Silver Cross (company)

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]

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.

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.