SUPERBRANDS ANNUAL 2014 SILVER CROSS Promotion Silver Cross invests heavily in marketing. Communications activities include national consumer advertising, presence at nursery trade and consumer events, plus in-store displays. Wide ranging online activity includes the Silver Cross brand website and an online social media community on Facebook and Twitter. silvercrossbaby.com Silver Cross is passionate about offering parents the highest levels of quality, baby comfort and safety, coupled with chic, contemporary design. A forward thinking and dynamic brand, Silver Cross has grown quickly over the last 12 years with the development of better and smarter nursery products. It is a truly global brand with distribution channels in Europe, the Americas, Asia and Australasia. EACH OF THE 800 SURF ASTON MARTIN EDITION PRAMS ARE INDIVIDUALLY NUMBERED WITH A PLAQUE. superbrands.uk.com Market Baby and nursery is one of the most highly competitive markets in the world today and comprises a vast array of products for newborns, babies and toddlers. The focus of the Silver Cross business is in baby travel; with the manufacture of prams, pushchairs and lightweight strollers for modern families. In addition to this, Silver Cross has also become well known for its collections of nursery furniture, bedding, infant car seats and gifts. Product All Silver Cross products are created by inhouse designers and product development specialists based in the brand’s UK head office, with the aim of supporting parents and their children on the journey from delivery room to school gates. The highly acclaimed travel collection comprises a range of prams and pushchairs including the revolutionary Surf: a frombirth pram system with state-of-the-art, air sprung suspension. In 2013, Silver Cross also added the new Wayfarer pram system to the range. With its lightweight design and inclusive carrycot, the Wayfarer has proved incredibly popular with UK parents. The collection also includes three of the UK’s most popular pram and pushchair combinations; the Sleepover Elegance, the Linear Freeway and the best-selling 3D. Four lightweight strollers – the best-selling Pop, Zest, Fizz and Micro – join these pram systems. Silver Cross offers a collection of group DID ? 0+ car seats (for newborn babies) YOU KNOW including the multi-award-winning l pram is The Balmora h-built ac Ventura Plus and the brand new the only co ade Simplicity car seat, which combine with pram still m in ly ve si u cl ex Silver Cross prams to make complete the UK. travel systems. The newly launched Simplifix ISOFIX base also offers a practical in-car anchoring system for safe motoring. The world-famous Balmoral is the only coach-built pram that is still handmade in England. Manufactured to the same high standards originally employed in the 19th century, each hand-crafted pram comes with a certificate of authenticity. The Balmoral pram has become a global style icon, favoured by the British Royal Family and A-list celebrities. Silver Cross now has an extensive range of gifts and toys including the handmade Oberon and Chatsworth Dolls Prams, which are miniature replicas of the full size coach-built prams. In addition there is a collection of traditional rag dolls to complement the dolls pram collection. Since adding nursery furniture to its offering, Silver Cross has expanded the furniture collection to six high quality ranges, each comprising a convertible cot bed/toddler bed, a changing unit/dresser and a wardrobe. Achievements Silver Cross’s leading British design and high manufacturing quality continues to be put through its paces by parents around the world, with the brand’s collection winning numerous high profile awards. In 2013 the new Wayfarer was awarded a number of accolades, including the illustrious Junior Design Award. The ultra-luxurious Surf Aston Martin Edition captured the world’s imagination through the unique partnership between two of Britain’s most iconic brands. Silver Cross’s popularity and heritage in the UK has aided growing recognition of its products internationally and it now sells prams in more than 30 countries. Silver Cross communications aim to be straightforward, open and honest. Its strongest marketing tool has always been word-of-mouth. From royalty and trendsetters in film and music, DID to mums around the globe, the ? YOU KNOW brand is endorsed by those who e is th Silver Cross brand have first-hand experience of y er oldest nurs . d rl o w Silver Cross products. in the Recent Developments During 2013 Silver Cross continued to drive forward with modern designs. The launch of the Wayfarer lightweight pram system put Silver Cross at the forefront of the newborn pram market, and with further developments and improvements to Wayfarer and Surf for 2014, Silver Cross will provide even more smart, intelligent options for parents and their babies. 2013 also saw an exclusive partnership between Silver Cross and iconic British automotive brand Aston Martin to produce a global exclusive version of the Surf pram system. The Surf Aston Martin Edition features sports car style alloy wheels, a suede lined pushchair seat and an alcantara leather handle, just like Aston Martin sports cars. Only 800 were made and only available at Harrods in the UK, as well as other exclusive outlets in other countries. Global interest in this luxurious exclusive has been overwhelming, and the world’s press gathered for gala launches in both Hong Kong and London. Brand Values Silver Cross is one of the UK’s most loved and trusted brands. In 2014, 137 years after its launch, Silver Cross still stands for elegant and desirable British design. It is passionate about providing the best start in life and strives to be known worldwide for its experience and knowledge in producing original and imaginative products. Brand History 1877 Silver Cross is founded by William Wilson, a prolific inventor of baby carriages who gains a reputation for producing the world’s finest carriages. 1920 -30s Silver Cross becomes incorporated and is crowned the number one baby carriage for royals, supplying its first baby carriage to King George VI for Princess Elizabeth. 1951 Silver Cross launches a new shape; the forefather of the Balmoral, it becomes synonymous with the name ‘pram’. 1977 Silver Cross celebrates its centenary by flying customers and buyers around the world in its new centenary aircraft, and by presenting a baby carriage to Princess Anne. 1988 The Wayfarer pushchair is launched. It becomes Britain’s best-selling pushchair for a decade, selling more than 3,000 per week. 2002 Entrepreneur and businessman Alan Halsall purchases Silver Cross and relaunches the famous Balmoral coach-built pram. 2006 Silver Cross goes global, forging partnerships with distributors in Europe, America, Canada and Japan. 2009 Silver Cross launches its Home Collection and a range of soft activity and gift toys. 2010 The Surf pram and pushchair is launched, and Silver Cross enters the nursery furniture and bedding market. 2011 The Silver Cross brand expands online, with presences on Facebook, Twitter and a blog. 2012 A international operation continues to expand. The flagship store opens in Hong Kong. 2013 The Surf Aston Martin Edition pram launches. The New Wayfarer wins Junior Design Award for Best Pushchair.