The UK’s day nursery sector is in a period of growth and adaptation, facing pressures and changes, but forming partnerships with other complementary amenities may hold a solution.
Nursery requirements have changed as the sector has become more commercialised. Parent customers want a quality setting, with access for children to good outdoor space; they also have higher expectations of early education.
There is wider social interest in the role that early years education plays in the attainment, health and happiness of the population. From a corporate perspective, there are funding challenges and greater competition from more providers. Due to increased brand affiliation and competition, nursery operators have to establish a point of difference and affirm their identity through strong brand association to help command higher fees, attract clients and drive marketing.
The new Labour Government looks set to retain previous changes to the planning Use Classes Order, which unlocked more possibilities of where nurseries can open and operate without the need for a planning application. Furthermore, some nursery operators have seen benefits in partnering with business operators that share similar synergies and cultures.
Looking ahead, we anticipate garden centres being the next frontier for nursery partnerships. For garden centre operators, a nursery can provide an alternative income stream, potentially use up excess space, attract a new customer base of younger parents, and increase customer time in the centre, cafe or other facilities. For the nursery, garden centres are often well-located with parking and infrastructure, and an opportunity for an enriching early years curriculum by integrating outdoor and nature-based education.
Other partner examples include:
- Local sports clubs or gyms, such as Footsteps’ partnership with the Aylesbury and Chalfont St Peter Football Clubs.
- Nuffield Health has its own ‘Nuffy Bears’ brand of nurseries.
- Care homes, such as Wren Hall nursing home and Little Wrens nursery in Nottingham.
- Twizzle Tops Nurseries are all in a Partyman World of Play.
There are numerous benefits for both parties. Sharing the same/adjoining property can reduce operating, marketing and fixed costs. There is also the possibility of sharing staff, although this may be limited to back-office functions depending on qualifications, licensing and training.
