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  • Festive Opening Times

    Festive  Opening  Times

    24th - Christmas Eve - 9am to 2pm
    25th - Christmas Day - CLOSED
    26th - Boxing Day - CLOSED
    27th - CLOSED -
    28th - 10am to 5pm
    29th - 10am to 5pm
    30th - Closed
    31st - 10am to 4pm
    1st January - Closed
    During the festive period, please email us and we will try our very best to respond within 24hrs.
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  • Our Summer 2018 Best Buys

    As this amazing heatwave continues, we’ve analysed our customers buying habits and chatted in the office to come up with some of our favourite Summer 2018 products. They aren’t new or wacky, just great products that really work for real life parenting.


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  • Brand Focus - RECARO Child Safety

    Providing the very best for your children is a core value for most of our parenting. RECARO child safety aim to do this by designing products which are innovative, impress with the highest safety standards and made from quality materials. While still allowing parents to be creative, discover the world and explore their surroundings.

    Direct4Baby are proud retailers of RECARO products, and many of us use RECARO seats for our own children. That’s how much we love the products!

    Here a few of our favourite products from RECARO.

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  • Spotlight on MadeForMums Awards 2018

    This week the MadeForMum awards were held to announce some of the best new products on the market. Not surprisingly, many of the items we stock here at Direct4Baby were featured. With over 500 products entered into 85 categories, there is a lot to shift through, so let us do the hard work for you!

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  • Safer Sleep Week 2018 - With The Lullaby Trust

    This week (12th-18th March), marks The Lullaby Trust’s ‘Safer Sleep Week’ annual awareness campaign. With SIDS (Sudden Infant Death Syndrome), tragically claiming approximately 214 baby’s lives every year, there is still much work to do to inform parents and carers on safe sleep practices.

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  • The Joie and LFC range now available!

    This March brings the highly anticipated launch of the Joie and LFC range. As we are based just north of Liverpool (and have a couple of fans in the office), we are very excited about this range! Available to buy online or in-store now, we hope that you LFC fans have got your credit cards at the ready!

    Show your team pride with Joie and Liverpool Football Club car seats and pushchairs and help pay it forward, as a portion of all proceeds goes to the Liverpool Foundation.

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  • Warning for babies travelling in car seats for longer than 30 minutes

     Joie i-Level car seat in lie flat mode Lie-Flat-TechnologyKiddy Evoluna i-size car seat with newborn baby

    When the time comes for you to purchase your baby’s first car seat it may be worth considering how much time they will be travelling in it both in the car and as a travel system attached to the chassis of your pram.

    Recent studies suggest that a newborn baby should not spend longer than 30 minutes at a time in a seat without being taken out for a break.

    Research was undertaken by Great Western Hospitals NHS Foundation Trust, Swindon, The University of Southampton and The University of Bristol, to monitor the effects of placing a newborn baby in a car seat at a 40° angle which is the angle they are at in a traditional car seat. The results suggest that after 30 minutes the baby’s heart and breathing rates were increased, and their blood oxygen levels were lower compared with lying flat in a cot. The full report can be read here.

    Francine Bate, chief executive of The Lullaby Trust, the charity who funded the study, advised parents to keep a watchful eye on babies travelling in a car seat, and to also avoid driving long distances without taking a break.'Ideally, a second adult should travel in the back of the car with the baby and a mirror should be used so the driver can keep an eye on the baby at all times. If a baby changes its position and slumps forward, then parents should immediately stop and take the baby out of the car seat.'

    As a reaction to this information, car seat manufacturers have begun to produce car seats that have a lie-flat function within them to allow the baby to lie flat and enable them to be in them for longer. We currently supply two of the most popular on the market and finding that they are becoming increasingly popular with parents concerned about their baby’s safety both in and out of the vehicle.

    Kiddy Evoluna i-size – from £324.99

    Kiddy Evoluna i-size car seat

    The Kiddy Evoluna i-Size infant carrier has been approved to meet the new ECE R 129 ('i-Size') safety standards and provides maximum protection for a baby or young toddler up to 15 months of age.

