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“Consumers are looking for greater value than a few years ago…” speaks to Fran Vaughan, managing director for Ickle Bubba, to find out how 2019 has treated the nursery brand and what’s in store as we approach 2020.

How has the pushchair market performed over the last year?

“The past 12 months have been our strongest to date and we’re really excited to see this trend continue for the year ahead.”

Do you think parents are looking for the same things as they were a few years ago? What’s changed?

“I think consumers are looking for greater value than a few years ago and perhaps this has been sensationalised by wider economic fears around Brexit and another recession. Parents are also more switched on to key promotional dates such as Black Friday and are tending to hold back at the risk of losing out on a saving.”

Tell us how you meet the demands of modern parents across the mobility market?

“Style and value are at the core of our offering and we think our customers can relate to this as we’re seeing an increasing amount of post-natal, repeat purchasers that have previously bought one of our travel systems.”

What new launches do you have in store for 2020?

“A key focus for us is Aston Rose, a new luxury sub-brand that we want to position at the higher end of the pushchair category and provide retailers with excellent margins.”

What is your hero product for 2019? What is so special about it?

“Travel systems continue to be our hero product and with the introduction of a new i-Size option we’re able to solve a problem for parents that want a complete infant to toddler solution and without compromising on safety or style.”

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