Dreambaby® is an International brand having market presence in more than 100 countries worldwide, manufacturing safety products for children. Its products are designed to make home safer with safety gates, locks, latches and more. Carolyn Ziegler, Co-Founder and Co-President of Dreambaby® (Tee-Zed Products Pty Ltd) outlines the vision and the unique value proposition of the brand in this exclusive interview with Mommy & Baby Times (MBT).
December 17, 2018
MBT: Kindly brief us up about Dreambaby®.
Carolyn Ziegler: Dreambaby® has been in business since 1983 that is for more than thirty years. We started out this brand with the idea to present the child-safety products which are not only innovative, but also those that would prove extremely useful for families. With time, we have expanded our product portfolio by introducing a range of stroller accessories and various other items related to safety and baby-proofing.
MBT: Describe a bit about the product range of your company.
CZ: We offer a wide range of products and there are five major product categories at Dreambaby®: Safety Gates & Play Pens, Home safety, On the Go, Health & Hygiene and Bathroom. We would keep on adding new products and even categories, perhaps, in due time. Home Safety is our most extensive product category as there are about 300 products in total in this particular section. I would like to mention that we offer more than 850 different products in total from our brand Dreambaby®.
MBT: What is the current market reach for Dreambaby®?
CZ: Our brand is headquartered in New South Wales, Australia and we have many subdivisions and branch offices across the globe, in the USA, UK, Canada and New Zealand. However, we operate in about 100 countries through our wide distribution network. And our products are available on our official website and on other online shopping sites as well.
“Home Safety is our most extensive product category as there are about 300 products in total in this particular section… we offer more than 850 different products in total from our brand Dreambaby®.”
MBT: Share some details about the manufacturing facilities.
CZ: We manufacture mainly in China and we keep a close eye on the final designing and the output. Our product designers work with utmost commitment to maintain and present the standard and the quality that Dreambaby® is known for. We’re very pleased with the relationships that we have with the factories that we have been working with.
MBT: What are the key strengths of your company?
CZ: I think our core strength is the ability to understand what would make the life of our customers more convenient. We are always willing to listen to our consumers and incorporate their suggestions and inputs for the brand and the products that we offer. And we feel that it is extremely essential to respond to them for their feedback and queries. Another strength of Dreambaby® is that we present high-quality and innovative products at affordable price points.
MBT: How would you define the core philosophies of your company?
CZ: As I had mentioned earlier, the basic proposition with which the brand works is keeping the idea in mind that our products have to be first-rate and affordable for the consumers. We want to make sure that we meet the needs of the consumers. And of course, we do look at different markets and the kind of ideologies that are particular to different nations. So, we also look globally to see what the distinctions are and what the customers look for in different countries. We aim to keep going with this acumen and we strongly believe in the efficiency of our products.
“The basic proposition with which the brand works is keeping the idea in mind that our products have to be first-rate and affordable for the consumers.”
MBT: Are there any new developments at Dreambaby® that you would like to talk about?
CZ: Every single day, we are working on some new developments and every single market that we open into becomes our priority. We believe in the goals and we’re very passionate about child safety and have been developing products around that idea. The most important thing for us is to ensure safety for children and the majority of our product line is based on this foundation.
MBT: Keeping the vast range of your brand in mind, how do you ensure that you are able to inform the customer about the products that you offer?
CZ: To let the masses know about our products, our brand as well as the distributors associated with us come up with a lot of press releases about any new product that we introduce. Since, word-of-mouth is evidently nothing these days and social media has obviously taken over, we have an active presence on the social media platforms. We have got a lot of very good reviews on the ecommerce channels as well as on social media. While the important thing is that we are a reputable brand and people have recognized the value that we bring in with our products.
MBT: How would you describe the retail strategy of the brand?
CZ: Our retail strategy is that we intend to separate what we do within the different types of companies and channels that we sell to. So, it’s such that we do not always sell the exact same products to the different retailers. We like to mix it up so that it is easier for the consumers, for the stores and they’re not fighting a price battle. We want the retailers to have their own position in the child safety accessories market from our brand and we help them segment the market.
