Sector Focus: Travel Systems

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.

Getting 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 products now need to suit a family’s lifestyle, be easy to use and fit with the current trends.

With so many factors to consider, suppliers are finding consumers are spending a lot of time researching products 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 Right: There will each lockdown, understandably parents-tobe a new collection be wanted to see, feel and test the product launching for 2022 using recycled before they committed to a purchase.” PET bottles from Product development manager at Joie, Damon ABC Design. Marriott, concurs: “We expect that consumers will Below: ABC Design hopes to deliver an continue to do a fair bit of research online, but with all-rounder with items like this, a lot of it has to do with the physical the new Samba launch this month. 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-

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making process. Many Noordi customers love the fact that their travel systems come with a separate carry cot and that the bag and accessories are included in the price.”

Style is also a key factor, as Damon says: “Consumers like their pushchairs to be an extension of themselves so they look for a style that they love, as well as something that functions well.”

There has been a slight shift in purchasing considerations in the past year, according to Luke: “Pushchairs and strollers have become much more important in a family’s life, especially as lifestyles changed over lockdown. They can now offer a way to integrate children into your lifestyle.

“We make products to suit all different lifestyles, there is something for all, some of our key lines like the Priam, Balios S Lux, Gazelle S, and ePriam are so versatile, they work for those in a city and then those who love to go out in parks and long walks or off-road.”

Fiona Suffield, country manager, UK and Ireland, ABC Design, agrees: “Consumers are certainly looking for prams that can work in every environment, from countryside walks to city living. An all-rounder is certainly something we are asked for and we hope to deliver with the new Samba in January.”

Also key to product development is the sustainability consideration. Some have been working on this for some time, as Damon says: “As a manufacturer, our factory started an environment friendly drive many years ago, so have had a plastic recycling programme in place since 2005, which has seen over 1,000 tons recycled. Combined with a water treatment centre that allows reuse of 80% of the waste water and the introduction of solar power on-site, has reduced greenhouse gas emission by over 1536.5 tons so far and counting. With further sustainable and environment products on the horizon, watch this space.”

Others are readying new initiatives. Fiona continues: “We have a new 2022 collection launching at the end of January in the UK and we have already taken steps towards reducing packaging and also using recycled fabrics in a selection of our prams, these are made up of recycled PET bottles.

“In March we will also be launching our brand new Samba in black dots and this will be both recycled and we will also be working with Click a Tree, donating €30 from each sale to the planting of trees.”

Cybex is researching more new options, as Luke tells us: “As a company we are constantly exploring new sustainable working methods, including sustainable fabrics, manufacturing options, and our freight, transportation and logistic methods.

“Our Karolina Kurkova Collection was an entirely sustainable project, the collection is made with Repreve certified fibres. For next year we are introducing a new sustainable fabric range to the Platinum strollers available in three colourways.”

Noordi, meanwhile, is taking a 360 approach to the issue. Donna explains: “Their factory is now powered with solar energy; their fabrics, plastics and other components are recycled; their workforce is local and trained in all aspects of sustainability and traditional craftsmanship. But, and I feel this is one of the important points about Noordi, because they are a Scandi brand, their manufacturing takes place in mainland Europe and the prams they produce have a very short journey to the UK. This brand, for sure, is taking sustainability to an unprecedented level.”

Delivering all these functional and stylish prams and pushchairs is not without its challenges, though. Donna explains: “There is a general inflation right across the board with costs increasing in every sector such as utilities, rents, wages etc. These price hikes present huge challenges. A specific example for our sector would be the escalation in the cost of shipping. How long can distributors absorb these extra costs without passing them on to the consumer? That is the question.”

ABC Design has had to adapt to overcome hurdles. Fiona furthers: “Brexit has created a whole new host of issues with shipping which I hope don’t challenge us all as much in 2022, these things do become exhausting and no one likes letting people down by long lead times, hence we made the decision to bring warehousing to the UK.”

With so much innovation and a determination to overcome challenges, there is sure to be some exciting launches over the coming year in this sector.

Right: Noordi has rebranded as sustainable with every aspect of its business and production methods transformed. Far right: Noordi has noticed a growing interest in the colour green recently. Far left: Integration of technology is a key trend and Cybex is launching the new ePriam this year which incorporates an app with a rocking function. Left: The Gazelle S frame has integrated single to duo conversion adapters.

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PUSHCHAIRS

HAUCK

Discover the outdoors with the hauck all-terrain pushchair Runner 2. This three wheeler offers a comfortable and safe ride for the child, while parents don’t need to worry about the way it simply flies over cobble stones, uneven trails and bumpy roads. Features include a height adjustable push handle, large air wheels and an extra-large seat which has a full flat lying position.

Email: info@hauckuk.com www.haul.de/en

INGLESINA

Inglesina’s Electa travel system is ideal for the city as it’s lightweight, compact and easy to manoeuvre – the perfect companion for busy family life. It has everything you would expect from a full size travel system, but is the weight and size of a compact stroller. With the stroller weighing in at just 8.7kg, and the high tech lightweight 5.5kg chassis, the Electa is designed to maximise space when travelling.

Email: jonathan@inglesina.com www.inglesina.uk

ARK JOIE DIDOFY

Didofy’s new V2 Aster is the ultimate innovative compact-fold pushchair. Aster is innovatively designed to provide a reliable, safe, and highly practical ultra-compact stroller, making life easier for parents on the go. Aster features the clever MagicFold - simply press a button and the pushchair folds and unfolds itself. It has been designed as an ultra-lightweight pushchair to make travelling with a baby effortless and weighs in at just 6.2kg.

Tel: 08000 126126 www.didofy.com

The Finiti from Joie’s signature range is a 4-in-1 pushchair and is the driver of dreams, with plenty of ways to roll and a fast way to fold. The bumpier the better for Finiti with a springy flex comfort seat that smooths out the bumps right in the seat and right where it matters most. It will take on the toughest terrain with foam-filled and Puncture-Proof runner tyres.

Tel: 01889 808900 www.joiebaby.com

The cross-terrain Ark pushchair uniquely offers a travel system with an eco-mindset. Available in five colours, the Ark pushchair is designed and engineered in the UK and features hypoallergenic fabric, shock absorbing wheels and a one hand fold. Available from Cheeky Rascals.

Tel: 01730 895761 www.cheekyrascals.co.uk