Cheeky Rascals supplies UK parents with a wide range of nursery products from around the world, including Ark’s popular pushchairs and travel products. This week, Debbie Grant, Cheeky Rascals Sales Director, explains why retailers should stock Ark, what sets them apart from their competitors – and plenty more!
It’s been a challenging time for retail – how do you think the next 12 months will be across the sector as a whole? And for the nursery sector in particular?
“This challenging situation has gone on for so long and it has been sink or swim for many businesses – the ones which have succeeded in quickly adapting will be just fine! There is a real feeling of optimism in the air and I have seen some great examples of incredible new stores – it’s been impressive to see how retailers have evolved! Customers are delighted to get back through those shop doors too now – particularly for things like pushchairs, which is so much about size, weight and how it feels to push.”
What sets Ark apart from its competitors?
“Ark has all you would expect from a good quality travel system but it also has beautifully soft natural fabrics which are kind to baby’s sensitive skin. The funky wheels are cleverly designed for ultimate suspension and the temperature regulation throughout provides a safe environment – all of which gives baby maximum comfort…plus it was designed in the UK by parents!”
It’s been hard to engage with both retailers and customers while stores are closed. How has Ark reacted to the Coronavirus pandemic and how have you had to adapt the way it operates?
“I am so pleased that as I am answering this, our sales team are actually back out on the road! They couldn’t wait to get back out there to see their customers face to face! Having said that, we have managed to still stay very close to our retailers; video calling has been really handy and we have always prioritised communication in whichever way is best for our retailers, be it email, phone or video. We have spent the last few months developing our digital plans, virtual training guides and ensuring that all the content and assets our retailers could want is of the highest standard.”
Today’s parents are more discerning than ever, especially when it comes to new pushchairs – how do you keep your brand in line with current trends?
“Here at Ark we are focusing on everything from the materials used through to stocking spare parts to give our products a longer life. Being able to repair rather than dispose of a broken pushchair saves money and it also helps parents do their bit for the planet.”
How would you convince first time parents, who have yet to buy a pushchair, to choose Ark?
“I would say that all parents would want to put their baby first and this is what Ark is designed to do – all the special features I mentioned above make it a really comfortable place to be, the carrycot is even suitable for overnight sleeping and for the parents it is compact, super easy to fold and looks great!”
Why should a retailer stock Ark?
“Ark is a new British brand brought to you by Cheeky Rascals – we provide a great service and look after our retailers. We will support you with bespoke displays and incredible windows, there is a huge amount of buzz about to happen on social media and above all you will be confident that you are offering your customers a high-quality product which they will love and their baby will love!”
Can you share any specific plans or developments for Ark for the year ahead?
“We are excited to be at the start of our journey with Ark and will be creating a lot of noise around the brand. There are also exciting developments taking place which you will soon hear about! Right now, we are pleased our team can get out and physically show you this amazing 3-in-1 travel system – once you touch that lovely natural fabric and see how soft it is, you will be sold!”