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Compact world Compact Folds have continued to rise in popularity and brands have reacted by ensuring these are included within their product portfolio.
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“A n in crea sing ly popula r fe ature th at is grow in g in impo rtan ce is th e ab ility to use a lig htw eigh t push ch ai r from bi rt h” Vic to ri a H a mps on , N atur al B ab y Sh ow er 16
nursery today
he desire for nursery products that are stylish yet practical has definitely been noted within Compact Folds. Since becoming a staple product product offering by many brands 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 Dorel’s Marketing Manager (UK & Ireland) Debbie Wakefield what she feels would be a typical reason for the purchase of a compact fold? “Compact folds are still more commonly used as second stage pushchairs. However, the number of people using them as their primary pushchair from-birth is increasing, especially when you look at more densely populated areas like London. “Therefore, one of the main purchase drivers of a compact fold can be the location and lifestyle of a family. Parents living in the city where space is at a premium, and who may often travel using public transport, are more likely to opt for something a little smaller and lighter than those who live in more rural areas.” Therefore, is location and lifestyle of the consumer the main reason why compact folds become so popular? “These products are a big hit with those who live in towns and cities as they make travelling through built up and busy areas much easier.” Joie’s Head of Product Development, Damon Marriot told Nursery Today. “Being lightweight and easy to fold are key features if you live in a metropolitan area because you are more likely to need to use public transport and anything that makes that easier is always a bonus. Compact folds are also a popular choice as a second pushchair to take on holiday or to leave at the grandparent’s house – they’re especially handy when travelling as many can fit into the overhead compartments of planes.” With an increase in demand, we asked Cybex’s General Manager, Luke Burns if he felt that consumers were looking for the same functions of that of a larger travel system? “Yes, parents have almost come to expect their compact pushchair to have innovative functions and be able to use in place of their larger travel system. So, things like parentfacing or a completely lie-flat seat become key. Parents’ purchasing reasons will impact what
they choose but we believe if they are investing in a compact stroller, it should mirror the convenience and comfort of a larger travel system.” We also asked independent retailer Victoria Hampson (Natural Baby Shower) what her customers are typically looking for when selecting a Compact Fold. “I would say the features parents look for are most obviously the fold, both the compactness of the fold but also the ease of it. Secondly it is the weight of the pushchair, they want it to be light enough to carry and move around with when out and about without being cumbersome.” Victoria also stated: “An increasingly popular feature that is growing in importance is the ability to use a lightweight pushchair from birth, so a lie-flat seat is becoming a key feature. But also, the addition of a bassinet or cocoon for that extra touch of comfort and luxury for newborns, or even the function of attaching an infant car seat is always a nice feature to create a full travel system.” With this being a product category that has seen huge leaps forward with regard to design, we asked Debbie if she felt that these have these now replaced the umbrella fold pushchair? “There is still a demand for the umbrella fold pushchair as this solution still works well in some circumstances. However, the compact fold is now taking a bigger share of the market. This is growing constantly so we expect to see this to increase further with the introduction of more innovation in this category.” And what about innovation? We asked Damon if he felt we may see further innovation within this category? “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.” Debbie agrees and can only see this category continue to grow in both ranges available and innovation. “There has been a lot of innovation in this category and we feel that this will continue. In 2021 and beyond we predict the emergence of more brands looking to create even smaller, airline-approved folding pushchairs that don’t compromise on their range of features.”