New to the UK last Autumn, the NapNap sleep mat is a completely unique sleep aid, featuring a soft surface, soothing vibrations and calming white noise – all in one compact design. Recommended by paediatricians and used in neonatal departments around the world, NapNap is built on proven science and meticulous engineering, offering safer and calmer sleep for all babies, even those with complex or disturbed sleeping routines.
This week, in preparation for World Sleep Day, we spoke to Managing Director of NapNap UK, Sarah Cooper:
What prompted you to set up NapNap in the first place?
“My daughter was born 9 weeks premature and when someone told me about NapNap mats being used in neonatal wards, I was really keen to know more. I brought the product to the UK in 2020 and am really enjoying parents’ (and babies’) reactions to it! I love hearing how the mats are helping to establish nap routines and settle little ones.”
What do you enjoy about being in the baby business?
“It’s such a supportive industry. I’ve made so many lovely contacts from other baby product companies and they’ve all been really helpful. I come from a recruitment background (which can be a little cut throat), so it’s a really nice change. I previously set up and ran My 1st Photos so this is my second baby business, and I’m hooked!”
How have you managed to engage with both retailers and customers given we’re missing the all-important ‘touch and feel’ factor while stores are closed?
“We started selling to consumers last October through our website and haven’t yet connected with retailers. I do really miss baby shows and being able to demo products, but we’ve had some amazing influencers helping us to create demo videos and show their babies using the mats. I can’t wait to get out and chat to people about NapNap in person!”
How else have you had to adapt the way you operate during the pandemic?
“I’m pretty used to working from home, but obviously all meetings have now moved online. I heard someone say the other day that she’s never had so many people she deals with on a regular basis, but has yet to see their legs!!”
Why should a retailer stock NapNap?
“There’s nothing like us on the market! I like to think that NapNap mats sit in the price bracket between a regular baby mat and a full baby tech crib. We’re bridging the gap and giving people a more accessible way to harness the power of vibrations and white noise.”
What top tip(s) would you give someone considering setting up a brand in the parenting industry, particularly with the current challenges?
“Be resilient and don’t be afraid to ask for help. There are so many resources for entrepreneurs now and it’s really lowered the barriers to entry. Love what you do and be authentic. If you don’t have passion for your products, you can’t expect your customers to.”
Can you share any specific plans or developments for NapNap for the year ahead?
“We have a few exciting new products and innovations in the pipeline, but nothing I can share at the moment! Watch this space…”