Nursery Today Wheeled Good Supplement 2025 by Lema Publishing

2025

Perfection in action.

finiti™ 4in1 pushchair

Growth potential meets go potential with this driver of your dreams is perfection in action with tons of ways to use and fun ways to fold.

Editor Penny Franks penny@lemapublishing.co.uk

Sales Director

Claire Naish clairenaish@lemapublishing.co.uk

Sales & Media

Danni Gomes danni@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director

Mark Naish mark@lemapublishing.co.uk

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

CONTRIBUTORS

6 Amber Steventon

Azaria MD Amber Steventon reveals why story-telling is key for pushchair and car seat brands. 36 Nigel Plested

Creative Director at Ideasologie, Nigel explores four key signals shaping what’s next and why now is exactly the right moment to push forward.

38 The BPIA

Safety is a paramount consideration for the BPIA and all members’ products must comply with current safety standards.

COVER STORY

In today’s world of dynamic family life, a pushchair has to be more than just a way to get from A to B. It needs to be agile, robust, comfortable and ready for anything. The Runner 2 by hauck delivers exactly that. Turn to page 8 to ﬁnd out more.

FEATURED BRANDS

RETAILER INTERVIEWS

We caught up with ebebek’s Global Buyer Rasim Tamer Guzey to explore how customers are shopping in this highinvestment category, what features drive decisions, and how social media is reshaping the path to purchase.

Ian Davidson from Babylicious dishes out his no-nonsense take on the world of pushchairs, prams, and everything in between.

SUPPLIER INTERVIEWS

Lema Publishing Ltd Unit 1

Broomstick Industrial Estate

High street

Edlesborough Buckinghamshire LU6 2JA

Telephone: 01442 289930 www.nurserytoday.co.uk

Editor’s letter

Many of our customers arrive with a speciﬁc item in mind, especially for core needs like nappies or formula. But when it comes to higher-investment categories like wheeled goods, ﬁrst-time parents in particular are more open to guidance and exploring their options. ebebek’s Global Buyer, Rasim Tamer Guzey

Pushchairs are one of our strongest in-store categories. People travel from miles around because they know we’ll get it right. Product knowledge is what we’re known for, you just can’t get that same service with a click.

Babylicious Owner, Ian Davidson

Welcome to Nursery Today’s Wheeled Supplement, brimming with key brands and insights.

As parenting lifestyles shift and digital habits evolve, so do expectations around baby gear particularly wheeled goods like strollers, travel systems, and buggies. These items have long been a staple product category for nursery retailers, and for good reason: they represent a significant share of consumer spend and have shown steady growth, especially as parents continue to invest in both function and style.

Wheeled goods are more than just practical necessities they’re fast becoming ‘trophy items’ for today’s parents. Design, brand reputation, and visual appeal now weigh just as heavily as safety and manoeuvrability. A stroller isn’t just a way to get from A to B it’s a lifestyle statement, a social media moment, and often the single most expensive nursery purchase. As such, the category continues to evolve with innovation and aesthetics.

On page 10, we delve deeper into these dynamics with ebebek’s Global Buyer, Rasim Tamer Guzey, to explore how customers are shopping in this high-investment category, what features drive decision-making, and how digital platforms - from in-store demos to TikTok Lives - are reshaping the path to purchase. Rasim offers

valuable insights into what’s shaping the stroller aisle today.

We also had the pleasure of catching up with the cheeky, straight-talking, and never shortof-opinions Ian Davidson from Babylicious, who gives his nononsense take on the world of pushchairs, prams, and everything in between. Flip to page 30 for his refreshingly candid views on the current wheeled goods market.

Among these pages you’ll find a showcase of standout products from leading nursery brands including Joie, bebecar, Cybex, Red Kite, Cozy n Safe, WonderFold, Cosatto, and Venicci. And of course, you may have already spotted this month’s Cover Star: hauck. In today’s world of dynamic family life, a pushchair must be agile, robust, comfortable, and ready for anything. The Runner 2 by hauck delivers on all fronts - an all-terrain pushchair engineered for every phase of childhood and every kind of outing. Find out more starting on page 8.

This issue also brings thoughtful contributions from across the sector. On page 6, Azaria’s MD Amber Steventon shares why storytelling is key for pushchair and car seat brands looking to connect with modern consumers. Meanwhile, on page 36, Ideasologie’s Creative Director Nigel Plested explores four key signals shaping what’s next and why now is the perfect moment to push forward.

Wheeled Goods Azaria

Style, Safety, and Selling Power

Azaria MD Amber Steventon reveals why story-telling is key for pushchair and car seat brands.

In the world of nursery shopping, few purchases carry the same weight as a pushchair or child car seat. These can be considered “trophy items” - the big-ticket products that mark a key milestone for expectant and new parents. They’re not only essential for daily life, but also emotional touchpoints, status symbols, and heavily researched investments. Over the past five years, the UK pushchair and car seat market has seen some big changes, from shifting shopping habits and new tech, to the way brands are positioning themselves and speaking to parents.

The Big Picture

Pushchairs and car seats sit at the very heart of the UK nursery category. While the wider durable baby goods market has seen a gradual decline of around 3.2 per cent annually, pushchairs and car seats purchases remain significant, with an estimated revenue of £805.8 million in 2024. Pushchairs continue to dominate this space, accounting for the largest sector by volume and value.

In the context of the wider nursery sector, these categories are essential.

Retailers like John Lewis, Mamas & Papas and ebebek consistently spotlight car seats and pushchairs in their store layouts, expert consultations, and marketing materials. The products act as anchors, drawing in parents who then shop for additional items like nursery furniture, feeding accessories, and clothing.

The Parent Perspective: What Matters Most

Let’s face it, buying a car seat or pushchair is a bit of a minefield. For UK parents, it is driven by a mix of practicality, emotion, and influence. When it comes to car seats, parents consistently rank safety as a top concern, and increasingly look for certification like i-Size compliance, ISOFIX compatibility, and endorsements from ADAC or Swedish Plus safety tests. However, research shows around 40 per cent of UK parents still feel unsure about which car seat to buy, especially first-time buyers.

Pushchairs are a slightly different story. Yes, safety still matters, but other features start to shine through: how easy it folds,

In such a competitive space, how a brand presents itself makes all the difference. Leading names such as Bugaboo, Silver Cross, Joie, Maxi-Cosi, iCandy, Cosatto and Cybex have carved out identities around specific themes: heritage, innovation, design, or technical excellence. However, one factor remains key: trust.

how much storage it offers, whether it’ll handle cobbles and hills, and of course, how it looks. With options ranging from £100 to over £1,000, this is where practicality meets personal style. Many parents look for longevity, brand recognition and value for money; opting for travel systems or modular sets that grow with their child.

And let’s not forget the emotional side. These aren’t just functional buys – they’re confidence boosters, status symbols, and reflections of how someone sees themselves as a parent.

Brand Positioning & PR: Trust, Style, and Tech

Marketing-wise, lifestyle content is king.

Image courtesy of Joie

Think parents pushing prams past stylish cafés, navigating busy city streets, or jogging with an all-terrain through the park. These visuals help parents picture their own lives with the product – and that’s powerful. Real-life reviews, demo videos, and parenting blogs often carry as much weight as glossy ads.

Brands are also getting smarter about how they help parents shop. Many now offer virtual consultations, live events, and influencer-led content online. At the latest Baby Products Industry Association (BPIA) AGM, it was clear: immersive tech, like AR and 3D models, is set to play a big role in helping parents feel more confident in their choices.

The Social Media Effect

We all know that social media has long been a major player in shaping the UK nursery market. Facebook groups, Instagram and Tik Tok are not just marketing platforms, they’re where parents discover products, read reviews, and seek real-life validation. Carefully curated content from influencers - often new mums themselves – plays a huge role in what’s considered desirable. Celebrity content has also infiltrated this category. What used to be private, practical decisions are now part of a wider ‘public’ narrative. When parents see a product repeatedly featured in influencer content or styled beautifully in real homes, it doesn’t just build awareness, it builds desire.

Having said that, we know that the digital landscape can be a doubleedged sword. Some parents are becoming wary of overly polished, salesy content. Whilst online communities, such as parentingspecific review sites and Facebook groups focused on car seat safety, are becoming go-to sources for more unfiltered advice. These spaces can be passionate, picky and seriously powerful when it comes to influencing decisions.

Brands that understand this balance, blending curated inspiration with credible advice, are succeeding. They allow parents to dream, while also reassuring them with the data and real-world usability they are looking for.

Wrapping It Up

In many ways, the pushchair or car seat is the perfect parenting purchase; part emotional, part logical. They are practical necessities, but they also tell a story; of style, safety, and the type of parent someone wants to be. In the UK, this space is evolving fast, shaped by changing parent priorities, smarter tech, and more demanding buyers. For brands and retailers, the opportunity is huge. The secret? Blend trust, innovation and genuine connection. Do that, and you’re not just selling a product – you’re earning a place in one of the most exciting chapters of your customer’s life.

“We all know that social media has long been a major player in shaping the UK nursery market. Facebook groups, Instagram and Tik Tok are not just marketing platforms, they’re where parents discover products, read reviews, and seek real-life validation. Carefully curated content from influencers - often new mums themselves – plays a huge role in what’s considered desirable.

Amber Steventon is the Founder and Managing Director of family-specialist PR Agency Azaria. Her expertise comes from 20 years’ experience working with some of the leading pushchair and car seat brands in the nursery sector. To see how Azaria can help your brand grow, contact Amber on amber@ azariapr.co.uk.

Image courtesy of Bebecar

Go further. Reach higher

From city streets to forest trails — XL wheels, comfort for older children, and smart features make every ride effortless and memorable.

In today’s world of dynamic family life, a pushchair has to be more than just a way to get from A to B. It needs to be agile, robust, comfortable — and ready for anything. The Runner 2 by hauck delivers exactly that: a smartly engineered all-terrain pushchair designed to adapt to every phase of childhood, every kind of outing, and every environment in between.

At its core are three extra-large pneumatic wheels — 30 cm in the front, 40 cm at the rear — built to glide effortlessly over uneven ground. Whether it’s a forest path, gravel trail, or city curb, the Runner 2 handles it with confidence. A swivelling front wheel provides easy manoeuvrability in tight spots and locks into place for added stability when needed — giving families the freedom to move without limits.

