focus COMPACT FOLDS
Compact world Compact folds are here to stay and are a growing category within the wheeled sector.
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arents are now very much onboard when it comes to compact folds. The desire for nursery products that are stylish yet practical has definitely been noted within Compact Folds and has now become an established product within many brand’s ranges who cater to the wheeled goods sector, and with many parents living urban lifestyles, compact folds, although not necessarily a new concept, have seen a leap in demand. This category continues to gain momentum with brands continuing to look at weight, size and overall ease of use. We asked Ergobaby’s Marketing Manager Holly Brewer how these have positioned themselves as an option for consumers looking at wheeled goods. “The mistaken view that compact strollers are only useful as second strollers or for travel purposes etc. is slowly being overturned. Compact strollers
are the primary choice for many consumers with multiple benefits that outweigh the bulk, weight and inconvenience of full-size strollers, as well as their lower price point.” Commented Holly. “Millennial parents are maintaining their active, experience-seeking lifestyles with baby in tow, and innovations in both comfort and convenience mean that a compact fold can help them achieve this without the need for compromise. Parents are looking for a stroller that can go everywhere they go while still delivering all the comfort that their child deserves.” Cybex’s General Manager, Luke Burns agrees stating “Traditionally compact folds have been used mainly for travel however, more recently, compact folds have become attractive to consumers as they’re both lighter and have smaller wheels than regular size pushchairs. They’re particularly attractive to consumers who are tight on storage
space at home, have a small car boot or travel frequently, therefore requiring the convenience of a compact fold. City centre living is also a factor, with many new parents opting for a handy, compact fold rather than a bigger, heavier frame, especially when they have a second child. There are many compact strollers that are now complete travel systems, and these are recommended and purchased as a viable alternative. For example our Eezy S Twist+2 can be easily attached to the CLOUD Z i-Size car seat and the Cot S, full size carry cot.” What about brand names? We asked Joie’s Head of Product Development Damon Marriot why brand names appear to dominate this category. “For many consumers, the brand is a very important consideration.” Said Damon. “A reputable brand gives the consumer confidence on
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the quality and safety behind their new purchase so it is really important that brands build consumer trust in their products.” Luke agrees and commented “Trusted brands are particularly important when it comes to design and safety in this category, as consumers are often more inclined to purchase from a brand they have experienced for themselves and can rely on. As compact, lightweight strollers are often bought as a second stroller, there is a natural progression in the purchasing journey where parents will buy from a brand that they already know and love.” With compact folds now being a considered purchase, are we experiencing a rise in online research within this category and a focus on social media content? We asked Anex Baby’s UK Area Sales Manager Max Zaporozhec for his thoughts. “There are thousands of searches for this category. We have found that many searches can often result in a shortlist of products but not always containing a full research on Individual features. We have put in place strong influencers with Anex to help with exposure. Retailers will benefit in big ways from this and the high quality materials we are able to produce for them. “ Compact Folds are a product category where we are experiencing continued growth and demand, with this in mind are brands continuing to focus on innovation? “Brands are continuing to innovate as they introduce new compact fold products that meet the needs of today’s parents. At Cybex our R & D team works extremely hard to ensure that we continue to be leaders in the compact fold category. We recently launched our smallest stroller, the Libelle, one of the most compact, foldable strollers in the nursery market. In just seconds, it can be folded into an ultra-compact package that is small enough to fit into a bag, pop in the boot of any car, take on a plane or store away in an overhead compartment on a train. Weighing just 5.9kg, the Libelle can also be used as a travel system from birth when used with one of our award-winning infant car seats. “ Damon feels that this category will continue to evolve when we look at the ease of fold and weight. “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.”
