Nursery Online - Latest News
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Are you like me and every day get a load of emails? Some are clearly spam. It only takes a microsecond to decide that and a few more microseconds to delete.

At the other end of the spectrum are those that are clearly important. They need to be dealt with almost immediately.

But what about the load in the middle? Those that might be of interest? Those that might actually be very relevant to your business? Those that could make a difference to your business succeeding or failing.

Here at Nursery Online, emails are our business. We send out a Newsletter and a Product Spotlight on alternating Friday’s. We send out emails telling suppliers about forthcoming promotional activity.

However, from time to time, we get feedback along the lines of “if only I’d known that….”. Well the short answer is “we did tell you but you didn’t listen!” It’s not just Nursery Online. Talking to other organisations, we hear the same. “You didn’t tell us about…” But it was in the email they were sent!

I hear from suppliers who email retailers with some very juicy offers. And what happens - absolutely nothing! Of course, it could be that the offer isn't right - it would be nice if someone would reply and say so. The product isn't right for my shop; it's too expensive/too cheap; I don't see the demand; whatever...

But often when challenged, the recipient will say they didn't know! They don't remember seeing the email.

Did they even receive it? Are the Spam filters to blame? I often find important emails in the Junk folder - even those from my colleagues with The algorithms they use are well beyond my understanding.

So, can I make a plea? If you get an email with an offer that is not for you, could you send a quick reply saying 'sorry, not this time.' If you're feeling generous, you might like to say why. You could perhaps say, thinking about it. At least the sender knows what the situation is.
We need to co-operate in this industry. We are not islands operating independently of each other.

Or are we all too busy to even be polite anymore?

- Cathy

PS: Our next Spotlight on the schedule is The Nursery. We’ll be looking for everything from cots to décor to make this room the nicest possible for parents. Décor items in particular, are more of an impulse buy so retailers need to have a good selection on offer. Copydate is August 6th, so not much time.

Also in August we have Wheeled goods and Accessories – a closely fought product category with a huge choice for retailers. Make sure they know about yours and let us have copy by 20th August.

In the meantime, we’re working on our Kind+Jugend Specials – we can offer advertorials in our previews, personal invitations to buyers as well as banner and skyscraper ads. And don’t forget, we’re not just talking about telling UK buyers – Nursery Online has a large database covering 80 countries and many of our subscribers will be coming to Cologne looking for something which is yet to be available in their countries.

As usual, contact Lyn on 07971 700979 or email on

Oyster3 by BabyStyle, available September

Since the stunning new Oyster3 was previewed at Harrogate earlier this year, the feedback received from retailers was totally positive and now it is a case of waiting for the first stock to arrive very soon.

Higher, bigger and roomier than the multi-award winning and much-loved Oyster2, the Oyster3 has a compact fold, with the seat unit facing in either direction, which results in it being more compact than its predecessor.

The Oyster3 will be available in two chassis options with clean rivet-free lines and a totally new range of luxurious and on-trend fabrics.
For more details of the new Oyster3 contact BabyStyle.

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Near-win for Little Chick London

Little Chick London was announced as runner-up in the 2018 SME Hertfordshire Business Awards last week, only just pipped at the post by apprenticeship service provider iSales Academy Ltd out of numerous entries throughout Hertfordshire.

Rachelle Harel, director of Little Chick London, said: “We were delighted to have been shortlisted in these awards earlier this month, but to have actually achieved runner-up status is an amazing achievement, particularly as we have been trading for a relatively brief time.”

Little Chick London, which has already received several nursery industry-related awards for its innovative products, is keen to demonstrate good business practice and work closely with trade partners to provide successful commercial outcomes.

Rachelle continues: “The judges for the SME Hertfordshire Business Awards were mostly concerned with business practice rather than products and the excellent relationship that we have developed with trading partners – both suppliers and retailers– was clearly demonstrated in our entry.”

For more information about Little Chick London visit

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Baby & More see Bamboo Bib sales soar

The UK distributor of Mum 2 Mum Wonder Bibs, Baby&More have seen a spike in sales of their new Bamboo bib range thanks to the recent heatwave.

The new style Wonder Bib is made of lightweight, eco-friendly Bamboo that has the added benefit of being hypoallergenic. The company has seen demand grow in line with the weather hotting up as parents look to keep babies cool and dry as the temperatures soar.