This is a pushchair that grows with the child. Accommodating up to 22 kg, the spacious seat and continuously adjustable backrest make it

especially suitable for taller children who need more room to stretch and relax. The smooth one-hand recline system ensures optimal comfort whether upright or lying back, while the heightadjustable 5-point harness keeps even the most energetic little explorers secure and snug. A folding bumper bar makes getting in and out easy — a small touch that makes a big difference during busy days.

Seasonal comfort is thoughtfully addressed, too. A generous sun canopy offers UPF 50+ protection to shield young skin on bright days, while a large lockable ventilation window keeps the air flowing when temperatures rise. Unexpected rain showers are no concern — a rain cover is included, so adventures never have to pause for weather.

But it’s not only children who benefit from smart design. The Runner 2 also adapts to its user. With an ergonomic rotating handlebar adjustable from 76 to 108 cm, the pushchair suits caregivers

of all heights. It folds down quickly and compactly to 87 x 59 x 47 cm, and the rear wheels can be removed to save even more space — ideal for travel, storage, and spontaneous outings.

Thoughtful design continues with an XL underseat basket, capable of carrying up to 3 kg. From nappies to toys to groceries, it ensures there’s space for all the essentials, without compromising freedom of movement or ease of handling.

Despite its sturdy build and rugged capabilities, the Runner 2 remains surprisingly lightweight and easy to clean — essential for real life, where every day brings a new kind of mess or mission. It’s a balance of performance and practicality, wrapped in a design that speaks to the realities of modern parenthood.

For over 100 years, hauck has helped families move forward — through everyday moments, big changes, and every kind of terrain along the way. This is freedom on wheels, ready for wherever life takes you.

The Runner 2 is a trusted companion for every step — built to last, designed to support, and made to follow your journey, wherever it leads next.

info@hauckuk.com www.hauck.de/en

” “

Retail Interview

Wheely Good Advice

As parenting lifestyles shift and digital habits evolve, so do expectations around baby gear, particularly wheeled goods like strollers, travel systems, and buggies. We caught up with ebebek’s Global Buyer Rasim Tamer Guzey to explore how customers are shopping in this high-investment category, what features drive decisions, and how social media is reshaping the path to purchase. From in-store demos to TikTok Lives, here’s what’s shaping the stroller aisle today.

From your perspective as a global buyer, how informed are ebebek customers when it comes to wheeled goods?

Generally, our customers are moderately informed when it comes to wheeled goods. They tend to focus on practical, everyday features like ease of folding and price, rather than technical specs such as suspension or wheel types. That said, awareness is steadily growing, particularly in urban areas where lifestyle needs vary. We’re also seeing more parents do their homework online, watching reviews and following trusted influencers. In-store demos and expert guidance still play a huge role, which is why we invest in clear, easy-to-understand product info, well-trained staff, and content tailored to local preferences.

Are they arriving in-store or online with a specific product in mind, or are they open to discovery and guided recommendations?

In-store demos are incredibly important.

Being able to try before you buy, folding a stroller with one hand or testing how easily it fits into a car boot, makes all the difference. The features that consistently resonate include smooth folding mechanisms, lightweight design, and compactness.

Many of our customers arrive with a specific item in mind, especially for core needs like nappies or formula. But when it comes to higher-investment categories like wheeled goods, first-time parents in particular are more open to guidance and exploring their options. In-store, people are more likely to browse, while online shoppers engage well with personalised recommendations and curated bundles. Our staff are highly trained across 11 baby categories, so we’re ready to guide them through everything from prams to baby food with confidence and care.

How critical are in-store product demonstrations in influencing the purchase decision for wheeled goods? Are there specific features, such as fold, suspension, or weight that consistently resonate during demos?

In-store demos are incredibly important. Being able to try before you buy, folding

a stroller with one hand or testing how easily it fits into a car boot, makes all the difference. The features that consistently resonate include smooth folding mechanisms, lightweight design, and compactness. Customers want to feel confident the product will work for their lifestyle, and a hands-on demo often seals the deal.

In your experience, how much

weight do customers place on portability factors like lightweight frames and one-hand folds, compared to larger systems with more features or design appeal?

Portability is a big factor, especially for parents in urban settings or those who are often on the go. One-hand folds and lightweight frames are hugely appealing. However, we also have customers, such as growing families or those with more space, who prioritise larger, more feature-rich systems. In the end, it’s about matching the product to a family’s lifestyle and routine.

Is there a particular category within wheeled goods, such as compact strollers, full travel systems, or all-terrain buggies, that’s currently outperforming others in terms of customer demand and sales growth at ebebek?

Travel systems continue to lead the category for us, they o er a bundled solution that ticks a lot of boxes for parents. Double strollers have also been a standout surprise, performing consistently well thanks to our broad selection. Compact strollers are another strong segment, often purchased as a secondary or travelfriendly option. We cater to a wide range of needs, which helps us meet parents wherever they are on their journey.

Are you seeing strong innovation across the wheeled goods category?

We’ve seen some meaningful innovations, particularly around convenience and adaptability, things like one-hand or automatic folding, modular systems, and ultra-compact strollers for travel. There’s also growing interest in eco-friendly materials and improved safety features like magnetic buckles or enhanced brakes. A few premium models are even introducing smart tech like GPS tracking. While it’s exciting, most innovation feels incremental rather than gamechanging at this stage.

Are new product launches meeting customer expectations for functionality, design, and convenience?

Generally, yes. Most of the newer launches do a great job combining sleek design with functionality that suits modern parenting needsthink easier folds, smarter travel systems, or clever storage solutions. That said, parents are quick to notice if a product doesn’t deliver on its promise, especially when it comes to day-to-day usability. So, it’s not just about innovation, it’s about how that innovation performs in real life.

Darker colours like black and grey still lead globally, but we are seeing growing interest in earthy tones like green and brown. Gen Z parents, in particular, are more open to breaking away from traditional looks.

To what extent are your customers brand-driven when purchasing wheeled goods? Are legacy brands still leading the market, or is there growing openness to emerging or niche players with standout features or pricing?

Legacy brands still dominate, largely because they’ve earned trust through consistency and quality. Some niche or emerging brands do break through, often thanks to clever marketing or standout features, but it’s the well-established names that continue to lead the category. They know how to evolve at the right time with the right products.

Have you noticed any trending colourways, fabric textures, or design finishes that are particularly popular among your customer base right now? How often do these aesthetics influence the final purchase? Darker colours like black and grey still lead globally, but we are seeing

growing interest in earthy tones like green and brown. Gen Z parents, in particular, are more open to breaking away from traditional looks. Some brands are leaning into this shift, even marketing themselves with slogans like “saving the world from boring stu .” Bit by bit, the industry is moving toward more variety in colour and texture - it’s a subtle but noticeable change.

How do you and your team stay up to date with the latest trends, product developments, and consumer behaviour shifts in this product category?

We stay close to the ﬁeld. That means attending global trade fairs whether in Germany, Hong Kong, Poland, or the U.S. and visiting international competitors to benchmark trends. But the most valuable insights come from listening to our customers. By engaging with them directly, we understand their needs more deeply and shape our solutions accordingly. How does ebebek leverage social media platforms to drive awareness of your wheeled goods range, especially among digitally engaged parents? Are there speciﬁc campaigns or content types that have proven particularly e ective?

Social media is a major part of our strategy, especially to connect with millennial and Gen Z parents. We focus on real, relatable content - short videos, product demos, behind-thescenes looks. Inﬂuencer partnerships where parents use the products in everyday life really help build trust. We also love sharing user-generated content. When real families post about their stroller experience, it creates a

sense of community and authenticity that paid ads simply can’t replicate. Are there opportunities you’re looking to expand into, such as live demos via Instagram or TikTok, comparison content, or buyer’s guides to better connect with parents researching strollers and travel systems online?

Yes TikTok Lives are a big focus for us right now. We’re running interactive product demos with Q&As in real time, giving parents a chance to see products in action and ask questions directly. We’re also developing more structured buyer’s guides and comparison content to help ﬁrst-time parents understand the di erences between product types. Down the line, we’re planning mini-series with expert advice, like midwife tips, to combine guidance with product information. How do you align your product selection and merchandising strategy with the types of content and engagement you see trending on platforms like Instagram, TikTok, and YouTube?

Our merchandising and content teams work closely together to stay on top of what’s trending across platforms. We highlight products that match popular aesthetics and adapt our content strategy based on what’s getting the most engagement. We also use lifestyle videos from our brand partners to bring products to life in settings parents can relate to. Social media isn’t just a marketing channel for us - it’s a real-time feedback loop that helps guide both what we stock and how we talk about it.

Wheeled Goods

Joie Keeps Parents Moving in Style

Joie has earned a trusted place in the hearts (and homes) of parents with its feature-rich, stylish wheeled goods. We caught up with Damon Marriott, Head of Product Management, to learn how the brand balances innovation, safety, and a ordability while staying closely in tune with real-world needs of modern families.

Joie has built a strong reputation for stylish and functional wheeled goods. What key consumer needs or insights have most influenced your latest product innovations in this category?

We’ve worked hard to ensure our range o ers a diverse portfolio to meet the varied needs of every consumer. For the on-the-go parent, we’ve implemented one-hand fold functionality across many of our products like the Litetrax Pro, Versatrax, and Finiti 2-in-1 reversible prams as well as in more compact models like the Parcel LX, ensuring ease of use is accessible to all.

For parents who need more rugged, everyday walking prams, we introduced height-adjustable modes in the Vinca and recently launched the Versiti (double pram), which also boasts a large storage baskets and full suspension for maximum comfort.

How does Joie gather and prioritise consumer feedback in the development of new pushchairs and travel systems, and how does that data translate into design decisions?

We work closely with our retail partners and speak to buyers throughout the year to stay ahead of emerging consumer trends. Additionally, our training sessions with store sta provide rsthand insights into what consumers are asking for, and we use that feedback to shape updates and new product development. With so many competing brands in this product category, what are the most effective strategies Joie uses to drive consumer awareness and trust, especially among first-time parents?

At Joie, our mantra is to o er feature-rich products at a market-leading price. Consumers know they’re getting high quality at an a ordable cost. Our products typically include enhanced features compared to similarly priced competitors and where features match, we focus on delivering exceptional value to attract customers to our trusted brand.

