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Coast is our cool and durable carrycot/pushchair travel system which features stylish detailing and premium marl fabrics. Coast is fully accessorised with a co-ordinating deeply padded footmuff and super practical pram bag.
Upgrade your daily strolls with Zest, our everyday pushchair offering style and comfort for both parents and babies.
Our handmade Oberon doll's pram is a beautiful gift for any child. It comes in a high gloss white finish with beautiful hand-painted fine line detail, chrome spoked wheels and fully adjustable hood.
Add Muslin Swaddles worth £45 for FREE!
Everything you need with your Reef pram including a First Bed Folding Carrycot, Dream i-Size infant carrier, changing bag, footmuff, phone holder and snack tray
For everyday strolls with a one hand fold
Dune, our contemporary and compact urban travel system proves there’s no need to compromise when it comes to style and functionality.
Tide is our new multi-terrain pushchair with an overnight sleeping approved carrycot, reversible multi-recline pushchair seat and effortless freestanding fold.
Coast is our cool and durable carrycot/pushchair travel system which features stylish detailing and premium marl fabrics. Coast is fully accessorised with a co-ordinating deeply padded footmuff and super practical pram bag.
Suburban, stylish, sustainable – Reef is our multi-terrain travel system offering the ultimate in baby comfort no matter where your adventures take you.
Introducing the all new Wave, our future-proof travel system that’s designed especially for growing families.
Everything you need with your Dune pram including a First Bed Folding Carrycot, Motion All Size 360 car seat, changing bag, footmuff, phone holder and snack tray
Everything you need with your Dune pram including a Newborn Pod, Dream i-Size infant carrier, changing bag, footmuff, phone holder and snack tray
Our lightest, most compact multi-terrain pushchair, Tide is made for exploring. Includes Accessory pack with a changing rucksack, footmuff, phone holder and cup holder.
Everything you need with your Reef pram including a First Bed Folding Carrycot, Dream i-Size infant carrier, changing bag, footmuff, phone holder and snack tray
Everything you need with your Reef pram including a First Bed Folding Carrycot, Motion All Size 360 car seat, changing bag, footmuff, phone holder and snack tray
Everything you need with your Wave pram including Motion All Size 360 & base, changing bag, footmuff, phone holder and snack tray
For everyday strolls with a one hand fold
Special edition auto-folding super stroller.
Self-folding for effortless strolling
Suitable from newborn to toddler, Pop is the ultimate everyday pushchair offering a smooth and comfortable ride for baby and added peace-of-mind for parents.
Upgrade your daily strolls with Zest, our everyday pushchair offering style and comfort for both parents and babies.
Add a TrueFit™ Classic Mattress for only £50!
Add Muslin Swaddles worth £45 for FREE!
190 pocket-sprung mattress
Dual-sided 190 pocket-sprung mattress
Dual-sided 220 pocket-sprung mattress
For safe sleep, easy feeds and close comfort
Special edition one-pop travel cot, co-sleeper and playpen.
Add Muslin Swaddles worth £45 for FREE!
Special edition 360° rotating, all stage car seat.
Add a TrueFit™ Classic Mattress for only £50!
Add Muslin Swaddles worth £45 for FREE!
Upgrade your daily strolls with Zest, our everyday pushchair offering style and comfort for both parents and babies.
Makes mealtimes fun
For everyday strolls with a one hand fold
Add Muslin Swaddles worth £45 for FREE!
Suitable from newborn to toddler, Pop is the ultimate everyday pushchair offering a smooth and comfortable ride for baby and added peace-of-mind for parents.
The place for parents to be
Min read
Min read
Min read
Min read
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Min read
Makes mealtimes fun
For everyday strolls with a one hand fold
Add Muslin Swaddles worth £45 for FREE!
Suitable from newborn to toddler, Pop is the ultimate everyday pushchair offering a smooth and comfortable ride for baby and added peace-of-mind for parents.
