Penny Franks: Tell us a little about 123ABC – what was the decision behind opening your store doors?

Andrew Hammond: 123ABC was born in late 2011 when my wife was watching TV and saw the London riots and one of the images was of a baby shop being ransacked and as I owned a derelict building in Cumnock that I had bought as a property investment a few months earlier and after a bit of research, we decided that we would open a baby/pram shop as there was nothing like this in our area. My family had just sold a retail business of 60 stores in a different field, so retail was in our blood and 123ABC’S first store was born in March 2012.

Penny Franks: Over the years, you must have seen a variety of different product launches – what category do you feel has seen the most innovation and changes?

Andrew Hammond: Over the last 12 years we have seen a mass of new product launches and the innovation in prams has been amazing, but we have seen the biggest innovation in car seats which have been evolving at an incredible rate - there seems to be no end as to the safety that can now be designed into a car seat - even with Air Bags.

Penny Franks: You currently have stores in Ayr and Cumnock with the fantastic news of a new store opening in Irvine – what was the decision behind this?

Andrew Hammond: Along with trading out of Cumnock and Ayr we also traded out of Kilmarnock for the Last 10 years but as the lease was coming to an end and the fact that we had outgrown the Kilmarnock store we made the decision to find a bigger store and the Irvine store met all our requirements.

Penny Franks: Are there any upcoming plans on the horizon to alter your current business model?

Andrew Hammond: Having spent 12 years continuously tinkering with our business model I do not envisage any major deviations from what we are currently doing but if the climate changes we will always look to maximise on opportunities.

Penny Franks: The new store has been rebranded to Ayreshire Baby Centre – what was the rationale behind this?

Andrew Hammond: 123ABC of course was just shorthand for Ayrshire Baby Centre all those years ago and after discussions with all the staff and family the decision was unanimous to open the new flagship Irvine store under the longer Ayrshire Baby Centre, giving the customer a clearer view of who we are and what we stock.

Penny Franks: How is the Ayreshire Baby Centre showroom floor being managed, what space does this new store operate within?

Andrew Hammond: The Irvine Ayrshire Baby Store trades from just under 6,000sq ft and it has been in the pipeline since November 2023. We worked with all our key suppliers to give them plenty of space to showcase their products but continue to allow plenty of space for customers to browse and receive one to one advice. We decided to increase our nursery furniture and car seat offering and early results have been very encouraging.

Penny Franks: In general, across your stores and website, how are you finding the UK nursery sector as an independent nursery retailer?

Andrew Hammond: The nursery sector at the moment is very challenging, although our website is for information only to drive customers instore. Bricks and Mortar stores are facing challenges with general costs and cost-of-living challenges but our low deposit and free delivery locally, great brands supporting us and the addition of the new store things are looking very positive for 2024. Here’s a bit of an exclusive for you Penny, the plan for the next six months is to integrate both Cumnock and Ayr into the new Ayrshire Baby Centre Brand with the website likely to also convert to the new branding within the same timescales. The Parent company will continue to trade as 123ABC UK LTD with no change in the pipeline.

Penny Franks: How important is social media to your business? Do you operate also across any specific platforms to generate footfall, drive potential customers to your website, etc.?

Andrew Hammond: I must admit social media is not my strong point, but my wife Jennifer and my daughter Rebecca are totally wrapped up in all social media platforms with a big love for Instagram, which yes does help increase brand awareness and drives customers into all stores. We are also just about to start our new local radio campaign which has always been a big help for our own brand awareness.

Penny Franks: Will you be looking to onboard any new brands and if so, what categories will you be focussing on?

Andrew Hammond: Over the years we have built up a very nice portfolio of brands who have supported us on our growth and as a result they all have very nice retail spaces in our new Irvine store with their own bespoke fixtures and full complement of colours and styles. As with all good business’s it is important to consider any new brand or product that can strengthen our current position so at the moment we are not actively looking for new brands but if something comes along, then yes we will take a look.

Penny Franks: Do you feel you receive adequate support by the brands you stock, or is there anything more they could do for you?

Andrew Hammond: The support we have had from brands has always been great but on the new store most went above and beyond what we were looking for which has given us a very niche look and feel to the store. There is always some who could get the ‘Try Harder’ report card and we are working with them to improve fixturing and space allocation.

Penny Franks: What would you say over the years have been your largest challenges?

Andrew Hammond: Having to deal with covid was a big challenge for us as we did not have a website when it struck but luckily our social media presence carried us through with customers sticking with us over this time. The cost-of -living crisis and operational costs have also been challenging but we just cut our cloth accordingly and have come out the other side wiser and ready for the next challenge.

Penny Franks: And of course, what are your largest successes since first opening your doors?

Andrew Hammond: When we first opened, we went to a two-day presentation with a major brand with retail stores and a very clever man, who at the time was sales director, told me if we make it through the first five years in this sector then we can make it work. Having a family business with my wife Jennifer, 21 year old daughter and 32 year old son heavily involved in the business and all loving it, I put that down as a great achievement. Penny Franks: Is there a particular product category that has over time performed well for you? Andrew Hammond: Our big three categories wheeled goods, furniture and car seats have continued to work very well but I suppose our biggest growth in the last few years have been car seats, but furniture is not far behind. To be truthful all three categories are continuing to perform very well.

Penny Franks: Also, do you feel there is a specific product that is now considered a ‘must have’ by parents that is performing exceptionally well for you?

Andrew Hammond: Any car seat that spins or infant carrier that is a lie flat has become a must have for parents and also for relatives as an occasional car seat who also want spins.

Penny Franks: Finally, do you have any future plans on the horizon or news that you would like to share with readers?

Andrew Hammond: If you ask my family they will say enough is enough, but I have never been one to sit on my hands and my new store in Irvine has given me a drive to deliver great brands in a way that has not been done before. Who knows what the next phase might be - watch this space.