While cameras are focused on the royal newborn George Alexander Louis, all eyes in the baby goods world have turned toward stroller makers, such as Amsterdam-based Bugaboo International. “There is nothing bigger for a brand than a royal endorsement,” says Richard Cope, director of trends at market researcher Mintel in London. U.K. supermarket chain, Asda, has already seen how a royal nod can influence shoppers; it reported a 57 percent rise in sales of woven-straw baby bassinets after the duchess was pictured with one from an upscale boutique in April. A study by the Centre for Retail Research estimates that U.K. sales of strollers will rise 13 percent, to £288 million, in the 12 months from July 1 as new parents look to follow the choice of the royal couple.With British businesses looking for support, what is the risk of choosing a Bugaboo? That the royal household could offend people who want the duchess to buy British.
Open an Account
