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23 January 2016

Sally J. Hall meets aden + anais

aden + anais will return to Bubble for A/W16, unveiling its latest collection of swaddles, accessories and babywear. Ahead of the show, B Baby's Sally J. Hall has been talking orders, PR and new collaborations with the industry heavyweight...
So, why is Bubble London such a great destination for aden + anais?
Our European head office is based in South West London, so it’s always great to do a show in our home city. We’ve been exhibiting at Bubble for many years now, so it’s always good to return and see familiar faces - as well as new and exciting brands.

Do you use the show to find new stockists, to catch up with current customers, to see what other brands are doing - or all three?
More the first and second reasons. It is an important show for us to meet with our existing UK stores, and showcase our new collections - as well as an opportunity to meet potential new retailers and show them our range.
How important is it to network with other brands while you are exhibiting?

It is important to keep in touch with other brands in the industry, so events like this are great.
How crucial is it to be able to attract journalists to your stand at the show, to show them your new products and to recap your range?
It’s very important. Even though we hold our own press events throughout the year, we usually show all our new products first at Bubble.

Do you work with parenting magazines and websites to ensure that the customer is asking the stores for your brand?

We have a very active PR team who work closely with all the main parenting titles (like yours!), as well as bloggers and websites. It’s vital for us to create buzz around our brand and products, so that customers go into stores and ask for our products specifically.
Do you feel that your brand is so well established that you can rest, or are you continually aware that with every new baby born, there is a continually changing customer base?
Not at all; we would never rest on our laurels! Every day there are women finding out they are going to be new mums and this whole baby world is completely new to them - so they might not have heard of aden + anais. For those customers that do know our brand and are fans, we’re continually working to keep our designs and products fresh and interesting.

Finally, can you share anything about any exciting launches you have planned for Bubble?
Actually, I am very excited to share the news that visitors to Bubble will be the first in the UK to see the designs from our limited edition Disney Baby collaboration. It launches across Europe this Spring / Summer and the collection features many of our most popular 100% cotton muslin products, complete iconic Disney illustrations - including Winnie the Pooh, Bambi and Jungle Book.


For more information about aden + anais, visit www.adenandanais.co.uk

Sally J. Hall is the Editor of B Magazine, a parenting magazine dedicated to mums-to-be who have chosen to have the birth of their baby and their ante- and post-natal care in private maternity facilities. Sally is also the Editor of Emma’s Diary, a website backed by the Royal College of General Practitioners, which offers pregnancy advice for mums-to-be.

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