We believe in the creation of a perfect moment. We never accept barriers. We never believe in ‘just right’ or ‘okay’. We believe in the freedom to say ‘No’ and not accept limitations. We believe in thinking differently. We are never satisfied until what we believe feels right. We dream about making your life as perfect as it can be. Our pledge to you today is to never stop believing in your dreams. Our cause is to realise your dreams. Our passion, sweat and tears go in to our every creation, until we’re certain it enhances each life it touches. We believe in you… iCandy
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The iCandy ABC
WORLD APART IN THE BUSINESS OF MAKING
DREAMS COME TRUE, WE WON’T COMPROMISE ON PERFORMANCE OR WOW FACTOR. THAT’S WHY NOTHING LOOKS OR FEELS LIKE AN ICANDY.
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05
The iCandy ABC
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iCandy pushchairs represent the best start a parent or grandparent can give a child
O
ur pushchairs represent the best start a parent or grandparent can give a child. They are a celebration of the beauty of life, and the hope and joy that a baby brings. An unsurpassable level of quality and world-class engineering go into making an iCandy travel system. So by the time a new model from our multifunctional collection glides through the front door of a home, a parent’s busy mind has moved beyond practical issues of safety and functionality, and is free to savour each moment of the journey ahead. This is the real magic customers experience – our obsessively detail-driven team has already thought of everything.
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The designs of this unique company, run by Warren and Bradley Appel, are not iconic because we say they are, but because each pushchair we produce has a habit of becoming an industry game-changer. We don’t mind a bit of trailblazing – improving a baby’s world is the number one focus of our innovation – but we can see no reason for personal style to take a back seat. On the contrary, new life is the perfect excuse for people to make a statement about who they are. iCandy’s balance of performance and luxury, and dynamic use of colour, is the signature of parents who expect more, and want to experience every moment feeling confident and looking great.
A World Apart
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The iCandy ABC
BRITISH COUTURE Our customers have no interest in ordinary, which is why all of our components are bespoke. We design each pushchair model from scratch in Britain, and craft them in the finest materials. Then it’s up to parents-to-be to indulge their fashion sensibilities and personalise a look with our cutting-edge palette. Thanks to the online iCandy Configurator, we now deliver individual selections to a stockist for tailor-made demonstrations – the perfect way to bring chic colourways and iCandy’s contemporary luxury to life. INTRODUCING ICANDY COUTURE ‘Having customised products for a style icon or two, we decided everyone should be able to access something one-of-a-kind if that’s their dream. For a brand without limits on quality and creative thinking, the new iCandy Couture design service is a natural step.’ MARTIN BOYLE MANAGING DIRECTOR 08
09
DE The iCandy ABC
DESIGNED EXCELLENCE OUR RECIPE FOR INNOVATION IS BRITISH CRAFTSMANSHIP, NO LIMITS AND A SENSE OF HUMOUR
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E
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The iCandy ABC
THE 24/7 FAMILY Bradley and Warren Appel begin the day at 6.30am, nurturing the close partnership with the international team in China. To protect the integrity of iCandy design and craftsmanship, we use factories that make high-end technical products rather than other pushchairs, because only they manufacture to our quality.
EVOLUTION OF EXCELLENCE Interpreting trend predictions is important to the process, but then the team strike out to play with additional colours that feel vital to a new style. We don’t do a standard update season by season – Lead Fashion Designer, Janet Collin, ensures the quality of the fabrics is forever on the move. 12
THE PERSONAL APPROACH There’s a multi-pronged attack to landing innovation. In the quest to find out how things can be done better, Paul Walker, Head of Design, goes beyond the call of duty, employing a wide range of tools and methodologies. Away from his desk, he’ll try to see the funny side of spending hours loading pushchairs in and out of his car, or observing how people react to a product through ethnographics.
Designed Excellence
‘I’ IS FOR INDIVIDUAL
“ ”
Cross-functional brainstorming is a crucial part of product development. Everyone is expected to contribute their expertise to keep pushing the iCandy edge. We listen to all ideas – from the person in the canteen, to the CEO. It’s the secret to feeding our inclusive culture, and people thrive in it.
