Nursery Today magazine

The results are out!

Angelcare take back their market share with outstanding performance

2016 was a triumphant year for an award-winning portfolio of products from Hardenberg&Co! But that’s not all…

Hardenberg&Co have successfully taken Angelcare back into 2nd place within the Baby Monitor market! Leading market research company, GFK, reported that Angelcare’s unit share is up by 11% and value share is up by 20%!

It’s no secret that Angelcare’s aim is to bring peace of mind to parents and to empathise with the worries around babies and their sleeping patterns. Angelcare resonates with parents throughout the UK resulting in the brand value of Angelcare increasing by 30%! Angelcare’s investment into marketing initiatives and not only communicating, but connecting with Mum has truly paid off as they take back the market share that they deserve.


Innovation for 2017 has specifically been focused on the movement category, of which Angelcare have a whopping 71% value share of! The element of movement is very much supported by both Marc Hardenberg and Julie Ebrey-Hardenberg following their personal experience of using the monitor when their little boy was born so prematurely. It saved their sanity! They strived to make these monitors accessible for more parents; and this they have done! Providing a premium product to the UK market, H&Co have worked in partnership with key retailers in the Mother and Baby industry. Joint business plans, personal experience and extensive market research has created the trusted products from Angelcare. 


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