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'''Silver Cross''' is a British nursery brand and manufacturer of [[baby transport]] and other baby-related products founded in 1877. The company, based in [[Skipton]], [[North Yorkshire]], [[United Kingdom]], is best known for the production of baby prams and pushchairs, particularly coach-built prams. Silver Cross is also a manufacturer of infant car seats, nursery furniture, nursery bedding, nursery decor, toys and gifts. The brand operates in over 70 countries. Its parent company, the Chinese [[conglomerate (company)|conglomerate]] [[Fosun International]], owns 87.2 percent equity.<ref name=":0">{{Cite web|url=https://silvercrossus.com/our-history/|title=History of Silver Cross {{!}} British Design Since 1877|website=silvercrossus.com|access-date=2020-04-23}}</ref>
'''Silver Cross''' is an English [[Private company limited by shares|private limited company]] and manufacturer of [[baby transport]] and other baby-related products, founded in 1877. Based in [[Skipton]], [[North Yorkshire]], [[United Kingdom]], Silver Cross sells baby prams (perambulators, a type of [[baby transport]]) and pushchairs. Its parent company, the Chinese [[conglomerate (company)|conglomerate]] [[Fosun International]], owns 87.2 percent of the equity.<ref>{{Cite web |title=Fosun Group Expands the Health Consumption Investment by Partnering with Silver Cross |url=https://en.fosun.com/content/details74_6386.html |access-date=2023-11-30 |website=en.fosun.com}}</ref>


[[File:An Early Silver Cross Coach-Built Pram.jpg|thumb|An Early Silver Cross Coach-Built Pram]]
[[File:An Early Silver Cross Coach-Built Pram.jpg|thumb|An early Silver Cross coach-built pram]]
[[File:Silver Cross Vintage Advert.jpg|thumb|Silver Cross Vintage Advert]]
[[File:Silver Cross Vintage Advert.jpg|thumb|Silver Cross vintage advert]]
[[File:Silver Cross Pram 1970s.jpg|thumb|Silver Cross Pram 1960/70s]]
[[File:Silver Cross Pram 1970s.jpg|thumb|Silver Cross pram, 1960/70s]]
[[File:Silver Cross Balmoral Coach-Built Pram.jpg|thumb|Silver Cross Balmoral Coach-Built Pram]]
[[File:Silver Cross Balmoral Coach-Built Pram.jpg|thumb|Silver Cross Balmoral coach-built pram]]