Katie Murphy, MD at Baby&More comments: ‘Our Mum 2 Mum Bamboo Bib range has double the benefits while it’s got all the attributes of a standard bandana Wonderbib and is waterproof and reversible, it’s also eco-friendly and hypoallergenic. Parents looking for brands that are not only kind to their baby but also the environment have really got on board with the new range with it now selling in line with our other bib ranges.’

Baby&More will also be promoting their sleeved wonder bibs over the Summer as children indulge in messy play.

Katie continues: ‘Whether at mealtimes or playing, children create a lot of mess and washing over the Summer holidays and so the Sleeved Bibs always are a great buy. They are a great investment too as they are really well fitting and grow with your child as well as being great quality to wash again and again.’

For more information, please contact Baby & More on 0333 014 4242

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Maxi-Cosi partners with Brake to champion Safer Roads

Maxi-Cosi has announced a 12 month partnership with national road safety charity Brake to help champion safer UK roads. The collaboration will see Maxi-Cosi raise awareness of road safety amongst UK schools through a nationwide banner sponsorship, support of Brake’s Road Safety Week running 19th -25th November 2018 and ongoing collaborations throughout the year.

Maxi-Cosi is firmly committed to road safety and will further its innovative product line in October 2018.

To mark the partnership, Maxi-Cosi attended Brake’s annual reception hosted by Liz McInnes MP and held at the Houses of Parliament on 6th June.
Maxi-Cosi’s Marketing Manager UKI Debbie Wakefield comments; “We are proud of our position as experts in the car seat and road safety industry. For us the Brake message is synonymous with our values at Maxi-Cosi, so partnering up has proven to be a natural progression as we embark on an exciting strategy of product development and thought-leadership for 2018 and beyond.”

Joshua Harris, Director of Campaigns at Brake adds; “Car seats play a crucial role in protecting children in the event of a crash and so we are delighted to be partnering with an organisation like Maxi-Cosi, who share our commitment and passion for road safety. Engagement with schools is fundamental to Brake’s mission and this partnership will help us further raise awareness of vital road safety issues.”

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Five reasons why sheepskin is best for breast

To celebrate Global Breastfeeding Week which started on the 1st August 2018, Celtic & Co have some good news for new mums. Sheepskin is going to make breastfeeding baby more comfortable and hygienic than ever before. Sheepskin is a remarkable natural fibre and a bi-product of the agricultural and farming industry.

“Sheepskin is a natural fabric and has remarkable properties. Helping to regulate body temperature and provide comfort, it is the ultimate fabric for young and delicate skin, ” says Celtic & Co.

"Not only is sheepskin incredibly soft to the touch, but also the ultimate fabric for breastfeeding and we have five reasons why;

1. Sheepskin Regulates Baby’s Temperature

Creating a cocoon of comfort, sheepskin can help baby to feel safe and secure whilst feeding and can also help to regulate their body temperature. As an effective insulator, sheepskin has air pockets which help air to flow, cooling and insulating the body. If you wrap baby in sheepskin while feeding, the fabric will help to transfer heat and moisture away from their body naturally, preventing overheating.

2. Soft and Kind to Skin

Breastfeeding can leave breasts and nipples sore and sensitive. As sheepskin is natural, it doesn’t contain any synthetic fabrics or products that may cause skin irritation, which means it’s an ideal choice for mums who are breastfeeding.

3. Dirt and Water Resistant

Yes, breastfeeding can mean little accidents down the front of your top or bra, but by using sheepskin as a barrier, you can relax. Sheepskin is naturally anti-bacterial and has self-cleaning properties. Unlike man-made fabrics, sheepskin doesn’t hold onto odours which is why it’s the perfect fabric for pushchair liners and while breastfeeding.

4. Versatile and Long Lasting

The beauty of sheepskin is that it is versatile and can be used for a wide range of things. Wrapping up a little one whilst feeding, keeping baby cool or warm while in their pram with a sheepskin pram liner or adding soft fabrics to a nursery, sheepskin is a fantastic investment for new mums.

5. Found to Prevent Asthma

The European Respiratory Society International Congress found that babies sleeping on animal fur such as sheepskins in the first three months of their lives had a decreased risk of asthma at the age of 10. Such children also experienced less incidences of hay fever and wheezing.

Celtic & Co, based in Cornwall specialise in high-quality sheepskin fabrics and sheepskin boots. Crafted with soft-touch pure sheepskin for the tiniest hands and feet, Celtic & Co now provide sheepskin fleeces, sheepskin pram liners and an adorable range of sheepskin crawler shoes perfect as gifts for new mums.

