Gourmet and Buffet highchairs by Silver Cross.

A confident return to category leadership

Gourmet and Buffet marked Silver Cross’s strategic re-entry into the highchair category — a commercially focused programme designed to deliver accessibility, volume and multi-channel growth.

Plan A was briefed to identify and develop a compelling, price-appropriate product that would be exciting, commercially viable and capable of competing immediately in a crowded market. From factory sourcing and sampling through to tooling, material optimisation and compliance testing, Plan A led the development agenda end to end.

The result: two highchairs built on a shared platform, now ranked within the top 10 best-selling highchairs in the UK (GfK data), successfully re-establishing Silver Cross in the category.

The challenge.

Silver Cross had no active presence in the highchair category. The objective was not simply to launch a product, but to re-establish the brand in a competitive, price-sensitive segment — and to do so in a way that would deliver measurable market traction.

The brief required:

a commercially strong product at an accessible price point
fast development from factory selection to retail readiness
uncompromising safety and compliance performance
a design capable of supporting multi-channel distribution, including Amazon and premium retail partners

The product needed to perform equally well online, in-store and within premium retail environments, while maintaining appropriate margins and brand integrity.

The solution.

Factory sourcing and validation

Plan A initiated a structured sourcing process, reviewing multiple factories before narrowing the shortlist to two. Following detailed sampling and evaluation, a lead partner factory was selected based on quality, cost control and production capability.

Product platform development

Gourmet and Buffet were developed from a strong baseline platform — the same core product architecture offered in different finishes and colourways to maximise efficiency and retail flexibility. Plan A oversaw:

tooling of branded plastic hinge caps to reinforce Silver Cross identity
refinement of structural elements and folding mechanism
development of fabric and foam specifications to achieve the right balance of comfort, durability and cleanability
full safety and compliance testing for UK and global markets

The process required multiple fabric and cushioning trials to achieve a premium feel within strict commercial parameters.

Silver Cross Gourmet Highchair tilt down

Commercial alignment

Beyond product development, the programme was shaped around channel strategy. The product needed to perform as strongly on Amazon as it would in John Lewis, as well as through Silver Cross’s own direct-to-consumer channels.

Plan A ensured that product specification, pricing structure and manufacturing approach aligned with this broader commercial ambition.

The outcome.

The results have been significant:

From zero presence to two top-10 best-selling highchairs in the UK (GfK data)
Strong performance across multi-channel retail, particularly Amazon
Successful premium retail partnerships, including an exclusive Gourmet colourway for John Lewis

The highchair programme has become a key commercial driver for Silver Cross, broadening brand reach and strengthening presence within an accessible, high-volume category.

Why it worked.

The success of Gourmet and Buffet was rooted in disciplined product strategy. Rather than over-engineering, Plan A focused on identifying a strong baseline platform, refining it intelligently and aligning development decisions with commercial objectives from the outset.

By balancing cost control, design integrity and channel strategy, Plan A enabled Silver Cross to re-enter a competitive category with confidence — and achieve immediate, measurable market impact.

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