phil & teds :: in the press

 Earnshaw's - July 07
"Small World Big Idea– Branching Out" (p. 40)

“Tackling Parents’ Problems”
Like Boon, New Zealand-based Phil&Teds made a big impression on retailers and consumers with its breakout product: strollers. But CEO Campbell Gower said that from day one, the goal was to become a lifestyle company. He and his straff wanted to develop a slew of products that would help fulfill the day-to-day needs of active and style-conscious parents.
“We wanted parents to feel like they were important, and we wanted to make sure they didn’t think they’d have to totally abandon the lifestyles they had before having kids” Gower said.
The company slowly targeted major lifestyle categories, including sleep, push, drive and feeding, offering everything from carriers and travel totes to high chairs. ---------  cont.