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Limited stand availability for autumn at Baby & Toddler

With 85% of stands on the floor plan confirmed, there is now limited availability at the two autumn shows in Sandown Park and EventCity, Manchester. There are still some fantastic locations available for you to book today, please contact Sophie using the details below to secure your space.

Take advantage of meeting thousands of new and expectant parents in one place and make the most of the opportunity to connect with and sell directly to your target audience. Build new relationships and secure loyal customers from regions which are untapped by any other baby show.

With a couple of months still to go, you can benefit from all our marketing activity, including exposure across the website, email, social media and more. Work with us to maximise your potential, increase brand awareness and see a profitable return on investment.

Featuring the biggest and best brands on the market, Baby to Toddler returns to ExCeL London Saturday 17th to Sunday 18th November and Birmingham NEC Saturday 24th November to Sunday 25th November.

Contact Sophie Malpas on 0207 772 8496 or email

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True acquires apparel brand, Frugi

True, Europe’s only retail and consumer investment and innovation firm, has acquired a majority stake in organic kids’ clothing makers, Frugi (trading name of Cut4Cloth Ltd.). Frugi designs, manufactures and sells sustainably-sourced organic cotton apparel and accessories for babies, children and new mothers.

True will work with the existing management team to support Frugi’s ongoing scalable growth. In addition, Hugo Adams, former Executive Board Director of Superdry and Chief of Staff at Marks and Spencer, joins as CEO. With extensive sales and marketing experience, Hugo has also worked for Dyson, where he led international growth, and the Body Shop.

Primarily sold via its website, alongside retail partners including John Lewis, Zalando, Next and independent stores, Frugi’s fun, ethical, and innovative designs have helped the Cornish company foster a loyal and engaged customer base, notably leading to a Queen’s Award for Enterprise in 2014. In its manufacturing, Frugi uses only organic cotton or recycled plastic bottles (it recycles 36 to make one of its winter jackets). Frugi also gives 1% of its annual revenue to good causes.

True’s Live Network, including its Startup Innovator and Leading Industry Partner programmes, will help Frugi identify next-generation marketing solutions, products and emerging technologies to accelerate international growth. True’s Leading Industry Partners include: John Lewis, Morrisons, LandSec, Abercrombie & Fitch, TJX and South African and Australian retailer, Woolworths.

Paul Cocker, True’s co-founder: “We invest in businesses, teams and people who forge retail and consumer change. True’s very first investment was pureplay childrenswear e-commerce business, Alex&Alexa, and we are excited to continue to invest in a sector in which we have already achieved significant success. Lucy and Frugi’s approach to product integrity, ethics, brand loyalty and digital fulfilment reflects what modern shoppers want. Frugi has great potential, allowing us to attract someone of Hugo’s calibre to lead the next phase of growth, alongside Lucy and the team.”

Lucy Jewson, Frugi co-founder: “Frugi is built on strong ethical values, so it was important to find an investor that respects this, but also has the experience to help support our future growth, particularly digitally. Paul and the True team – as entrepreneurs themselves – quickly grasped the opportunities and challenges we face as a rapidly growing business. They’re going to protect and enhance Frugi’s innovative and ethical ethos, while helping us reach more likeminded customers around the world.”

Hugo Adams, CEO, Frugi, comments: “Lucy and her team have created something very special with Frugi. For many people, product provenance and corporate ethics are increasingly important; Frugi is part of that awakening, so it’s an exciting time to join. The potential for further growth – here in the UK and beyond – is significant.”

Frugi will join other digital-focused businesses within True’s private equity portfolio – Ribble Cycles and The Cotswold Company. The deal was led by Paul Cocker, Ben Kirby, and Richard Brick.

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New brand for BONORDIC

BORNORDIC is the first retailer in the UK to stock the fantastic wooden toy Kolekto Collection by STORIES IN STRUCTURES. STORIES IN STRUCTURES was founded in 2015 by architect Eva Wandel and graphic designer Rikke Nogel in their Copenhagen studio. Their passion for design, sculptural design and quality crafts are essential elements for this design-led collection.

Part of the STORIES IN STRUCTURES DNA is to only work with sustainable materials, creating timeless and durable designs where the functional qualities are in focus. These incredible wooden toys not only spark the imagination but look beautiful in the home.

