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]
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]
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]
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]
