SECTOR FOCUS Inset: Functionality is a big focus for parents, so Joie is always looking for new ways to make its products more adaptable and user friendly.
BEHIND THE WHEEL As such a huge sector of the nursery industry, innovation comes thick and fast in prams and pushchair products, and trends also change quickly. PPS finds out from some of the key suppliers what’s new, what’s coming and what the biggest challenges are in the category.
G
etting a child from A to B is no longer the sole function of a pram or pushchair. As a major purchase for new and prospective parents, these Right: There will be a new collection products now need to suit a launching for 2022 family’s lifestyle, be easy to use using recycled and fit with the current trends. PET bottles from ABC Design. With so many factors to Below: ABC Design consider, suppliers are finding hopes to deliver an consumers are spending a lot all-rounder with the new Samba of time researching products launch this month. prior to purchase. Store closures recently took this research online, but customers are now returning to stores to make this all-important purchase. Luke Burns, general manager of Cybex, UK and Ireland, tells us: “We find that as soon as parents find out they are pregnant, they often start online research for the products they need, especially for first time parents, these are products
they may never had experienced before. “We have seen a greater uptake in online purchases this past year, but when stores reopened after each lockdown, understandably parents-tobe wanted to see, feel and test the product before they committed to a purchase.” Product development manager at Joie, Damon Marriott, concurs: “We expect that consumers will continue to do a fair bit of research online, but with items like this, a lot of it has to do with the physical look and feel. With that in mind, it is thought that consumers will be returning to retailers to have a look at the products in person – as ever, the consumer always looks for the best available price and this may still be found online.” What those consumers are looking for during their research is fairly straightforward. Donna McCullough, marketing manager at Johnston Prams, explains: “Consumers always like a pushchair that looks good and feels comfortable to push. They also focus on the ease of the fold and how compact it is. “Some are interested in off-road capabilities. And of course, value is important in the decision-
53 53_55_Prams.indd 1
11/01/2022 14:47
