NiRetail Spotlight
How important is multichannel retailing in the current economic climate?
Retailers have to move with the times – an online presence is a must.
How and where do you buy your products? All over! We are fortunate enough now, having been established for 8 years, that suppliers know us and find us easily so we are inundated all the time with new products – we love to hear from mums who have started their own businesses and have worked alongside them to bring their products to market.
I understand that there is also a distribution arm to the business; can you tell us about this? We had an opportunity to become the UK distributor for some of our best selling products as the previous distributor was moving abroad, so ‘babyagency’ was launched. We now sell the babylonia range of babyslings, Mexican Bolas (beautiful necklaces that you wear when pregnant which have a soothing chime for unborn babies) and a range of knitted and fair trade cotton toys called Peppa – we already have existing stockists but want to grow our accounts.
these days! I have been actively involved in getting cost saving contracts in place in Ealing whereby we do not have to pay for recycling or vermin control. I am fully committed to Ealing, where I live, and I’m a mum of two – I really promote a ‘shop local’ ethic and am committed to helping other mums launch their own businesses too.
As a business, you also feel very strongly that the products you stock are ethically produced don’t you? We would definitely choose products ethically produced over products that aren’t.
What brands/products do you have in store today? We have a huge range of designer and independent brands – we are lucky enough to meet the criteria for baby Dior which gives us such a prestigious market position; we also sell Ralph Lauren and Catimini along with Bugaboo, Bloom, RaggyTag, Storksak, Mamamio, Boob Design etc.
What are this year’s hot new trends? We’re definitely seeing a rise in practical products. Hippychick do some great products but we’re also seeing a demand for our personalised and handmade products – cushions, blanket and towels. New mums are loving BB Ring Slings, Mexican Bolas and Peppa Toys and nursery accessories and we’re seeing interest in the new Bugaboo Donkey too.
When you opened the store, we were at the height of the boom years. How has consumer buying behaviour changed since? We have definitely seen a reduction in the average transaction value whereby customers are much more cost driven than they were before. However, they still want high quality and I think that’s why we are just about surviving the recession.
How important is store layout and POS in making a sale? Very important – customers need to be given ideas combined with a call to action.
What about staff training – this must be very important too? Very important – all our staff need to be fully product-literate with an understanding of what expectant and new mums need.
Describe your customer base and how you compete with the multiples?
Our customer base is definitely made up primarily of gift purchasers, with customers buying for their own babies second. We can’t compete on price with the multiples but I think we do on quality, uniqueness and the total shopping experience.
You have a strong online platform. In terms of revenue, is it more effective than the store? Our website has grown organically and we have been so surprised by its growth, popularity and celebrity following – from just a small website I designed and uploaded myself! We intend relaunching it later this year.
www.nursery-industry.co.uk • APRIL 2012 • NURSERY INDUSTRY • 11
How do you find running your own business and having a family? Like all mums, I’m busy all the time with my 7 and 10 yr old. I have a great work/family balance as my husband runs his own business too, so although sometimes it’s really manic, we’re both around every day for the school run, homework and meals together. I feel blessed that I’m managing my life on my terms. If I didn’t love retail and have it under my skin, I wouldn’t be doing this – certainly not for the money anyway!
What’s next for you?
I am determined to make my business succeed despite the tough economic challenges – we want to open more trade accounts to wholesale our babyslings, Mexican Bolas and Peppa knitted toys and nursery accessories. We’ve just partnered with the luxury maternity brand Isabella Oliver to
increase our maternity offering, so I am hoping that will attract lots of expectant mums instore and we’ll be launching our new website later this year. It seems that my skills, expertise and profile are so in demand, I’m launching a consultancy side to the business too!
20 The Green, Ealing W5 5DA 0208 840 8197
enquiries@babye.co.uk www.babye.co.uk
Natural comfort for you and your baby at
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36