feature STROLLERS
Stroller season has arrived
Strollers continue to be a standout category within the nursery sector, driven by a combination of evolving consumer lifestyles and a growing appetite for convenience.
A
s families travel more and seek flexible, on-the-go solutions, demand for lightweight, compact and cabin-friendly designs is on the rise. At the same time, today’s parents are more informed than ever, balancing practicality with style and often arriving in-store with clear expectations. From entry-level value buys to premium models packed with thoughtful extras, the breadth of choice has never been greater. Innovation is also moving at pace, with brands focusing not just on compact folds, but on comfort, sun protection and user-friendly features that enhance everyday use. For independent nursery retailers, strollers present a strong opportunity. With broad appeal, healthy margins and plenty of scope for add-on sales, they remain a key category for driving both footfall and customer engagement. We highlight a number of products across the following pages which are available to order now.
Made for
modern living
Now available, the hauck Lite N Care is made for modern life between city streets and travel, combining awardwinning design with a surprisingly light feel. Crafted with an advanced carbon frame and weighing just 5.5 kg, it feels almost weightless when lifting, carrying or moving through the day. Elegant leather-look accents and a clean, contemporary silhouette underline its premium character. Designed for families on the go, it features a comfortable, adjustable seat suitable from birth up to 22 kg, adapting naturally as children grow. The easy fold, integrated shoulder strap and IATA-compatible size make every journey feel effortless.
info@hauckuk.com | www.hauck.de/en
COFFEE BREAK
‘Stroller Season’ is officially underway, and Independent Nursery Retailer Jolly Tots are seeing a strong uplift in sales as families prepare for upcoming holidays. Nursery Today caught up with Managing Director Lorretta Owen to find out more. Strollers are such a big-ticket item for new parents. How are you seeing demand in-store, and what’s driving their popularity? This time of year consistently boosts midweek trading and balances our busy weekends. Strollers remain a key category and are often a straightforward purchase, without the need for extended input or shared budgeting. Even with a full travel system, there is always a place for a lightweight, practical stroller in everyday life. Demand for IATA-compatible models is rising as travel plans take shape. Customers are mindful of spending, but there are strong options across all price points. At entry level, the Red Kite Xplore offers impressive specification for under £100. At the premium end, the iCandy Pip stands out, with accessories included as standard, plus a high-quality finish that reinforces its position. It’s been a promising start to the season, and we expect that to continue. When customers are browsing, how do they balance style and practicality? What features matter most? Many customers arrive with a clear checklist. As a second wheeled purchase, they know what they want, but balancing budget with cabin-friendly requirements can be challenging. We are often asked for combinations that don’t yet exist, such as a double stroller that is cabin approved. For holiday use, priorities include good ventilation, extendable hoods and strong sun protection. There is still room for innovation. Integrated features such as a concealed sunshade or even a small built-in thermometer could offer reassurance for parents in warmer climates. These thoughtful additions would make a real difference. Would you say the stroller category is growing, and what trends are you seeing? There is a strong focus on ever more compact folds to meet airline requirements. 20
While important, there is an opportunity to balance this with practical, everyday features. Every brand now offers a stroller, and ranges continue to expand. This makes it harder to present a clear, concise offer in-store, particularly with so many accessories. Demand for “cabin-approved” models is growing, although understanding of what that means is often limited and driven by perception as much as need. Social media is playing a bigger role in purchasing decisions. Are you seeing that in-store? Absolutely. Customers arrive more informed but also more influenced, often with specific preferences shaped online. Colour trends are a clear example. We often joke, “sage or beige?”, which reflects how dominant these shades have become. Style is playing a bigger role, sometimes ahead of practicality. Beige, for example, remains hugely popular despite not being the most practical choice. That said, customers still want balance. Products like the iCandy Pip, with reversible liners, allow for both style and practicality. We also see contradictions. Black fabrics are sometimes questioned due to heat, yet when unavailable, customers actively seek them out and the absence of a black option can quickly become a source of frustration. We saw this first-hand with demand for a black version of the Egg Sky stroller. Since its introduction, it has performed exceptionally well across both stores, reinforcing the importance of offering classic, versatile options alongside trend-led choices. Demand for classic options remains strong. Ultimately, expectations continue to grow. Customers want more choice, more features and more flexibility. For retailers, the challenge is balancing trend-led demand with practical guidance, ensuring products genuinely suit family life.
nursery today
feature Strollers.indd 1
11/05/2026 16:31