With the continued cost of living situation, how does Joie balance safety, style and features on the wheeled range against cost? Do you feel that parents are prepared to sacrifice functions/ features for value?

We never compromise on safety. All our products are tested in our own factory facilities, exceeding the EN1888 standard, so parents can have peace of mind. Within our range, we o er a ordable products without sacri cing quality, as well as luxury options in our Signature range for those looking to invest a bit more in style and comfort.

How does Joie leverage social media to not just promote products but also build longterm relationships with parents and caregivers? Are there any recent campaigns that really stood out in performance or engagement?

Social media is a key part of how we connect with parents. We’ve long o ered real-time responses to queries, and with the recent launch of our UK-speci c Instagram page, we’re reaching more consumers early in their research journey which helps to build lasting relationships from day one.

“ ”At Joie, our mantra is to o er feature-rich products at a marketleading price. Consumers know they’re getting high quality at an a ordable cost.

Supporting retail partners is key to growth. How does Joie work with them to ensure product knowledge, merchandising excellence, and customer confidence in-store and online?

Our sales training team regularly visits retail partners for face-to-face sessions, backed by a suite of digital assets that support both in-store sta and online content. This ensures consistent, con dent messaging about our products across all channels.

Is there a specific product within your wheeled range that consistently performs well for both Joie and your retail partners?

Yes, several. The Joie Nitro is a perennial favourite as a holiday buggy. For parents wanting something more substantial, the Trax family has been a core part of our lineup, with the Litetrax Pro being the latest standout. In the 2-in-1 pram category, the Versatrax continues to perform well, but our Finiti 2-in-1 has seen the most impressive growth since its recent updates - it’s a winner for both retailers and consumers.

Can you share any exciting developments or upcoming product launches in the wheeled goods range that reflect Joie’s vision for innovation and sustainability in the parenting category?

Absolutely. Keep an eye out for exciting new additions to our range later this year, which we’ll be showcasing at the K+J Fair in September. One highlight will be a brand-new Signature model, designed to o er all the features a busy, travel-conscious parent needs, with the full functionality of a traditional pram.

The finer things – finiti from Joie Signature

Part of the super stylish signature collection from Joie, the finiti really stands out in a class of its own.

Featuring a classic, neutral pallet with on trend earth tones and statement vertical stitching, the finiti’s deluxe fabrics and super soft knits will keep little one’s cosied up in the lap of luxury. Sleek accents, including the powder coated chassis are combined with tasteful vegan leather details that really makes the finiti stand out from the crowd.

From a practical perspective, finiti leads the charge for Joie’s Signature range, with 4 options in 1, this pushchair gives you plenty of ways to roll and a fast way to fold.

Adjusting to little one’s changing needs is effortless for this hardworking multitasker that is compatible with carry cot, infant carrier and forward or rearward facing seat all in one sweet ride. Finiti is compatible with the recently updated ramble XL, which is now approved for overnight sleeping and boasts a wind shield that fastens to the canopy to keep little one safe from the elements, as well as an extendable canopy that is not only UPF 50+ but also water repellent and has a zipped ventilation panel. So, no matter what the weather, new arrivals can be kept safe and comfortable.

If storage space is an issue, then the finiti is the perfect choice – whether the seat is fastened forward or rearward, this pushchair tucks closed and stands ready to store in a flash.

The bumpier the better for finiti, with a springy flex comfort seat that smooths out uneven rides right in the seat and right where it

matters most. Finiti will take on the toughest terrain with foam-filled and Puncture-Proof runner tyres.

Finiti is perfect for snoozing on the go thanks to the lie-flat recline that creates a cosy haven for new babies and energetic toddlers a like. When out and about, little one is shielded from the rays with finiti’s full coverage, expandable hood that dims the light, making it ideal for nap time.

Weighing in at just 11.21kg, this featherweight pro manages the heavy lifting on every adventure, deftly transporting kiddos and all their excursion essentials.

uksales@joiebaby.com www.joiebaby.com

“

If storage space is an issue, then the finiti is the perfect choice – whether the seat is fastened forward or rearward, this pushchair tucks closed and stands ready to store in a flash.

”

BÉBÉCAR BIB: NOW CLASSICALLY COCOA

A New Shade of Sophistication Joins the Bébécar Bib Colour Collection

Bébécar, the premium European brand renowned for its heritage and high-quality engineering, has added a new elegant shade to its ultra-compact, travel-ready Bib stroller – Cocoa.

This refined and versatile new colourway brings an added layer of sophistication to the brand’s Bib collection, appealing to today’s style-conscious parents who seek both functionality and fashion when selecting a stroller or travel system.

Known for its sleek lines, practical design, and luxury detailing, the Bébécar Bib is suitable to be used from birth and designed for everyday use with ease. With a slim chassis that’s only 52cm-wide, it’s easy for parents to steer single-handedly. The four-wheel suspension and ballbearing wheels help absorb bumps and tackle uneven ground with ease, ensuring a smooth, safe journey for baby and effortless manoeuvrability for parents or caregivers.

Beyond everyday life, the Bébécar Bib is also ideal for family holidays and road trips. It’s lightweight: with the chassis weighing 7kg. It features a fuss-free open-and-fold mechanism, plus, it compactly folds, with the seat unit attached in either direction, offering convenience for urban environments.

Is Cocoa the New Black?

As a warm, earthy neutral, Cocoa pairs effortlessly with both modern parenting and classic wardrobes. In the Bib range, it brings a sense of timelessness and subtle luxury that parents will appreciate, especially those seeking an alternative to traditional greys, blacks, or monochromes.

This new colourway has been carefully curated to complement the other colours in Bébécar’s Bib range. The premium fabric (also available in black, light grey, light blue, beige, caramel, and dark green), paired with the brand’s signature detailing, adds depth and richness to the Bib’s overall look, while maintaining a soft, neutral palette that suits every season.

The Bébécar Bib features both a carrycot and a reversible seat unit, that reclines to a lie-flat position, giving parents everything they need to support baby as a newborn through to toddlerhood.

The Carrycot creates a cosy, breathable space so baby can comfortably sleep anywhere at any time. It’s thoughtfully crafted from eco-friendly materials, including a plastic-free soft structure, recycled wood base, and a three-layer fabric construction, which blends natural materials for excellent thermal and acoustic insulation. It also features a softFRESH mattress, a three-position reclining backrest, and an extendable sun hood with apron, that includes a mesh window for enhanced airflow and is made from UPF50+ fabric to keep baby cool and protected. It’s spacious yet lightweight and folds down easily for storage, keeping things comfortable for baby and convenient for parents.

As baby grows, the new File Seat Unit supports from birth up to 22kg. It offers a firm, breathable backrest with multiple reclining positions, and a reversible, extra-padded seat to keep little ones comfortable. Featuring an extendable hood and sun visor that provide added protection, the ultracompact fold and leatherette handle make the seat unit practical without compromising on style.

Duo or Trio

The Bébécar Bib is available in both Duo and Trio options, offering versatile solutions to suit a family’s needs.

DUO: Includes the chassis, carrycot (with hood and apron), seat unit (with hood), Tencel mattress, and a rain cover that fits both carrycot and seat unit.

TRIO: All of the above, PLUS the Lie-Flat Easymaxi LF Car Seat, designed for comfort, safety, and convenience from day one.

Enquires contact: Phil Bosher, Sales Director phil.bosher@babycentral.co.uk www.bebecar.co.uk

Why Parents Love the Bébécar Bib:

• Easy to fold with the seat attached

• Lightweight yet sturdy chassis (just 7kg)

• Breathable, supportive seat and carrycot

• Compact and manoeuvrable for busy lifestyles

• Optional trio set with Lie-Flat Car Seat for all-round travel ease

What’s new in CYBEX pushchairs?

The world of pushchairs is always evolving, whether that be new features, new colours or different bundle offers for parents.

As we know, pushchairs are hugely considered purchases and different factors impact a customers decisions including, lifestyle needs, functionality, design, colours and of course, budget. CYBEX is always innovating and always ensuring there is something available for every parent.

All-new CYBEX Platinum Bundles:

Introducing the all-new CYBEX PLATINUM 12-piece bundle which includes everything that is needed from day one! A premium three-in-one travel system that seamlessly adapts to every stage of a child’s early years. The brand new Platinum bundles are available in PRIAM, e-PRIAM, and MIOS and went live on the 1st July 2025. For more information or to find out the full details of the new bundles, please speak with your CYBEX sales representative.

The 12-piece PRIAM bundle includes all of the below for an amazing £1699.95 saving the customer a huge £274.60.

• PRIAM Frame

• PRIAM Seat Pack

• Lux Carrycot

• Cloud T i-size

• Base T

• 2-in-1 Cup/Phone Holder

• Platinum Footmuff

• Sun Parasol

• Changing Bag

• Car seat adapters

• Lux Carrycot Rain cover

• PRIAM Rain cover

The elegantly designed PRIAM frame, enhanced with vegan leather accents and full suspension, serves as the backbone for three travel essentials.

The spacious Lux Carrycot, complete with breathable memory-foam mattress, mesh ventilation and approved for overnight sleeping, from birth to approx. 6 months.

The innovative, rotating, multi award-winning Cloud T iSize car seat, which offers Stretch & LieFlat ergonomic comfort, reclines even when installed in the car, and rotates a full 180° on the ISOFIX Base T for effortless loading and unloading, from birth to approx. 24 months.

Finally, the seat unit that adjusts to lie-flat from birth and grows with your child up to 22 kg (around age easily switch between parent and world facing with just one click and fold and recline the pushchair with one hand!

New Gold Wheels Colours

CYBEX continues to innovate its ever-growing range and we have recently seen some amazing on-trend colours land into the Gold Wheels portfolio. The Balios S Lux, Gazelle S and e-Gazelle S are all now available in the beautiful colours - Chocolate Brown and Moss Green. These are already proving to be extremely popular with retailers and customers alike and we expect them to be the big colours of 2025.

Stylish, Functional, and Affordable

Red Kite Baby blends modern design with everyday practicality, offering a wheeled range of pushchairs and strollers that deliver on style, safety, and functionality all perfectly suited to today’s families.

