Ickle Bubba reports second most profitable year

Nursery brand, Ickle Bubba, is set for further expansion after recording its second most profitable year to date.

Nursery retailer and wholesaler, Ickle Bubba, has seen significant growth year-on-year, with factors such as a bumper Black Friday trade and a solid growth in direct to consumer and wholesale channels aiding the overall performance.

New product lines also enhanced sales with the brand adding two new travel systems to its range of competitively priced bundles, as well as two new cribs and a feeding and weaning range.

The brand, which has 130 independent stockists across the UK and Ireland, also sells online through its direct website and via national retailers with growing ranges on Very.co.uk, Argos, Boots and Smyths, to name a few.

Commenting on the company’s performance, managing director, Ieuan Rowell, explained: “After a significant realignment of strategy being deployed by a refreshed senior leadership team, I’m delighted to see the results of this pay off with our end of year results.”

As the brand looks towards the new financial year, success is expected to continue with 112% growth reported in international sales for the first month of Q1. This aligns with the business and its intentions to continue its expansion into Europe, with France and Germany earmarked as key territories for 2024-2025.

Ieuan added: “Having spent the past 18 months shoring up our activity in the UK, we now look again at our international markets as a significant growth opportunity. Meanwhile, we will be looking to build on the early success of recently launched products here in the UK, as well as continuing to make improvements to our established range.

“We also have an exciting launch plan for the coming months, where we will be bringing even more exceptionally good value, stylish products to the market to support families on their journey.”

As a wholesale brand, Ickle Bubba is set to continue strengthening its relationships with UK nationals by exploring exclusive product ranges and leveraging their likeminded customer base through strategic partnerships.

Alongside this there will be continued support for independent retailers, that in turn will benefit parents across the UK, who want to experience Ickle Bubba products first hand.

As an employer, Ickle Bubba is also prioritising its people, with a people focussed strategy that invests in colleagues through coaching, opportunities for professional development and inter departmental secondments to help them on their career plans whether that be with Ickle Bubba or other companies.

Looking ahead to 2024-2025, the business has ambitious plans for increasing the company headcount by 10%, building on skills and behaviours within its workforce.

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