Silver Cross was seen as an older style, slightly out of date, pram brand – one which some of the newer fashion conscious brands such as Bugaboo and iCandy had exploited.
Silver Cross had lost its identity, falling into the trap many brands fall into, behaving like a lifestyle brand when it was actually a lifestage brand.
We gave Silver Cross a new strategy; to be the nursery brand that best supports parents on their baby’s journey from delivery room to school gates.
The best start in life
We presented Silver Cross as the definitive nursery brand: this led to the re-design of all their literature, advertising, in-store POS and trade communications.
The following year saw Silver Cross report record profits after sales jumped by a third, with the brand expanding into China.
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