Johnston Prams & Buggies Ltd is reshaping the way independent nursery retailers can grow their businesses, following its involvement with Shopify Collective — a new model that allows retailers to sell premium nursery products without holding stock or managing fulfilment.
As the long-established UK distributor of brands including Jané, Be Cool, Noordi, Cocoon and Forrest, Johnston Prams is now enabling approved independent retailers to sell its full range of prams, travel systems, car seats and accessories via Shopify Collective. Under the model, Johnston Prams retains ownership of stock and manages all fulfilment and shipping, while retail partners focus purely on sales and customer relationships.
The approach removes many of the traditional barriers faced by independents, including upfront investment, warehousing and logistical complexity. Retailers can expand both their online and in-store offer quickly, with no financial risk and no operational burden.
“This really is a game-changer for the nursery sector,” said David McCullough, Director at Johnston Prams. “Independent retailers can instantly broaden their product range without tying up cash in stock or worrying about fulfilment. As we look ahead to 2026 and beyond, this kind of flexibility will be increasingly important for specialist retailers.”
Retail partners earn commissions of up to 40%, creating a compelling opportunity to improve margins and cash flow while offering consumers access to trusted, well-established nursery brands. The model also allows retailers to respond more quickly to changing customer demand without the risks associated with overstocking.
With decades of experience in the nursery industry and a reputation built on quality, safety and reliability, Johnston Prams believes the Shopify Collective partnership offers independents a smarter, more sustainable way to remain competitive in a rapidly evolving retail landscape.
For further information, retailers can contact donna.mccullough@johnstonprams.co.uk or explore the available connection options via Shopify Collective.