Founder of BONORDIC, May comments: “The Kolekto series from Stories in Structures of wooden toys is simply unique and I am really excited to be the first retailer to introduce them to the UK. I love products with a story and each item has been designed and handmade by a small team of architects and designers using only sustainable materials. These are toys I know will delight children of any age and evolve with them through any stage of their development. But what makes them truly unique is that they also cross into design objects with all the utility and beauty of true Scandinavian design.”

If you love Nordic kids design then you will enjoy discovering BONORDIC's collection of kids wear, toys and décor from some of the finest Nordic brands around.

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Swan meets Elephant!

Swandoo is pleased to announce the appointment of Bébélephant as their UK distributor.

After creating a lot of excitement at the Kind+Jugend exhibition in Cologne, Swandoo have really hit the ground running with their unique and innovative range of products.

“We are passionate about creating products that not only surpass safety standards, but provide parents with complete peace of mind. We are excited to be working with Bébélephant in launching our products across the UK, which is a key market for us,”says Kenny Lai, Managing Director and Founder of Swandoo.

These ambitious and visionary new kids on the block are truly disrupting the industry with their unique designs, integrated technology and attention to the finest detail. They are excited to be on the threshold of launching their first i-Size infant car seat in the UK, which they have christened “Albert” (after the celebrated scientist Albert Einstein). Albert’s harmonious proportions, refined contours and innovative features set it apart from other car seats. It not only offers outstanding safety features but also an eye-catching style that will appeal to modern families.

“This is a new venture for us, which we are very excited about. We are deeply impressed by Swandoo’s high quality and premium products and can see that this is definitely a company to watch. I am really looking forward to be presenting Swandoo’s unique products at our next showcase for retailers at the beginning of September,” announced Elliot Bishop, Managing Director of Bébélephant.

Swandoo’s talented design team in Vienna have kept the momentum going and have more exciting products in the pipeline, which they are eager to showcase at the upcoming Kind+Jugend.

They are looking to expand their existing i-Size range with the market debut of “Albert Go” in the Autumn, which features an innovative blend of smart technology. Albert Go keeps guardians connected and tackles the most common issues that can lead to serious injury.

In addition, Swandoo is launching Jody next year. This user friendly reboarder seat features 360° rotation capability from any of the four recline positions. Like Albert, Jody features a stunning, fresh design offering maximum comfort and protection. Swandoo also has more surprises up their sleeves that we can look forward to in the near future.

For more information on ordering Albert i-Size or to attend the VIP showcase event please get in touch with Bébélephant on or Tel: 0208 2021 467.

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New nursery company needs investment

Baby Safe is a new nursery company and founder of the Safe Sleep Seat, the first remotely reclining child car seat, controlled at the touch of a wireless button.

The idea came from Baby Safes’ founder Lisa Walford, when her daughters were babies. When going out in the car they would regularly fall asleep in their car seat ending up with their head flopping forwards, down onto their chests. Lisa would have to stop the car, get out to recline the car seat and move their head into a more comfortable position. After speaking to other friends and family she found that she wasn’t the only one with the same problem, but there was nothing on the market to resolve the issue. The Safe Sleep Seat was “born”.

Baby Safe conducted research identifying a gap in the market, beginning development, winning awards along the way, with several retailers and car manufacturers showing interest in the concept. The seat is now at concept stage and requires investment via crowdfunding, to begin manufacture and testing to launch in the UK market.

Crowdfunding is funding a project or venture by raising small amounts of money, typically via the internet in exchange for shares/equity of a company.

There will be an opportunity to pre-register soon, offering exclusive access to the campaign prior to going public, along with news of how the raise is progressing from week to week, and further exciting updates.

Keep an eye out for an exciting update coming soon!

For more information contact Lisa Walford on

PS - Exciting news!

Baby Safe is crowdfunding soon, click on the link below to pre-register your interest and keep updated on how the campaign is progressing.

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First ever study of serious case reviews of sudden unexpected infant deaths

For the first time in England, a study has been conducted of official investigations of unexpected infant deaths.

The research was conducted by academics at the University of Warwick who aimed to develop a detailed understanding of the circumstances of sudden unexpected death in infancy (SUDI) cases subject to serious case review.

The team led by Dr Joanna Garstang from the Division of Mental Health and Wellbeing, Warwick Medical School found that most SUDI cases occurred in hazardous sleep environments and are potentially preventable. They also found that they occurred in families well-known to services with concerns about neglect, substance misuse and poor engagement.

