebaby.com www.joiebaby.com

For life’s adventures

Meet the Nuna DEMI next, a premium pushchair designed to support life’s first adventures and everything that follows.

Thoughtfully created for modern parents, it adapts effortlessly as a family grows, offering options for a double stroller or rider board with more than 25 riding modes. Smooth manoeuvrability comes from larger 8.5-inch front wheels, custom dual suspension and a one-touch rear-wheel brake. Baby rides in effortless ease with four recline positions, a one-hand adjustable calf support and a luxurious Merino wool insert. An all-season, water-repellent UPF 50+ Aire Protect canopy provides shade and reassurance, while the adjustable pushbar, easy fold and Magnetech secure snap buckles make everyday outings simpler, safer and more stylish. www.nunababy.eu

Inside Hong Kong’s

Industry veteran Jonathan Feingold shares his rst-hand perspective from the HK TDC Baby Show 2026 – a vast, factory-led global exhibition where emerging trends, future product concepts and worldwide buying habits come into sharp focus.

As a long-time visitor to the HK TDC Baby Show in Hong Kong, I felt it was only right to share my impressions. Despite the name, this is not just a baby show. It also incorporates toys and stationery halls, making it a genuinely busy, global event that attracts visitors from every corner of the world.

The show is held at the Hong Kong Convention and Exhibition Centre, the distinctive clam-shaped building that juts out into the world-famous Victoria Harbour on reclaimed land. Getting there is easy by Star Ferry, MTR or taxi, and registration, like everywhere these days, is online and impressively well organised. It has to be. Vast numbers of people move in and out of multiple halls spread across ve oors. While attendance is not quite at the levels of years gone by, when it felt almost overwhelming, it is still a serious, high-energy show.

So, what really di erentiates this show from others?

The key di erence is that this is not a brand-led exhibition. This is fundamentally a maker show. Factories –primarily from China, but also from countries such as Korea, Germany and France – are the stars here. They exhibit to brands, retailers and buyers who are shopping for the world: South America, Europe, the USA and beyond. Some

represent well-known high-street brands; others are retailers sourcing directly.

The booths themselves are surprisingly modest. Most are around 10’ x 10’, with some slightly larger at 20’ x 10’, and the displays are generally simple and functional rather than theatrical. From what I understand, the layout is largely arbitrary. Exhibitors don’t get much choice about positioning, and categories are spread across oors rather than neatly grouped. Nursery might sit next to toys; prams may appear on one level and accessories on another. That said, oors three and ve are where you’ll nd the highest concentration of prams, strollers and related products.

Walking the show is a fascinating experience. You very quickly see just how much looks the same. Certain designs blur into one another, and you nd yourself thinking, “Haven’t I seen this already?” Then, occasionally, something catches your eye and stands out. That rhythm – familiarity punctuated by moments of interest –de nes the entire show.

It’s also a social event. I bumped into many familiar faces from the UK –brands, retailers and industry friends –as well as people from all over the world. What struck me was how many were looking at exactly the same things. Overhead-locker-compatible strollers were everywhere, and clearly on everyone’s radar.

Baby Show

The show is colourful, but stylistically it lacks the polish we’re used to seeing at European exhibitions like Cologne, or in the UK, and certainly compared to nished retail environments. That’s because what’s on display here is not the nished product. These are the raw ingredients: frames, structures, mechanisms and concepts, largely unbranded. Without the branding, fabrics and nal detailing, they don’t resemble what you see on shop oors. But that is precisely what makes the show so interesting. You can see trends forming in real time.

And the trend is unmistakable. The strongest move right now is towards overhead-locker strollers – whether self-folding or manual – with car-seat compatibility and accessory integration being absolutely paramount. The appetite and expectations are remarkably consistent across markets. The world, it seems, wants the same thing.

One surprise is the relative lack of travel systems compared with the UK market. They are certainly present, but they don’t dominate in the way they do in UK stores or at European shows. Beyond strollers, the range is enormous: travel cots, playpens, highchairs in every conceivable variation, and accessories you didn’t even know you needed. While China dominates, this is not an exclusively Chinese show – there are plenty of European and international exhibitors o ering both core and ancillary products. Ultimately, everyone is shing for the same client.

The show runs for three and a half days – Monday to Wednesday, plus half of Thursday – and the rhythm is clear. A couple of days are extremely busy; the others noticeably quieter. What is particularly striking is how meticulously the organisers track visitor movement. Every hall entry and exit is scanned. Your footprint – where you go, how long you stay, what you revisit – is all recorded. From a data perspective, the show knows exactly what interests its visitors. It’s unusual, slightly unnerving, and undeniably sophisticated.

Overall, my impression is that this is a critically important show for the industry. It acts as a bridge, a conduit between factories and the brands that ultimately bring products to market. By simply averaging what’s on display, you can see the direction the industry is heading.

Is it fascinating for a single-store independent retailer? Probably not. Even a small group of stores may struggle to extract full value. But for multi-store retailers, and especially for brands, this show is essential. It allows you to engage directly with suppliers, discover new ones, and quietly observe what your competitors may be working on.

It is a fascinating show, a very long way from home. The weather outside was beautiful, though we didn’t see much of it, and Hong Kong itself remains a truly special place.

Did I enjoy it? Yes.

Is it important? Extremely.

You can contact Jonathan by email: jonathan@cls-intelligence.co.uk

“

Walking the show is a fascinating experience. You very quickly see just how much looks the same. Certain designs blur into one another, and you find yourself thinking, “Haven’t I seen this already?” Then, occasionally, something catches your eye and stands out.

”