2. Why did you set up Lullaby Lane?

It's a lovely, interesting industry to be in. I was already running a dolls house business here, while the baby shop was owned by someone else and based next door. It went up for sale four years ago and I wanted to buy it then, but somebody beat me to it. That person ran it for a year but then it closed. I knew that was the time to take it over; it seemed a natural progression and made a nice mix so Lullaby Lane was born and the rest, as they say is history. It's great to run, we have a nice rapport with our customers and it's good to be able to put people's minds at rest during what is often a very anxious time. I have four children myself, so I've been there and got the tee-shirt!

3. What products do you stock?

What don't we stock?! We supply all those essential things for baby around the clock; bedding, playthings, educational toys, prams, safety harnesses, car seats, carriers, gifts for baby and much more. We also sell gift vouchers. Customers can browse through our online shop if they prefer to see what baby products we have to offer. We also have a range of toys and products for older children.

4. So, you set up three years ago, just as the economy was taking a turn for the worse - has this impacted on the business?

What we have found is that a couple of years ago a customer would always buy a new pram for baby, now they tend to keep hold of it to use again next  time. So, it's mainly first - time Mum's or those with a large age gap between children that come in for prams and they tend to want everything else brand new too.  I think people are ‘making do' more now, but that is largely dependent upon age and income. However, as an independent retailer many suppliers favour us over the multiples as we can offer something different - that in itself keeps customers coming back.

5. Describe your customer base and how you compete with the multiples?

As a good independent retailer, we have a great relationship with many of our suppliers and can often get hold of styles and colours that the multiples can not, enabling us to offer a totally different range of products. Also, we pride ourselves on the high level of customer service we offer. We will spend time with customers talking through the features and benefits of each and every product. Last Friday I spent 1 ½ hours with a customer and it resulted in a successful sale and a happy and reassured customer. Product demonstrations definitely work and no pram ever leaves this shop in a box, it is always wheeled out as we make sure that the customer is totally confident using it first.

Our target market is very broad; we get all types of customer in here, young mums, older mums, stay-at-home mums, working mums - all ages and demographics. As a result, we cater for all tastes and budgets. Customers spend anything from 20 minutes upwards in here and we will always give someone as long as is needed to make the right choice.

6. What about aftercare - what is your returns policy?

If there is a problem we will get it sorted straight way. The majority of our suppliers are very good - if they are not, we will stop working with them. After care is everything in this business.

7. Finally, are you attending BPA Baby&Child?

Yes we registered today! I really am looking forward to it and am so pleased it is at ExCel as it is not as far to travel for us. We always attend BPA Baby&Child - it's our preferred show. I love seeing all the new inventions and even if I can't afford to buy everything I want, I will always make a note of products and look to buy them when I can.

Tel: 01622 755116      

Web: www.lullaby-lane-babyshop.co.uk

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