Apprentice candidates try their powers of persuasion at Kiddicare

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In last night's show, BBC One's The Apprentice candidates came face to face with leading nursery retailer Kiddicare in a business showdown between the boys and the girls.

Episode four, which was broadcast on BBC yesterday (Wednesday 27th October) at 9pm, saw 13 entrepreneurial candidates compete to win sales contracts with the UK's largest online nursery retailer Kiddicare.

In a bid to secure the retailer deal, the entrepreneurs selected one product from a series of parenting and nursery products and presented it to Kiddicare's panel of industry experts. On the board, contestants faced business co-owner Elaine Weavers-Wright, Kiddicare's head of buying, Mia Mills and successor to the Kiddicare empire, Sophie Weavers-Wright.

The candidates faced a tough brief from the panel of Kiddicare judges, who were looking to commission a product that would be viewed as an essential item for all parents. Above all, Kiddicare was searching for a product that allows parents to observe simple safety measures when caring for their babies whilst also selecting an item that would sit well within their current stock, complimenting other established ranges at the store.

Yesterday's show saw team Synergy and team Apollo battle it out to wow the Kiddicare team, pitching innovative items such as the BabyGlow, an innovative temperature sensitive sleep suit that alerts parents to a dangerous increase in children's temperature.

Elaine Weavers-Wright, panel judge and co-owner of Kiddicare said   "The team that presented to us were well equipped and understood our brand. They demonstrated a product which we believed would be a success within Kiddicare's existing range and an essential safety item for our customers."

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