In the ever-evolving world of wheeled goods, Red Kite Baby has quietly yet confidently positioned itself over the years as one of the UK’s most trusted and innovative brands when it comes to pushchairs and strollers. Their wheeled range has become synonymous with smart design, family-friendly functionality, and a deep understanding of what modern parents truly need. What sets Red Kite apart is not just their consistent ability to stay ahead of trends, but their unwavering commitment to combining style, safety, and practicality in every product they offer.

At the heart of their range is a commitment to practical simplicity. For example, their compact models, like the Push Me 2U, are proof that lightweight doesn’t mean lacking. Designed for everyday convenience and occasional travel, this stroller folds down effortlessly and delivers a smooth, fuss-free ride. Its clean design, padded seat, and agile handling make it a favourite for parents who want reliability without the bulk, and it’s often praised for just how easy it is to manage on the go.

For families seeking a more robust option for day-to-day use, the Push Me Astro strikes a perfect balance between comfort and style. It features a self-standing compact fold, full suspension for a smooth ride across mixed terrain, and

subtle, high-end touches such as leather-look detailing. It’s a stroller built for growing children and growing routines, offering everyday reliability with a sleek and contemporary finish that never feels over-designed.

Another standout in Red Kite’s collection is the Push Me Pace. With a more premium feel, this model is designed with long-term use in mind. It combines a spacious seat with smooth manoeuvrability and thoughtful additions that elevate the experience, for example, a height-adjustable handle, deep quilted fabrics, and an extendable canopy. It’s ideal for those who need a stylish, durable option that works just as well for shopping trips as it does for countryside walks.

Then there’s the Push Me Savanna, a practical all-rounder that brings together durability, comfort, and striking good looks. With its modern design and smooth handling, it’s quickly becoming a parent favourite for those seeking a bit more from their everyday stroller. It folds down compactly, feels sturdy and has a sleek design. What’s more, it fits seamlessly into a variety of lifestyles, whether tackling city pavements or exploring the great outdoors.

Brand new to the Red Kite line-up is the Push Me Duet, a twin stroller designed for growing families. Despite its dual seating, the Duet remains impressively lightweight and compact, fitting through standard doorways with ease. Each

seat reclines independently, supported by all-round suspension to ensure a smooth ride. With features such as individual hoods with sun visors and peek windows, removable bumper bars, adjustable calf rests, a spacious shopping basket, and a full raincover, the Duet balances everyday ease with thoughtful design.

Red Kite Baby’s appeal comes not just from the strollers themselves, but from their responsiveness to real-life parenting needs. Every model feels designed with care, from the intuitive folding mechanisms to the supportive,

cushioned seating. The brand continues to evolve based on customer feedback, incorporating functional updates and refreshing their look with modern colours and finishes that suit today’s aesthetic sensibilities.

What makes Red Kite stand out is their ability to deliver products that look great, perform well, and simplify everyday life, all without losing sight of what truly matters. They don’t overcomplicate. Instead, they focus on delivering pushchairs that fit seamlessly into the daily rhythm of family life, offering comfort, reliability, and just the right amount of style.

Red Kite Baby remains grounded in what truly matters: creating beautiful, functional, and safe solutions that meet parents needs wherever they are. Their wheeled range isn’t just about getting from A to B, it’s about enjoying the journey with confidence, ease, and style.

Wheeled Goods

BÉBÉCAR UK

Elegance Meets Modern Parenting

Phil Bosher, Sales Director of Bébécar UK, shares how the brand continues to thrive by blending timeless European design with modern innovation. In this interview, he discusses Bébécar’s evolving digital strategy, its response to key consumer trends, and how it remains relevant to today’s design-savvy, eco-conscious families seeking both luxury and practicality.

How would you define Bébécar’s brand positioning in today’s market, and what makes your products stand out to modern parents?

Bébécar is a premium, European-crafted brand that blends traditional elegance with modern engineering. Its brand identity is deeply rooted in quality, safety, and style, appealing to discerning parents who value luxury, durability, and a heritage of design excellence.

Renowned for its timeless, elegant aesthetics, often with a retro or couture appeal, Bébécar combines classic beauty with innovative functionality. Features such as multi-position recline, reversible seat units, and robust all-terrain wheels showcase its commitment to cuttingedge engineering and ease of use.

Bébécar’s large and comfortable carrycots are designed to provide maximum comfort and well-being for newborns during their first months of life. Each carrycot includes the Softfresh mattress, offering exceptional softness, breathability, and support to create the perfect environment for restful sleep and healthy development.

Bébécar’s key audience is modern parents who want a stroller that’s more refined and unique: a stroller that stands out and turns heads.

With parents increasingly researching online before purchasing, how is Bébécar using social media and digital content to drive brand awareness and engage new audiences?

Bébécar is investing in digital content and social media to build brand awareness and connect with a new generation of parents. Following the acquisition of UK distribution by Baby Central, earlier this year, (February). The result is that Bébécar is benefitting from a fresh, strategic push in the UK market, with a strong emphasis on digital-first storytelling.

Social media is being used to showcase the premium features, craftsmanship, and timeless design that set Bébécar apart. A strategic plan is in place to create

lifestyle photography, influencer partnerships, product demos, and real-parent testimonials and content. Platforms like Instagram, TikTok, and Instagram allow us to visually highlight the detail and elegance of our products, while also creating content that supports education, inspiration, and trust-building.

We’re also leveraging targeted advertising, SEOdriven product content, and partnerships with trusted parenting platforms and communities to meet parents where they are searching. By doing so, we’re making Bébécar not only discoverable but desirable. What are some of the key consumer trends you’re seeing right now - whether in design, functionality, or lifestyle that are shaping your product roadmap? Key consumer trends shape both our product development and how we connect with modern parents. Today’s families are more design-conscious, digitally savvy, and intentional about their purchases, and we continually evolve to meet those expectations, while staying true to our heritage of quality and craftsmanship.

Trends and demands we are currently noticing include:

Style and functionality, which obviously aligns perfectly with Bébécar’s ethos to create products that are elegant, using premium materials, and durable engineering.

Eco-friendly and sustainability – Strollers and travel systems are a big financial investment, and therefore parents, quite rightly, want products that are adaptable and will last the test of time. Our robust chassis, multi-functionality, and classic design naturally support this trend. We’re also exploring ways to make our packaging and components more eco-friendly, reinforcing our commitment to long-term value. Compact, lightweight and travel friendly! We’re seeing an increase in demand for compact, fuss-free folding systems and adaptable travel solutions, especially for urban living and modern mobility. Our

new Minipop and Bib models are examples of this. The Minipop is a must-have for families looking for a compact, easy-to-use stroller that doesn’t compromise on comfort or quality. It’s ideal for travel or everyday use, it’s both lightweight and ultra-compact. It folds down easily to fit into smaller boots and storage spaces, which is helpful for families with limited space or those always on the go. Its 54-cm width offers superior manoeuvrability, while the adjustable file seat, with multiple recline positions, ensures children are comfortable and secure from newborn to toddler. Whilst the travel-ready Bib is super adaptable and a strong performer in the ultra-compact category. Adaptable from birth, it’s designed for parents who want a versatile stroller that offers convenience and longevity. Featuring a fully adjustable seating unit with multiple recline positions, it provides tailored comfort as children grow. The narrow 52-cm frame makes it ideal for taking on holidays, shopping trips, and use on public transport, while its compact fold ensures easy storage and travel.

Can you share how often Bébécar introduces new products or product updates? What drives the timing? We recently introduced a sophisticated new colourway to our Bib stroller range. Now available in Cocoa, this warm, earthy neutral colour pairs effortlessly with both modern parenting and classic wardrobes, appealing to today’s style-conscious parents who seek both functionality and fashion when selecting a stroller or travel system. In addition to this, our hero Privé collection, which epitomises exclusive luxury, includes a new, limited-edition fabric line each year. We typically showcase this at the Harrogate Nursery Fair, every October. Crafted with high- end materials, from textured woven blends and eco -leather accents to glitter finishes, the Privé fabrics are meticulously hand-finished to evoke a “haute couture” feel, blending sophistication with precision engineering.

Each new line, such as the 2024 “Rose Glitter” and 2025 “Woven Pink”, arrives with matching chassis and accessories, (carrycot, pushchair, car seat and carré bag) to create a cohesive and aspirational co-ordinating range for parents seeking both elegance and exclusivity.

Are today’s consumers more focused on affordability or on enhanced features and quality and how does Bébécar strike the right balance between price and performance?

While price remains a consideration, modern parents know the bene ts of prioritising quality, safety, and sustainability, plus ease of use, over short-term savings. Understanding this balance is key, which is why our products o er premium European craftsmanship and intelligent functionality at a competitive price point. For today’s parent, it’s not about choosing between price and performance, it’s about smart investment.

How do you approach the selection of fabrics and colourways for your collections?

Do you follow fashion trends and consumer feedback?

Each season, the ranges are curated in partnership with our team in Portugal, drawing on fashion trends, as well as valuable feedback from our customers across all markets.

We take pride in o ering a mix of timeless elegance and contemporary style, ensuring our collections remain relevant and desirable. Our Privé materials are particularly exclusive, produced in limited quantities and available for just one season. This maintains a sense of freshness, individuality, together with premium appeal year-on-year.

Sustainability is top-of-mind for many parents. How is Bébécar addressing eco-conscious design, material sourcing, and responsible manufacturing?

Bébécar uses a modular build approach, meaning key components, such as the aluminium chassis, wheels, and fabrics, can be disassembled and recycled rather

Renowned for its timeless, elegant aesthetics, often with a retro or couture appeal, Bébécar combines classic beauty with innovative functionality.

discarded. The

from lightweight but highly durable aluminium, which is one of the most recyclable metals globally. Its packaging is kept to a minimum and made from cardboard and recyclable materials to reduce plastic waste. Bébécar’s carrycots also incorporate eco-conscious components, and every carrycot base is made from recycled wood and 100% cotton linings to create a more breathable, baby-safe environment.

We’re exploring ways to make our packaging and components more eco-friendly, reinforcing our commitment to long-term value and sustainability.

In terms of innovation, what recent product features or design enhancements are you most proud of and what role does parent feedback play in this process?

At Bébécar, innovation is always driven by real-life parenting needs, with feedback from our customers playing a vital role in the development and re nement of our products.

We’re particularly proud of the introduction of the Softfresh Viscoelastic Mattress, which adapts to a baby’s natural shape to help prevent plagiocephaly ( at head syndrome) while o ering excellent thermoregulation for a safe and comfortable sleep environment.

