Press Release

BABY GEAR TREND WATCH:

NapsackBaby see’s big sales following Mothercare launch and Sunday Times feature
Sponsors of the ‘Summer Sling Show 2008’


LONDON (30th May, 2008) -- Rising popularity of “babywearing,” as the practice is called, has led to the wild success of Napsack Baby slings, of which a number of new designs will debut during the Summer Sling Show on 27th July 2008.

The use of slings to carry babies is an ancient tradition turned modern trend, and it’s now sweeping the UK. While it originated centuries ago in the developing world, babywearing is now enjoying resurgence in Western countries. It has become an indispensable practice for busy parents—as well as a fashion statement. Babywearers are spotted everywhere from supermarkets to fashion runways sporting a range of sling styles sewn from designer fabrics.

“The overall message from mums and dads is loud and clear: Parenting is easier with two free hands,” says Shani Dale, maker of Napsack Baby slings and founder of SlingJax.co.uk, which has a wide choice of slings and related products for sale or hire.

Dale established her business when she suffered from a condition that left her in crutches temporarily after the birth of her fourth child. During the early weeks of her son’s life, Dale struggled to find a way to carry him until she discovered the world of baby slings.

“Slings change lives, especially for parents with babies who do not want to be put down or who have acid reflux disease. The mother or father is able to carry baby and still chase after their brother or sister, make a sandwich—or even get a haircut or pedicure!” says Dale, who is so passionate about sharing the advantages of babywearing, she is in the process of creating a service that will provide free slings to families in need.

Shani Dale said ‘There has recently been a fantastic demand for her slings especially from Dads’ Shani Dale said ‘Dads feel great carrying their babies and some of our more gender neutral designs support their confidence’.

Mothercare were keen to support my product and it was this opportunity that made me leave my teaching career to develop my business. When the Sunday Times reviewed my story it was great to realise that I was making a positive difference to peoples lives.

In addition to convenience, babywearing also has many other benefits including enhanced parent-child bonding and relief from back strain and other aches and pains that can result from carrying a baby for hours at a time.

Napsack Baby slings offer a modern twist on an ancient style of baby carrier, called a mei tai, which originated in Asia centuries ago. A sturdy panel of fabric with four straps is used to securely tie the baby to the wearer’s front, back or hip.

With demand for modern slings on the rise, trade shows catering to parents and juvenile product industries are featuring many designs. Napsack Baby is sponsoring The Summer Sling Show in London on 27 July 2008, which will feature some of the latest trends in sling styles, fabrics and designs—including the new Napsack Buckle Carrier. Napsack Baby was also recently featured at The Baby Shows three-day exhibition in Birmingham on 16-18 May 2008.

About Napsack Baby
London-based Napsack Baby was developed in 2006 by Shani Dale, whose mission is to make babywearing comfortable as well as beautiful. Napsack Baby slings are an innovative design with a contoured body panel and uniquely shaped wide straps to distribute baby’s weight evenly across the back and shoulders for greater comfort. The Napsack Buckle Carrier combines the comfort of the original design with the modern convenience of buckles and Napsack’s trademark wide shoulder straps. Cost range £65-£85. Available at www.napsackbaby.com and select retailers.


For more information about the advantages of babywearing, please visit http://www.slingjax.co.uk/pages/info.php
To schedule an interview, please contact Kay at Napsack Baby via email: pr@napsackbaby.co.uk