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“Essentials need to be reliable,” says East Coast Nursery’s Victoria Taylor

From nappies to bottles, essentials of all types form the backbone of the nursery and preschool sector. spoke to Victoria Taylor, brand manager for East Coast Nursery, to find out more.

What are parents and retailers looking for in a nursery essential? 

“Essentials need to be reliable. Generally these are the products that parents reach for multiple times a day, often while holding the baby in the other hand, so we need to make sure that we are providing something that will consistently meet their needs. Retailers have the opportunity to demonstrate the product’s features – in store, or through their website photos and information – so retailers are most keen to stock products that have useful features that are easy to demonstrate.”

How important is price to this sector?

“Price is definitely a factor in decision making, since these are necessary rather than ‘treat’ purchases. That said, almost every purchase for a baby is an emotive one, so there’s still space for us to create appealing products, as long as they are functional. Function is so important, because these are the products that are subject to constant use.”

What do you think parents of the future will deem ‘essential’?

“I think essentials will need to be even longer-lasting. The conscious move to sustainable, responsible buying is already here, but I think it will only continue to grow.”

What is your hero product in this category for 2019?

“The Counting Sheep changing mat and liner adds a little extra to one of our bestselling essentials. The waterproof changing mat is printed all over with a little star design, and the detachable cotton liner gives extra softness and warmth during nappy changes.”

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