The standard of engineering rivals that of a plane, not a pushchair
SKY-HIGH QUALITY The key difference with an iCandy product is the use of aeronautical technology. The standard of engineering and luxurious level of material rival that of a plane, not a pushchair. The results are seen and felt in effortless performance. 13
014
F
eel it
Parents take pride in the luxurious look of iCandy, but it’s in the handling where our pushchairs excel. The fluidity they feel – from that first ever touch, to the end of a long day at the helm – is the result of master engineering. We’ve made the ride for baby seamless. Bradley Appel, Joint CEO 15
G The iCandy ABC
Au stra , a i r a g l u B , lia, A m u i g l ustria, Be
GOING GLOBAL
TODAY THE ICANDY EDGE IS
Finland, France, Germany,
, g r u o b m e x u L
AVAILABLE IN 33 COUNTRIES, AND COUNTING…
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ngdom
“
You’ve got to be as responsive in every neighbourhood as you would in the home market. For Australia, we developed a ‘chilled’ fabric to help keep babies cool. WARREN APPEL, JOINT CEO
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The iCandy ABC
H
eartfelt
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“
Buying a pushchair for a child is a special moment, especially the first time around. iCandy’s ethos of creating unparalleled products comes from a passion to give parents a sense of total wellbeing from that day on. The Appel brothers have done a fantastic job of staying true to the personal endeavour this brand stands for. Paul Walker, Head of Design
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The iCandy ABC
BEAUTIFULLY FORMED Personalisation on the APPLE 2 PEAR range comes in seven colourways with canopy options and luxuriously understated accessories.
CONIC ICANDY HOW TO CHANGE THE WORLD WITH THE PERFECT BALANCE OF FASHION AND FRONTIER ENGINEERING
RASPBERRY BLUE
CASSIS
PAPAYA
CHILLI
ANISEED
CAVIAR
COOKIE
A parent-facing seat option promotes child development, and becomes signature to the brand.
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The innovative PIP CONVERTER provides the revolutionary engineering needed to add a newborn nest, second seat or car seat in the lower position.
2007 APPLE 2 PEAR The world’s first single-footprint double pushchair system is born, and the Apple Pear collection changes the face of modern life on the move.
The iCandy ABC
The exclusive PEACH BLOSSOM 2 CONVERTER allows the PEACH 2 to evolve and smoothly transform to a double or twin pushchair.
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=
Iconic iCandy
2009 PEACH COLLECTION
Inspired by the impeccable curves and incredible strength of a shell, the award-winning Peach model breaks new ground with its one-hand carrycot release system and fashion-forward colours.
INCREDIBLE FUNCTIONALITY delivers an effortless super-compact fold, plus adjustable handle and leg rest.
The sporty PEACH JOGGER brings best in class manoeuvrability to active parents with air-filled tyres, quick-release front wheel and one-hand folding.
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The iCandy ABC
2010
I
STRAWBERRY
The minimalist elegance of this lightweight travel system belies its incredible engineering.
iCandy’s FLAVOUR PACK means parents can style their carrycot or newborn nest, and update to their seasonal look.
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Unique performance features STEP & STAND FOLD TM and MEMORY TM AUTO ALIGNMENT make set-up or folding (with or without a seat unit), a swift and graceful affair.
Iconic iCandy
2014 RASPBERRY
This ultra-portable pushchair rolls out to take the iCandy range to a new level of versatility and baby-focused comfort.
A radical new seat design using an exclusive foam composite and lie-flat option, means the Raspberry can port a child in exquisite comfort from birth, without need of a carrycot or car seat.
This ultra-light and agile iCandy has a ‘clamshell’ fold which integrates with the seat (facing any direction), plus protects the surface baby sits on, when stowed.
FRESH THINKING COUNTS
10
THE NUMBER OF PATENTS THAT SEPARATE ICANDY FROM THE REST OF THE FIELD 25
The iCandy ABC
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K J
K
JOY of the K ALEIDOSCOPE LIFE IS ANYTHING BUT BLACK AND WHITE. WE CELEBRATE THE NUANCES IN GLORIOUS TECHNICOLOUR – PERFECT FOR PARENTS WHO WANT TO LOOK SUPER-SHARP.
