South West Nursery Companies form a Baby Cluster group

Nursery brands form cluster to boost sales growth

Ten regional children’s brands have seen average sales increases of 40 per cent since forming the ‘South West Baby Cluster’ they say has given them greater collective clout.

The group is made up of small companies including Helston-based organic childrenswear company Frugi and Topsham-based organic mattress and bedlinen business NaturalMat. It also includes two regional brands which shot to fame on Dragon’s Den, toddler towels range Cuddledry and ride-on suitcases Trunki.

Meeting informally with each other around once a month and keeping in close contact at all times, the businesses have collaborated on a joint marketing initiative this Christmas.

The companies cross-market each other through their respective online business activities and social media pages. Already, the collective has averaged growth of 40 per cent over the past six months – excluding this year’s Christmas sales.

Frugi’s advertising manager Emma Vyvyan said: “The benefit for the company is a better targeted approach; not investing thousands in catalogues mis-hitting doorsteps. The customers are of the same age and demographics as we fulfil.”

“We are not in competition, so it makes sense to multiply our sales power,” said Helen Wooldridge, co-founding director of Cuddledry.

“By coming together to pool expertise, we become a formidable entity.”