==History==
==History==


=== Founding and Wilson era ===
=== Founding ===
Silver Cross was founded in 1877, in [[Hunslet]], [[Leeds]] by William Wilson.<ref name=":0" /><ref name=":1">{{Cite web|url=https://www.yorkshirepost.co.uk/news/wheels-fortune-silver-cross-prams-pushed-themselves-all-way-top-1962884|title=Wheels of fortune for Silver Cross - the prams that pushed themselves all the way to the top|website=www.yorkshirepost.co.uk|language=en|access-date=2020-04-23}}</ref> Wilson's prams utilized a spring system and a reversible hood,<ref name=":0" /> which he began producing in a factory on Silver Cross Street, Leeds.<ref>{{Cite web|url=http://www.leodis.net/display.aspx?resourceIdentifier=2003430_72391910|title=Dewsbury Road, Silver Cross Hotel|author=Leeds City Council |website=www.leodis.net|language=en|access-date=2020-04-24}}</ref> In 1897, Wilson opened a factory on Whitehouse Street, Leeds.<ref name=":2">{{Cite web|url=http://www.leodis.net/display.aspx?resourceIdentifier=2003430_42647952|title=Silver Cross Street, numbers 6, 8 & 10|author=Leeds City Council|website=www.leodis.net|language=en|access-date=2020-04-24}}</ref> During the decade that followed, Wilson registered for over 30 patents for pram design.<ref name="graces guide">{{Cite web |title=William Wilson and Sons - Graces Guide |url=https://www.gracesguide.co.uk/William_Wilson_and_Sons |access-date=2022-10-14 |website=www.gracesguide.co.uk}}</ref> 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.<ref>{{Cite web |title=The first Silver Cross pram returns home |url=https://www.antiquestradegazette.com/news/2015/the-first-silver-cross-pram-returns-home/ |access-date=2022-10-14 |website=www.antiquestradegazette.com}}</ref>
William Wilson founded the company in 1877 in [[Hunslet]], [[Leeds]].<ref name=":0">{{Cite web |title=History of Silver Cross {{!}} British Design Since 1877 |url=https://silvercrossus.com/our-history/ |access-date=2020-04-23 |website=silvercrossus.com}}</ref><ref name=":1">{{Cite web|url=https://www.yorkshirepost.co.uk/news/wheels-fortune-silver-cross-prams-pushed-themselves-all-way-top-1962884|title=Wheels of fortune for Silver Cross - the prams that pushed themselves all the way to the top|website=www.yorkshirepost.co.uk|language=en|access-date=2020-04-23}}</ref> Wilson's prams used a [[spring system]] and a reversible hood,<ref name=":0" /> which he produced in a factory on Silver Cross Street, Leeds.<ref>{{Cite web|url=http://www.leodis.net/display.aspx?resourceIdentifier=2003430_72391910|title=Dewsbury Road, Silver Cross Hotel|author=Leeds City Council |website=www.leodis.net|language=en|access-date=2020-04-24}}</ref> In 1897, Wilson opened a factory on Whitehouse Street in Leeds.<ref name=":2">{{Cite web|url=http://www.leodis.net/display.aspx?resourceIdentifier=2003430_42647952|title=Silver Cross Street, numbers 6, 8 & 10|author=Leeds City Council|website=www.leodis.net|language=en|access-date=2020-04-24}}</ref> Thereafter, Wilson registered more than 30 patents for pram design.<ref name="graces guide">{{Cite web |title=William Wilson and Sons - Graces Guide |url=https://www.gracesguide.co.uk/William_Wilson_and_Sons |access-date=2022-10-14 |website=www.gracesguide.co.uk}}</ref> After receiving a [[Royal warrant of precedence|Royal Warrant]] for baby carriage production, William Wilson died at age 58. Ownership passed to his three sons: James, Irwin, and Alfred.<ref>{{Cite web |title=The first Silver Cross pram returns home |url=https://www.antiquestradegazette.com/news/2015/the-first-silver-cross-pram-returns-home/ |access-date=2022-10-14 |website=www.antiquestradegazette.com}}</ref>


=== 20th century growth ===
=== 20th century ===
In the 1920s and 1930s, the Wilson brothers supplied a Silver Cross baby carriage to [[George VI]] and [[Queen Elizabeth The Queen Mother|Queen Elizabeth]].<ref name=":0" /> By 1936, Silver Cross had moved to a larger factory in [[Guiseley]].<ref name=":2" />
In the 1920s and 1930s, the Wilson brothers supplied a Silver Cross baby carriage to [[George VI]] and [[Queen Elizabeth The Queen Mother]].<ref name=":0" /> By 1936, Silver Cross had moved to a larger factory in [[Guiseley]].<ref name=":2" />


In the 1940s and 1950s, Silver Cross adapted and developed new techniques for pram production. Plywood bodies were replaced with aluminium, and new rubber die presses, spot welding machines, conveyor stoves and other state-of-the-art equipment was installed at the Silver Cross Works.
In the 1940s and 1950s, Silver Cross developed new techniques for pram production. Plywood bodies were replaced with aluminum, and new rubber die presses, [[Spot welding|spot-welding]] machines, and others were installed at the Silver Cross Works. Posters of the time portrayed Silver Cross prams alongside Rolls-Royce cars, leading to the unofficial title of "the Rolls-Royce of Prams".<ref name=":0" /> Silver Cross prams came to be seen as old-fashioned.<ref name=":1" /><ref name=":3">{{Cite news|last=Wood|first=Zoe|url=https://www.theguardian.com/business/2010/sep/24/silver-cross-pram-winning-pushy-mums|title=Silver Cross: the British pram winning over pushy mums|date=2010-09-24|work=The Guardian|access-date=2020-04-24|language=en-GB|issn=0261-3077}}</ref>


⚫
=== 21st century ===
Queen Elizabeth II chose a Silver Cross pram for Prince Charles in 1948.
⚫
In 2002, the company was sold to Alan Halsall for £500,000.<ref name=":3" /> While Halsall kept the older designs, most of the company's sales came from more modern designs, such as [[Child safety seat|car seats]].<ref name=":3" /> Additionally, Halsall wanted Silver Cross to partner with complementary British manufacturers, such as furniture makers and toy makers.<ref name=":3" /> Halsall also focused on expanding the company into international markets, particularly [[Asia]]n territories, including [[China]], [[Hong Kong]], [[South Korea]], [[Malaysia]], and [[Singapore]].<ref name=":3" />


