The historic pram maker Silver Cross, whose prams carried Prince William and Prince Harry when they were children, is to open its first ever store.
The luxury brand is to open a store in Hong Kong as part of its plans to expand in emerging markets. Silver Cross was founded in Yorkshire in 1877 but has previously only sold its prams through independent baby shops, nationwide retailers such as Mothercare, and more recently via the internet. Silver Cross will open in Hong Kong’s luxury Ocean Terminal Shopping Mall next to brands such as Burberry, Gucci and Ralph Lauren. The company’s prams retail for as much as £1,250, with its Balmoral model nicknamed the “Rolls-Royce of prams”. The heritage of the brand and its Royal Warrant has proved attractive to Asian markets, with sales in the region up 47pc in 2011. Alan Halsall, chairman of Silver Cross, said: “We are hoping to achieve a major presence in Asia and by opening this stand alone store we see it is as a way of showing our brand identity off to local consumers.”
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