NiVoice
A stroke of design genius Becci Knowles visits Suncrest Trading to find out what’s new
Baby Joule Nursery burst onto the scene at the end of 2011 with its gorgeous range of bedding, toys and accessories and has now been awarded Best Interiors Collection in the coveted Junior Design Awards 2012. The eclectic British style that made Joules a household name translates beautifully into a range of sleeping bags, curtains, bedding, Moses baskets and toys that parents will want to keep and pass down through the generations. In a recent meeting with Suncrest Trading as the licensee, I was set to speak about this range in particular, only to find that the company’s achievements do not end there. Discovering a number of products in development on display in and around the studio, the company’s by-line, ‘The experts behind the specialists’ suddenly made sense. Encapsulating what it is to create innovative products on behalf of major retailers, it soon became clear that there is far more to Suncrest Trading than meets the eye. The ‘unsung heroes’ of design (except of course to their clients, who hugely appreciate the beautifully crafted range of toys and bedding they provide), it’s no surprise that this talented team is utilising its skills to develop their own brands too; from the Suncrest Play to Learn range to the Koto changing bag and recently acquired FunToSee range of wall décor too. Suncrest Trading is an interesting company to talk to as they really understand what it takes to bring products to market via different routes and can identify the unique challenges of each.
Arriving at the building, Commercial Director Bryony Coles explained how it had been completely renovated before the company moved into it in 2000. The traditional brickwork and wooden flooring neatly juxtaposing with the clean, contemporary lines and fittings speaks volumes about the company’s creative vision.
Founded in 1989 Suncrest has over 20 years experience designing and supplying beautiful products for babies and toddlers. From cot bed quilts to sleeping bags, blankets, cuddle robes, cot bed bumpers, curtains, cot tidies, comforters, Moses baskets, mobiles, nappy stackers and toys – there is very little that the team can’t create. They are experts in supplying own label nursery bedding and toys to major multiples and their exciting licensed offer (including Baby Joule) has strengthened their market position further. Bryony, together with Design Manager Kate Gamble led me into the design studio to meet the artists behind the products. The studio is divided into different work spaces where a dedicated designer looks after set clients. “Confidentiality is very important when designing private label products, the multiples we work for are in competition with one another and its important that we provide each of them with a high quality bespoke
12 • NURSERY INDUSTRY • MONTH 2012 •
www.nursery-industry.co.uk service,” explained Bryony.
Jackie designs for Babies R Us. Asked how she works, she told me: “I start by doing some research then I put some ideas together to show to the buyer. I see what ideas the client has and incorporate that into the design. We work to quite detailed specifications and will usually have a sample within a few weeks of the initial briefing. We start with the bedding and then move onto the toys.”
Kate explains that mood boards are crucial to the development of ideas and themes when creating ranges. It’s interesting to see how different colours, textures, patterns and items contribute to a product’s identity and how the different ranges have developed as a result. Vicky works on all the licensed ranges and has picked up a lot of the design work for the recently acquired FunToSee range of wall murals too. She is currently working on some build your own advent ranges, the Guess how much I love you collection, some new bedding for kub and in a very exciting development - the UK introduction of Little Suzy’s Zoo. This exciting new range includes a nursery bedding set (cot quilt & bumper); Moses basket; musical cot mobile; sleeping bag ; cuddle robe and wash mitt, and comforter will soon be available. She says: "It's always nice when the client gets excited about what you are doing – I love bouncing ideas around and picking up on what they like." Bryony added: “The independents will offer a lovely launch platform for Little Suzy’s Zoo and the Guess how much I love you ranges.” Vicky also looks after the Suncrest Play to Learn range, so that one designer manages and has the vision for all of it. From Riley Giggle Stick to the Basil Bee Linking Toy and Walter Worm Wriggle Back these bright and colourful toys are highly affordable (50% of it is under £10) and great quality too.
Next I meet Sarah. Sarah looks after the M&S account and has done so very successfully for the past two years. She is the brains behind the bright Play and Go toys which offer both activity and play value. She is also working on a range of bedding and plush toys for the retailer in neutrals, pinks
and blues. Sarah’s eye for colour and texture in bringing much loved characters to life is a skill that she, Jackie and Vicky have in abundance. The team is headed up by the hugely talented Kate and her ethos and
approach has created a dynamic which clearly gets the best out of everyone. “Often we help each other hand stitch samples; we give advice and support each other with the creative process where appropriate.” The large table in the centre of the room is the hub of the studio and the team are often huddled around it discussing materials, colours, styles and creative direction. Sarah has just created some dolls for M&S along with the packaging. Kate told me: “We work as a team to present everything to the buyer. We try to visualise the product in store and normally have something to show them within a month of briefing.”
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