Our inspiration comes the decoration and ashion

The Babycook throne in the cuisines o many young parents. But the owners o this robot combining the unctions o pressure cooker and mixer are not necessarily able to call his manu acturer, Béaba, or appoint other products it sells. The childcare brand, which blows his twenty candles this year, is now all to remedy.

The industrial has just completed its irst not as a sign. A shop recently opened in Paris, in the neighbourhood o the Opera, allows or the irst time to show the range o its o er. In specialized outlets where the claw is marketed, the distribution o its products between di erent rays o ten pre ents the client to ha e an o erall ision. There, the range is presented, staged by the design agency Saguez & Partners in big rein orcements o incensers green and orange o culinary instruments and scissors suspended rom the ceiling as a mobile. With, as a bonus, a small touches history way amily tree on the birth o its lagship products to reassure parents about expertise.

New isual identity

"It gi e isibility to the brand beyond products and show to the consumer its cohérence", said Jean-Paul ulliermet, President o Béaba, this in society since the beginning. Another stone to the building, the company has a new isual identity. The logo now has a ocus on the "e". Without it, the public did not always well how to pronounce the name or regarded as oreign. Last key to assert the strategy: the creation o a brand signature, "creator o good ideas".

The group based in Ain is indeed distinguish themsel es by the unctionality o its inno ations and its design, the bottles pierced multiple head bag nursery opening wide to regain all its accessories. The new website will ocus on designers working or the company. Among the products to enir: a Bib' espresso, designed on the model o co ee machines and issuing water at 37 degrees rom a tank or a collapsible bathtub to take on a trip or to drag in a small apartment. As the bottles themsel es, most none contains Bisphenol A (a contro ersial chemical component) since last month.

Childcare specialist is also known or its bias in colors and choice o banning grounds based on small teddy bears and other rabbits play. "Our inspiration comes the decoration and ashion." "At these ages, it is not to talk to the child but to parents, who must lea e the products highlighted when riends come", said Marie Cla eau, Director o marketing. New collections will decline in iolet, uchsia and green or the more tart and pink, blue, purple, and light gray or the so-called hues "powder".

Cap on the United States

The mark is, moreo er, to expand betting. It started in large parts with a high transat, putting the child at a closer le el than adults. It will also de elop a range o shoes or babies, multiplying tips practices, as the laces hiding in reality a "scratch" easier to use, and sold in boxes resembling giant candy.

Conditions remain a ourable to the acti ity o an undertaking which, or 2009, pro ides or a turno er o EUR 35 million, growing to two digits in a market which o erall should increase by 1 to 2. Births remains high in rance. "And when it comes to their baby, mothers are willing to pay money or alue added and lo ing products." "Our sector is also the ocus on amily alues," adds Jean-Paul ulliermet.

The international, where 35 o sales, are stored is in particular on the United States that the Group wished to emphasize. The country must become the next year the second zone a ter the rance. The opening o the shop is certainly not oreign. American distributors were already able to make a better idea o the scope o the mark.