Award-winning nursery furniture brand, Babymore, was launched in 2012 by Richard Chen, whose hometown in the Far East gave him the knowledge to connect with the right factories to produce furniture that was not only stylish but also of great quality.
In this exclusive interview with Nursery Online, Richard tells us more about his brand, how he supports retailers and what 2023 has in store for Babymore. He starts by explaining a bit about the background to Babymore.
“The aim of Babymore has always been to be able to produce high-quality furniture that offers great value for money for the consumer. In 2015, we were proud to receive a Mother & Baby Award for the Eva Sleigh Cotbed—we knew then we were on the right track!”
What sets Babymore apart from its competitors?
“Babymore strives to constantly innovate and improve, taking consumer feedback very seriously. Our designs are all original, and we pride ourselves on making sure that our products are superior and excel in finish, as well as, of course, all safety testing. We believe that our customer service is second to none in this industry.”
You recently scooped gold in the Made for Mums and Mother&Baby Awards for the innovative Air Motion Gliding Crib. What does that mean to a brand like Babymore?
“We are so proud that consumers like our furniture as much as we do, and it’s great to see the recognition. The whole team at Babymore loves to see that they are making a difference for parents, and this drives us to continue our focus on making really great products. The Air Motion Gliding Crib has been well received by parents, especially when they see the benefits of the soothing glide and the ability to pack it away for travel.”
When it comes to new products, today’s parents are more discerning than ever—both in terms of style but also needing to consider cost. How does Babymore stay in line with their needs?
“We could not agree more, and with the cost of living crisis, it is paramount that all our products represent excellent value for money balanced with excellent quality. In 2023, we will double our furniture ranges, pushchairs, and car seats. Initial feedback for our new products is very positive, and we are working toward launching some great new lines.”
How would you convince first time parents, who have yet to kit out their baby’s nursery, to choose Babymore?
“Babymore is a well-established brand that you can trust; our reviews say it all. We understand that parents are looking for quality products at an affordable price. Backed up with fantastic customer service and a personal approach, parents know their little one is in good hands if they choose a Babymore product.”
It’s continuing to be a challenging time for retailers. How do you think the next 12 months will be across the nursery sector in particular?
“The last 12 months have been incredibly hard for retailers and brands with the uncertain financial climate and of course some retailers and brands have not made it through the COVID pandemic. However, we are positive that things will get better, and we are lucky to have a firm foundation to succeed in this difficult climate. Babies will always be born, and we are in an industry that parents will always need. Things are of course tough, but as an industry, we will get through them.”
Why should a retailer stock Babymore, and how do you support them?
“We believe that brands should stock Babymore, as we provide a personal service to all our retailers, whether large or small. We back them up with excellent customer service, should their customers need it. Retailers can be assured that our products not only offer a cost-effective option for their customers, but that they are well made (with very low returns) and, importantly, that retailer margins are good. In addition, we are now working with a retail-specialist PR agency which is focused on pushing the brand in front of consumers during 2023.”
Can you share any specific plans or developments for Babymore for the year ahead?
“We are incredibly excited about 2023 and the developments for Babymore, with multiple new lines launching across various categories. We have a new pushchair that offers both style and great value, as well as a new colourway for the popular Memore travel system. We’re also proud to be launching 4 i-Size car seats, including two 360-rotating car seats, which will be priced very competitively.”