Silver Cross Buffet Highchair
We worked with trusted British brand and our existing client, Silver Cross, to bring a new highchair to market. The product is a from birth to toddler highchair, with full recline and multiple positions which can be effortlessly adjusted as the child grows. We previously designed this feeding set for toddlers with Silver Cross.
Background
We worked with Silver Cross to bring a new highchair to market. Silver Cross craft prams, nursery furniture, babywear and car seats. They are renowned as a premium and highly sought-after brand, which we had to consider throughout the project.
We worked from a client brief from Silver Cross Design Director, Phil Taylor, and CEO, Nick Paxton. Our mission was a vendor search and to work alongside the Silver Cross team to develop a feature rich, attractive and functional highchair, compliant across multiple key markets globally.
Requirements
The brief was to bring to market a “from birth” highchair, with full recline and multiple positions which can be effortlessly adjusted as the child grows.
The product would be developed with a global audience in mind and would be sold at high volumes globally. The product would be aimed at parents of babies and toddlers and had to be globally compliant with key markets across the UK, Europe, the USA and Asia.
It was important that the product reflected the high quality for which Silver Cross are known. We also had to ensure we used colours that were within the Silver Cross brand guidelines in order to maintain a cohesive brand identity.
What we did
We engineered some key developments within the project to overcome some design and functional challenges, working closely with the Design Quality Control and Marketing teams at Silver Cross to understand the global requirements for product compliance.
We carried out factory research to strengthen our understanding and appointed a manufacturer who we worked alongside to develop and tool key elements of the product, all while keeping quality in mind. In addition, we also developed FSC packaging for the set, and delivered to a strict set of commercials.
Results
Working within a 15-month time frame, we successfully delivered the product on time. The highchair distribution roll-out has been activated in the UK, Australia and New Zealand, with other key markets to be added before the end of 2023. It’s a popular addition to the Silver Cross range and will generate impressive volume.
“Silver Cross has completed multiple projects with Plan A Product Development Ltd and I can highly recommend their management, development and commerciality. The team have expertly navigated some difficult challenges, and as a result we continue to engage Plan A on development projects.”
— Nick Paxton, CEO, Silver Cross
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