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The iCandy ABC
L The look of
UXURY
“
The vision people have of themselves as a new mother or father is changing. Wanting the best for their newborn is paramount, but parents also want to invest in their own sense of style. Our fashion credentials have become an important part of the brand. Martin Boyle Managing Director
�
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M The iCandy ABC
MODERNITY is where style, efficient design and endurance meet.
MN
WHAT ARE WE LOOKING AT NOW? The new. We’re not only excited about the arrival of the ultra-lightweight Raspberry pushchair, but we’re getting ready to revolutionise fashion accessories too. From ex-Mulberry and Louis Vuitton designer, Janet Collin, comes iCandy’s debut handbag range. ‘It was impossible to find a fabulous bag that worked practically when I became a mother. With this new collection I feel we’ve achieved something beautiful that really improves life.’
EXT GENERATION 31
O The iCandy ABC
OUR PEDIGREE
Business at iCandy is a family affair. Brothers Bradley and Warren Appel first began imbibing manufacturing knowledge from their grandfather, Charles, who founded a fashion company in 1933. By the Eighties, the business was making children’s cycle helmets and car safety seats, before developing a range of widely sold nursery products. ‘We realised we’d never be able to reach for the stars unless we channelled our innovative thinking and demand for the highest quality down a niche route,’ says Bradley. ‘So the decision was made to retail only through stockists who offer a highly personal service, and would in turn provide the oneto-one level of contact we knew parents-to-be wanted.’ Warren called up a former aircraft engineer and
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independent retailer who did occasional consultancy work for the industry: he wanted to create something special, a single-to-double pushchair under a new label called iCandy. It was 2005. Two years later the world’s first single-footprint double pushchair system rolled out, looking and feeling unlike anything else on the market. It’s this eclectic combination of imagination, boundary-pushing engineering and carefully considered growth that singles out iCandy today. Warren sees it this way: ‘We own the intellectual property, the tooling – every part of the process from A-Z. We don’t answer to shareholders, so there are no limits to the excellence we can achieve, or to what we might create next. And we’ll never produce anything until it’s 100% right.’
O
The iCandy ABC
HERITAGE IS ALL Bradley and Warren share their grandfather Charles Appel’s ethos of building a British company to be proud of 33
PQ The iCandy ABC
ASSION
for
ICANDY PUSHCHAIRS TAKE THE EXTRAORDINARILY EXPENSIVE ROUTE OF BEING TESTED WAY
BEYOND THE INDUSTRY NORM
UALITY
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“
There is no one global mark of quality, so we probe, push, pull, bite and crash our way through up to seven sets of international standards and outperform them all. Our customers won’t accept anything less than perfection from us. Suzie Radcliffe-Hart Head of Quality Assurance
The iCandy ABC
R
ESPONSIBILITY
The future is in our hands
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“
The weather wasn’t quite what we had in mind when we booked our summer break. Other parents tried to get their buggies across the beach as their little ones rattled around like pinballs. We glided across the sand with our baby blissfully unaware of the elements surrounding her. I couldn’t put my iCandy on a high enough pedestal – I rely on it totally to keep my daughter safe and snug. That’s all a mother wants for her child. Kimberley Gallagher Peach Jogger driver
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The iCandy ABC
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SMOOTH LIVING ICANDY WANTS TO CHANGE THE WAY PEOPLE THINK ABOUT EARLY PARENTHOOD FOREVER. IT’S NO LONGER A CHOICE BETWEEN WHAT’S PRACTICAL AND PERSONAL IDENTITY AS THE FIRST BABY ARRIVES, THEN A FAMILY CONTINUES TO GROW. WE’VE MERGED FUNCTION AND FASHION TO CREATE CONTEMPORARY LUXURY THAT BECOMES ONE OF LIFE’S ESSENTIALS.
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T The iCandy ABC
OGETHER
( we can achieve anything ) ICANDY’S CLOSE-KNIT TEAM IS BEHIND THE COMPANY’S SUCCESS. CHECK IN WITH SOME OF THE BRAINS THAT ARE CHARTING THE FUTURE.
THE SECRET TO HAPPINESS AT ICANDY HQ?
