British brand Silver Cross has an award-winning line-up of products for babies and toddlers and has recently launched its new valet service, with the option of making a donation to charity Baby Basics UK. Simon Wittenberg caught up with their Director of Marketing, David Abbott, to find out more about this initiative and the unveiling of its latest car seat on TV.
Luxurious Magazine: What are your career highlights to date, and what drew you towards the Silver Cross brand?
David Abbott: Having spent most of my career working with fashion brands, the nursery industry came as a bit of a culture shock, but I can honestly say some of my greatest highlights have been in the last two years with Silver Cross.
We’ve opened flagship stores, launched a new website, developed an app, rebranded and launched the UK’s first premium parenting platform. We’re also about to unveil our first TV ad campaign, another first in our 140-year history! Who needs catwalks and champagne…?
LM: Silver Cross is a globally-recognised marque that has been established for more than a century. What have been the core ingredients to this long-running success?
DA: Above all else, the brand today stays true to the values laid down by our founder, William Wilson, in 1877. Uncompromising quality, signature attention to detail and unrivalled comfort for babies and parents. Today, we summarise this in three simple values – Crafted | Trusted | Loved. We have been providing families with beautifully crafted products that they trust us to transport their babies in for 144 years. That’s why we’re such a successful, and most importantly, loved brand.
LM: What has been the most luxurious product range Silver Cross has ever made?
DA: We would describe all of our products as luxurious, but our collaboration with Aston Martin is exceptional. We partnered with Aston Martin to produce a range of strollers and furniture in 2017. The range included materials and finishes that you would find in Aston Martin cars. This range is still sold globally and continues to be recognised as some of the most premium nursery products on the market. In the UK, it is exclusive to Harrods.
LM: You recently announced the Silver Cross Premium Valet & Service. How does this work, and is it unique in your industry?
DA: We have introduced our Valet Service to extend our product lifecycle. Silver Cross prams and strollers are designed to carry babies and children from birth to approximately four years, but some parents may use one for as little as six months. That’s why we’re now looking at ways we can extend the life of our products by encouraging parents to reuse, resell or recycle. Our Premium Valet & Service ensures your product is working and looking great so you can pass it on in the best possible condition.
LM: There is also now the option to donate used Silver Cross products to families in need. Why did you choose to partner with Baby Basics UK rather than another charitable organisation?
DA: We have been working with Baby Basics UK for just over two years, and, in that time, we have seen them grow from a handful of baby banks to now over 50 nationwide. This rapid increase has come from necessity – there are now more families than ever requiring support. Our donation service allows you to donate your unwanted Silver Cross pram or stroller, free of charge, to a family who needs it most.
We collect it, it goes through our full valet and service and is then sent to Baby Basics UK. This is another way we can prolong the life of our products and help families in need too.
LM: You also recently launched your new Motion All Size 360 car seat with your first ever TV advert. Can you tell our readers please what the main features are?
DA: The Motion All Size 360 is completely unique as it is the only 360 rotating, all size car seat tested to the latest R129 standard. It is designed to take you from birth to approximately 12 years, meaning it is the only car seat a parent will need to buy.
It also features all the beautifully crafted elements you would expect from a Silver Cross product, like our signature bamboo fabrics, which are naturally anti-bacterial, super-soft and hypoallergenic. Since launching our first car seat collection in 2019, we have achieved four record-breaking ADAC test scores, meaning we have some of the safest car seats in the world and the safest infant carrier ever tested! Our Motion All Size 360 car seat is the next generation.
LM: What should expectant parents look out for when choosing a car seat, as there are so many different kinds to choose from?
DA: There is a lot to consider when choosing a car seat, but above all else, it’s about finding the right one for you. I would encourage expectant parents to find their nearest nursery specialist and go in-store to try them out. In 2019, we launched our Car Safety Made Simple app, which offers installation guides, car compatibility lists and takes parents through all the safety features and benefits of our car seat collection. Our app is completely unique and offers advice and support for new and expectant parents.
LM: What’s next on the horizon for Silver Cross, as it’s already been a busy six months of new product unveilings?
DA: We have a lot more to come with exciting developments on prams and strollers as well as some new product categories launching in the autumn. We have just launched The Edit, our new parenting platform, designed to offer new and expectant parents’ advice and support. The Edit features articles on pregnancy, parenting, travel, fashion, interiors and lifestyle, with new content added every week. We’re working with industry experts and lots of famous faces to create a space where parents and families can learn and be inspired.
LM: Do you have any tips for new mums and dads when browsing the Silver Cross product line-up and anything specific they should look out for?
DA: Always buy products that fit with your lifestyle. I always encourage parents to think about where they live, how much space they have at home, what car they drive or how they travel. All Silver Cross products are designed to make parents’ lives easier, but it’s essential you find the perfect fit.
LM: Thank you for your time David, and it has been a pleasure speaking to you.
Silver Cross – Where and How?
For more information on the Silver Cross product range, visit www.silvercrossbaby.com.
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