When the icon met the anarchist
This is the story of two businesses. One, a household name, a global brand championed by royalty. The other, a disruptive free-thinker, a newcomer with ambition and attitude. Outwardly, they couldn't look more different, but at their heart they share a passion for parental empowerment.
1877, Silver Cross changed family life forever by inventing the perambulator, a product that allowed parents to get out with their babies for the first time. Over a century later, Micralite set out to do the same thing, this time appealing to an audience that didn’t want to just get out - they wanted to explore, to hit the beach and scale mountains. To go anywhere. And bring baby along, too.
In 1990, the Micralite FastFold was born. With functionality at its core, it marked another turning point in family life, challenging the way strollers were meant to look and behave.
Over the next thirty years, Silver Cross continued to make traditions, while Micralite continued on its mission to break them.
By 2018, Micralite had found a small yet global audience. But to really hit the heights, it needed the help of a bigger brand – and Silver Cross stepped in. Two innovative British brands focused on fulfilling the needs of families worldwide.
The FastFold got a facelift, while new products joined the family, all staying true to the Micralite belief that making family adventures easier makes parenting more fun. As it should be.
Micklethorn, Broughton, Skipton, North Yorkshire, BD23 3JA, United Kingdom
