“We couldn’t ignore the clamour a minute longer,” Paul Yarrall, export director for phil&teds, the business behind two of today’s ‘must have’ parenting brands: Mountain Buggy and phil&teds.
“We’ve always been strategic in our approach to opening markets. The timing has to be right; the local partner has to be right. It’s an approach that’s served us phenomenally well in our other 51 markets, and the UAE’s time has come! It’s a truly exciting place to do business and we’ve long wanted to be there,” he added.
A long time innovator and award winner in the nursery space, the phil&teds philosophy is to create ultra-adaptable products that enable parents to adapt&survive parenting, escape nursery prison, and lead a dynamic life with kids.
The primary focus on parents is very deliberate: “The comfort and safety of kids is key, of course,” said Yarrall, “But that’s where all other brands stop and we start. Our goal is to be the number one business for parents: we’re parents and we’ve always designed out of self interest,” Yarrall added.,
The two brands offer distinctly different propositions: phil&teds, whilst most famed for inventing the inline stroller (the stroller that adapts, from single to inline double, to grow with the family), is a full parenting brand whose products map to a parenting day: push, sleep, feed, carry, drive and adapt. Mountain Buggy, famed for inventing the all-terrain stroller category, is a narrowly focused stroller brand that encourages parents to get active and live a ‘life without limit’.
Having grown apace, from one market to over 50, over the last decade, the brands have become staples for leading retailers the world over, and firm favourites of celeb’s.
“The very public endorsement of the brands by celebrities is certainly useful,” said Yarrall. “But it’s the endorsement of the products, by mums and dads just like us, as perfectly meeting their daily parenting needs that we really hang our collective hat on. That gets us up in the morning,” Yarrall added.
And it seems that the demand emanating from the UAE has become too great to serve from abroad any longer. We’ve been thrilled by the growth in UAE demand and rapt to have found a distributor of Family Souk Ventures’ calibre.
For their part Family Souk Ventures is bullish about the future: “Both brands are so popular in the US, UK and Europe that we’re ecstatic about the opportunity to bring them to UAE in volume. We know parents here will be most excited to be able to access four strollers, new to UAE, which perfectly demonstrate both phil&teds’ and Mountain Buggy’s level of innovative design and engineering, including the Mountain Buggy duet and stunning phil&teds promenade.”
Thursday, February 7- 2013 @ 10:57 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.