GO10 has quickly become one of the most talked-about distribution partners in the nursery sector, thanks to its focus on purposeful brands, strong retailer collaboration and a commitment to adding real value beyond logistics. In this interview with Nursery Today magazine, Senior Brand Manager Sarah Hobson explains how the business is evolving, what drives its portfolio strategy and why 2026 is shaping up to be a landmark year for GO10 and its partners.
Can you tell us a little about GO10?
GO10 is a fast-growing UK distributor specialising in bringing purposeful, innovative brands to market. We position ourselves as a value-added distribution partner, not just a route to market or a box mover, but a genuine extension of the brands and retailers we support. Our team is made up of industry specialists from Nursery, FMCG and Consumer Electronics, drawing on supplier and retail backgrounds to combine commercial insight with strong relationships and hands-on operational capability.
At the heart of GO10 is a clear mission to help brands scale sustainably while enabling retailers to offer differentiated products that meet the needs of modern families. We pride ourselves on being agile, collaborative and relationship driven. Whether we are launching international brands into the UK, creating tailored retailer growth plans or identifying new category opportunities, our focus is to deliver long-term value for every partner in our ecosystem.
How is GO10 performing right now, and what key milestones have defined the past year?
We have had a strong year of growth, driven by strategic expansion and increased demand from retailers. A major milestone has been the development of a more defined internal structure, allowing us to work through clear business pillars that strengthen category expertise and agility. We have expanded our team, bringing in talented people across sales, marketing and operations who enhance our ability to support partners at every touchpoint.
Our presence at Harrogate Nursery Fair was another highlight. It helped us showcase our brands, connect face to face with retailers and secure a significant number of new account openings.
Which nursery brands do you currently distribute, and what sets your portfolio apart?
We represent a carefully curated selection of brands that balance innovation, functionality and strong consumer appeal. Our nursery portfolio currently includes Momcozy, Béaba, Childhome, Chillax, Love To Dream, Hello Baby and Mamoa. Next year we will welcome exciting additions including Suavinex, Dote and Perifit.
Our portfolio is built around brands that solve real parenting needs. We look for products that offer genuine value, thoughtful design and long-term potential rather than “me too” items. This approach ensures our retail partners can offer products that stand out, resonate with parents and deliver sustainable sales growth.
What support do you offer retailers to help them drive sales?
As a value-added distributor, we go far beyond supplying stock. Our team brings decades of combined industry expertise, and we support retailers with tailored guidance across merchandising, category planning, staff training and promotional strategy. We work closely with both national chains and independents, adapting our approach to suit each retailer.
We also provide clear insights into market trends, competitor behaviour and brand performance, enabling retailers to make informed decisions that maximise sell through. We see ourselves as a true partner, making sure retailers have everything they need to deliver a compelling consumer offer and grow their categories.
How do you work with your brand partners to build strong listings, promotions and long-term growth?
Our work with brand partners is built on transparency and shared ambition. From the start, we align on expectations, commercial goals and the level of support required to succeed in the UK market. This allows us to create meaningful long-term plans.
We build joint business plans with both brands and retailers, covering listings, promotional timing, lifecycle management and category development. These plans are reviewed frequently so we can adapt quickly to market changes and maintain momentum across all channels.
Do you use social media or consumer-facing activity to raise awareness of the brands you represent?
Consumer engagement is an important part of building brand equity. We support key moments for our partners such as launches and campaign activity, and we amplify visibility through channels like LinkedIn and through major industry events including Harrogate Nursery Fair.
When brands choose to run consumer-facing marketing, we work closely to ensure it aligns with retailer needs and supports the wider UK strategy. While our core function is B2B, we believe that joined-up activity across trade and consumer touchpoints strengthens recognition and commercial outcomes.
What criteria do you look for when onboarding new brands, and are you seeking additions for 2026?
We are highly selective and look for products that bring true innovation, address a real consumer need and complement our existing portfolio. We assess product quality, sustainability credentials, unique selling points, brand vision and long-term growth potential in the UK.
Interest from new brands has been strong, particularly following Harrogate. As we expand our baby portfolio for 2026, we are preparing launches for Dote, Suavinex, Mamoa and soon Membantu. We continue to explore partners that align with our mission, always searching for the next standout idea in nursery.
How do you see GO10 evolving over the next year?
The coming year will be a period of exciting expansion. We have ambitious targets for 2026 as we grow our brand base and deepen relationships with retailers. We are exploring new services that add value across the supply chain, including improved forecasting tools, digital integration and enhanced retailer engagement.
We are also looking ahead to emerging opportunities. As consumer behaviour evolves and technologies such as AI reshape the market, we aim to stay at the forefront of innovation. Trade shows and industry events will continue to play a key role in discovering new products and building strong partnerships.
What trends in nursery retail are shaping your strategy?
Affordability and long-term value are front of mind for parents. There is growing demand for products that last, work across multiple children and offer value without compromising on quality. Sustainability is another major influence, with families looking for brands that make responsible choices throughout the product lifecycle.
Retailers are under pressure to stay competitive while still offering ranges that feel fresh and differentiated. Close collaboration is crucial. We ensure our brands take part in retailer meetings so they can hear feedback directly and adapt quickly. By nurturing strong relationships across the supply chain, we help our partners stay agile, meet the needs of modern parents and remain ahead of upcoming trends.
