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When Baby Deserves the Best

Is this fabric safe for my baby? Does it contain chemicals, allergens, or metals that could hurt me or my child? Is it harmful to the environment? These are questions European shoppers have asked themselves for more than a decade. And these questions are increasingly becoming a part of the American conscious, especially for parents.

Assuring customers that your products are healthy and safe for children has never been more important in the American baby and juvenile market. But in today’s global world, how can retailers assure their customers that a product is safe if it is designed in Germany, assembled in China, packaged in India and distributed in America—each country with its own quality standard? Fortunately, the Oeko-Tex Standard certified seal, which reads “Confidence in Textiles”, speaks an international language of safety.

Selling products with Oeko-Tex certification translates to selling only the safest, highest quality, most ecologically-friendly textiles. All Oeko-Tex certified products have undergone extensive testing to make sure they have been produced with the special care required to meet the highest international health and safety standards. Stocking Oeko-Tex certified products can not only help to protect the physical health of your customers, but the financial health of your store as well. Seeing the Oeko-Tex symbol makes consumers confident in your store, builds trust and keeps them coming back.

Put to the test
When testing textile products Oeko-Tex combines standards found in the most stringent existing governmental legislation worldwide with new scientific research. Oeko-Tex tests for what amounts to four-letter words for parents: allergenics, carcinogenics, pesticides, heavy metals and formaldehyde. Their testing program comprises more than 100 individual tests meant to simulate how potentially dangerous substances could be swallowed, inhaled or transmitted through skin contact.

Products are placed in one of four classes. The most stringent of these categories is Class I, which includes products for infants and children ages two and under — a sensitive group of consumers who often suck or chew on objects. Class I certification on a product guarantees that it is harmless to infants, and that dyes and prints are bleed-proof and fade-proof. Oeko-Tex also makes sure the pH value of all certified products is skin-friendly—a must for a baby’s delicate skin.

But the process doesn’t stop here. Once the product has passed all 100 tests, the company must develop a quality control system to provide evidence that the product will continue to meet requirements when produced in mass. Oeko-Tex continues to perform unannounced control tests on 10 percent of all certified products. These include random checks at manufacturers without notice as well as buying and testing representative samples at stores.

More than 42,000 Oeko-Tex certificates have been issued since the company’s inception in 1992—making it the most widely-used textile quality seal in the world. This means that the label generates a high level of consumer recognition. So when a product finally earns the Oeko-Tex seal, shoppers know that no matter where it is made, it has achieved the highest level of quality and safety.

Getting ahead of the game
In the competitive baby and juvenile market, carrying products of superior quality has always been a priority. By thinking proactively and stocking items that meet Oeko- Tex or other such international quality-guidelines, you can distinguish yourself as a provider of safe, health-conscious goods.

In order to make the most of the Oeko-Tex advantage, make sure all Oeko-Tex certified items have the seal clearly visible in displays. You may also want to post a flyer at your register that gives a synopsis of Oeko-Tex and its standards. Whether they are inspired to buy every Oeko-Tex-tested product in your stock or they just remember the Oeko-Tex name the next time they are shopping, they will associate your store with the most recognized and reliable measure of quality in textiles.

For your convenience, information on the Oeko-Tex Standard can be accessed and printed out at www.oeko-tex.com.

Proven Success
As the head of communications of a leading international baby products company, I have witnessed firsthand the commercial success the Oeko-Tex name can bring to a brand. For many years my company has worked hard to ensure that materials in each of our products meet the stringent Oeko-Tex standards. We believe every parent is a values-driven customer and every infant and child deserves safe, non-toxic products. The “Confidence In Textiles” label reflects the confidence our customers have in the quality of our products. With Oeko-Tex’s support, we portray our uncompromising commitment to quality and to the safety and health of infants and children around the world.

Annika Sander is the head of communications for BabyBjörn, a family-owned Swedish company that has manufactured safe, high quality, innovative products for infants and toddlers since 1961. Best known as makers of baby carriers, BabyBjörn carries more than 15 products in its portfolio. Annika may be reached at Annika.Sander@babybjorn.com