Home SMART 100 (2013) Babychic 100% Cotton Pram Liner (NSW) – 2013 Anthill SMART 100

Babychic 100% Cotton Pram Liner (NSW) – 2013 Anthill SMART 100


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This innovation came to life when…

Lauren Southern was on the hunt for premium cotton pram accessories for her newborn and when finally purchasing products from a high-end baby brand which claimed to be ‘100% Cotton’ she was shocked to find polyester in the lining. On a mission, Lauren began creating her own true 100% Cotton pram liners and accessories, which then launched Babychic Designs months later.


The purpose of this innovation is to…

Give mothers a trusting brand to use which offers exactly what it claims. Synthetic fibres can leave children hot and sweaty in the pram and often irritate sensitive skin, compared to natural fibres used by Babychic which are breathable.

It does this by…

Babychic has worked with leading children’s GP’s to discover highly suitable fabrics for their products, which have added benefits for mothers and their children. The 100% cotton used is breathable, anti-bacterial and soft on children’s skin. The bamboo velour used has amazing softness to stop irritation and provide a calming environment for children to relax.


This innovation improves on what came before because…

It offers true 100% natural fabrics, unlike its main competitors, working with leading manufacturers and children’s doctors to discover the absolute best for children, then turning it all into pram accessories with chic prints and designs to light up the pram.

The benefits to the customer/end-user include…

The Babychic 100% Cotton Pram Liner provides a safe and comfortable environment for children, while the aesthetics can give any boring black pram a facelift that compliments the user’s personality.


In the past, this problem was solved by…

There are plenty of pram liners and accessories out there but they all do the same thing. Babychic Designs is a new innovation due to their addressing the market by offering continuously changing designs to refresh your pram and new fabric innovations which benefit the user.

Its predecessors/competitors include…

Other main competitors lie in their packaging, stating on the front “100% Cotton” while the fine print claims Polyester Filling. Babychic stands apart by offering exactly what they claim and nothing less.


This innovation is made for…

Mothers who have newborn babies or children with sensitive skin and are looking for a product that will be suitable against delicate skin without causing irritation. Mothers are also looking to add their own personal touch to their pram and this is created with the many on trend prints available.


It is available for sale through…

The Babychic 100% Cotton Pram Liner is distributed through leading baby wear stores as well as the online Babychic store (www.babychic.com.au).

Our marketing strategy is to…

Babychic works by giving their consumers the chance to try out their products and then offer valuable word of mouth. Continuous reviews by leading parenting magazines offer an expert opinion on products for viewers to see. Involvement with awards will help clarify the standard and quality which Babychic Designs offers.

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.