Another recent enhancement is our new foldable seat units on the Minipop and Bib models, which now include an integrated carry handle. This thoughtful design feature makes it signi cantly easier for parents to transport the seat or place it into the car, adding both practicality and convenience.

These innovations re ect our ongoing commitment to blending intelligent design with comfort, safety, and user-focused functionality.

What support does Bébécar offer to retail partners in terms of merchandising, training, point-ofsale materials, or exclusive launches?

Bébécar is committed to building strong, supportive relationships with our retail partners. We o er a comprehensive package of support to help drive sales and elevate the in-store experience. This includes in-store promotions, branded point-of-sale (POS) materials, and full training for all stockists, ensuring sta feel con dent in presenting and demonstrating our products.

We also provide exclusive material opportunities to demonstrate our unique fabrics or colourways to customers. Our goal is to equip retailers with the tools, knowledge, and exclusivity they need to succeed in a competitive marketplace.

than

Bib’s chassis

made

Mercedes Benz/AMG

Premium comfort, uncompromising safety

Mercedes Benz & Mercedes AMG proudly unveil their First collaborative pushchair collection, inspired by the unmistakable style of high-performance luxury automobiles

Every Mercedes-Benz and AMG pushchair is proudly designed and handcrafted in Germany by Hartan, using cutting-edge manufacturing techniques and certified quality assurance processes. Developed in close collaboration with the Mercedes-Benz Design Team, this exclusive range seamlessly blends sporty elegance, everyday practicality, and outstanding ride comfort in a truly distinctive form.

Each detail is meticulously considered to deliver premium comfort, uncompromising safety, and functional brilliance. Free from harmful substances and crafted from certified materials, their strollers offer complete peace of mind — reflecting the precision and reliability of genuine German craftsmanship.

Vegan Leatherette – Style Meets Sustainability

Designed for the modern parent, their vegan leatherette features the look and feel of fine leather without any animal ingredients. This advanced material is not only breathable and kinder to the environment but also remarkably hard-wearing — withstanding up to 100,000 abrasion cycles to ensure lasting performance through everyday use.

Safety You Can Rely On

With safety at the heart of every design, each

pushchair is subjected to rigorous in-house testing and quality control. From raw materials to final assembly, every stage of production is carefully monitored. They adhere to the highest safety and environmental standards, with regular audits conducted by TÜV-certified independent experts. Through stringent checks and endurance testing, they ensure every model meets — and exceeds — expectations.

TEL: 01902 965882

info@mercedes-baby.com

Total versatility

Part of the award winning trax family, the versatrax is perhaps the most versatile of the Joie pushchairs.

Combining stylish design and functional features, the versatrax is ideal for new parents wanting to create the perfect travel system.

Suitable from birth to 22kg, the versatrax is a stylish pushchair in every mode imaginable, offering both rearward and forward-facing options as well as pairing with the super lightweight ramble XL carry cot, available separately.

The versatrax is also compatible with a wide range of Joie infant carriers including the i-Snug 2 allowing you to create a complete travel system for little one. Suitable from birth to 75cm, i-Snug 2 boasts the Joie Tri-Protect headrest with three layers of foam including the patented Intelli-Fit memory foam in the infant pillow to ensure and safe and secure ride for baby. uksales@joiebaby.com www.joiebaby.com

Bébécar Bib, Beautifully

Cocoa

Bébécar has added a sophisticated new colourway to its travel-ready Bib stroller range.

Now available in cocoa, this warm, earthy neutral colour pairs effortlessly with both modern parenting and classic wardrobes, appealing to today’s style-conscious parents who seek both functionality and fashion when selecting a stroller or travel system.

Adaptable from birth, the Bib is designed for parents who want a versatile stroller that offers convenience and longevity. Featuring a fully adjustable seating unit with multiple recline positions, it provides tailored comfort as children grow. The narrow 52-cm frame makes it ideal for taking on holidays, shopping trips, and use on public transport, while its compact fold ensures easy storage and travel.

Trade enquiries contact Phil Bosher, UK Sales Director. phil.bosher@babycentral.co.uk

Discover Venicci Claro - an elegant pram designed for city strolls.

Simplifying parenthood with Doona

The Doona i is a fully integrated car seat and stroller system, designed for easy transitions from car to on-the-go in seconds.

Suitable from birth, it’s R129 certified, i-Size compliant, and features an adjustable headrest with a 5-point harness, no rethreading needed. The Doona i also includes the SIP (Side Impact Protection) device with magnetic connection for enhanced safety, and built-in side protection thanks to its innovative double-wall structure. The Doona i ISOFIX base ensures correct installation every time, winning the ADAC award in 2024. With practical accessories like the Essentials Bag, Doona makes travel simpler for parents. sales@cuddleco.co.u

Lightweight and compact, Claro from Venicci is available in five stylish colours: Vanilla, Caramel, Forest, Noir, and the brand-new Almond. The raised carrycot and seat unit offer a more comfortable height for everyday use, making it easier to interact with the baby and easing pressure on the back. Claro also features excellent ventilation and reflective elements for added safety. Agile gel wheels ensure smooth manoeuvrability on urban terrain. The magnetic buckle, adjustable footrest, and extendable hood provide comfort and convenience. With thoughtful features and all essential accessories included, Claro is the perfect companion for modern family life. www.venicci.co.uk

Rolling With Purpose

In the fast-paced world of wheeled nursery goods, standing out means staying in step with real parents - their needs, routines, and values. We caught up with Helen Robinson, Head of Sales UK & Ireland at Hauck, to explore how the brand is keeping ahead of trends, championing innovation, and staying grounded in the everyday realities of family life. From sustainable design to influencer-led authenticity, Helen shares what’s driving Hauck’s momentum and what’s just around the corner.

Wheeled goods is a highly competitive category. What consumer insights or trends are currently shaping Hauck’s approach to product development and positioning in this space?

Absolutely - wheeled goods is a fast-moving and highly competitive category, and what sets products apart today is how well they reflect the real lives of modern families. Parents are no longer just looking for a pushchair, they want adaptable systems that simplify everyday routines while matching their lifestyle. That’s why we focus on modular solutions that grow from newborn to toddler, with features designed to make daily use intuitive and stress-free. Trends like minimalist design, smart functionality, and versatile colourways guide our development, but we don’t just follow them. We listen closely to parents and translate their needs into lasting, meaningful product experiences that stand out in a crowded market.

How does Hauck ensure it stays ahead of changing consumer expectations, especially in terms of style, features, and pricing in the wheeled goods segment? We don’t make assumptions - we listen. Before launching a product, we test it with real families in real-life situations. Their feedback is invaluable, as it determines not only how a product looks but also how it fits into everyday life. Every detail, from handle height to fabric texture, is the result of experience, honest feedback, and a deep understanding of what families actually need.

What strategies does Hauck use to increase consumer awareness and strengthen brand visibility, especially in such a crowded nursery market?

In a landscape flooded with options, authenticity matters more than ever. We work closely with parenting influencers who live with and love our products and who speak to their audiences with

genuine experience. At the same time, we’re proud to offer strong value for money, which makes premium design and thoughtful innovation accessible to more families. It’s a powerful combination that continues to build trust in our brand, both online and in-store. Can you share how Hauck balances cost-efficiency with delivering on design, functionality, and innovation in its wheeled goods offering?

It’s a balance we’ve been refining for decades. Our product development team brings together a deep well of experience and an ever-watchful eye on emerging trends. By streamlining internal processes and innovating at the concept stage, we ensure that cost-efficiency never compromises the end-user experience. Every curve, material, and mechanism has a purpose and that purpose is to support modern family life in all its variety.

How does Hauck support its retail partners, from independent stores to major distributors, when it comes to selling and showcasing wheeled goods effectively?

Our retail partners are an essential part of the Hauck story and we’re committed to supporting them every step of the way. From engaging videos to authentic lifestyle imagery, we offer a comprehensive range of digital assets that showcase each product in relatable, everyday situations. Our goal is to make the buying experience as thoughtful as the product itself - clear, honest, and rooted in the needs of modern families. How central is innovation to Hauck’s success in the wheeled goods category, and can we expect any significant new product launches or design updates in the near future?

It’s absolutely central. Innovation isn’t just about smart features it’s about creating solutions that truly support

modern family life. And yes, we have exciting new products on the horizon.

Sustainability is a growing concern among today’s parents. How is Hauck addressing this within its wheeled goods line and overall product development strategy?

We see sustainability not as a trend, but as a long-term responsibility. Our approach focuses on durability, modularity, and intelligent design that grows with the family - reducing waste and extending product lifecycles. We’re also actively exploring recycled materials, responsible sourcing, and more efficient logistics because real sustainability happens at every step of the product journey.

Is there a particular product within your wheeled range that’s currently performing well for the business? If so, what do you feel is driving its success?

Definitely the Runner 2. It’s designed for families who embrace life’s journey - from bustling city streets to peaceful forest trails. It turns every outing into a smooth, comfortable adventure, helping families create unforgettable moments wherever they go. Finally, is there any exciting news, exclusive updates, or initiatives that you’d like to share with Nursery Today readers about what’s next for Hauck?

We’re incredibly proud of where we are. Our award-winning products like Runner 2 and Travel N Care have set the stage and now get ready for what’s next! We’re excited to reveal new products at the 2025 Harrogate International Nursery Fair.

Lighter, Smarter, Bigger…

WonderFold expands UK range with new L Series and Pro Models

Premium stroller wagon brand WonderFold introduces two new ranges to its portfolio: Introducing the L-Series and Pro-Series. Redefining convenience and comfort for families on the go, these new-to-the-UK ranges will set a new benchmark in innovative family travel solutions.

Well known for its premium quality, multi-functional all-in-one travel solutions for children aged 6-months to approx. 5-years, WonderFold is fast becoming the go-to choice for parents seeking a smarter, more stylish way to travel together. Its wagons also offer a single, convenient transport solution for families of multiples, and a safe, spacious environment, with ample storage for medical equipment or essentials, for children who have additional needs.

WonderFold Pro: Power, Space, Performance

Available in two and four-seater Elite and Luxe models, the Pro Series is purpose-built for families who need more from their stroller. More room, more flexibility, and more durability. Boasting a robust yet lightweight aluminium frame, this powerhouse of a stroller wagon features removable front and rear panels for easy access, and multi-configurable seating.

