Day nursery requirements have changed as the sector has evolved and become more commercialised with increased visibility. Clients want a quality setting designed or adapted for their specific use, with access to outdoor space; they also expect higher service levels, delivering quality early years education.
Simultaneously, there’s broader social interest in the role that early years education plays in achieving better health and happiness for the population. From a corporate perspective, day nursery operators face funding challenges and heightened competition from a growing number of providers. This increased competition necessitates that operators establish unique selling points and reinforce their identities through strong brand associations. This approach can help command higher fees, attract their core target clients, and enhance marketing efforts.
One thing that may help is the new Labour Government's intent to retain previous changes to the planning Use Classes Order, which unlocked greater options for opening and operating day nurseries without requiring a planning application. Furthermore, some nursery operators have recognised the benefits in partnering with alternative businesses that share company and client synergies and values.
Examples of the organisations we’ve seen form partnerships with nurseries so far include:
- Local sports clubs or gyms: such as Footsteps’ partnership with the Aylesbury and Chalfont St Peter Football Clubs and Be Happy Day Nurseries’ with Burnham Football Club
- Health clubs: Nuffield Health has its own ‘Nuffy Bears’ branded nurseries
- Care homes: can allow different generations to socialise together, as with Wren Hall nursing home and Little Wrens day nursery in Nottingham, and Belong, Chester, a fully integrated, intergenerational care village with day nursery
- Visitor attractions: from farm parks to soft play and role-play facilities. Twizzle Tops Nurseries, for example, are all located within a Partyman World of Play, a soft play centre, or a country park or farm, or with Odds Farm Park Day Nursery and Pre-School
- Independent schools: have a natural synergy as education providers, and can potentially secure a legacy of pupils to transfer to upper schools. Dean Close School has a strong group of day nurseries across Gloucestershire and neighbouring counties, and Wishford Schools also has a growing group of nurseries to bolster its school group
Whatever form a potential partnership may take, there are numerous benefits to both nursery operators and their partners. Sharing the same or adjoining property can reduce operating, marketing and fixed costs, creating a virtuous circle where each entity can leverage the other’s client base and drive potential clients to their neighbour. Additionally, it can also maximise the site’s usage by utilising facilities during quieter periods. Depending on the other amenity, there’s the possibility of sharing staff, although this may be limited to back-office functions, depending on qualifications, licensing, and training.
Looking ahead, in addition to further relationships with the types of facilities above, we anticipate garden centres being the next frontier for nursery partnerships. For garden centres there are several advantages: a nursery can provide an alternative income stream and potentially use up excess space on site while attracting a new customer base of younger parents/guardians and increase customer dwell time in the centre, cafes or other facilities. For the nursery, garden centres are often well-located with plenty of parking – a must for those doing the nursery run – have good infrastructure, and are an opportunity for an enriching the early years curriculum by integrating outdoor and nature-based education.
Further information
Contact Jenny Nicol
Sector: Children's Day Nurseries