⚫
In 2013, Silver Cross entered into a partnership with classic British automotive brand [[Aston Martin]] to produce a special edition of the Surf pram and [[Baby transport|pushchair]].<ref>{{Cite news |last=Coren |first=Giles |title=The £2,000 Aston Martin pram that's a real babe magnet |language=en |newspaper=[[The Times]] |url=https://www.thetimes.co.uk/article/the-pound2000-aston-martin-pram-thats-a-real-babe-magnet-klz60ncrsnf |access-date=2022-10-14 |issn=0140-0460}}</ref>
In 1951, Silver Cross launched a series of new iconic shaped prams, the forefathers of the modern day Balmoral pram.{{Citation needed|date=April 2020}} Posters of the time portray Silver Cross prams alongside Rolls-Royce cars, leading to the unofficial title 'the Rolls-Royce of Prams'.<ref name=":0" />


⚫
On July 20, 2015, [[Fosun International]] announced it had purchased the company from Halsall.<ref>{{Cite web|url=https://www.fosun.com/language/en/p/2608.html|title=Fosun Group Expands the Health Consumption Investment by Partnering with Silver Cross|last=|first=|date=July 20, 2015|website=Fosun|archive-url=|archive-date=|access-date=April 23, 2020}}</ref> As of 2017, Fosun owned 87.23% of the company.<ref>{{Cite web|url=http://media.corporate-ir.net/media_files/IROL/19/194273/e-Annual%20Report%20(Eng).pdf|title=Fosun Annual Report 2017|last=|first=|date=2017|website=|archive-url=|archive-date=|access-date=April 23, 2020}}</ref>
During the 1960s, Silver Cross prams were seen as unfashionable, and old-fashioned compared to the changing consumer culture of the time.<ref name=":1" /><ref name=":3">{{Cite news|last=Wood|first=Zoe|url=https://www.theguardian.com/business/2010/sep/24/silver-cross-pram-winning-pushy-mums|title=Silver Cross: the British pram winning over pushy mums|date=2010-09-24|work=The Guardian|access-date=2020-04-24|language=en-GB|issn=0261-3077}}</ref>


⚫
In October 2016, the company announced their expansion into the [[United States]] via ABC Expo, a [[trade show]] for children's products.<ref>{{Cite web|url=https://www.prnewswire.com/news-releases/beloved-british-juvenile-products-brand-silver-cross-launches-in-usa-at-abc-expo-300346757.html|title=Beloved British Juvenile Products Brand, Silver Cross, Launches In USA At ABC Expo|author=Silver Cross|website=www.prnewswire.com|language=en|access-date=2020-04-24}}</ref>
The introduction of a [[chromium plating]] plant in 1964 and development of the product range. The range further extended into highchairs and furniture.{{Cnp|date=October 2023}}


==Products==
In 1977, Silver Cross reached its centenary, and a pram was presented to Princess Anne for her first child, Peter Philips.{{Cnp|date=October 2023}}
⚫
Silver Cross's coach-built prams have a hard body, C-spring suspension, spoked wheels, and a folding hood. This method of pram construction was developed by William Wilson, who marketed it and registered numerous patents for [[Baby transport|perambulator]] design.<ref>{{Cite web |title=Our Story : Silver Cross {{!}} Baby Gear Since 1877 |url=https://silvercrossus.com/our-story/ |access-date=2022-10-14 |website=Silver Cross USA |language=en-US}}</ref>


⚫
==References==
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.{{Cnp|date=October 2023}}
⚫
{{Reflist}}


== External links ==
⚫
=== 21st century & ownership changes ===
⚫
By 2002, the company was faring poorly financially, and was sold to Alan Halsall in 2002 for just £500,000.<ref name=":3" /> 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 [[Child safety seat|car seats]].<ref name=":3" /> Additionally, Halsall wanted Silver Cross to partner with other "complementary" British manufacturers, such as furniture makers and toy makers.<ref name=":3" /> Halsall also focused on expanding the company into new international markets, particularly to [[Asia]]n districts like [[China]], [[Hong Kong]], [[South Korea]], [[Malaysia]] and [[Singapore]].<ref name=":3" />