We haven’t outgrown the family ethos. Warren will unload a pallet if there’s a rush on. Bradley will change a light bulb if we need it. For colour selections, everyone in the company gets a vote. SUZIE RADCLIFFE-HART HEAD OF QUALITY ASSURANCE 40
WHICH UNIQUE ELEMENTS CAPTURE PARENTS-TO-BE?
We reflect their vision of a child making life more amazing. And the quality makes them feel very special. We’re a luxury label: high-end form and fashion in complete harmony. PAUL WALKER HEAD OF DESIGN
WHAT INSPIRES YOU ABOUT THE COMPANY?
Bradley and Warren’s passion. That it’s a principled business. And from the word go, we decided to do things differently to everybody else. Our total belief in raising the bar on standards of care for the next generation inspires us to perpetually strive for better. MARTIN BOYLE MANAGING DIRECTOR
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The iCandy ABC
MOST SIGNIFICANT MOMENT SO FAR?
Our innovation of the first single-to-double pushchair in a single footprint is the cornerstone of iCandy’s success in the UK, and globally. And we’re proud to be promoting British design around the world. BRADLEY APPEL JOINT CEO
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HOW DO CUSTOMERS VIEW THE ICANDY EDGE?
They love that it’s a fantastic looking pushchair with great flexibility. When they receive a chassis that’s been hand polished, that level of attention gets noticed. VANESSA GOULD CUSTOMER SEDRVICE MANAGER
Together
“ ”
In our pursuit of creating the perfect pushchair, we’ll explore everything and anything
WHAT DO YOU SEE ON THE HORIZON?
We won’t change our DNA of delivering the best, brick-by-brick growth, and supporting retailers who are service specialists. And in our pursuit of creating the perfect pushchair, we’ll explore everything and anything. Such creative freedom is rare and wonderful. I just love coming to work. WARREN APPEL JOINT CEO 43
The iCandy ABC
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UTTERLY UNIQUE What other pushchair brand would have
100 prototypes made for customers to test-drive, just to inform the design and make it better?
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V
The iCandy ABC
THE VELVET GLOVE EFFECT
There’s no iron fist inside our velvet glove, but our pushchairs are deceptive. Concealed beneath the elegantly restrained styling and lightweight chassis is cuttingedge engineering, and the strongest, most durable, highest grade of materials available anywhere in the world. That’s how we keep babies safe and deliriously comfortable, suspended in a dreamy world of their own. Now that’s the ultimate ride.
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“ It’s not just the beautiful look – you get an instant volt of quality when your hand makes contact with our pushchair. That unrivalled level of design and performance is the double wow of buying iCandy. Paul Walker Head of Design
”
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The iCandy ABC
THE X FACTOR…
( is You ) WE’RE A COMPANY LIKE NO OTHER AND EVERYTHING WE DO IS HIGHLY PERSONAL. OUR PASSION TO CONNECT WITH PARENTS IN AN AUTHENTIC WAY, AND MAKE SURE THEY GET THE ULTIMATE PUSHCHAIR FOR THEIR BABY IS THE MAIN REASON WHY WE DO WHAT WE DO.
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Z
The iCandy ABC
Zzz‌ iCandy has built the perfect place for a child to sleep and grow as their epic journey begins. For parents who want only the best for their baby, getting ahead of the curve starts here.
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That’s it – this is our heart and soul. We will never stop believing in the creation and the realisation of your dreams. It’s what we were made for. And it just feels right. iCandy
Portraits and behind the scenes photography by Rachael Smith At the time of print all product descriptions are accurate. Colour reproduction is as accurate as the printing process allows. Designs, imagery and the photography that appears in this book are protected by copyright. The reproduction of any of these elements in any form without the written consent of the copyright holder is prohibited. No part of this brochure may be reproduced without the permission of the publisher. Whilst we believe the information contained within our product specifications to be correct and reliable, we are not responsible for its accuracy and we shall not be liable for its interpretation and its use. We reserve the right, at our sole discretion, to change, modify, add or delete product specifications at any time without further notice. © iCandy World Limited 2013.
ICANDY WORLD LIMITED Montgomery Way Biggleswade Bedfordshire SG18 8UB England www.icandyworld.com