Small world

The Compact Folds category has definitely moved forward and offer a range of features that make them a go-to choice for parents on the go. From their compact size to their easy folding mechanism, these pushchairs provide a host of benefits that cater to the needs of modern families.

One of the main reasons for the popularity of compact fold pushchairs is their portability. Parents appreciate the compact size of these strollers, which allows them to navigate crowded spaces such as public transportation, busy streets, and narrow store aisles with ease. The ability to fold them quickly and effortlessly is a game-changer for busy parents, as it saves both time and effort, making them an excellent choice for those who are always on the move. We asked Graco’s Consumer and Trade Marketing Manager, Luisa Rollins-Svensson on her thoughts as to why compact folds have become so popular? “Put simply, convenience is king. Compact folds offer parents and carers a convenient stroller solution, which meets a wide variety of their needs. Whether you have a smaller car boot, need to switch between different transport types, are off on holiday or just need a lighter way to move baby around in comfort, a compact fold is the ideal solution – so it’s easy to see why these strollers are so popular.”

As a category that continues to grow in popularity, are we also experiencing continued innovation with regard chassis styles and quick, one hand fold with regards to this category? “Yes definitely” commented Joie’s Head of Product Management, Damon Marriott, adding “The compact fold has adapted from the from the classic umbrella fold stroller. Although the classic shapes do still have their place in the market, the consumer is definitely looking for more pleasing aesthetics and functionality. Since this category is relatively fresh, we should see plenty of innovation over the coming years. Weight is incredibly important and so finding ways to shave off extra grams can tip the scales in a products favour. The design of the fold function can also have a big impact as smaller and more convenient folds provide real-world benefits to parents.” Independent Retailer Gary Watts, WH Watts, agrees, commenting “The innovation has been remarkable, the market has gone from a few options to multiple options with enormous improvements in fold and user friendliness.”

A key innovation of compact fold pushchairs is their lightweight construction. Many of these strollers are made from lightweight materials such as aluminum or carbon fiber, making them easy to carry and maneuver. This feature is particularly beneficial for parents who often need to lift the stroller in and out of the car or carry it up and down stairs. The lightweight design also makes them a great option for travel, as they can be easily stowed in overhead compartments or checked in at airports.

Retailers can greatly benefit from stocking compact fold pushchairs due to their high demand and growing popularity. These strollers have become a must-have item for many parents, and their presence in stores can attract a significant customer base. Parents are often willing to invest in a quality pushchair that offers convenience and portability, making them more likely to make a purchase when they find a suitable option in-store.

Furthermore, offering a variety of compact fold pushchairs can help retailers cater to different customer preferences. Some parents may prioritise features such as all-terrain wheels or adjustable handlebars, while others may look for strollers with ample storage space or compatibility with car seats. By stocking a diverse range of compact fold pushchairs from different brands, retailers can meet the varying needs and preferences of their customers. However, are consumers happy to accept lesser functions when we look at compact folds? “I think this is down to what the customer has to spend.” Said Gary. “If money is tight they will accept lesser functions and they have plenty to choose from, we currently have 15 on the shop floor.”

There are many retailer benefits to stocking compact folds, with Damon stating “The savvy retailer can gain the compact stroller sale at the initial pre-birth purchase stage, selling in the fact that some carrycots and car seats that are compatible with the main pram, are also compatible with the compact stroller. This offers the consumer future proof purchasing, with the option to initially loan the stroller to family members or child minders, with an easier hand over if the main car seat also fits the compact option as well. For example, if the tourist is given to grandparents for use when the baby goes to visit, then the main user doesn’t need to transport the finiti 2in1 pushchair each time when dropping baby off, as they already have their wheels ready to go allowing fitment of the Ramble carrycot or Joie infant carrier onto both wheeled units with ease.”