Of all the successful merchandise developed for Mothercare, an excellent example of features and benefits-driven design is the mould breaking Via Pushchair. Meticulous consumer research and a totally fresh view of function, construction and manufacturing techniques led the design. This really was the first pushchair that could be used for the first three 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 acknowledged 'best of breed'. Sales were exceptional, outperforming previous models by 600 percent with a marked improvement in reliability. Via derivatives have been in continuous production for over 15 years; the highly original design has been much imitated.