PreschoolNews.net spoke to Debbie Wakefield, marketing manager of UK and Ireland at Dorel Juvenile, about the latest developments and trends in the stroller market and what’s in store for 2019.
What are parents looking for in the pushchair and stroller market in 2019?
“There is such a diverse offering on the market these days that we need to strike a fine balance to get the cut-through. Parents are now more savvy and just like their home and personal technologies, they want a pushchair that is adaptable to suit their lifestyle and needs. They are style-conscious, but want products which are going to make life easier as well.”
How do you bring those two needs together?
“All pushchairs from our leading brands, Maxi-Cosi and Quinny, are designed and created with parents in mind offering something for every lifestyle. Whether they’re looking for a compact and lightweight pushchair and an all-terrain country companion in Maxi-Cosi or the ultimate urban explorer in a standout colour from Quinny, our brands cater for all.
How important is it that modern pushchairs are adaptable?
“In this age of convenience, we’re seeing parents opting for a pushchair that can change to suit the needs of themselves and their growing families. There is more interest in items such as the Maxi-Cosi Laika which is lightweight, very compact and adaptable for city dwellers but there’s also a demand for pushchairs to have longevity and go from single to tandem as a family grows. Both of our new offerings for 2019, Quinny Hubb and Maxi-Cosi Lila meet this requirement.”
What fashions are going to be key for 2019?
“Pushchairs were once created to perform a function and be practical but as a more style-conscious generation enter the realms of parenthood, the demand has changed. Parents expect much more from their pushchair, which also needs to match their taste, surroundings and be interchangeable. We live in a society where trends are constantly changing, so your pushchair also needs to add colour to your world.”
Tell us about your move towards customisation?
“For fashion-forward brands such as Quinny, it is important to be interchangeable. For us, customisation is key and our latest move includes jewel-like tones combined with shades of graphite, grey and black with hoods that can be changed at any time, allowing a parent’s colourful inspirations to come to life! The new Quinny Hubb also has a dark grey chassis for a touch of sophistication and style.”
What’s your hero product for 2019, and why is it so great?
“We have a lot of launches coming this year but our hero for 2019 is the brand new modular pushchair, Quinny Hubb. It is practical, spacious and comfortable for baby, but it also grows with your family and offers everything a parent needs. Convenience is king as the Hubb – which can be built in built in any of 12 configurations – suits the parents’ lifestyle too.”