Whether navigating busy pavements or tackling trickier terrain, swivel or fixed wheels, quick-release buttons, and an adjustable handle ensure a smooth, responsive ride. The Pro’s thoughtfully designed safety features, including, five-point harnesses, adjustable sun canopies, and reclinable seats, keep children secure and comfortable, while the cleverly integrated rear cooler basket is perfect for family days out.

Key features of the Pro-Series

• Lightweight aluminium frame with removable front & back panels

• Forward- or parent-facing, reclinable seating options

• Adjustable handle for parent comfort

• Swivel or fixed wheels with quick-release buttons

• Adjustable sun canopy

• Rear cooler basket for snacks and drinks

• Designed for varied terrain and active lifestyles

Introducing the L-Series: Lighter, Sleeker, Smarter Light, agile and made for everyday adventures, WonderFold’s L-Series is ideal for families seeking the perfect balance of functionality, manoeuvrability, and style. Available in two- and four-seater models, the L-Series is cleverly built for the modern family’s growing needs.

The sleek, contemporary design is both eye-catching and functional. It’s lighter in weight and features a range of smart, intuitive features, including side-door access for easier entry, reclinable and removable seats, that convert into benches, and a five-point harness system to keep little ones safe and secure. Adjustable straps, an adjustable handle, and sporty wheels (with swivel or fixed options and quick-release functionality) give parents full control, no matter the terrain.

Certified for Excellence

Earlier this year, WonderFold’s L-Series received one of the world’s most prestigious design honours: The 2025 iF DESIGN AWARD. This accolade recognises the L-Series for its outstanding design, innovation, and functionality. The award specifically highlights the wagon’s modern design, side-entry accessibility, and ability to perform in various environments.

Key features of the L-Series:

• Sleek, modern design

• Adjustable canopy for sun protection

• Adjustable 5-point safety harnesses

• Reclinable and removable seats

• Side-door access for easy entry/exit

• Converts to bench-style seating

• Sporty swivel or fixed wheels with quick-release

• Adjustable handle for parent comfort

• Ample on-board storage

WonderFold: Not Simply a Stroller, More Than Just a Wagon

At the heart of WonderFold’s appeal is a simple but powerful idea: families need more than a traditional pushchair. Whether navigating festivals, school runs, sporting events or outdoor adventures, WonderFold stroller wagons offer a versatile and comfortable solution that adapts to growing families and active lifestyles. With spacious seating, generous storage, all-terrain wheels, and an elevated intuitive design, these wagons blur the line between utility and luxury.

Enquires contact: Phil Bosher, Sales Director on the below. phil.bosher@babycentral.co.uk www.wonderfoldwagon.co.uk

Cosatto Continues to Wow with the Wow 3

Award-Winning Innovation Meets Effortless Everyday Style.

Cosatto’s next-generation travel system, the Wow 3, is set to raise the bar once again in the wheeled goods market. Designed for modern families who expect style, safety and seamless usability, the Wow 3 combines cutting-edge innovation with Cosatto’s unmistakable design DNA. For independent retailers and nursery buyers, it’s a futureproofed hero product that delivers both standout shelf appeal and substance where it matters. This year sees the addition of two new designs Camille and Foxling.

Parent-Friendly Fold Both Forward and Rear-Facing

At the heart of the Wow 3’s appeal is its intelligent fold function. Unlike many travel systems on the market, the Wow 3 folds with the seat still attached, in both directions. Whether forward- or rear-facing, the intuitive one-hand fold makes this a go-to for families who need convenience without compromise. It’s this kind of clever engineering that turns first-time testers into loyal customers.

The Spin That’s a Win: Rotating i-Size Base Bundle

Cosatto has responded to growing consumer demand for travel system bundles with smart, integrated safety features. The Wow 3 is now available with the Acorn 2 i-Size car seat and rotating i-Size base - offering a complete, ready-to-go solution for busy parents. The base allows for easy 180° rotation, meaning no more awkward lifting or reaching into the car. Simply turn the seat towards the door for quick, fuss-free access. The Acorn 2 itself is ADAC-rated, features a reinforced construction and a protective fit designed to cocoon little ones with both comfort and security. Combined, the rotating base and seat add significant everyday value to this already versatile system.

Weather-Ready Engineering: A System for All Seasons

Cosatto knows British weather, and the Wow 3 is built to take it all in stride. Rain or shine, this system offers robust protection with features that include the brand’s signature framed raincover, a UPF100+ pop-out sun visor, enhanced carrycot ventilation, and even a mosquito net for warmer days.

This all-weather reliability adds to its year-round appeal, especially important for UK families who need gear that can keep up with the elements.

All-Terrain Ride with Next-Level Suspension

Performance meets practicality with Cosatto’s adaptive suspension system. The Wow 3 handles city pavements, park paths, and countryside trails with ease, thanks to a shock-absorbing chassis, puncture-proof tyres, and bounce-ready frame. The smooth, stable ride and effortless handling give parents confidence whether they’re on the school run or off the beaten track.

Design That Turns Heads and Supports Development

Wow 3 isn’t just built to perform; it’s designed to be seen. Available in eight bold prints, from the playful vibrancy of Doodle Days to the subtle sophistication of Whisper, each look has been carefully created in collaboration with visionary designers and baby development experts. Cosatto’s patterns don’t just stand out, they’re backed by scientific research into how high-contrast visuals aid early sensory development. These are designs with a purpose: to stimulate babies while bringing joy to everyday outings.

Happy Babies,

Proven

by Science

Cosatto’s brand ethos is about more than great gear, it’s about creating products that support real developmental benefits. The Wow 3’s sensory hood linings are just one

example of this thoughtful approach. Developed in partnership with UK baby labs, the designs promote early visual engagement, helping babies build cognitive connections from birth.

Why Stock the Wow 3?

For nursery retailers, the Wow 3 delivers a compelling package: consumer-trusted safety features, lifestyle-led usability, strong brand recognition, and Cosatto’s proven retail support. With eye-catching in-store visuals, engaging point-of-sale, and a reputation for customer loyalty, this is a travel system designed to drive sales and delight families.

www.cosatto.com

Wheely Good Advice

Cheeky, straight-talking, and never short of opinions, Ian Davidson from Babylicious dishes out his no-nonsense take on the world of pushchairs, prams, and everything in between. Here’s what he had to say about today’s wheeled goods market - from beige obsessions to customers with missing ﬁngers (yes, really)

Are customers coming in cluedup about pushchairs, or are they looking for expert help?

It’s a 50/50 split. Some parents, usually the “yummy mummy” crowd, have done all their research online and think they know more than we do. Sometimes they’re actually spot on, and other times they’re working o outdated info. Either way, they’re not always thrilled to be re-educated. Then you’ve got the total beginners, they need guidance, and that’s where we come in. It’s all about

identifying what kind of customer you’re dealing with and tailoring the experience so they leave with the right pram for their lifestyle.

Do pushchairs perform better in-store than online?

Absolutely. Pushchairs are one of our strongest in-store categories. People travel from miles around because they know we’ll get it right. Product knowledge is what we’re known for, you just can’t get that same service with a click.

How important are in-person demos?

Crucial. You can’t expect someone to commit to a travel system after watching a 30-second Instagram reel. Customers want to see how it folds, how heavy it is, how the car seat clips in – the full works. They want to touch it, lift it, fold it, and most of all, trust it.

What do customers care about most - weight, fold, storage, or style?

Weight and fold mechanisms are massive deciding factors, especially for grandparents, parents with disabilities, or anyone with back or joint issues. You’d be surprised what people are dealing with - I’ve had customers missing ﬁngers!

That said, storage is a big one too. Everyone loves a generous basket with a decent weight capacity. As for

design, let’s be honest, a lot of brands look the same these days. But customers still care about the ﬁnish. They want it to feel premium, even if it’s not the most unique.

been a lovely seasonal hit, and mulberry (or as some call it, purple) and taupe are also turning heads lately. Soft, earthy tones are deﬁnitely having a moment.

You can’t expect someone to commit to a travel system after watching a 30-second Instagram reel. Customers want to see how it folds, how heavy it is, how the car seat clips in – the full works.

“ ”

What’s your best-performing category in wheeled goods right now?

Mid-range travel systems are ﬂying. With the cost-of-living crisis biting hard, people are shopping smarter, not necessarily cheap, but not top-end either. Budget buggies are also getting hammered by the booming pre-loved market.

What colours and ﬁnishes are customers loving?

Beige. Beige. And more beige. Mint’s

How do you keep ahead of the trends?

Simple, by staying well-connected. Having a strong network of suppliers and friends in the industry helps. I’ve been lucky enough to be asked for input on new products and colourways, so I get a sneak peek at what’s coming and sometimes even help shape it.

Are you active on social media?

Oh yes, we’re all over it. We use di erent platforms to speak to di erent types of customers. Social media is a key part of what drives people into the store, especially for wheeled goods, where they want to see what we’ve got in before making the trip.

Any parting advice for fellow indie nursery retailers?

Run a tight ship. Keep your eyes open and make fast decisions. You will make mistakes - just get up, dust yourself o , and carry on. And most importantly? Laugh. Laugh at yourself, at your team, at your customers (nicely, of course). If you can laugh, you’ll stay happy and that’s half the battle.

Remember, you never know who’s going to walk through your door!

Sirius. For little-big travel

Renowned for award winning car seats and child safety expertise, Avionaut proudly unveils its first pram, Sirius, marking a bold new chapter for the brand trusted by parents worldwide for safety and innovation.

Built on a legacy of scientific research, ergonomic design, and cutting-edge materials, the Sirius pram marks an exciting new chapter in Avionaut’s mission to protect and support children - not just in the car, but in every moment of their daily lives. Known worldwide for award winning car seats, Avionaut brings the same commitment to safety, comfort, and innovation to its first ever pram. The result is Sirius: a premium pushchair that blends modern functionality with elegant design, created for families who expect more from their everyday essentials.

The pram offers an exceptional combination of lightness, durability, functionality, and comfort - without compromising the sleek, modern aesthetic families have come to expect.

Sirius stands out for its exceptional balance of lightness, durability, functionality and comfort - without compromising the sleek, modern aesthetic families have come to expect. Whether it’s your baby’s first walk or your toddler’s daily adventure, Sirius adapts seamlessly to your family’s rhythm.

