Royal Baby Prince George Has Stroller Makers in Suspense

The prince’s stroller will be eyed—and copied—by ordinary parents
Britain’s Prince William and his wife, Catherine, Duchess of Cambridge, appear with their baby son outside St Mary's Hospital in London on July 23 Photograph by Cathal McNaughton/Reuters

When Prince William and the Duchess of Cambridge go out for their first walk with the future U.K. king in tow, their choice of pram will likely trigger a fanfare of publicity that money can’t buy. While cameras will be focused on young George Alexander Louis, all eyes in the baby goods world will turn toward stroller makers such as Amsterdam-based Bugaboo International. The Daily Mail reported in April that the duchess bought a blue Bugaboo , a brand also used by British celebrities Sienna Miller and Elton John. “There is nothing bigger for a brand than a royal endorsement,” says Richard Cope, director of trends at market researcher Mintel in London.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.