    The tested and patented technology by Kiddy (Kiddy Lie-Flat) was specially developed for the needs of newborns and premature infants.

    Since their neck muscles are not fully developed yet, the head can easily tip to the front while sleeping which can lead to breathing problems and potentially to lower oxygen saturation.

    The slatted frame also absorbs the energy in the event of an accident or uneven roads and protects the sensitive spine of the baby.

    Pediatricians and midwives recommend the lie-flat position especially for longer journeys as this ergonomic position is better for the child’s developing spine.


    Joie i-Level – from £250

    Joie i-Level Group 0+ car seat

    Meet i-Level™. With i-Size security and sleepytime tilt™ for a healthier, safer, cosier carrier. The i-Level car seat is both stylish and safe as it features Intelli-Fit foam, which provides side impact protection for your little one. This i-size car seat comes complete with it's own isofix base.

    Reclines to the deepest and cosiest 157° angle for the most ergonomic position for your baby – understanding littlies should lie as flat as possible as often as possible to promote a healthy spine and improved oxygen levels.

    The easy to buckle 3 point harness with padded covers is part of the Grow Together multi-height headrest and harness which adjusts simultaneously so there is no need for rethreading.

     Keep them covered with the retractable, removable sun canopy which also has a zip-open ventilation panel. Also included is a removable full body insert, perfect for making it cosy and comfy for your baby.


  • Choosing your second stage car seat

    We have had loads of customers in this week asking about second stage car seats – what age or size does my baby need to be before I buy their next car seat? Which one do I choose? With the overlapping car seat groups, i-Size, the age and weight guides and other baffling car seat jargon, making sure your child is safe in their seat can be confusing, so we decided at Direct4Baby to go over the basics and select some of our personal favourites.

    When do I need to move up to the next stage car seat?

    There are two ways to check this. When the top of your baby’s head becomes level with the top of the car seat or when they reach the weight restriction on the seat. With first stage, or Group 0+, car seats, this is 13kg. Generally you will find that they are about 12 months. It does not matter if the feet dangle over the end of the seat, baby’s are very flexible and very rarely sit with their legs straight anyway!

    Forward Facing or Rear Facing?

    The recommendation is that children are rear facing until they are at least 15 months old. We strongly advise that you keep a child rear facing as long as possible, the car seats below can be used in rear-facing position until your child is approximately 4 years old which is the safest way to travel.

    Here are some of our top recommendations.


    BeSafe iZi Modular i-Size Group 1 car seat (from £249)

    BeSafe iZi Modular i-Size car Seat

    The iZi Modular i-Size by Swedish company, BeSafe, consists of one ISOfix compatible base and a spacious child seat which conforms to the new EU standard i-Size (R129). The iZi Modular i-Size can be used both rear facing and forward facing on the same base and the base module can be extended to allow more legroom for the child, which means children up to the age of about four years (105 cm tall) can be transported rear facing.

    The seat adapts to your growing child with the adjustable headrest and body hugger. The smart magnet system ensures that the harness is kept out of the way when not in use, making it easier to get your little one in and out of the car seat more easily. The 5 point harness adds an extra level of safety that most car seats do not, spreading the force of an impact over a wider area.

    SIP+ is an additional safety feature that is placed on the side of the car seat. It is constructed to absorb energy and reduces the load on the child’s neck and head by up to an additional 20% in the event of a side impact. In the Spring edition of the 2016 ADAC/Stiftung Warentest child car seat test, the iZi Modular i-Size achieved ‘Very Good’ in side impact scores.


    Apramo ONE (From £284)

    Apramo ONE Car Seat

    Say goodbye to multiple car seats with the Apramo ONE, a 4-in-1 seat that sees a child through every single stage, from newborn to 12 years.

    The 360° rotational ISOfix base makes getting your child in and out of the seat easy and as stress free as possible. Changing them from rear facing to forward facing is simple with a one hand action.

    In response to consumer demand for greater safety, Apramo has developed its latest car seat with a 5 point harness that can be used up to 25kg/6 years.

