An excellent example of successful features-driven design is the mould breaking Via children’s pushchair,
Created exclusively for Mothercare during its golden days. Meticulous consumer research and a totally fresh view of function, construction and manufacturing techniques led the design. This was the first pushchair that could be used for the first four years of a child’s life, from newborn to toddler – an outstanding customer benefit.
Detailed consideration of practicality and safety is reflected in every aspect of the design, from the ‘lie back’ and ‘face mother’ positions, to the one-hand fold, adjustable handles, wheel reflectors and many other patented features. Launched in 1986, the Via pushchair swiftly became market leader and the acknowledged ‘best of breed’. Sales were exceptional, out-performing the previous model by 600%. Via derivatives have been in continuous production for 15 years; the original design has been much imitated and continues to evolve.