Nicole Graham founded innovative brand Ziggle over a decade ago. This week she tells Nursery Online how the brand has grown and why retailers should stock Ziggle’s range, which now includes dribble bibs, zipped suits, muslins, leggings, blankets, accessories – and much more.
“11 years ago I had a very wriggly baby girl who made outfit changes a challenge, which were only made harder by pesky poppers on baby grows! I thought about how there must be an easier way to tackle nappy changes and so I replaced the poppers with a zip in one of her baby grows. Wriggly baby changes were still wriggly but now a whole lot easier!
As a market researcher I then asked some mum friends to test these babygrows as I wondered if other parents might find them useful too. Thankfully I got a great reaction and so Ziggle was born.”
What are the foundations on which Ziggle has been built and how does this translate into everyday business?
“Fast forward to 2022 and my aim is still to enable parents to afford attractive looking products that make parenting babies easier. From cute and cuddly, to plain and subtle, to bright and bold, there’s a Ziggle design to suit every outfit and everyone’s tastes. Designed with parents’ needs in mind, our innovative ranges include waterproof dribble bibs, thick multi-use muslins, leggings that stretch to fit cloth nappies, anti-slip socks that stay on and many more ranges with fresh designs dropped monthly.”
What do you enjoy about being in the baby business?
“Hearing from parents how our products genuinely help them during their daily stresses of parenting their baby, as well as parents telling us how cute their baby looks wearing Ziggle designs. Knowing that you can make a positive impact, however small, for parents at this crazy, happy time in their lives is really fulfilling. You can feel this same energy shared by others who also work in the baby sector, I am glad to have met so many lovely people over the years.”
What are your/Ziggle’s greatest achievements so far?
“This year we are thrilled to be celebrating that Ziggle has been creating useful baby accessories for 10 years now. Along the way, thousands of families have benefited from babies keeping dry from dribble rash and we are chuffed to have won many awards for our products.”
Why should a retailer stock Ziggle products – and how do you support them?
“Ziggle is a Baby Gift & Baby Essentials supplier of choice stocked by over 500 independent & national retailers across UK & Eire. We listen to our customers and pride ourselves on our excellent customer service as we do whatever we can to help our stockists!
Our wide range of baby accessories create an extensive display, with attractive packaging that’s popular for gifting. Our great price points and value enable impulse buys and fast sell-through. We keep ranges fresh through continuous innovation and because ranges are non-seasonal they are always in stock and sell all year round. Carriage paid order value is low and orders are delivered quickly.”
What is your best-selling product and why?
“Bibs. Teething babies just can’t help dribbling and some have such bad teething days that having really absorbent bibs is a must to keep babies dry. Saves countless outfit changes too! Secondary to practicality, bibs are a fashion statement too, why not have fun dressing your baby in an uber-cool Scandinavian plain colour, or go all out and have a slogan such as “Farty Pants” emblazoned on their bib (or one of our other 150+ other designs to choose from!”)
What are Ziggle’s plans for the year ahead into 2022?
“To bring in new collections such as sun hats and expand existing “collections, for example we have 4 new swaddle prints being launched at the end of Feb (our swaddle range has been shortlisted for a Gift Of The Year award 2022).”