The place for parents to be
Min read
Min read
Min read
Min read
Min read
Coast is our cool and durable carrycot/pushchair travel system which features stylish detailing and premium marl fabrics. Coast is fully accessorised with a co-ordinating deeply padded footmuff and super practical pram bag.
Tide is our new multi-terrain pushchair with an overnight sleeping approved carrycot, reversible multi-recline pushchair seat and effortless freestanding fold.
Introducing the all new Wave, our future-proof travel system that’s designed especially for growing families.
Suburban, stylish, sustainable – Reef is our multi-terrain travel system offering the ultimate in baby comfort no matter where your adventures take you.
Dune, our contemporary and compact urban travel system proves there’s no need to compromise when it comes to style and functionality.
Add an award-winning Dream i-Size Infant Carrier & Base with your Coast pushchair, designed for everyday strolls
Our lightest, most compact multi-terrain pushchair, Tide is made for exploring. Includes Accessory pack with a changing rucksack, footmuff, phone holder and cup holder.
Our lightest, most compact multi-terrain pushchair, Tide is made for exploring. With 4-wheel suspens...
Our lightest, most compact multi-terrain pushchair, Tide is made for exploring. With 4-wheel suspens...
Everything you need with your Wave pram including Dream i-Size infant carrier & base, changing bag, footmuff, phone holder and snack tray
Turn your Wave pram into a Travel System with an award-winning Dream i-Size infant carrier
Everything you need with your Reef pram including a First Bed Folding Carrycot, Dream i-Size infant carrier, changing bag, footmuff, phone holder and snack tray
Reef, our multi-terrain travel system offering the ultimate in baby comfort no matter where your adventures take you with its freestanding fold, first bed folding carrycot and off road wheels with a travel pack
Everything you need with your Dune pram including a First Bed Folding Carrycot, Dream i-Size infant carrier, changing bag, footmuff, phone holder and snack tray
Combine your Dune pram with a Newborn Pod and an award-winning Dream i-Size infant carrier and Travel pack.
Everything you need with your Dune pram including a Compact Folding Carrycot, Dream i-Size infant carrier, changing bag, footmuff, phone holder and snack tray
Combine your Dune pram with a Compact Folding Carrycot and an award-winning Dream i-Size infant carrier
For everyday strolls with a one hand fold
Suitable from newborn to toddler, Pop is the ultimate everyday pushchair offering a smooth and comfortable ride for baby and added peace-of-mind for parents.
Upgrade your daily strolls with Zest, our everyday pushchair offering style and comfort for both parents and babies.
Makes mealtimes fun
Eat&Play is the 4-in-1 highchair and play table that does it all. Transforming effortlessly from...
For snacking, weaning and playtime
Start you little one's weaning journey
Awarded the safest infant carrier for your newborn by ADAC, when used with the Dream i-Size base
The only 360° rotating car seat you need, suitable from birth to approx. 12 years
The multi-stage car seat, growing with your child from 15 months to approx. 12 years of age
Our high-back booster seat from 4 to 12 years old, approved to the latest R129/03 safety standard
Simple and beautiful, the Bromley nursery furniture collection offers the perfect canvas for creatin...
Create the best nursery for your little one to nap, play and grow with the Bromley Oak 3-piece nurse...
Special edition auto-folding super stroller.
Special edition 360° rotating, all stage car seat.
Special edition one-pop travel cot, co-sleeper and playpen.
The brand-new Genius™ harness system - expertly engineered with a magnetic and mechanical fastening for comfort, ease and style – is now available on our latest prams and pushchairs. John Jennings, product designer at Silver Cross, talks us through the inspiration, processes and safety features of the Genius new design.
Product designer, John Jennings.
What’s your role at Silver Cross?
I’m a product designer and take care of the hardware elements of all Silver Cross products - from the variation of plastics used in our pram chassis, to the metal fastenings found in the buckles of our harnesses, and everything in between.
