THE MARKET
The UK baby market is currently worth an estimated £1 billion. Already a world leader in the TIMELINE
design, development and production of high-quality nursery products, Silver Cross in 2010 is to
1877 Silver Cross is founded
offer new parents across the globe a truly international selection of quality nursery products.
by William Wilson
ACHIEVEMENTS
1920s-30s Silver Cross
Silver Cross’ leading British design and quality has been put through its paces by parents across
becomes incorporated and is
crowned the number one baby
the country in the last two years as the brand’s Lifestyle range has won 16 high profile parenting
carriage for royals, supplying its
magazine. The brand’s popularity in the UK has aided growing recognition of its products
first baby carriage to George VI
internationally. Worldwide demand has resulted in global expansion in Australia, China, Russia
for Princess Elizabeth
and the Middle East meaning that Silver Cross is now a truly global brand.
1951 Silver Cross launches a
new shape; the forefather of the
PRODUCT Balmoral, it becomes synonymous
All Silver Cross products are created by in-house designers, with the aim of making mums’ and
with the name ‘pram’
dads’ lives as simple as possible. The highly acclaimed Lifestyle Collection, launched in 2003, now
1977 Silver Cross celebrates
encompasses: the best selling 3D Pram System, which is a pram, pushchair and travel system
its centenary by flying customers
in one. The Heritage Collection features traditional coach-built prams for newborns such as and buyers around the world in
The Balmoral pram which has become a global style icon, highly favoured by the Royal Family
its new centenary aircraft and by
and A-list celebrities. All Heritage prams are handmade to the same high standards employed in
presenting a baby carriage to
Princess Anne
the early 19th century. Each comes with an individually numbered plaque and certificate of
authenticity, including the craftsman’s signature. 1988 The Wayfarer is
launched. It becomes Britain’s
RECENT DEVELOPMENTS
best-selling pushchair for a
decade, selling more than 3,000
In 2010, Silver Cross continues to drive forward with groundbreaking modern designs.
a week
Spearheading this activity is the new Halo, a stroller and travel system with an ultra compact fold,
which combines with the Ventura Plus car seat to create the ultimate travel system, suitable for
2002 Entrepreneur and
businessman Alan Halsall
use from birth. 2010 will also see developments in new areas for Silver Cross, with ranges of soft
purchases Silver Cross and
activity and collectible toys further diversifying the brand’s product range.
relaunches the famous Balmoral
PROMOTION
2006 Silver Cross goes global,
forging partnerships with
Silver Cross invests heavily in marketing, with consumer advertising, a presence at major nursery
distributors in Europe, America,
trade events and consumer shows, point of sale promotions and online activity. Silver Cross’ Canada and Japan
marketing communicates in a straightforward, frank and honest way about its products. Indeed,
its strongest marketing tool has always been word-of-mouth. From trendsetters in the film and
2008 Silver Cross launches
the lightweight stroller Fizz, with
music world to everyday British mums, the brand is endorsed by those who have first-hand
£5 of every purchase donated to
experience of Silver Cross products. The Meningitis Trust
BRAND VALUES
2009 Silver Cross launches
the new Halo pushchair, Halo
Silver Cross is one of the UK’s most loved and established brands. In 2010, more than 130 years
Rocker, Doodle high-low chair
after its launch, Silver Cross still stands for elegance, fashion and cutting-edge British design. and a range of toys
WORK - 33
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