* {{Official website|https://silvercrossbaby.com}}
⚫
On 20 July 2015, [[Fosun International]] announced it had purchased the company from Halsall.<ref>{{Cite web|url=https://www.fosun.com/language/en/p/2608.html|title=Fosun Group Expands the Health Consumption Investment by Partnering with Silver Cross|last=|first=|date=July 20, 2015|website=Fosun|archive-url=|archive-date=|access-date=April 23, 2020}}</ref> As of 2017, Fosun owned 87.23% of the company.<ref>{{Cite web|url=http://media.corporate-ir.net/media_files/IROL/19/194273/e-Annual%20Report%20(Eng).pdf|title=Fosun Annual Report 2017|last=|first=|date=2017|website=|archive-url=|archive-date=|access-date=April 23, 2020}}</ref>

⚫
In October 2016, the company announced their expansion into the [[United States]] via ABC Expo, a trade show for children's products.<ref>{{Cite web|url=https://www.prnewswire.com/news-releases/beloved-british-juvenile-products-brand-silver-cross-launches-in-usa-at-abc-expo-300346757.html|title=Beloved British Juvenile Products Brand, Silver Cross, Launches In USA At ABC Expo|author=Silver Cross|website=www.prnewswire.com|language=en|access-date=2020-04-24}}</ref> In August 2017, a collection of contemporary Silver Cross dolls prams and pushchairs was launched in association with Play Like Mum.{{Citation needed|date=April 2020}}

==Coach-built prams==
⚫
Silver Cross's coach-built prams are characterised by a hard body, C-spring suspension, spoked wheels and folding hood. This method of pram building was developed by William Wilson, who marketed this type of coach-built baby carriage, and registered numerous patents for [[Baby transport|perambulator]] design to protect his invention. Despite refinements in techniques and manufacturing processes, the method of pram building today remains very similar to early pram building.<ref>{{Cite web |title=Our Story : Silver Cross {{!}} Baby Gear Since 1877 |url=https://silvercrossus.com/our-story/ |access-date=2022-10-14 |website=Silver Cross USA |language=en-US}}</ref>

Silver Cross currently manufactures two models of full-size coach-built pram in the UK, the Balmoral and the Kensington, as well as two models of dolls pram, the Oberon and the Chatsworth. Silver Cross is the only pram manufacturer still producing coach-built prams in the UK.{{cnp|date=October 2023}}

==Contemporary products==
⚫
The main focus of the Silver Cross range is currently 3-in-1 combination pram systems. This type of pram is characterised by its ability to be converted from a lie flat pram, to a pushchair, or to a travel system (with the addition of a baby car seat). Silver Cross also produces infant car seats, lightweight umbrella-fold pushchairs, nursery furniture collections, nursery bedding and decor items, and a range of toys and gifts. In 2013 Silver Cross entered into a partnership with classic British automotive brand [[Aston Martin]] to produce a special edition of the Surf pram and [[Baby transport|pushchair]].<ref>{{Cite news |last=Coren |first=Giles |title=The £2,000 Aston Martin pram that's a real babe magnet |language=en |newspaper=[[The Times]] |url=https://www.thetimes.co.uk/article/the-pound2000-aston-martin-pram-thats-a-real-babe-magnet-klz60ncrsnf |access-date=2022-10-14 |issn=0140-0460}}</ref>

⚫
==References==
⚫
{{Reflist}}


{{DEFAULTSORT:Silver Cross (Pram)}}
{{DEFAULTSORT:Silver Cross (Pram)}}

Latest revision as of 02:44, 26 July 2024

Silver Cross Ltd
Founded1877 Edit this on Wikidata
HeadquartersSkipton, North Yorkshire, United Kingdom
ParentFosun International
Websitesilvercrossbaby.com

Silver Cross is an English private limited company and manufacturer of baby transport and other baby-related products, founded in 1877. Based in Skipton, North Yorkshire, United Kingdom, Silver Cross sells baby prams (perambulators, a type of baby transport) and pushchairs. Its parent company, the Chinese conglomerate Fosun International, owns 87.2 percent of the equity.[1]

An early Silver Cross coach-built pram
Silver Cross vintage advert
Silver Cross pram, 1960/70s
Silver Cross Balmoral coach-built pram

