Silver Cross (company)
Silver Cross is a British nursery brand and manufacturer of baby transport and other baby-related products founded in 1877. The company, based in Skipton, North Yorkshire, United Kingdom, is best known for the production of baby prams and pushchairs, particularly coach-built prams. Silver Cross is also a manufacturer of infant car seats, nursery furniture, nursery bedding, nursery decor, toys and gifts. The brand now sells its products in over 70 countries. Its parent company is the Chinese conglomerate Fosun International, who owns 87.2 percent equity.[1]
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Founded | 1877 ![]() |
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Headquarters | Skipton, North Yorkshire, United Kingdom |
Parent | Fosun International |
Website | silvercrossbaby |
History
Founding and Wilsonera
In 1877, Silver Cross is founded in Hunslet, Leeds, England by William Wilson.[1][2] Wilson's prams utilized a spring system and a reversible hood,[1] which he began manufacturing in a factory on Silver Cross Street, Leeds.[3] In 1897, Wilson opened a factory on Whitehouse Street, Leeds.[4] The following decade, Wilson registers for over 30 patents for pram design.[5] Not long after receiving a Royal Warrant for pram production, William Wilson died aged 58 and ownership passed to his 3 sons; James, Irwin and Alfred.[6]
20th century growth
In the 1920s and 1930s, the Wilson brothers supplied a Silver Cross baby carriage to George VI and Queen Elizabeth.[1] By 1936 Silver Cross had moved to a larger factory in Guiseley.[4]
In the 1940s and 1950s Silver Cross adapts and develops new techniques for pram production. Plywood bodies are replaced with aluminium and new rubber die presses, spot welding machines, conveyor stoves and other state-of-the-art equipment is installed at the Silver Cross Works. The Queen chose a Silver Cross pram for Prince Charles in 1948. In 1951 Silver Cross launched a series of new iconic shaped prams, the forefathers of the modern day Balmoral pram. Posters of the time portray Silver Cross prams alongside Rolls-Royce cars, leading to the unofficial title 'the Rolls-Royce of Prams'.[1]
During the 1960s, Silver Cross prams were seen as unfashionable, and old-fashioned compared to the changing consumer culture of the time.[2][7]
The introduction of a chromium plating plant in 1964 and development of the product range. The range further extended into highchairs and furniture.
In 1977, Silver Cross reached its centenary, and a pram was presented to Princess Anne for her first child, Peter Philips.
During the 1980s and 1990s, Silver Cross launched the hugely successful Wayfarer pushchair, a lightweight pushchair with a large integrated shopping basket beneath a reversible seat. The Wayfarer sold over a million units.
21st century & ownership changes
By 2002, the company was faring poorly, financially, and was sold to Alan Halsall in 2002 for just £500,000.[7] While Halsall kept the company's line of "Heritage" pushchairs featuring the older designs, most of the company's sales came from more modern designs, such as car seats.[7] Additionally, Halsall wanted Silver Cross to partner with other "complementary" British manufacturers, such as furniture makers and toy makers.[7] Halsall also focused on expanding the company into new international markets, particularly to Asian districts like China, Hong Kong, South Korea, Malaysia and Singapore.[7]
On 20 July 2015 Fosun International announced it had purchased the company from Halsall.[8] As of 2017, Fosun owned 87.23% of the company.[9]
In October 2016, the company announced their expansion into the United States via ABC Expo, a trade show for children's products.[10] In August 2017, a collection of contemporary Silver Cross dolls prams and pushchairs was launched in association with Play Like Mum.
Coach-built prams
Silver Cross's traditional coach-built prams are characterised by a hard body, C-spring suspension, spoked wheels and folding hood. This method of pram building was developed by William Wilson, an engineer and inventor from Leeds, England. Wilson went on to establish Silver Cross in 1877,[5] marketing this type of coach-built baby carriage, and registering numerous patents for perambulator design to protect his invention. Despite refinements in techniques and manufacturing processes, the method of pram building today remains very similar to early pram building.[11]
Silver Cross currently manufactures two models of full-size coach-built pram in the UK, the Balmoral and the Kensington, as well as two models of dolls pram, the Oberon and the Chatsworth. Silver Cross is the only pram manufacturer still producing coach-built prams in the UK.
Contemporary products
The main focus of the Silver Cross range is its modern travel collection, which incorporates a collection of 3-in-1 combination pram systems. This type of pram is characterised by its ability to be converted from a lie flat pram, to a pushchair, to a travel system (with the addition of a baby car seat). Silver Cross also produces infant car seats. lightweight umbrella-fold pushchairs, nursery furniture collections, nursery bedding and decor items, and a range of toys and gifts. In 2013 Silver Cross entered into a partnership with classic British automotive brand Aston Martin to produce a special edition of the Surf pram and pushchair.[12]
References
- "History of Silver Cross | British Design Since 1877". silvercrossus.com. Retrieved 23 April 2020.
- "Wheels of fortune for Silver Cross - the prams that pushed themselves all the way to the top". www.yorkshirepost.co.uk. Retrieved 23 April 2020.
- Leeds City Council. "Dewsbury Road, Silver Cross Hotel". www.leodis.net. Retrieved 24 April 2020.
- Leeds City Council. "Silver Cross Street, numbers 6, 8 & 10". www.leodis.net. Retrieved 24 April 2020.
- "William Wilson and Sons - Graces Guide". www.gracesguide.co.uk. Retrieved 14 October 2022.
- "The first Silver Cross pram returns home". www.antiquestradegazette.com. Retrieved 14 October 2022.
- Wood, Zoe (24 September 2010). "Silver Cross: the British pram winning over pushy mums". The Guardian. ISSN 0261-3077. Retrieved 24 April 2020.
- "Fosun Group Expands the Health Consumption Investment by Partnering with Silver Cross". Fosun. 20 July 2015. Retrieved 23 April 2020.
- "Fosun Annual Report 2017" (PDF). 2017. Retrieved 23 April 2020.
- Silver Cross. "Beloved British Juvenile Products Brand, Silver Cross, Launches In USA At ABC Expo". www.prnewswire.com. Retrieved 24 April 2020.
- "Our Story : Silver Cross | Baby Gear Since 1877". Silver Cross USA. Retrieved 14 October 2022.
- Coren, Giles. "The £2,000 Aston Martin pram that's a real babe magnet". The Times. ISSN 0140-0460. Retrieved 14 October 2022.