Sudden unexpected death in infancy (SUDI) remains a significant problem with around 300–400 SUDI cases annually in England and Wales. SUDI is defined as the sudden and unexplained death of an infant that had not been considered as a reasonable possibility in the previous 48 hours.

The cause of death remains unexplained in approximately two-thirds of SUDI cases and these are often categorised as sudden infant death syndrome (SIDS). Potentially modifiable risk factors for SIDS are well established including parental smoking, the infant sleeping face-down or on its side sleeping, and co-sleeping with a parent who has consumed alcohol or drugs. However SIDS has declined dramatically since the 1990s following safe sleep campaigns and now occurs largely in association with social deprivation and modifiable risk factors.

The paper, Qualitative analysis of serious case reviews into unexpected infant deaths examined serious case reviews in England from April 2011 to March 2014.These were cases of infants aged 0-2 for whom no clear medical or forensic cause of death was found. Serious case reviews (SCRs) are held to improve the way professionals and agencies work individually and collectively to safeguard and promote the welfare of children. SCRs are not enquiries into how a child was harmed or died, or who was responsible; these issues are for police and coroners

The researchers gained access to 27 out of the 30 reviews that were held during the time period. They found in 18 cases, parents did not engage with professionals, 18 families suffered alcohol or drug dependency, there were 14 cases of parental mental health problems, in 13 cases parents had criminal records and there were nine cases of domestic abuse.

The analysis of the 27 reviews also highlighted that 18 deaths occurred in highly hazardous sleep environments; 16 of those involved co-sleeping and 13 of those occurred with parents who were drunk or had taken drugs.

Dr Garstang’s said the research found that long-standing neglect was a prominent feature in 15 of the 27 cases: “Eleven families’ siblings were reported as dirty, hungry, inadequately
dressed or had severe dental caries, and seven families lived in homes described as squalid. Four mothers lacked basic parenting skills, and one father was convicted for child neglect after leaving his young children home alone”.

Jenny Ward, Director of Services at The Lullaby Trust commented: “We welcome this study, which demonstrates the urgent need to ensure safer sleep advice reaches all parents and carers, particularly vulnerable families where extra support is often most needed. While reaching vulnerable parents can be challenging, the study shows that it could ultimately save babies’ lives.”

The paper which is published in the Archives of Disease in Childhood concluded that more consideration is needed on how best to support such vulnerable families. Dr Garstang added: “A remaining challenge is how to deliver safe sleep messages to high-risk families who may be hard to reach.

“Despite 25 years of safe sleep campaigns, some parents are still not receiving, not hearing, not understanding, or choosing not to follow this advice, resulting in many infants being exposed to hazardous sleep situations. Future research needs to focus on how best to support and engage with these vulnerable families.”

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NIPA Baby for mutual support

Baby and children’s product inventors have banded together to form NIPA Baby Ltd, a unique family of brands giving mutual support and combatting copies to ensure the best product experiences for consumers.

The not-for-profit Association of ‘Nursery Industry Productpreneurs’ is dedicated to inventors turned entrepreneurs offering innovative and original products. A NIPA Baby contingent will be exhibiting at Kind + Jugend in Cologne, 20th-23rd September 2018.

NIPA Baby products have been developed by parents, balancing life as entrepreneurs while raising families, and understanding the need of end users by experiencing those needs themselves.

The Association first began life as a Facebook group, quickly gaining strength through its 40+ member brands and is now a formally incorporated company. Members include entrepreneurs who have created original products for babies and children.

NIPA Baby is the brainchild of Jodine Boothby, founder of Gummee Ltd. Jodine, known for her passion for great products, says, “NIPA grew organically as a response to the need to support small businesses with original products in an industry where illegal or inferior copies are sadly increasingly common. All of us have found the group to be a source of strength, and by officially coming together we can demonstrate the ingenuity and true customer care in small businesses like ours.”

There will be five NIPA Baby members at the premier children’s product fair Kind + Jugend in Cologne, including Geraldine Grandidier, creator of the Tidy Books Children’s Bookcases, Rifat Jan of Fill ‘n’ Squeeze reusable baby weaning pouches, Team Snuggle of Snugglebundl, the car seat blanket, Tammy Maxwell of Sock Ons to keep baby socks on, and Rebecca Saker creator of Baby Nails – The Thumble, the wearable baby nail file.

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