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Innovation Meets Everyday Style
Wheeled Goods Joie
As one of the most recognised names in wheeled goods, Joie continues to evolve alongside the changing needs of modern families. In this interview, Damon Marriott, Head of Product Management at Joie, discusses the growing demand for compact convenience, the importance of style and functionality, and how innovation continues to shape the future of pushchairs and strollers. Joie has built a strong reputation within wheeled goods over the years, but from your perspective, what are parents really prioritising when choosing a pushchair or stroller in today’s market? Some of the core priorities we see from parents are size and method of fold, weight and general ease of use. These are not necessarily flashy features, but finding the right balance between the core aspects of a stroller and the more “nice to have” features is key.
Compact folds and cabin-friendly options appear to be dominating conversations within wheeled goods. How much has consumer demand shifted towards convenience-led products, and how is Joie responding to this trend?
Cabin approved capability was a natural next step for compact folds, and customer requests have definitely become more prevalent in the last couple of years. Convenience for the parent is something we have traditionally leaned heavily into and is, of course, a big selling point. We will be releasing our cabin approved option very soon.
If you had to pinpoint one area of wheeled goods that feels particularly strong or dominant right now, what would it be and why do you think it is resonating so well with families?
Lately, it seems as though many brands have upped their game when it comes to the aesthetics of soft goods and hard goods, with all aspects of products working seamlessly together. The look and feel of products will always resonate strongly with parents when we are talking about wheeled goods, as strollers in particular are like an extension of themselves and a reflection of their personal style.
Innovation within wheeled goods never seems to slow down. From materials and folding mechanisms to multi-functional designs, where do you feel the biggest product developments are happening at the moment?
Quality and ease of fold is a highlight for me. There are now many mechanisms available that allow simple one hand folds, with the aim always being to make life simpler for parents. Fold and unfold is an incredibly important aspect of a stroller in a parent’s day to day life, so it is no surprise that it remains high on the priority list.
Parents today are incredibly style conscious but also want practicality and value. How important is it for brands to strike that balance between aesthetics, functionality and affordability?
It is always a balancing act, but we tend to have an offering at many price points within the market so we can provide
great products and value no matter what people’s budgets are.
Retailers are constantly looking for categories that keep shoppers engaged. What benefits can retailers gain from investing in a strong wheeled goods offering, and how important is in store demonstration when selling these products? In my opinion, wheeled goods is one of, if not the most important category to have showcased in store. Many parents want to try before they buy, as there are so many aspects to wheeled goods that must be weighed up and you cannot truly get a full picture when looking online. There is also the financial outlay to consider, as this can be significant for strollers and bundles.
Social media now plays such a huge role in shaping buying decisions for parents. How have platforms like Instagram, TikTok and influencer content changed the way consumers discover and engage with wheeled goods brands? Social media offers a really good way for consumers to do their research before committing to a purchase. Social content can help inform users on a deeper level than websites and traditional media by showing real usage of the product and allowing consumers to hear genuine opinions from other users. This provides a research path that
can lead consumers to make an informed decision before going on to purchase either in store or online.
Looking ahead, what trends or developments do you think will continue to shape the wheeled goods category over the next few years, and where do you see the biggest opportunities for growth and innovation?
It is always tough to tell, but one area we have been working on is enhanced manoeuvrability, which is, of course, a core aspect of any stroller that will hopefully make parents’ lives easier when out and about. We will continue to invest in improved functionality and ease of use, as we believe ensuring our products are simple to use but effective is key for parents. www.joiebaby.com
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08/06/2026 15:09