
It is the ultimate gadget for the aspirational yummy mummy. And the Bugaboo Donkey pushchair is virtually flying out of shops following its UK launch this week – despite costing as much as a second-hand car. John Lewis in London, where the cheapest prams sell for £55, is selling the £1,200 version at the rate of one every hour.
The Donkey caused a frenzy earlier this month in the U.S., where it is reported to have been snapped up by celebrities including mother-to-be Mariah Carey. Boasting an expandable frame which transforms with a click from one-seater to two-seater, it is the first stroller to top £1,000 and is dubbed the sports car of the buggy world. At just 29 inches wide, it is narrower than any other stroller on the market and is designed with twins or children close in age in mind.
The Donkey has spacious reclining seats and lots of storage, including a coffee cup holder. And its wheel positions can be altered to tackle sandy or snowy conditions. A John Lewis spokesman said: ‘It’s been massive. We’ve been selling the equivalent of one an hour – which is very impressive given that it’s such an expensive product.’ Bugaboo, a Dutch firm, is defying expectations in an already competitive market.
Its previous pushchairs have featured on Sex And The City and been used to transport the offspring of singer Gwen Stefani and actress Gwyneth Paltrow. Research from Mintel found UK spending on buggies and prams has defied the recession by rising 13 per cent over the past two years. In the U.S., where the Donkey now requires a waiting list, mothers were paying £50 to attend product launches.
Kari Boiler, president of Bugaboo Americas, told the New York Daily News: ‘We knew it would be popular but it’s turned into a global frenzy.
‘One mother even told us she’d put off having a second child until after the launch.’ Ashley Ristau, founder of the baby concierge service Nest Prep, believes the Donkey is what every parent – and child – has been waiting for. ‘The Donkey is a top-of-the-line, luxury, side-by-side stroller for twins or two kids that are close in age,’ she said. ‘I don’t think it’s ideal for one child. It’s basically a regular Bugaboo with a little side storage compartment. ‘I do, however, think it’s great for either twins or children between a year to two years apart, when both kids still need to be strolled. ‘The Bugaboo brand is one of the more expensive options on the market, with lots of customising options and a chic look.’

Source: The Daily Mail