One of the most impressive features of Sirius is its 94% bamboo mattress. Naturally breathable, antibacterial, and incredibly soft, it offers a gentle and hygienic surface for newborns’ delicate skin. This natural material also helps regulate temperature, ensuring your baby stays comfortable during naps, no matter the weather. It’s just one example of how Sirius puts your child’s wellbeing at the centre of its design.

The base of the pram is made from EPP (expanded polypropylene), a high performance material known for its exceptional durability and minimal weight. This gives the pram a sturdy, reliable feel without making it heavy or difficult to manage.

Whether you’re navigating city streets, public transport, or uneven terrain, Sirius offers a smooth, confident ride.

Thanks to the compact folding system, the Sirius is easy to

handle, transport, and store. Whether you’re navigating tight spaces or loading it into the car, folding it down is quick and effortless - perfect for busy parents juggling everyday tasks or squeezing into tight spaces.

The three-zone panoramic ventilation system maintains optimal airflow in all weather conditions. No matter the season, your child stays cool, comfortable, and well ventilated during every outing.

For added convenience, the pram includes a spacious 10 kg storage basket - ideal for shopping trips, changing bags, and all the extras that come with family outings. The Sirius set also comes with a range of essential accessories: a reversible seat unit, a stylish changing backpack, a raincover, car seat adaptors, and height adapters that raise the carrycot or seat to a more ergonomic level - saving your back during everyday use.

Sirius is compatible with Avionaut’s Pixel Pro 2.0 C and Cosmo infant car seats, creating a complete travel system that transitions effortlessly from car to pram. This flexibility makes Sirius an ideal choice for newborns through to toddlers, offering the same premium performance and ease of use throughout every phase of growth.

Available in a stylish selection of colours - black, grey, blue and beige - Sirius combines timeless style with modern functionality, giving families the freedom to explore with confidence and elegance.

For more information or to enquire, contact the below:

f.suffield@karwala.com www.avionaut.com

Built for Real Life

A

thoughtfully designed pushchair o ering comfort, style, and practicality from day one - made to keep up with the everyday adventures of modern family life.

Following the success of the original Upline launched in 2022, Venicci introduced the Upline 2 at the start of 2025, an enhanced version that has now taken its place as the brand’s agship model, rede ning standards for modern parenting.

The Upline 2 is a pushchair built to last - it grows with the child, with the included seat unit supporting up to 22kg. Made from durable, high-quality materials, it stands up to everyday wear and tear while maintaining a premium look and feel. Venicci prams are created by parents in collaboration with other parents to ensure both safety and comfort for children and adults alike. After all, no one understands the challenges and adventures of parenting better than those who’ve lived them.

Available in 7 colours, including 2 special editions and 1 colour being available in-store only - the Upline 2 allows parents to choose a pram that suits not only their practical needs but also their personal style.

In the new Upline 2, Venicci has introduced a smart new feature: built-in adapters with three levels of adjustment. This allows parents to raise the carrycot or seat unit to a more comfortable position, making it easier to reach the child and helping to reduce strain on the back.

In addition to its spacious design, the Upline 2 carrycot features the popular and well-loved panoramic ventilation. It now also includes new ventilation in the base of the carrycot, along with a ventilated mattress that enhances air circulation, providing babies with maximum comfort and a peaceful sleep. The previously mentioned panoramic window is also perfect for tummy time, allowing little ones to enjoy the view of their surroundings.

Alongside the new additions, Venicci has retained the features that made this pushchair so popular to begin with. Most notably, the frame and seat unit can still be folded with just one hand, whether rear- or forward-facing, in just a few seconds. The pushchair folds down into a compact size that ts easily into a car boot and is just as easy to store, thanks to its spacesaving design.

The Upline 2 is perfectly suited for both city streets and more demanding terrain, thanks to its large, durable wheels and an advanced suspension system with excellent shock absorption. It smooths out bumps e ortlessly, allowing for a comfortable ride, even when the baby is fast asleep.

Each pushchair set comes with essential accessories, such as a raincover, mosquito net, a cosy footmu that matches the colour of the pushchair and more. This gives parents peace of mind, as they won’t have to search for accessories that are compatible and coordinate perfectly with the pushchair. A new addition to the Upline 2 is a practical backpack

designed to hold all the essentials needed during a walk. It can be worn as a backpack or attached to the handlebar for convenience.

The Upline 2 is available as a set with the Venicci Tiago car seat and the Venicci Tiago 360 base. It is also compatible with many other popular car seats available on the market.

Whether navigating busy high streets or countryside paths, the Upline 2 is thoughtfully engineered to meet the everyday demands of modern family life. With style, substance, and smart solutions at its core, it’s a pushchair that adapts, supports, and grows - just like the families it was made for. www.venicci.co.uk

Venicci Upline 2

SE Burgundy

All Black Stone Beige Aloe

Brownie IN-STORE ONLY

Taupe

SE Powder

Innovation meets everyday ease

Cosatto’s Ultimate travel system, the Wow 3, is turning heads with its intuitive seat-on fold (both forward- and rear-facing), all-terrain performance, and striking, scientifically developed designs. Now available as a complete bundle with the Acorn 2 i-Size car seat and rotating base, it delivers comfort, convenience, and style in one sleek package. From its UPF100+ sun visor to framed raincover and adaptive suspension, the Wow 3 is built for real life and real weather. Designed to meet the needs of modern families, the Wow 3 offers retailers strong visual impact, practical innovation, and standout in-store appeal. www.cosatto.com

Built for Every Adventure

The Aptica XT System Quattro is engineered for exploring beyond the beaten path. Its advanced high-performance design ensure a smooth, comfortable ride on all types of terrain.

Large rear wheels and enhanced tyre compounds provide stability and ease, while adjustable suspension adapts to your child’s weight and the surface below for optimal comfort. The innovative Open Up Carrycot features five ventilation windows to encourage airflow, supporting natural climate control and helping to keep baby at a comfortable temperature wherever you go. sales@cuddleco.co.uk

Seeing double

Meet Estrella, the new double stroller from Joie Signature.

This luxe and stylish lightweight double stroller features two customisable seats – perfect for navigating adventures with little ones who don’t always see eye to eye.

Styled in the brand-new Signature look, Estrella has a lie flat recline in each seat that works individually, creating a cosy, ergonomic haven that is suitable from newborn to toddler.

The adjustable leg rests offer cushy calf supports to let growing, tired legs kick back comfortably, while the all-wheel suspension will absorb the impact of any terrain without disturbing sleeping tots. uksales@joiebaby.com www.joiebaby.com

Award-Winning Compact Pushchair

For over a century, hauck has been dedicated to creating high-quality products that make family life easier.

The Travel N Care pushchair is the ideal companion for modern parents who love to explore. Ultra-light yet sturdy, it folds effortlessly with one hand and stands independently - perfect for travel by plane, train, or car. With its smooth suspension, UPF 50+ canopy, and spacious reclining seat, comfort is guaranteed. Practical details like machine-washable fabrics and a large storage basket make life easier.

Winner of the Mother & Baby Gold Award 2024, this pushchair is built for adventure!

info@hauckuk.com www.hauck.de/en

Strollers reshaped - quietly, creatively

Innovation isn’t broken, it’s just evolving. Beneath the surface of what could feel like a saturated market and shifting demographics, meaningful change is quietly gaining ground. From rethinking sustainability to redefining the caregiving experience, the Stroller industry is poised for a new era, one led by deeper questions, smarter design, and a new generation of bold thinkers.

Nigel Plested, Creative Director at Ideasologie, explores four key signals shaping what’s next and why now is exactly the right moment to push forward.

I’ve been thinking about know-how, experience, and knowledge. We’re all experts, but sometimes it’s hard to step back and consider the bigger picture. So here are four headlines shaping many of the innovation agendas we’re mapping in the studio, particularly in the world of stroller design.

The Shape of Society

There’s an elephant in the room: the rapid demographic shift sweeping across the developed world. Live birth rates, fertility, and adoption are all in decline, compounded by rising living costs and a lack of affordable housing. Fewer babies are being born.

The UK, for example, is already below population replenishment thresholds, with the latest ONS fertility figures for England and

We’re seeing products adapt to older, more affluent caregivers who have fewer children. While overall volume may decline, spending per child may rise.

Wales at a record low of 1.44. This trend is mirrored globally and is amplified by the fact that people are having children later, currently at 31 years old in the UK, forecast to rise to 36 by 2060.

These shifts are bound to impact design and innovation. We’re seeing products adapt to older, more affluent caregivers who have fewer children. While overall volume may decline, spending per child may rise. We’ll also see greater diversity among caregivers, particularly grandparents playing more active roles and a push toward standardised functions, leading to more homogenised products.

Sustainably Sluggish

Framing these demographic factors is the sustainability imperative. We can all agree on the need to eliminate virgin plastics, reduce carbon footprints, and embrace ethical, transparent supply chains. Opportunities abound in

and with purpose

designing for longevity, re-use, and repair. With digital product passports on the horizon, the chance to reclaim and repurpose products pre-emptively is already there to be explored.

But let’s be honest: as an industry, we’re lagging behind. Sustainability is often dismissed as “nice in principle”, with claims that “customers won’t pay extra” or that sustainable investments lack ROI. It’s ironic that we design products for the very start of life - where all futures begin - yet continue to rely on materials like polypropylene, EVA, PU, and GRP, and on manufacturing processes that produce mountains of waste.

Yes, it’s hard. Greenwashing, tariffs, and material costs are real challenges. But that’s the job. Innovating around these hurdles is where the breakthroughs lie. We need to rethink the entire product lifecycle, from cradle to grave. (And no, please don’t DM me claiming there’s “sustainability fatigue.” It’s not a thing.)

Over Saturation

Have there ever been so many stroller brands jostling for space on the pavements of Wood Green? From my window, I see established innovators, brand challengers, and a flood of competitors bringing pressure to bear. One recent retail entrant alone offers a büyük meze tabağı of options.

“We can all agree on the need to eliminate virgin plastics, reduce carbon footprints, and embrace ethical, transparent supply chains. Opportunities abound in designing for longevity, re-use, and repair.

