Nanit has this week announced that its full range is now available to the independent trade, exclusively from BabyBase. Marc Hardenberg, Owner and CEO of nursery consultancy, Majuma, explains more about the distribution strategy – and how Nanit should be the first choice for any parents considering a baby monitor.
He started by explaining what prompted his involvement with Nanit in the first place:
“We have been active in the baby monitor category for the last 15 years with Angelcare and having had a premature baby ourselves, we know how important and reassuring a good baby monitor can be for new parents. We also know the Nanit team very well, so it was an easy decision to get involved and help them with their UK & International business development.”
What sets Nanit apart from its competitors?
“Nanit is the world’s most advanced baby camera. It lets parents see everything that is happening in and around the crib in real-time. And the app turns everything it captures into personalised insights and sleep coaching tips, helping parents understand baby’s sleep routine and quality on a deeper level—and improve it! With a Nanit monitor, families get 365 more nights sleep/year!”
Today’s parents are more discerning than ever, especially when it comes to new technology – how do you keep your brand in line with current trends and safety standards?
“Nanit is already the technological leader in the monitor category. They have a very clever development team that continually is looking at additional features that make parenting even easier. Recent examples are the launch of the Breathing Wear and the split screen function, so you can monitor two babies within the app at the same time.”
How would you convince (anxious) first time parents, who are considering a baby monitor, to choose Nanit?
“Nanit is the world’s only baby monitor that uses computer vision technology to conduct a sleep study in the crib during naps and nighttime zzz’s. Nanit’s cutting-edge camera tracks baby’s movements, delivering parents a crystal-clear picture of everything that happens in and around the crib, while patented technology analyses their sleep patterns to give parents personalised tips and expert coaching that improves sleep quality. The result? Better nights (and days) for the whole family. It’s really the only monitor parents ever have to buy!”
Why should a retailer stock your products, and how do you support them?
“The baby monitor market is very congested with a lot of brands fighting for volume in the low- and mid-price categories with basic video and sound monitors and no real innovation. Nanit gives retailers the opportunity to add an exciting and premium proposition in a less competitive area. Higher retails deliver higher cash margins and Nanit is happy to support the retailer with promotional and marketing activities. The amazing functionality of the Nanit Pro Camera still provides excellent value for money for parents too.”
What do you enjoy about being in the baby business?
“We have been in the baby industry for more than 25 years, having worked for companies like Johnson & Johnson, MAM, Tommee Tippee and Angelcare. We have always enjoyed bringing useful and exciting products to new parents to assist them during their amazing journey.”
What is the UK distribution strategy for Nanit?
“Nanit is already available in a few leading national retailers, where we have the opportunity to showcase the Pro Camera in their stores. We feel it is important for parents to be able to touch and feel the Camera before buying, so we work closely with our retail partners to achieve this. We are very excited that we have just appointed Babybase, as we believe that the Independents can play a significant role in growing our brand further.”
Can you share any specific plans or developments for Nanit for the year ahead?
“Watch this space, there are some very exciting new developments in the pipeline!”
Nanit launched in 2016 with the idea that the right technology could make life a little more manageable for new parents, by connecting them to their child’s development and well-being.
Its suite of products lets parents track the health, wellness and development of their baby—from sleep and breathing to growth and milestones—delivering personalised insights and advice via its best-in-class app.
The world’s most advanced baby camera lets parents see everything that is happening in and around the crib in real-time. And the app turns everything it captures into personalised insights and sleep coaching tips, helping parents understand baby’s sleep routine and quality on a deeper level—and improve it.