    It offers ISOfix and Top Tether points to fasten the seat as well as traditional seatbelt fitting. With five recline positions you can rest assure that your child is relaxed and comfortable.

    In order to achieve the perfect balance of both comfort and breathability, Apramo has chosen the BREATHEX™ fabric with a proper formulation of mixing fine quality cotton with polyester, together with additional textile technology to generate micro fiber on the fabric surface. The adjustable headrest that can be changed in just one easy step and without removing the seat from the car. 


    Maxi-Cosi 2WayPearl (from £225)

    Maxi-Cosi 2wayPearl Car Seat

    The Maxi-Cosi 2wayPearl is a toddler car seat which offers state-of-the-art safety performance and extended rearward facing travel from birth up to approx. 4 years.

    Ideal if you already have the Maxi-Cosi 2wayFix base from your 0+ car seat, as you are already familiar with the peace of mind that the 2wayFix base gives you with its audio and visual signs that it is correctly connected.

    The 2wayPearl complies with the new i-Size (R129) regulations, meaning secure installation with your vehicle’s ISOFIX points. Tests carried out by International Consumer Research and Testing (ICRT) rated the 2wayPearl  4-star for safety, usability and ergonomics. 

     Thanks to the easy-in harness and full recline options in both directions, the car seat is easy to use and comfortable for your child.


    Recaro Zero. 1 i-Size (from £399)

    Recaro Zero.1 i-Size car Seat

    The RECARO Zero.1 i-Size offers children comfort and safety from birth up to 4years/105cm. The clever 360° rotating function means the child seat can be switched from forward facing to rearward facing with easy-to-use one handed touch.

    The fully intergated IsoFix base is simple to fit with coloured safety indicators to show correct installation at a glance. The space saving, foldable wings give maximum side impact protection. Recaro’s HERO safety system prevents belts from slipping or twisting and makes buckling up easy.

    The height adjustable headrest and seat foam is made from memory foam, which adapts perfectly to your child’s body shape and provides necessary support. Recline positions in both directions of travel ensure your child is comfortable as they travel.



    Joie Everystage (from £180)

    Joie Every Stage Car Seat

    This is a revolutionary new type of group car seat (0+/1/2/3) that can be used from birth all the way up to 12 years old, meaning it may be the only car seat you ever need to buy!

    It can be used rearward facing until 18kg/4 years and then in a forward facing position until your child is 36kg/12 years. There are 5 recline positions, 2 in rear facing mode and 4 in forward facing, making it ideal for naps in the car.

    Although it is installed using a seat belt rather than IsoFix points which may not suit some parents, this does mean that it can be swapped between cars easily and taken on holiday with no IsoFix base.

    Joie’s Guard Surround Safety™ panels add layers of side impact protection, while the steel reinforced frame absorbs energy upon impact. Its clever seat mechanism grows up and out simultaneously so as the headrest raises, the AutoAdjust™ sides expand to custom fit growing little ones.


    WIN a BeSafe iZi Modular i-Size Car Seat!!!

    BeSafe Car Seat Competition

    We are running a competition to win one of these car seats on our Facebook, Instagram and Twitter pages. To enter, simply go to the social platform you wish to enter on, or enter on all three for a better chance of winning!

    1. Like the post & share/retweet
    2. Like our Direct4Baby page
    3. Tag 2 friends you think would like to enter

    Good luck!!

  • National Storytelling Week 2018

    Rhyme time at Direct4baby

    This week, January 29th – February 2nd, marks National Storytelling Week, held by the Society of Storytelling to encourage literacy and aid development in childrenWith this in mind, we held 2 story, rhyme and play sessions here at Direct4Baby to celebrate. We had great fun telling stories, reading books, playing & singing our favourite nursery rhymes.

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  • Brand Focus - The Kiddy Evoluna i-Size Group 0+ Car Seat

    Kiddy's Evoluna i-Size is the perfect first car seat for your baby. As a Which? Best Buy, it was the first 'very good' awarded to a child's car seat since the new stricter testing programme was introduced in 2015. With it's patented Lie Flat Technology, it's the safest way for a baby to travel in their early months.

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