“Bugaboo Brigade” give Shrewsbury business a boost

Shropshire parents who want to follow Prince William and Kate Middleton by joining the “Bugaboo Brigade” are inundating a Shrewsbury business which is the only place in the county to stock the latest must-have pram.

Kate Middleton created headlines when she revealed that the third in line to the throne, Prince George, would be wheeled around in a Bugaboo pram - already the pram of choice for various A-list celebrities such as Victoria Beckham, Elton John and Gwyneth Paltrow.

And the royal addition to the so-called “Bugaboo Brigade” has seen business booming at the only place to stock Bugaboos in Shropshire - Simply Baby at Battlefield Enterprise Park in Shrewsbury.

The nursery retailer is taking on an extra member of staff and has plans to expand following four successful years of trading, which has now had an added boost with the massive surge in popularity of Bugaboo prams.

Sales manager of Simply Baby, Charlotte Smith, said: “We are the only stockist of the Bugaboo in Shropshire and we have been inundated with enquiries since people realised that Kate Middleton and Prince William had chosen one for little Prince George.

“Bugaboos were already really popular after people like Myleene Klass, Victoria Beckham and other celebs were seen with them but the royal connection has made them even more desirable, which has been great for us.

“We have had such a busy year that we are growing our team by taking on a new member of staff and we will be expanding our showroom next year too.”

Deciding on the right pram for their offspring is one of the biggest headaches for new parents and the pram has become something of a status symbol, supposedly indicating what type of parent you aspire to be.

Sporty and active parents are said to be more likely to choose a Phil & Ted and practical parents will go for a Baby Jogger, while more traditional types will choose a Emmaljunga, with “young and hip” parents leaning towards an iCandy or Bugaboo.

Charlotte said: “It is true that buying a pram is one of the biggest decisions new parents have to make, and often one of the biggest financial investments, so we do all we can to help them make an informed choice.

“There are so many to choose from it can be a confusing experience so it’s useful to be able to physically try out a variety of types, which customers can do at our showroom.

“We have recently started stocking the iCandy which is also very popular, and we now have the whole iCandy range on display.”

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Pete White Pete White

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