PreschoolNews.net spoke to Sara Berggren, international product manager for strollers at Thule, about the latest developments and trends in the stroller market and what’s in store for 2019.
What are parents looking for in the modern pushchair and stroller market?
“Parents look for many things in a stroller depending on what lifestyles they live, but common factors are safety and comfort for their child and convenience for the parents, like how easy it is to fold the pushchair. In addition they also look for certain guarantees: Will it last? Can I use it if I have more children? Will it have second-hand value after my kids have used it?”
How important is it that it can it fit in with their lifestyle?
“The pushchair parents finally decide to buy often mirrors their other lifestyle choices, so what you seek in the ideal stroller differs. If the parents live an active life with their kids, they want a pushchair that offers excellent comfort for their children: smooth rolling, sun visors, ventilation, soft interiors, noiseless openings – it’s the detailing that separates a great stroller from an average one.
If you live in the city, parents will want a stroller that has a small and compact footprint to allow easy access to public transport and manoeuvrability in the busy streets. And if you live in the city, chances are you will want a stroller that looks the part too, with a design that fits the rest of your personal styling.”
How has the pushchair market changed in recent years?
“The emergence of more premium higher quality strollers in the market has allowed for more technology, advanced materials, rigorous testing and a much sharper focus on features and specific functionality. For example, our super-light Thule Glide 2, which was first launched in 2014, is an aerodynamic jogging stroller that is primarily designed for people who want to keep fit and see it as a huge boost to be able to bring their kids with them on a run. Today, parents using the Thule Glide 2 hold marathon and half-marathon records and many world-class athletes with families view it as indispensable as their running shoes!”
How have pushchair fashions changed over time? What’s going to be key for 2019?
“As in many other consumer products that are heavily used on a daily basis for several years, the stroller category is less about short-term fashion trends and more about design styles chosen by various brands. Some brands will chose to put more bling and patterns on their pushchairs, while others will do more like we strive for at Thule, keep the design on-trend but still simple and timeless.
In general, people are living increasingly active outdoor lifestyles, strolling around the city, meeting friends for a coffee at a trendy café or going on a run, so strollers are increasingly adapting to this trend in terms of accessories. Meeting those demands in smart ways with high quality well-designed products will be key going forward.”
What will be Thule’s focus for 2019?
We launched the Thule Sleek globally last autumn. We have seen a fantastic sales start around Central Europe and in North America and are convinced it will be a global hit this year. We designed it to be a stroller that is flexible and accommodates the needs of your growing family, so it easily transforms from a great looking single into a double mode and can even handle twins. It is ideal for tackling crowded areas, narrow streets, bumpy pavements and busy public transport – a dependable city stroller that grows with the family.”
