With the British royal family making waves around the world, now expanded to include Prince George's baby sister, Charlotte Elizabeth Diana, it is no wonder why British pram brand Silver Cross is growing rapidly in the Chinese market.
Many are choosing the 138-year-old pram brand, which is the brand of choice for royal babies over the years. The brand is currently heavily focused on China, and the consumers are equally passionate about the brand.
Silver Cross has its sights on China for a while. It has a wholly owned subsidiary in the country even though it could certainly choose among the many countries it sells to with its global reach.
The company also opened its first store in China in Shanghai's high-end Plaza 66. It currently stands as the first Western pram brand in the country.
"China represents huge growth opportunities for us, and we want to expand in the country properly with our own team to support our distributors," said Chairman Alan Halsall.
"Chinese consumers are very discerning, and we want to grow in this market by demonstrating that we are there for the long term and willing to give them the support and best service they need," he added.
Being a U.K. brand, the designs of the products are typically British, even though the manufacturing is done elsewhere.
"We kept the British design, but we manufacture in the best manufacturing countries in the world. And in my opinion, the best manufacturing places are the U.K. and China," Halsall said.
The chairman added that he found a reputable Chinese manufacturer to work with, Goodbaby. Goodbaby makes sure that all the prams are of high quality, acceptable to Silver Cross's standards.
"Key to any cooperation is helping factories understand the importance of quality. We are very insistent that quality has to be at the top. We have quality control teams based at the factories, checking the production lines to make sure products are made as we have instructed," he explained.