Diesel-powered babies
Characterized by their high-end fabrics and utilitarian, Transformer-like moves, including reversible and reclinable seats, the strollers can be found at 50 heavily-vetted stores in 12 Chinese cities. The company also opened a Tmall store in November.
When it released 40 pieces featuring Warhol's iconic "Banana" print in August, they sold out in China in three days despite the 15,000 yuan ($2,450) price tag.
A sleek green canvass version of the cameleon – the first flowering of a three-year partnership with Diesel -- went on sale this month to draw in the male demographic.
"We call it camouflage chic," says Asia-Pacific Marketing Communications Director Mark van Tol, adding that a second collaboration with the Italian clothing company is in the pipeline for next fall.
"We're not as cute as the other brands," he adds. "We focus on what we're good at: perfect design combined with perfect style."
Going chic to stay unique makes sense as Bugaboo is waging a fierce stroller war with, among others, Norway’s Stokke and Britain’s iCandy, which launched its Peach 3 at the International Children Baby Maternity Expo Shanghai in July.
Moreover, domestic brands like i-baby, Goodbaby, Beler and China Yeehoo Group are knocking on the door as competition heats up to become China's first high-end children's brand.
"Too many unoriginal Chinese brands try to act like foreign brands," bemoaned Wang Yaomin, chairman of i-baby, at a conference in Shanghai.
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