Babystyle strolls into success

Innovation now lies at the heart of Babystyle’s growth strategy, but this wasn’t always its main driver. The pram maker calls Sileby in Leicestershire home, but started its life importing strollers from Sweden.

“After several years, the market changed – and the pram didn’t,” says managing director Andy Crane. “So, we decided to take control of our destiny.”

Ever since 1999, the company has been inventing its own products. “A few years ago, we realised that all the pushchairs were quite angular,” Crane says. “We wanted to create something with sweeping lines that oozed quality.”

The company spent over £750,000 ($1m) and two years creating the Egg, which has become an international bestseller.

Babystyle grew 26pc last year to hit a turnover of £14m, and the business is on target to generate £16m in revenues this year. “We’ve always focused on the UK,” says Crane. “But over the last five years, we’ve been diversifying into export markets. This year we’re hoping to reach 40 countries around the world.”

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