Sometimes I’ll be working on updating an existing product to improve its visual appearance, function or the user experience. Other times I’ll work on a ‘ground up’ development, where everything in the design project is completely new – just like the Genius™ harness system.
No matter what the job is, every part of the design is meticulously researched, engineered, and considered at every stage to ensure all of our products are the highest quality – we’re very thorough!
The Genius™ harness system is completely different to the harness it’s replacing – the usability, ergonomics and aesthetic have been brought right up to date. The buckle comprises a five-way magnetic attachment to each of its mouldings, so all sections of the five-point harness (chest, waist and crotch) can be independently connected to one another.
There’s also a reliable mechanical fixing to make the buckle ultra-secure – it can only be released using a pinching motion of the button on the front face. This movement means the user no longer needs to fiddle with the front and back piece of the buckle and potentially disturb their child during nap time.
In terms of design, we’ve made this a jewel to look at, incorporating our signature chrome ring and unique branding to the main face for a more elegant and premium feel.
As the buckle was a brand-new development there was a lot to consider. The main aim was to create a quick, safe and hassle-free movement to secure the child into the pushchair, ensuring they’re comfortable at all times – making a parent’s life much easier.
Firstly, we looked at how we could update the original buckle that had been a part of all Silver Cross prams and strollers for a number of years. From this, and the valuable feedback provided by our customers, we drew our own conclusions on what could be improved.
The introduction of a magnetic closure would mean effortless usability, with a reliable mechanical fixing giving parents reassurance that the buckle is the safest it can be. We wanted the user to find it intuitive, quick and easy when buckling in a child, so the design had to reflect this.
Before creating the pieces to hold all elements of the harness and buckle together, we held internal focus groups at all stages of development and created prototypes to give us a better understanding of how the final product would look, feel and function.
Once the design was finalised it was time for testing to begin. Every product we create, whether that’s a car seat or a cup holder, goes through vigorous testing to meet its required safety regulations. Our factory would test all the functionalities of the buckle, going above and beyond any independent test lab to ensure the buckle is of the highest quality.
After we receive the real buckles off the production line, they are attached to the pushchairs and are independently tested under every standard for all our global markets. This whole process from start to finish took around 12 months.
Shop: Wave
What was the reason for the update?
At Silver Cross we aim to lead the industry in terms and design and usability, so we’re always looking to improve and innovate by reviewing our products. The Genius™ harness and magnetic buckle replaces a buckle that has been part of our products for many years and performed a task that’s necessary on every pushchair. However, we thought now was the time to reinvent our buckle with a more modern design to bring it into the 21st century.
Is the new design child-proof?
Every product we create is tested to our own safety requirements, going above and beyond the necessary standards, to ensure the utmost protection for the user and the child.
The Genius™ harness system is no exception. As well as our internal testing standards, we also obtain external testing certification which is carried out by an independent test lab in accordance to EU and Global regulations. No buckle can be fitted to any pushchair until these standards are passed.
Children sat in the pushchair will be unable to release the buckle whilst they’re wearing it due to the mechanical fixing on the release button, giving extra peace of mind for mum and dad.
Does the Genius™ harness system provide more comfort for baby?
With the buckle being a magnetic closure and the underside being flat and flush to baby’s tummy, there’s no risk of putting pressure on them or catching their clothing or skin in the fastening, so there’s less stress on the child.
The harness itself has also had an update. We’ve introduced a pop-out feature, allowing a much smoother transition when getting baby in and out of the pram. Cosseted chest pads, now much longer, wider and thicker, are made with a premium cushioned material, protecting your child from the plastic componentry keeping them safe underneath.
John Jennings is a Product Designer at Silver Cross, joining the design team in 2017 to work on the hardware elements of products across the brand. With his creative background, John uses his experience to create and innovate, ensuring that Silver Cross are leading the way in terms of design and usability.
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