KNOWN FOR COMBINING PRACTICALITY WITH REFINED STYLE, THE ICONIC PARENTING BRAND ADDS A NEW RANGE OF CAR SEATS TO ITS COLLECTION
When Prince George was born in 2013, the Duke and Duchess of Cambridge stuck firmly with family tradition and opted for a classic Silver Cross Balmoral pram. Handcrafted at the brand’s Yorkshire factory, featuring a comfortable mattress, quilted exterior and chrome chassis, the model that earned the nickname the ‘Rolls Royce of prams’, was of course, the natural choice for Kate and Wills’ firstborn.
Established in 1877 by inventor and engineer William Wilson, Silver Cross fast became known for its bouncy suspension spring system, still used in its styles today. With an emphasis on quality and craftsmanship, the Balmoral became popular with royalty, transporting King George VI as a baby. It was the first choice for HRH The Queen when she brought up her four children in the 1950s. For die-hard fans, there’s also an irresistible miniature version, the dolls’ Balmoral for children.
While a flux of hip new brands have emerged in recent years, Silver Cross, which is based in Skipton, Yorkshire, has quietly managed to maintain its reputation as a market leader thanks to its trustworthy, functional and understated designs. From the sleek, no-fuss Galaxy stroller to the classic, sturdy Pioneer pram and the small, lightweight Jet, the brand appeals to parents who want dependable, comfortable travel systems.
Joining the popular strollers and nursery furniture, there’s now a range of new Silver Cross car seats that have recently landed at John Lewis & Partners. Their USP? Being super-easy to use, premium quality and excellent value for money. ‘We wanted to offer the Silver Cross DNA in the form of a car seat,’ explains Hamish McPhillips, category manager in car safety, Silver Cross. ‘This is the first car seat offering for every stage of a child’s development, from 0-12 years old.’
“We wanted to offer the Silver Cross DNA in the form of a car seat”
Having conducted research with hundreds of customers, the resounding message that kept coming back to Silver Cross was that people were confused about what car seats they needed as well as how to fit them (see our car seat buying guide here). The challenge for Silver Cross was to deliver a product that not only performed well and looked good but was also easy to fit. To help with that, the brand have created an app that features a car fit finder as well as a simple five-step installation guide with easy-to-follow videos.
Once the Silver Cross team had established a need for easy-to-use, premium car seats, they took time finessing the product. ‘We spent a lot of time developing and testing our products and not rushing something on to the market,’ explains Hamish McPhillips. Everything, from the five-point safety harness, multiple adjustable head positions and four-layer side impact protection to the super-soft moisture-wicking bamboo fabric and piped finish, is a result of time and attention.
In a crowded market, how do Silver Cross stand out? ‘We have a 140-year-old heritage that newer brands can’t just invent,’ explains Hamish. ‘For us, it was really important to launch the car seats with John Lewis & Partners, a company that shares the brand’s values. We know that Partners are focused and passionate and it was important for us to have that level of service.’
