A UK MARKET FIRST – Setting a new safety standard in forward-facing car seats.  Axkid launches groundbreaking high–back booster seat

Axkid, leading Swedish child car safety brand, has launched a game-changing, forward-facing car seat in the UK.  Axkid Up™ is being introduced to the UK market to provide unrivalled safety, versatility and comfort for children 100-150cm (approx 4 – 12 years old).

 

The first of its kind available in the UK from June, the Axkid Up™ is designed with an adjustable seat and backrest to deliver a truly tailored fit.  By positioning children at the optimal height to benefit from the vehicle’s built-in safety systems, it sets a new benchmark for forward-facing protection, comfort, and adaptability – all without compromising the brand’s core commitment to ‘safety above all’.

 

Not all kids are built the same. One size fits nobody – until now!

In a market still dominated by one-size-fits-all solutions, Axkid Up™ arrives as a category first innovation and the only forward-facing car seat of its kind currently available in the UK. The difference in height between a 4 and a 12 year old is significant, yet most forward-facing seats adopt a “one-size fits all” approach.  It is tested up to 50kg (well beyond the required standard), and directly challenges the notion that a single forward-facing seat can suit every child, regardless of size.

 

With Axkid’s patented HeightControl™ technology, the Axkid Up™ adapts to the individual needs of a growing child.   The seat and backrest adjust independently to ensure precise belt positioning across the shoulders and hips to significantly reduce belt slack.  This ensures the child can fully benefit from the car’s built-in safety features such as airbags and pretensioners which are designed to protect adults from 150cm and above. 

 

 

 

“We have identified a clear gap in the market”, explains Anton Wall, Vice President and Commercial Director at Axkid. “While we will always recommend rear-facing travel for as long as possible, we know that many children are turned forward too early – or stop using a car seat altogether – often due to misconceptions or lack of awareness. In a collision every millimeter counts and the right fit can make all the difference.”

 

He goes on to explain,  “With Axkid Up™, we wanted to raise both the level of safety and the degree of innovation in forward-facing car seats. That’s why we developed an adjustable seat that, together with the adaptable backrest, positions the child at an adult height based on their size – so they can truly benefit from the car’s safety systems, such as the airbags and seatbelt which are designed for us adults.  Many still believe a forward-facing seat suits both a four year old and a 12 year old equally well.  That’s simply not true. With Axkid Up™, we’re meeting the real-life needs of growing children while raising the safety standard”.

 

The ProtecBase™ steel frame and removable space-saving SnapGuard™ side wings both reflect years of research into child car seat safety by Axkid.  Features such as the QuickFold™ foldable design and ErgoSupport™, guarantee ease of use for parents and ultimate comfort for the child over long journeys.

Axkid Up launches in the UK from 16^th April at selected retailers and online at Axkid.com/uk, offering a unique, premium forward-facing solution that bridges the gap between safety, innovation, and long- term usability.

RRP: £399

 

Key features of Axkid Up™ – Designed for safety, comfort & growth.

• • HeightControl™– Patented system that adjusts both seat and backrest height, ensuring the seatbelt is always perfectly positioned

• • ProtecBase™ – Reinforced steel frame with a built-in support leg for exceptional crash protection and added stability on the road.

• • SnapGuard™  – Detachable side impact protection wings for enhanced safety, comfort and space in the car.

• • QuickFold™ – Smart folding design that simplifies installation, storage, and transport. 

• • ErgoSupport™– Built-in lumbar support, inspired by Swedish ergonomic design, to promote good posture and ensure lasting comfort on longer journeys.

• • Crafted to grow with the child – suitable from 100 – 150cm and tested up to 50kg

• • Flexible installation – Can be safely installed using either ISOFIX or the vehicle’s seat belt, making it compatible with a wide range of cars.

About Axkid

Axkid is a leading innovator in car seats, dedicated to promoting rear-facing travel for increased safety. The company was founded in 2009, and with its Swedish heritage in safety, innovation, and design, Axkid is making roads safer today across Europe and parts of Asia, Africa, Oceania, and South America. The products are sold through retailers and their own e-commerce platform. By educating on traffic safety and providing the best protection and comfort for young adventurers, they also offer peace of mind to parents around the world.

 

For further information, please contact : Jayne.caul@axkid.com