Three years on from unveiling its fresh look, elevated brand strategy and redefined core values – ‘Made to care, designed for love’ – hauck has cemented its position in the market as a trusted brand first-time parents can turn to for all their baby’s needs. PPS asked Helen Robinson, hauck’s head of sales for the UK and Ireland, to tell us more.
Hauck has come a long way on its +100-year journey. Established in 1923 in Germany as a manufacturer and trader of wicker baskets, it transitioned to specialising in quality baby products – and today, the brand is continuing to evolve to meet parents’ changing needs.
In anticipation of its 2023 centenary, in 2022 the company underwent a major rebrand. Out went the bold black and yellow messaging of the past, and in came a contemporary warm terracotta colour scheme that created a softer, more welcoming look, reflecting the company’s new emphasis on “nurturing”. A new logo representing a child leaning on the shoulder of a parent symbolises the closeness between parent and child, but also the shoulder to lean on that hauck wants to be for parents.
“The rebranding has been successful in moving the dial for us,” says Helen Robinson, hauck’s head of sales for the UK and Ireland. “It has helped retailers who might have thought of us as the hauck of old, as more of a value-led proposition, to recognise that we have changed and we now have a different brand positioning.”
The 2022 overhaul involved more than refreshed brand assets, however. A renewed focus on delivering what parents want has led to some exciting product innovations and design upgrades – resulting in some major award wins and nominations. Last year, hauck’s Travel N Care pushchair was the recipient of a 2024 Mother & Baby Gold award and was recognised for its “outstanding quality and user-friendliness” with a prestigious Which? Best Buy. Classic hauck design the Alpha+ highchair has also been garlanded, receiving a Made for Mums Gold award and a Dadsnet Gold award last year, and a Silver in the 2025 Mother & Baby Awards.
“The Alpha+ is a great product and very reasonably price for an FSC-certified wooden chair,” Helen says. “It comes in at under £90 for the Natural version, and just a little more for colour variations like Mint or Cork.”
It’s also an eminently adaptable design. Newborns can sit comfortably in it using one of the many bouncer seat attachments. Once they’re sitting up, the Alpha+ becomes a practical standalone high chair with various tray options, including a new Play Tray that can be used with assorted toys – ranging from musical instruments to wooden puzzles – to keep children entertained while parents cook. And eventually, the Alpha+ becomes a stylish chair for children up to 12 that helps them sit at the table at the right height.
Turning 50 this year, the Alpha+ is a tried-and-tested design classic, but hauck continues to make new additions to the range to keep it fresh – something that appeals to retailers as well as parents, Helen asserts. “The range of colours the chair comes in, and the wealth of accessories that can be added means retailers can offer their customers a world of choice. We can also help them create a point of difference by putting together some very attractive bundles for them.”
The wooden high chair category is one that’s of growing importance to hauck. Launching in the UK this spring, the Arketa, an FSC-certified oak wood highchair, elevates hauck’s furniture offering still further. “It’s priced closer to £200, but it’s a beautiful product with a premium look and feel,” says Helen. “It has already received a 2025 German Design Award and we are keen to see it replicate that success in the UK.”
Read more about hauck’s latest innovations, including updates to its bestselling Travel N Care and Runner travel systems, in the latest issue of Progressive Preschool magazine.
