N" $e&09 PG09:N,-.0/.&06-13.Ne5s.legal0:;< 21/0//2009 1?:22 Page 9
Peter White, Chief Executive, BPA
Tel: 0845 456 9570
Email: info@b-p-a.org
Web: www.b-p-a.org
Mind boggling inventions
from Britain’s finest
We have now reached the final stages of this year’s
BPA Concept & Innovation Awards; the awards
that have launched many now famous products on
to the market.
As the industry’s trade association it is a key part of our brief to represent and Here traditional products still claim a large slice of the market and of course there is
promote the nursery products sector both within the UK, Europe and an extreme seasonality to it. Conversely, new innovation appears to be the only
internationally and for the last few years we have actively encouraged new product way to stay ahead in the nursery world and although there are seasons, new births
development in the industry. tend to be all year round.
We believe that without new product innovation our industry will become stale New product development feeds the industry and differentiation is created both
and very ordinary and we are proud to have been behind so many successful by innovation and continuous and effective marketing. Of course there is a place
products over the years. for ‘me-too’ products at value prices but it is certainly a harder world to inhabit
This year once again we have not been disappointed with both the quantity and especially when costs of production and supply from the Far East over the last year
quality of entries and the final twelve contestants that made it through to the have rocketed. Margins have been squeezed and businesses have struggled.
‘Dragons Den’ presentation last week were all of the highest calibre. I suspect we can all cite businesses we know in the nursery market that we have
Oliver Wendell Holmes said that “Man's mind, once stretched by a new idea, never seen slow down and start to fall behind. These companies may have enjoyed great
regains its original dimensions” and I can tell you some of the ideas our five finalists success with iconic products, but have failed to deliver the next generation.
will be exhibiting at BPA Baby & Child 09 in ExCel London on October 11th to 13th Conversely, we have seen many long established companies who appeared to be
are potentially world beating. going backwards and have completely re-invented themselves thanks to a new
These are not products already in production and on sale that have been entered fashionable product range.
for an innovation award; these are products that are all new inventions yet to be There is no doubt that despite a squeeze on spending, parents will always want
seen on the market and without the right support, maybe never will. They are the best and often the most fashionable products for their children, in many ways
products from some of the most innovative and creative minds and we are proud the key products are status symbols. With parenting websites continuing to grow in
at the BPA to have been behind so many successful launches through this process. popularity and viral marketing techniques creating overnight demand, it’s vitally
This is just part of what the BPA gives to the industry. important that nursery suppliers stay fresh and relevant.
Make sure you come along to the BPA Concept & Innovation stand at ExCel, you Some of the better performing businesses in the sector have simply got the
will not be disappointed. formula right. They continue to invest in the development of new products. They
are not afraid to market them through multiple communication channels; they
BPA synergy - on an international stage. have strong branding and excellent PR. They exhibit at all three major shows, BPA
A key component of any trade association’s work is to promote its members’ Baby & Child, Harrogate and Kind und Jugend, and advertise in trade journals.
business to the widest possible audience. We have stayed alongside many fledgling They understand that the independent retail channel is vital to their mix and make
businesses as they have developed through the years and some of the industry’s sure it is properly serviced. These are the nursery suppliers that will produce
biggest names started out at BPA Baby & Child with a small shell scheme. continuous growth and be assured of their future.
In the last five years, we have seen many of our newer member companies
progress from the Launchpad shell scheme, in their inaugural exhibition, through to
a bigger stand in the main exhibition area at BPA Baby & Child. Having established
themselves in the UK market they then often look further afield for international
development.
As part of this progressive support and for the first time this year, the BPA will be
hosting a pavilion for UK members at Kind und Jugend in Cologne on 17th to 20th
September. We are sure that members will benefit from being together in a great
position on a much larger collective footprint than would be possible as an
individual company. It is easy to get lost in such a big international show and
visitors looking to see the ‘best of British’ will be able to find many of them in one
central location.
Consistent innovation is the key?
It’s interesting to note that despite the recession, the nursery products market has
proved more resilient than most. Obviously the present buoyant birth rate has a
large part to do with this, but I also believe the nursery products market is different
to some to which it might often be compared. Take the toy industry for example.
www.nursery-industry.co.uk
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SEPTEMBER 2009
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NURSERY INDUSTRY
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