Today's parents do their homework. They read labels, look for certifications and ask questions about origin and materials. And that only makes sense, every parent wants the best for their child, right? Sustainable baby & kids products are increasingly becoming a basic expectation, and as a retailer you can play an important role in that. Here you'll find more about what sustainability actually means and how to respond to it smartly with your product range.

Babies and young children have more sensitive skin and a more vulnerable immune system. That's why parents increasingly choose clothing and other textiles made from natural fibers such as organic cotton, bamboo or linen.

Two labels you should definitely know as a retailer:

● The OEKO-TEX® label, which guarantees that textiles contain no harmful substances.

● The GOTS label, the international standard for organic and socially responsible textiles.

At Trademart you'll find brands that focus on this by nature, such as Timboo, which works exclusively with ecological bamboo textiles, and Jollein, which puts GOTS-certified cotton at the heart of its range.

Safety matters when it comes to toys, too. Toys offer plenty of fun, but they're just as important for a child's development. That's why the European Union has set strict standards (EN 71) to guarantee that safety. As a retailer, it's wise to buy toys from brands that demonstrably respect these standards and clearly communicate this on the packaging.

Having sustainability in your assortment is one thing. Conveying it to your customers is another. Here are a few concrete pointers:

● Communicate about certifications and materials. On the shelf, on your webshop, via social media. That's how you build trust.

● Build a curated range. You don't have to offer everything. A consciously composed assortment of brands that share your values comes across as more authentic.

● Use sustainability as a selling point. Quality, safety and longevity can help justify a higher price.