Nursery Today magazine

EasyTots secures retail award victory

ECOMMERCE bestseller EasyTots has won a major retail award – beating competition from traditional shopkeepers.

The Baby Product Association member won the ‘Retailer of the Year’ category at the Merseyside Independent Business Awards, which was held at the Titanic Rum Warehouse in Liverpool.

The company was founded by mum-of-two Helen Davies and praised for its outstanding customer service, charitable giving and for successfully operating at a global level – selling across Europe, South East Asia and Australia.

“I’m really impressed with the progressive vision of the judges for selecting a website-only seller – especially in a category dominated by traditional shopkeepers and multi-channel retailers; however, one value we all have in common is the importance of good old-fashioned customer service – evidenced by EasyTots’ glowing reviews,” said Helen, whose EasyMatTM suction plates have revolutionised table, highchair and travel feeding for babies and toddlers.

“While we will continue to serve our loyal online customer base, we’re currently having exciting talks with UK retail partners that will also see our weaning products in stores.”

Founded by Morecrofts Solicitors in 2013, the Merseyside Independent Business (MIB) Awards are designed to platform and celebrate independent businesses, their owners and those who support them. EasyTots were one of 13 category winners on the night.

“I attended the ceremony with my close family and team,” said Helen, who invented the world’s first compact and foldable suction plate – the EasyMat MiniTM – which has won multiple product awards since its launch in 2016. “I was thrilled EasyTots made the final shortlist, so to win was just the perfect ending to what has been an absolutely incredible year.”

Helen made her national television debut on Channel 4’s ‘Buy It Now’ in May; she presented at the 2018 International Business Festival in June; and won ‘Female Entrepreneur of the Year’ at WeAreTheCity’s Rising Star Awards in July. In September, EasyTots was recognised as the North West’s ‘Best Baby Weaning Accessories Provider’ in the 2018 Parent and Baby Awards before going on to win the MIB ‘Retailer of the Year’.

“I feel really fortunate to see our brand grow over these past few years; it was my daughter Keira’s messy ways that inspired me to venture into baby product design and create our original EasyMat!” concluded Helen.

“Supporting families – especially those in need – is something that’s really close to our hearts. That’s why we donate all non-faulty customer returns to our local foodbanks and have given three cartons of saleable products to the Giving World Christmas Appeal, who re-distribute surplus goods to vulnerable families and those that live below the poverty line.”

To find out more about the EasyTots range, visit

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