As one of the most anticipated dates in the nursery industry calendar, Harrogate International Nursery Fair is where BabyStyle shines brightest. We caught up with Managing Director Andy Crane to talk about the brand’s landmark collaboration with Aston Martin, what visitors can expect at this year’s show, and why building relationships is just as important as unveiling the latest products.
Hall M, Stand: M6/M7
Harrogate is always a big date in the BabyStyle calendar – what makes this show so important for you and your retail partners?
Harrogate is the heartbeat of the nursery industry in the UK. It’s where retailers come not just to see the latest innovations, but to reconnect, share ideas, and set the tone for the year ahead. For us, it’s an invaluable opportunity to spend quality time with our retail partners, listen to their feedback, and show them the direction BabyStyle is heading. It has always been about building relationships as much as showcasing product.
The collaboration between BabyStyle, Aston Martin and the egg brand has generated a lot of excitement. Can you tell us more about this partnership and why it’s such a landmark moment?
This is a very special project for us. egg has become synonymous with luxury and innovation in the nursery sector, and partnering with Aston Martin – a name that embodies British craftsmanship and prestige – felt like a natural progression. It’s a coming together of two brands that share the same DNA: attention to detail, timeless design, and a passion for excellence. We truly see this as a landmark collaboration that elevates what’s possible in our industry.
Will the Aston Martin x egg collaboration be taking centre stage on your stand this year, and how do you plan to showcase it to visitors?
Absolutely. It will have its own dedicated stand (Hall M, Stand: M7), giving the collaboration the spotlight it deserves. Visitors will be able to see the products up close, discover the finer details, and enjoy a few surprises we’ve planned especially for Harrogate. It’s all about creating a space that captures the excitement and exclusivity of this launch.
Beyond the big collaboration launch, are there any other new products or ranges BabyStyle will be unveiling at Harrogate?
Yes, the Aston Martin egg3 is a headline moment, but it’s not the only new development. We’ll be revealing updates across several of our ranges, including the ground-breaking Oyster Vee, the egg Sky, and the eggX, alongside other exciting additions to both egg and Oyster. Our focus is always on evolving the portfolio in a way that gives our retailers fresh opportunities and keeps parents excited about what’s coming next.
BabyStyle is known for creating an engaging visitor experience. Can you give us a sense of what retailers will discover when they step onto your stand?
We always want our stand to feel inviting and inspiring. Retailers can expect a mix of immersive product displays, comfortable spaces to talk business, and of course, a few surprises along the way. Our aim is to make the experience memorable – not just another trade stand, but a space that reflects the creativity and energy behind the BabyStyle brand.
Your gin bar has become something of a legend at Harrogate over the years! Can visitors expect it to make a return this year?
Let’s just say, it wouldn’t feel like Harrogate without it! The gin bar has become part of the BabyStyle tradition – a place to relax, catch up with friends old and new, and enjoy the social side of the show. Visitors can absolutely expect it to return this year.
Harrogate is also about building community and relationships. How do you see the event helping BabyStyle connect not only with retailers but with the wider nursery industry?
Harrogate brings the entire industry under one roof – from manufacturers and suppliers to retailers and media. It creates a unique space for collaboration and idea-sharing. For us, it’s about strengthening the community, celebrating what we’ve collectively achieved, and setting our sights on the future together. It’s this spirit of connection that makes the event so valuable.
What do you hope retailers will take away from meeting with BabyStyle at this year’s fair – whether that’s product inspiration, new partnerships, or a bit of fun along the way?
All of the above! We want retailers to leave feeling inspired by what they’ve seen, excited about the opportunities ahead, and confident in BabyStyle’s commitment to supporting their business. And of course, if they’ve had a bit of fun with us along the way – whether that’s enjoying the gin bar or just catching up in person – then we’ve done our job right.
