France Country Report 2016

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Discovery Reports

Peek-A-Boo modernises parenthood and baby care with Beaba and Red Castle

PUBLISHED : Monday, 14 March, 2016, 3:01pm
UPDATED : Tuesday, 29 March, 2016, 5:15pm

Country Business Reports interviews and articles by Discovery Reports

Caring for babies is a life-changing experience that can be delightful and daunting, especially for first-time parents. Baby care specialist Peek-A-Boo is one with mothers and fathers worldwide in their incredible journey of parenthood, providing high-quality and ergonomically designed products that promote the well-being of parents and children.

"Our goal is to simplify the life of parents and make useful and easy-to-use designer products for babies," says CEO Philippe Joffard.

Peek-A-Boo is the holding company of two renowned baby care brands: Red Castle, with its home furnishings, travel accessories and textile products, and Béaba, which counts revolutionary food processor Babycook among its wide assortment of mealtime, bath time and sleep-time products.

Influenced by the rapidly changing demands of a digital world, Peek-A-Boo places a premium on innovation. One reflection of this is the continuing improvement of Béaba's Babycook designs and functionalities. The company is launching this month the Babycook Original Plus, a food processor and bottle warmer in one.

More than providing products, Béaba is working in partnership with health professionals to also offer valuable tips on its website regarding recipes, nutrition information and other baby-related concerns.

"Before the digital age, new mothers and fathers ask their parents how to care for babies. Now, learning is done digitally. With a mouse click, parents can know every product and every brand. We harness technology not only to inform them about our innovations, but as a channel to reach out and offer informative useful contents to support parents," Joffard says.

Peek-A-Boo products, mainly Béaba items, can be found in speciality baby stores such as Mothercare and Takashimaya. Starting this month, they will also be available in Isetan Japan, one of Asia's leading department store chains. The company is actively expanding through strategic partners throughout Asia, particularly in China, to provide parents access to the best high quality baby-care products.