Shnuggle builds export links in the Netherlands

Newtownards-based Shnuggle, an innovative developer of baby products, has been assisted by Invest Northern Ireland to expand into the Netherlands.

The company, formed by husband and wife team Adam and Sinead Murphy, has linked up with Pretura, a Dutch specialist in quality bedding, textiles and travel accessories for babies and young children. The partnership will focus on marketing the award winning Shnuggle baby product, a new type of safer, stronger and more hygienic moses basket.

Dr Kell said: “Shnuggle’s expansion into the Netherlands is an excellent example of the very practical support that we provide, particularly for smaller companies taking their first steps into a market outside Northern Ireland.

“Moving into export channels can sometimes seem a bit daunting for such businesses. What we offer is expert guidance in the market from experienced professionals who can help them find the right partner on the ground.

“We are able to help companies develop skills and knowledge through workshops, country visits and help with identifying potential partners. In the case of Shnuggle, we specifically helped the company to build contacts in the Netherlands.”

Sinead Murphy oh Shnuggle said: “We were encouraged to explore opportunities in Europe because of the interest in the product through our website. The Netherlands is a good starting point for us because it is easily accessed from Belfast and has longstanding business links with Northern Ireland.

“Invest NI’s Going Dutch initiative enabled us to visit the market, meet a large number of potential representatives there for our basket and benefit from expert advice and practical support in market.

“This support included guidance during the negotiations with Pretura, a company we believe is a very good fit for us in terms of its size, experience in our business sector and knowledge of the Dutch market. Working with Invest NI has given us a firm base in the Dutch market as well as the skills, knowledge and confidence to explore other neighbouring markets, particularly Belgium and Luxembourg.”