Style meets
safety
In a market where parents demand both high design and high performance, CYBEX continues to deliver. Nursery Today caught up with Luke Burns, General Manager at CYBEX, to discuss how the brand is pushing the boundaries of safety standards, empowering retailers, and setting new benchmarks with innovations like the Anoris T2 and its groundbreaking airbag technology, all while making safety as stylish as it is essential. Cybex is recognised for integrating premium design with cutting-edge safety. How do your car seats meet and exceed UK and EU regulations such as R129/i-Size, and how does that influence product development? At CYBEX, child safety is in our DNA, and is truly at the heart of everything we do. We aim to deliver the highest level of safety for children and our experts draw on years of experience to develop new innovations and patented technologies – always moving child safety in the right direction. On top of independent testing, our CYBEX HQ in Bayreuth also has its own rigorous crash testing facility to go above and beyond with safety testing. With so many parents unsure of what’s legally required or best for their child’s safety, how does Cybex help give retailers additional knowledge to help guide them through the decision-making process particularly across the different age and stage categories? We recognise that child seat safety can be complex, but it is essential we have a focus on empowering our retailers with knowledge and tools they require to support families. We offer regular product training both online and in person to our retailers. Last year we also ran 3 car seat safety Masterclasses to help our retail partners fully understand car seat safety and everything that CYBEX has to offer. Your car seats frequently perform well in independent crash tests such as ADAC and Stiftung Warentest and also gaining Which? accolades. How does Cybex leverage these third-party validations to reinforce consumer confidence and credibility?
“ We pride ourselves on
innovation and being ahead of the curve. We like to create the pathway for safer travel, and this is something we have done time and time again
”
These results and accolades are something we are incredibly proud of and where relevant we’ll shout about them in the all the right places. They give recognition to our incredibly hard-working internal team, but more importantly they reaffirm to our retailers that we are striving for the best and give confidence to our consumers when buying CYBEX products. We are also extremely proud that in the recent ADAC (May 2025), our Anoris T2 scored the best safety rating of of “VERY GOOD” (rate: 1.3). Especially noteworthy to mention is the outstanding performance of the front facing Anoris T2 even during the most extreme front crashes, achieving a rating of “VERY GOOD” and outperforming any other rear facing car seats. Recent studies prove that more than 70%* of parents put their children front facing in 5-point harness car seats below the age of 2 years, which may lead to severe risks. The front facing CYBEX Anoris T2 unique integrated Airbag Technology offers a perfect solution to this widely acknowledged problem, and confirms our commitment to safety on the road. * Results of a German online study by YouGov on behalf of CYBEX, n = 1.009 (parents of legal age living in Germany, who own a car and have children aged 0 to under 4 years), survey period: 02.04.2025-09.04.2025.
Cybex is known for innovations like Linear Side-impact Protection (L.S.P.) and SensorSafe technology. How do these features address modern safety concerns, and what’s next on the innovation roadmap? We pride ourselves on innovation and being ahead of the curve. We like to create the pathway for safer travel, and this is something we have done time and time again and have done recently with the Anoris T2. The innovative technology of the built-in air bag allowing a safe alternative
to forward travel is game changing to the market and something we believe will be the norm in the future. How do you approach the balance between convenience, such as 360° swivel seats or modular travel systems while ensuring optimal safety, particularly for new or overwhelmed parents? Safety wins every time. We are always developing ways to make parents lives easier, but ultimately, we will never compromise on safety. With a wide variety of seat styles— from Cloud T to Sirona and Anoris T i-Size how do you assist retailers to educate consumers on choosing the right model for their child’s stage, lifestyle, and vehicle compatibility? Our retailers are experts in themselves, but we of course provide multiple forms of training and resources to our retailers. The CYBEX sales representatives are always on hand for additional support and training where required. The end goal is ultimately to give parents confidence in the product they choose, and to also have confidence in the advice they receive when purchasing the product. Design is a huge part of Cybex’s appeal. How do you see fashion-led collaborations and aesthetic innovation influencing consumer behaviour, and can this help drive greater awareness of safety features too? Design isn’t just about standing out; it’s about drawing families into our brand which offers innovation and safety as standard. We believe that fashion-forward innovation is a powerful tool for making safety aspirational, not just essential. nursery today
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13/06/2025 12:01