LUXE - The Luxury Issue by Mountain Buggy

urban jungle™ N A U T I C A L THE LUXURY COLLECTION

the beginning of a new era

“In an age of abundant choice, consumers are drawn to brands with an original story, an engaging identity and a sincere commitment to deliver upon their promise. As a kiwi (native born New Zealander), it’s tricky not to feel an emotional resonance with a brand that relates to the actual experience of a product, but also evokes such an inspiring image of New Zealand. What I love about Mountain Buggy is its authenticity. ‘Engineered for the mountains, designed for the city’, is not a strapline invented by a brand agency. It’s a belief; and something that resonates deeply in the soul of New Zealanders. It’s one of those things in which belief alone is insufficient. Needed also are loyalty, sincerity and enthusiasm. Far from being a brand rooted in the past, Mountain Buggy wants to celebrate its heritage, indeed New Zealand’s heritage, in everything they do. “Urban Jungle” refers to life on the road for the modern woman; the true head of the family that shoulders the burden (happily and gratefully) of raising the family (kids and Dad included!). New Zealand is a pioneering nation, forged from unexpected journeys and wonderful, natural surprises. Mountain Buggy thinks that’s so very much like parenting :) Whilst the brand is rooted in New Zealand’s past, and has a certain heroic quality, they celebrate their heritage in everything they do. Mountain Buggy wants something that people can rely on and believe in. At Mountain Buggy, we believe that consumers are drawn to brands with a distinctive story; an original edge, and a genuine ability to deliver what they promise. What you see is what you get; honesty, sincerity, well designed, does-the-job. The business is thriving in the present. Mountain Buggy people are a great example of doing well and doing good. There’s no trade-off here. They won’t do things that benefit the brand and hurt the community. They won’t do things that help the community, but hurt the brand. Why? Because the brand and community are inseparably linked in their minds. “A win for us is a win for NZ,” the team might say. Tying brand to place is their way to do that. People want to know why we do what we do, before they pay attention to what we do and how we do it. We get that, and we love that. Of course, Mountain Buggy can’t change the world... but we can live in the present. They truly care about their customers. I was interested that Mountain Buggy send new product to consumers – called ‘pilots’ – to ‘battle test’ their products. They seem less interested in awards and more interested in making things better for customers. Nice trade-off. As they say, the best time to start a business was 20 years ago. Second best is today. That applies to them. Good luck Mountain Buggy, in keeping customers happy for the next 20 years. :)”

“New Zealand is a pioneering nation, forged from unexpected journeys and wonderful, natural surprises. Mountain Buggy thinks that’s so very much like parenting.”

contents urban jungle nautical – the luxury collection

the beginning of a new era

evolution of an icon

6 key changes we made based on customer feedback

20 other great reason you would love urban jungle

carrycot plus – parent facing innovation

13 reasons you would love carrycot plus

urban jungle pepita – the luxury collection

Campbell Gower, CEO

the luxury collection mood boards and inspirations

inspecting the urban jungle frame in Yangzhou factory, PRC

the luxury collection in your store

and they call it

puppy love

We believe in making strong customer connections, not just with our end users, but from you – our trusted retailer. Our customers are our most powerful voice, where we learn honest feedback to further develop products that are relevant to today’s parents. At Mountain Buggy, it’s not just about launching new products, but it’s also about improving what we already offer in our range. In 2015, we want to deliver a true experience for our customers with ‘I LOOK I GET I FEEL’ within our product range. We turned to you to understand how we can achieve this, and shared with us some true, key insights in order to produce a product with huge value to parents today:

more fashionable, aesthetic appeal

an easier fold solution

friendlier brake solution

more storage capacity

refined aesthetics

compact size for storage

We listen. We develop. We deliver. Through this valuable research and collaboration with the design development team, we have exceeded expectations with exceptional results. We have re-engineered a new platform for the brand that will re-define the all terrain category. We aim to be smarter, more intuitive and much more relevant to the customer without compromise to the integrity and authenticity of the Mountain Buggy brand, by responding to all your feedback. Introducing the new classic for Mountain Buggy... 12

urban jungleâ&#x201E;˘ THE LUXURY COLLECTION N AU T I CA L A N D P E P I TA

more fashionable, aesthetic appeal Going back to the heritage of Mountain Buggy, we re-introduce canvas fabrics with new colour options and fashion prints for a more plush, more appealing look. New patterns are used to ensure a more taut look, so perfect for in store merchandising. The nautical frame holds beautifully with the polished silver aluminium, while the pepita frame is a sleek black, to merge more with the black and white tones of the fabric. Our luxury collection includes a satchel with changing mat. It also features high tailoring with stitched leather detailing on the handle, grab bar, shoulder pads, labelling, and satchel.

Whisky sits with the urban jungle luxury collection and satchel bags 14

superior one hand fast fold Showcasing true Mountain Buggy engineering quality. 15

“For me, the appeal of Mountain Buggy is that it is purposeful, without sacrificing style. In the new platform, I believe we have captured what was already great about MB, but added a sleeker look and feel, with a simple and effective compact fold. I reckon we’ve done really well, and our customers will get it. 2015, we are launching an absolutely class leading lineup of buggies.” Andrew Mawson – design engineer

friendlier brake solution Located on the handlebar, with red and green indicators. 16

more storage capacity Better organisation and 50% more storage of 10kg / 22lbs with a deeper gear tray and compartment pockets.

refined aesthetics Removing unnecessary materials to provide a more refined and tailored aesthetic staying true to the simplicity of Mountain Buggy.

compact stand fold size for storage An incredible 15cm / 5.9â&#x20AC;? (15%) has been shaved off the folded size, whilst retaining the stand fold that protects the fabrics from the ground when in storage.

carrycot plus

â&#x201E;˘

one base, two fabric sets, three parent facing options 23

urban jungle™ THE LUXURY COLLECTION

“Simple, understandable and elegant” this is how I describe the new urban jungle. urban jungle isn’t just another buggy that you see on the street. It is a buggy that has had every detail designed and engineered for the ease of our customer use in mind. Not only for going off road, but also designed for the urban life. As a designer one of my favourite quotes is this from Dieter Rams – “Good design is as little design as possible: Less, but better – because it concentrates on essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity.” To me this is Mountain Buggy. Evarn Flaunty – industrial designer

urban jungle™ THE LUXURY COLLECTION

engineered for the mountains, designed for the city