History

[edit]

Founding

[edit]

William Wilson founded the company in 1877 in Hunslet, Leeds.[2][3] Wilson's prams used a spring system and a reversible hood,[2] which he produced in a factory on Silver Cross Street, Leeds.[4] In 1897, Wilson opened a factory on Whitehouse Street in Leeds.[5] Thereafter, Wilson registered more than 30 patents for pram design.[6] After receiving a Royal Warrant for baby carriage production, William Wilson died at age 58. Ownership passed to his three sons: James, Irwin, and Alfred.[7]

20th century

[edit]

In the 1920s and 1930s, the Wilson brothers supplied a Silver Cross baby carriage to George VI and Queen Elizabeth The Queen Mother.[2] By 1936, Silver Cross had moved to a larger factory in Guiseley.[5]

In the 1940s and 1950s, Silver Cross developed new techniques for pram production. Plywood bodies were replaced with aluminum, and new rubber die presses, spot-welding machines, and others were installed at the Silver Cross Works. Posters of the time portrayed Silver Cross prams alongside Rolls-Royce cars, leading to the unofficial title of "the Rolls-Royce of Prams".[2] Silver Cross prams came to be seen as old-fashioned.[3][8]

21st century

[edit]

In 2002, the company was sold to Alan Halsall for £500,000.[8] While Halsall kept the older designs, most of the company's sales came from more modern designs, such as car seats.[8] Additionally, Halsall wanted Silver Cross to partner with complementary British manufacturers, such as furniture makers and toy makers.[8] Halsall also focused on expanding the company into international markets, particularly Asian territories, including China, Hong Kong, South Korea, Malaysia, and Singapore.[8]

In 2013, Silver Cross entered into a partnership with classic British automotive brand Aston Martin to produce a special edition of the Surf pram and pushchair.[9]

On July 20, 2015, Fosun International announced it had purchased the company from Halsall.[10] As of 2017, Fosun owned 87.23% of the company.[11]

In October 2016, the company announced their expansion into the United States via ABC Expo, a trade show for children's products.[12]

Products

[edit]

Silver Cross's coach-built prams have a hard body, C-spring suspension, spoked wheels, and a folding hood. This method of pram construction was developed by William Wilson, who marketed it and registered numerous patents for perambulator design.[13]

References

[edit]
  1. ^ "Fosun Group Expands the Health Consumption Investment by Partnering with Silver Cross". en.fosun.com. Retrieved 30 November 2023.
  2. ^ a b c d "History of Silver Cross | British Design Since 1877". silvercrossus.com. Retrieved 23 April 2020.
  3. ^ a b "Wheels of fortune for Silver Cross - the prams that pushed themselves all the way to the top". www.yorkshirepost.co.uk. Retrieved 23 April 2020.
  4. ^ Leeds City Council. "Dewsbury Road, Silver Cross Hotel". www.leodis.net. Retrieved 24 April 2020.
  5. ^ a b Leeds City Council. "Silver Cross Street, numbers 6, 8 & 10". www.leodis.net. Retrieved 24 April 2020.
  6. ^ "William Wilson and Sons - Graces Guide". www.gracesguide.co.uk. Retrieved 14 October 2022.
  7. ^ "The first Silver Cross pram returns home". www.antiquestradegazette.com. Retrieved 14 October 2022.
  8. ^ a b c d e Wood, Zoe (24 September 2010). "Silver Cross: the British pram winning over pushy mums". The Guardian. ISSN 0261-3077. Retrieved 24 April 2020.
  9. ^ Coren, Giles. "The £2,000 Aston Martin pram that's a real babe magnet". The Times. ISSN 0140-0460. Retrieved 14 October 2022.
  10. ^ "Fosun Group Expands the Health Consumption Investment by Partnering with Silver Cross". Fosun. 20 July 2015. Retrieved 23 April 2020.
  11. ^ "Fosun Annual Report 2017" (PDF). 2017. Retrieved 23 April 2020.
  12. ^ Silver Cross. "Beloved British Juvenile Products Brand, Silver Cross, Launches In USA At ABC Expo". www.prnewswire.com. Retrieved 24 April 2020.
  13. ^ "Our Story : Silver Cross | Baby Gear Since 1877". Silver Cross USA. Retrieved 14 October 2022.
[edit]
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