Cheeky Rascals supplies mums and dads with nursery products from across the globe. They bring products to the UK to buy online, on the high street, and through a network of retailers. It’s a complex proposition, so we had a chat with Debbie Grant, Sales Director, to find out more about the business.
Tell us a bit about you and your brand…
I’ve been in the industry as a distributor for over 20 years and with Cheeky Rascals for four of them. I have two children who have been great little product testers! At Cheeky Rascals we are specialists at sourcing and developing brands from all over the world, and we also now have our own brands too. We are quite selective in the brands we choose and everything in our range is handpicked by us for their unique qualities and brand values.
What do you love about being in the baby business?
It’s such a close-knit and friendly industry, once you’re in it you rarely leave it. I also love the fact there are so many family businesses involved and there is constant innovation from real parents solving real problems…
You’ve just launched the Ark pushchair, what’s special about it?
Ark is a brand homegrown in the UK. It offers natural fabrics that won’t aggravate the skin, has revolutionary wheels for optimum suspension and a clever air-flow system for temperature regulation… plus it looks great!
Why should a retailer stock your products, and can you offer them anything special?
As we carefully select the brands in our range you can be guaranteed they will be high quality, unique and innovative. As a distributor we cross into numerous categories so we are a ‘one stop shop’ for the best brands in most areas (including pushchairs, toilet training, travel, bath time and sleep).
We don’t just ‘sell’ products, we build brand awareness with consumers through robust social media and marketing, and we work with retailers on specific campaigns and creative ways to engage with their customers. Our friendly team will always take care of you from Customer Support at HQ to your dedicated Account Manager who will be on hand to offer advice, present new products and train store staff.
How has your brand reacted to the coronavirus pandemic and have you had to change the way you do business?
Like all businesses, we have had to make some big adjustments through the pandemic, most of our office staff have had to switch to working from home. Our sales team cannot get out and physically see customers so video calls have been really useful. We have been working on our online content, to enhance opportunities for retailers that are dependent on online sales, which enables us to present our products to customers and train them online more effectively. Our warehouse has stayed open throughout with additional safety measures put in to safeguard our staff.
What exciting plans do you have for the year ahead?
During the pandemic last year, we moved into our own larger office premises and we are due to do the same with our warehouse in the next few months, this will give us more space to grow and increase efficiencies. From a brand perspective we will be focusing on establishing Ark pushchairs, launching our new entry price point Izmi Wrap and continuing the momentum with our other brands such as Owlet Monitors and Love To Dream bedding. We are always looking at ways we can expand our portfolio and diversify so watch this space for our next developments.