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“Mobility shouldn’t come at the expense of the planet”: talking to Bugaboo’s Aaron White spoke to Aaron White Bugaboo’s country manager, about the company’s latest innovative developments and what’s in store for 2019.

How has your mobility business performed over the last 12 months?

“The last 20 years of innovation in the pushchair market have been exciting but this year especially as we launched the Bugaboo Fox pushchair. As a brand we’ve always been continuing to innovate with industry-leading concepts and we have raised the bar with the Bugaboo Fox in smart product design for parents and their children even further. The launch of the Bugaboo Fox has driven a successful period for the company, and this continues to be the basis for growth and further retail opportunities.”

What do you think is the single most important thing parents are looking for in the buggy/car seat market?

“There really isn’t one single important issue for parents, everybody’s lives are so different, and we look to cater to those varying needs. At Bugaboo we’re seeing parents looking for longevity in a product. Something that is durable, adaptable and ready for anything. Parents want to maintain their lifestyle once they have children and Bugaboo will always create innovative products to help them do so. Whether it’s travelling, socialising, shopping or simply being outdoors, Bugaboo pushchairs allow parents to keep saying ‘yes!’ to the things they love.”

What new launches do you have in store for 2018/2019?

“With the nights drawing in we have designed an innovative pushchair with reflective elements – the Bugaboo Fox Stellar – to make parents and their little ones visible during evening strolls. Bugaboo wanted to design a pushchair that would allow parents to say ’yes!’ to doing the things they love after dark and this provides 360° night-time visibility from up to 150m away.”

What is your hero product for 2018? What is so special about it?

“The Bugaboo Fox is the hero product for 2018. At home or on the go, the Bugaboo Fox is designed to fit parents’ lifestyles. Going about their day, travelling and exploring the outdoors have never been easier thanks to the smoothest ride, the lightest push and our best driving performance yet. Parents can use it for their first child, pass it through the family and friends, and it will still be going strong years later. Bugaboo believe that mobility and moving freely shouldn’t come at the expense of the planet, so we created the Bugaboo Fox fabrics with sustainability in mind by using 92 recycled PET bottles to create the Core Collection fabrics.”

What do you think is in store for the future of the preschool mobility market?

“The challenges affecting the retail market create the potential for consumer trends to reflect a more savvy approach to product selection. Consumers may fall into two clear distinctions, with the gap between entry level and premium products broadening further. Whilst entry level consumers will most likely focus on price points and value perception, premium purchasers are likely to display more research and knowledge of the category. This re-emphasises the importance for brands to be clearly differentiated and relevant to consumers that are open to investing in the right product. At Bugaboo we strive to meet these challenges by leading the way in design, durability, functionality and comfort, both for the child and the parent.”

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