Interview CYBEX
Innovation at their core
Nursery Today caught up with CYBEX’s General Manager, Luke Burns to find out more about this innovative and continually growing, nursery brand. How do you see innovation shaping the future of nursery products, and what role does CYBEX play in driving this innovation forward? More and more innovation is coming to the nursery industry but as we know CYBEX is a leader in many technologies. We have a lot of ‘firsts’ under our name including proudly launching the first ‘e’ technology with the ePRIAM and launching very soon with our exciting e-Gazelle. Across car seats, we were the first to have a lie flat, rotating infant car seat and now we have our incredible new air bag technology in our Anoris T2 car seat; we genuinely believe this will be the norm across car seats in the future.
Innovation can be seen across the market, but it’s at the heart of everything CYBEX does. Our D.S.F innovation principle ensures that each product combines unique Design with Safety and intelligent Functionality. We live in a generation of new parents where technology is a part of their everyday life, meaning we need to keep moving forward with the everchanging technology. 34
With the ever-evolving landscape of technology, are there emerging trends in nursery products that CYBEX is currently focussing on? Car seat safety is key to CYBEX and we believe our Anoris T2 airbag car seat is one of the most technologically advanced products. We are always looking to make parents lives easier and car seats safer. Who knows what will come next from CYBEX!
How does CYBEX adapt its marketing strategies to resonate with parents and caregivers, considering the diverse needs and preferences within this demographic? From our global team to our UK team, we are always looking at new ways to tap into consumers. The marketing landscape is ever changing and always have to be up to date with marketing principles. One of our biggest focuses is working with our retailers. We must never forget that parents want to go in stores to see and feel products, so the retail experience is still huge, no matter the generation.
Can you share any insights into current
consumer buying behaviour that is driving the growth and demand of CYBEX products?
We have a whole range of products at CYBEX to suit different lifestyles making something for everyone. We regularly update our existing ranges with trend led colours and look at ways to innovate our features to allow ease of use for parents. The lie flat rotating infant seat category that CYBEX established with the Cloud is now the norm and we see continued increasing demand for this type of product.
In what ways does CYBEX differentiate itself from competitors in terms of product offerings and brand positioning?
Our D.S.F principles is again at the heart of everything we do, every product goes through a stringent process to ensure they meet our three principles. Our vision as a brand is to be the most desirable, authentic, technical and lifestyle brand for parents. We believe life doesn’t have to change when parents have children, so we want to make their life as easy possible, which is why we’re always looking at parents changing needs and adapting our product
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Interview Cybex.indd 1
11/07/2024 16:32