From humble beginnings back in 1999, BabyStyle has been a steadfast advocate of the high street from day one.

In the dynamic world of parenting, BabyStyle emerged as a prominent player in the UK with only a handful of employees but a passion for the nursery industry. With a commitment to quality, innovation, and bags of tenacity, the team, led by owner and Managing Director Andy Crane, has grown the company into what it is today – a trusted and beloved name that continues to thrive with unwavering support for high street retailers.

 

From the outset, BabyStyle embraced a vision that celebrated the high street – positioning itself as a steadfast advocate for local retailers. To this day BabyStyle do not compete with their retailers and refrain from selling directly to customers. Instead, they employ a unique approach maintaining great margins for stores, and in more modern times – utilizing social media and their website to drive customers into physical shops.  Their marketing strategies have changed with the times, but amazingly around 40 retailers have sold their strollers and furniture since the beginning, forming unbreakable partnerships over the years – retailers including Winstanley’s Pramworld, Glasgow Pram Centre, W.H. Watts & Sons to name a few.

Reflecting on the early days, BabyStyle’s initial retailers will recall products such as the Implast Convertible 3-in-1 system. Manufactured in Poland with designs considered outrageous by today’s standards—such as the Outback Orange and Ocean Swirl—the Implast played a crucial role in paving the way for Andy and the team to diversify their range with furniture and other pushchair brands. In 2002 they acquired XTS, a brand that were among the first to launch 3-wheeler strollers in the UK. With models named the Boogie, Boogie Twin and the Twister, XTS sparked a deeper interest in manufacturing and designing strollers.

 

From the outset, BabyStyle embraced a vision that celebrated the high street – positioning itself as a steadfast advocate for local retailers. To this day BabyStyle do not compete with their retailers and refrain from selling directly to customers. Instead, they employ a unique approach maintaining great margins for stores, and in more modern times – utilizing social media and their website to drive customers into physical shops.  Their marketing strategies have changed with the times, but amazingly around 40 retailers have sold their strollers and furniture since the beginning, forming unbreakable partnerships over the years – retailers including Winstanley’s Pramworld, Glasgow Pram Centre, W.H. Watts & Sons to name a few.

Reflecting on the early days, BabyStyle’s initial retailers will recall products such as the Implast Convertible 3-in-1 system. Manufactured in Poland with designs considered outrageous by today’s standards—such as the Outback Orange and Ocean Swirl—the Implast played a crucial role in paving the way for Andy and the team to diversify their range with furniture and other pushchair brands. In 2002 they acquired XTS, a brand that were among the first to launch 3-wheeler strollers in the UK. With models named the Boogie, Boogie Twin and the Twister, XTS sparked a deeper interest in manufacturing and designing strollers.

With increasing trips to China, a desire to control their own destiny and a boat load of new ideas – the Oyster was born in 2009. The mainstay of BabyStyle to this day, the Oyster was designed from scratch with more modern parents in mind. With the introduction of colour packs, parents had a huge array of colourways to choose from to suit their style. This concept still runs through BabyStyle, where they still offer consumers a large colour choice in their stroller ranges, at times with it being the most challenging part of shopping for parents-to-be.

Similar to its commitment to retailers, BabyStyle is dedicated to its suppliers. Fourteen years later, BabyStyle continues to innovate and manufacture with the same factory that initially produced the Oyster. Currently working on the new Oyster Gravity+, which was first previewed at the Harrogate Nursery Fair in 2023, exciting times still lie ahead for the Oyster brand, with more developments yet to come.

BabyStyle continued to diversify its range, and in 2015 along came the egg Stroller. With a gap in the market for luxury strollers and a conscious effort to offer parents something at all price points, the egg became popular overnight and has gone from strength to strength. Now in its third generation – the egg3, the aspirational brand that seamlessly blends functionality with fashion is sought after by retailers and parents-to-be including celebrities. Distributed through a carefully selected retailer network to protect its value, the previous model became the company’s fastest-selling stroller in its history – a remarkable achievement despite launching during a lockdown when shops were closed.

Sadly, over that period, several shops were lost as consumers inevitably turned to online purchasing. In true BabyStyle fashion, the team invested in its retailers to enhance the in-store experience and increase footfall. Over the last few years, BabyStyle has spent over half a million pounds on bespoke stands, working closely with retailers to design unique spaces. These spaces not only wow expectant parents when they walk through the door but also provide amazing backdrops for photos and videos on social media.

Not only are the stores in the UK supported by the team back at BabyStyle HQ in Leicestershire, but international distributors are also thriving. BabyStyle products are available in over 40 countries, with places like South Korea truly elevating the popularity of egg and Oyster. You will find the egg3, egg2, eggZ, and the Oyster3 strollers scattered across South Korea in abundance, recently making an appearance in the country’s most premium department store alongside only two other brands. The South Korean team, led by Jimmy Baek, now collaborates even more closely with head office to create bespoke colourways exclusively for the Korean market, further contributing to their success.

It is evident that BabyStyle has not only kept pace with the evolving needs of parents but has also played a pivotal role in shaping the landscape of baby products in the UK. From its humble beginnings 25 years ago, the success of BabyStyle can be attributed to its reciprocal relationships with its customers. BabyStyle consistently provide sought-after products desired by parents-to-be, offering excellent margins and marketing support. In return, retailers allocate valuable shop floor space and promote BabyStyle’s trendsetting collections—a range that is continuously developed and showcased annually at the Harrogate Nursery Fair.

Plans are already underway for this year’s show in October, with the iconic BabyStyle gin bar transforming into a luxurious champagne bar to celebrate 25 years. Special gifts will be distributed to retailers who have been friends and partners from the very beginning.

Long may BabyStyle continue its success without changing its philosophy.

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