This should be great for consumers and a catalyst for innovation. But instead, we see stagnation. Brands chase the same aesthetic and features, while momentum is hard to find. Perhaps it’s a post-Covid hangover, with brands playing it safe, protecting market share rather than investing. In this climate, tariffs and Trustpilot testimonials seem to be setting the strategy.

Technologic Tension

The relationship between technology and strollers is, frankly, awkward. I’ve seen countless attempts to integrate electronics - PCBs, sensors, even motors - but they rarely make sense. Why? Because strollers are for walking, and humans are already great at it.

Tech integration often adds cost, complexity, and confusion without solving a real problem. And humans, by nature, crave control, especially when it comes to their children. That’s why tech-led innovation in this space often misses the mark. The future isn’t self-driving prams. Not yet.

Ideasologie is a strategic and thoughtful design business with a simple and clear mission, to partner with businesses who care. They specialise in creating thoughtful, human-centered product experiences for life’s changing landscape.

So… Where’s the Good News? I think it lies in three areas: Innovation isn’t invention. The best ideas will come from rethinking rituals of ownership and use—not just flashy new features. “Why is it like that?” will matter more than “What does it do?” Sustainable progress is coming. But likely not from today’s big brands. The revolution will be quiet, practical, and led by new entrants—not by marketing campaigns.

Naivety is our secret weapon. Gen Z’s “Why not?” energy will push boundaries. They’ll rewrite the rules of what’s good, acceptable, and innovative. Their vision will drive change. Whether circular, upcycled, repurposed, or re-manufactured, the journey will shape the next wave of innovation, with a new audience, and a new set of rules.

nigel.plested@ideasologie.design

www.b-p-a.org

If your company is a member of the BPIA and you are not currently receiving members’ e-bulletins with industry updates, but would like to, please email julie@b-p-a.org who will add you to the database.

BPIA notice board

Safety is paramount

The Baby Products Industry Association is one of the largest trade associations in Europe for the nursery sector with many of its members manufacturing and supplying wheeled goods. Safety is a paramount consideration for the BPIA and all members’ products must comply with current safety standards. The BPIA is also involved with setting, amending, ensuring compliance with and keeping members up-to-date with any changes or introductions to the standards.

Currently the safety standard for pushchairs and prams (BS EN 1888) consists of two parts, part one for children up to 15 kg and part two for children from 15 kg to 22 kg.

In order to comply with part two, compliance with part one is necessary and therefore manufacturers and test labs must purchase both parts of the standard.

The committee responsible for the safety standard is revising

What’s new in wheeled goods

The BPIA announced the winners of its 2025 Industry Awards in June giving the judges the privilege of seeing some of the latest innovations that its members have to o er, before they hit the market.

This year, three such wheeled good products stood out from the crowd:

CYBEX e-Gazelle S

The e-Gazelle S pushchair is an upgraded version of the current Gazelle Sr. The main di erence being this pushchair is e-powered meaning you can e ortlessly glide up the steepest hills and over rough terrain all easily controlled by an in-built lever. The pushchair also boasts a built in automatic rocking function integrated in to the handlebar to help soothe baby to sleep at the push of a button. The e-Gazelle S is created to help make parents lives easier and to meet every family’s needs as it’s a single to double pushchairwhether welcoming a rst child, having double the fun with twins or entertaining siblings, everyone is sure to nd a perfect set-up with the e-Gazelle S as it has over 20 possible con gurations including a carry cot, seat

these and has agreed to combine them into one standard. Work has just started but it should be a fairly straightforward exercise.

BS EN 1888-3 Wheeled child conveyances - Part 3.

Pushchairs for heavier children intended for sport activities is in the process of being nalised.

The BPIA will keep members updated with progress.

BabyStyle Oyster4 Stroller

– Winner

The Oyster4 Stroller by BabyStyle is a stylish, future-ready solution designed to grow with modern families. Engineered for adaptability, it o ers up to 19 con gurations including tandem and travel system options - compatible with the Oyster Carrycot, Capsule Infant Car Seat, and Oyster Ride-on Board. From its innovative auto-fold function to the lie- at seat suitable from birth, every detail is crafted for comfort, convenience, and versatility. With puncture-free wheels, all-terrain suspension, and UPF 50+ canopy, the Oyster4 supports families every step of the way - whether navigating the everyday or adventuring further a eld.

With an RRP of £599 and with British summers seemingly getting warmer each year, the judges particularly liked the built in 50 UPF feature and chose the Oyster4 as the winner commenting: “A great quality product which is light and easy to fold. Loved the 50 UPF feature and the fact that it can adapt to a tandem”.

Cosatto - Giggle 4

Car Sea Bundle

The Giggle 4 offers great value for money with an RRP of £399 for the entire bundle including a carrycot, seat unit and car seat adaptors for hassle-free journeys from birth. The essential lightweight travel system, the Giggle 4 has a lie-flat carrycot, reversible seat, and folds with the seat unit attached for easy getaways. Includes Tote 0+ i-Size infant carrier, adaptors and available with matching accessories - ready for all-terrain adventures in Cosatto style. It includes a built in lie-flat carrycot, reversible seat, UPF 100+ sunshades and adjustable handle for a comfy ride. It is also backed by a four-year guarantee and built to handle real family life.

Style Meets Strollers, Perfectly!

Cosatto’s Associate Independent Sales Director, Steve Birds, shares with Nursery

Today how the brand continues to lead with bold design, innovation, and unbeatable value. From tracking parenting trends to delivering standout support for retailers, Steve reveals what sets Cosatto apart in a crowded market and why modern families keep coming back.

How do consumer preferences and parenting trends influence the development of your wheeled goods range, and what emerging insights have most recently shaped your product direction?

It’s essential that we stay aligned with broader fashion trends and incorporate them into our product designs. After all, our products are built to last and that longevity means they need to appeal to trend-conscious parents-to-be who want to remain stylish throughout their parenting journey.

At the same time, value has never been more important. Today’s consumers expect products that deliver both quality and design whatever the price point. That’s where Cosatto truly stands out. We’ve developed two distinct ranges Ultimate and Select, each o ering a wide selection of products that blend long-lasting quality with a bold, fashion-forward aesthetic designed to meet the needs of modern families. What are some of the key innovations Cosatto has introduced in recent or upcoming pram and pushchair launches, and how do these set your products apart in the market?

We’re proud to o er high-quality products at fantastic prices, packed with smart innovation and that unmistakable touch of Cosatto magic that sets us apart.

Our Yo! stroller, part of our Select range, is a lightweight, IATA-approved, hand-luggage-compatible stroller making it the perfect holiday essential. It’s been especially popular with families this season who are jetting o to sunnier climes and looking for convenience without compromise.

Looking ahead, we’re excited to be working on further innovations launching later this year and into 2026, taking our Ultimate range to the next level. Stay tuned for what’s to come.

Can you share details on any recent or upcoming launches in the wheeled goods range, and how these reflect the evolving needs of modern parents?

We’ve seen strong success following the launch of our Giggle 4 Travel System last year, and we’re excited to build on that momentum with the upcoming release of our Giggle 4 Special Editions this winter. The Giggle 4 has opened the door for more families to access a brand-new, high-quality travel system,

something especially important in today’s uncertain economic climate. It o ers exceptional value without compromising on quality.

With the Special Editions, we’re taking it a step further: adding thoughtful design details and extra features that elevate the experience, making it feel even more special while still keeping it accessible.

How does Cosatto leverage social media and influencer partnerships to build brand awareness and create engagement around your prams and pushchairs?

With 97% of people turning to peers, family, friends, and media for recommendations, our social channels play a vital role in delivering on our brand ambition and attracting new fans to Cosatto.

We’re here to o er something di erent injecting fun, colour, and pattern into a category that often plays it safe. We appeal to those who want to stand out, not blend in.

Strategic partnerships with the right in uencers help us fast-track connection with an ever-evolving audience. But success still comes down to the fundamentals: crafting the right message for the right platform and staying true to that timeless principle of “a truth well told.” Cosatto is known for its bold and playful aesthetics. How do you approach the design and selection of colourways and fabrics to balance style with practicality and durability?

We’re proud to have a brilliant design and product development team who are truly dedicated to their craft. They stay ahead of the curve tracking trends across fashion, design, and technology to ensure our products consistently excite and inspire.

Whether it’s the soft, luxurious feel of carefully chosen fabrics or the latest advancements in strong, lightweight frame design, innovation is at the heart of everything we do.

And ultimately, that’s what drives us. We come to work each day united by a shared mission: to save the world from boring baby stu .

How does Cosatto balance affordability with high-end style and features in its wheeled goods range, especially in such a competitive market?

With years of experience behind us, we’ve learned how to move fast and smart. Our lean, e cient team and streamlined processes allow us to bring new developments to market quickly, which is crucial in

such a fast-moving and competitive landscape. That agility not only helps us stay ahead it means we can consistently delight our customers with standout products that combine innovation, style, and value.

We’ve also built a strong, trusted network of suppliers who are proud to partner with Cosatto. They share our passion and energy and play a key role in helping us bring bold, exciting ideas to life.

Is there a particular pram or pushchair in the Cosatto range that consistently delivers strong sales and consumer feedback, and what makes it resonate so well with parents?

Our Wow 3 range continues to go from strength to strength. Over the past 18 months, we’ve taken it on the road to baby shows across the country and the feedback has been consistently outstanding.

It’s undeniably a head-turner, but it’s far more than just great looks. When people get hands-on testing it, demoing it, spending time with it they’re always impressed by the build quality, thoughtful features, and everyday usability.

With a wide variety of striking designs to choose from, Wow 3 o ers something for everyone at a price point that delivers unbeatable value.

What kind of support, marketing, training, display, or otherwise, do you provide to retail partners to help them successfully sell the wheeled goods range?

We have a fantastic team in place dedicated to supporting all our retail partners from independent, owner-managed stores to national accounts. Our team is out on the road every week, right across the UK, delivering in-store training, support, and a full toolkit of resources to make selling Cosatto products fun, engaging, and easy.

At Cosatto Towers, we also house a fully equipped showroom where retail teams can access hands-on product training and explore our full product range, including new product developments.

Behind the scenes, our brilliant Cuddle Crew is always ready to help responding directly to questions from parents who’ve purchased through our website or retail partners. Friendly, knowledgeable, and approachable, they take the worry out of post-purchase support and help ensure every customer feels con dent and cared for.

It’s a true team e ort working together to deliver the very best experience at every step of the journey.