didofy understands that family life brings plenty of challenges and that folding a pushchair shouldn’t be one of them. As a British designed brand they create award-winning, stylish and durable travel systems and pushchairs to suit modern families everywhere. didofy aims to take the stress out of folding a pushchair so parents can hold and focus on their baby, and never miss a moment.
Josephine Votsis explains to Nursery Online how didofy was launched:
“Didofy was born after becoming a first-time parent and going through the pushchair buying cycle. We couldn’t understand why pushchairs were so complicated to fold! So many required two hands and putting our baby down to concentrate on the pushchair seemed like madness. The tipping point was watching grandma struggle with the pushchair and asking to be shown how to open and close it again and again. Life changes so much when a new baby comes along and the last thing you need is added stress!
Six years later and after a lot of R&D, we now have 4 easy-folding models in the market, including our electric AutoFold Lotus, GravityFold Cosmos Bloom and Cosmos and our MagicFold Aster stroller.”
How does didofy stay in line with current fashions and trends in the pram market?
“As parents ourselves we take a lot from our own experience and combine this with an innovation approach. We do a lot of research and listen to what new parents have to say. This allows us to learn, react and innovative quickly so that we stay modern and relevant in terms of both functionality but also fashion.”
How can retailers become didofy stockists – and how do you support or train independent retailers who want to stock your products?
“Any retailers interested in stockist didofy can visit us in Harrogate at stand KS11 in the Kings Suite. Alternatively, email us on firstname.lastname@example.org. We support our retail partners by providing product training, POS, regular catch ups and even a rebate scheme.”
Explain a bit about the range of didofy strollers, from the top to the bottom end:
“Our premium model is our AutoFolding Lotus. It has a unique electric fold – just press the buttons and it will fold and unfolding itself. It also has an in-built mobile phone charger!
Our Cosmos travel system is our more affordable model. This has the easy-folding didofy DNA and is a practical, lightweight travel system.
Sitting in between the Lotus and Cosmos is the Cosmos Bloom which takes all the functionality and practicality of the Cosmos but with a modern, sleek look including coloured chassis and leatherette detailing.
We also have our Aster stroller [pictured in black, below] which folds and unfolds like magic. It is an ultra-compact and lightweight stroller that can fit on a plane as hand baggage. It’s just undergone a face lift and we are excited to display this to retailers in Harrogate.”
For most parents, choosing the right stroller is a huge (and often expensive) decision. What key points should they consider – and what is the safety testing procedure at didofy?
“It’s important to match your own circumstances and lifestyle to the stroller and for that reason, each stroller is different. In more general terms and as parents ourselves, the three important features that we have focused on at didofy are: ease of fold, weight and size.
Safety is, of course, paramount at didofy. Each product goes through countless prototypes and testing during development. They are tested internally to the highest certified standards and then sent to independent test centres for certification.”
You’re working on the Prams for Good campaign; what does that mean to didofy?
“We launched the Prams for Good campaign earlier this year. It’s a very important cause to us at didofy. There are so many families living in poverty in the UK and globally. With the impact of Covid and the influx of refugees seeking asylum there is a greater need for pushchairs from families who simply can’t afford them.
The campaign aims to take back pushchairs that are in good condition from families, influencers, brands and celebrities, and re-distribute them via a network of independent retailers, logistics companies and local charities to families in need across the UK and overseas.
Our vision is that families across the world will no longer need to sacrifice a walk with their baby because they cannot afford the wheels to get out and about. Our mission is to help alleviate poverty, reduce pushchair waste and help the health of parents across the globe.”
How is didofy reacting to the current shipping/logistics crisis?
“The current shipping crisis is taking its toll on our industry with cost increases and delays. Currently we’ve made the decision to absorb the increased costs so that our retailers margins stay intact and consumers are not hit with further rises.”
What are you most looking forward to seeing at Harrogate this year – and can you share any specific plans or developments for the year ahead?
“We are looking forward to seeing everyone. It’s been a while since we’ve been able to get together as an industry.
We will be unveiling our updated Aster at the show. It’s been hugely popular since it’s launch and we are excited to make it even better! It will also be available in a new colour but we won’t spoil the surprise and you’ll have to visit us at stand KS11 in the Kings Suite.”