Carseat manufacturer Recaro finds success at 1st U.S. show
Tanya K. Merritte -- Kids Today, 6/1/2005
Orlando, Fla.— Gear manufacturer Recaro made its U.S. trade show debut at last month's Juvenile Products Manufacturers Assn. show here. The company, whose headquarters are in Germany, has a large presence in European markets and has shown at the Kind + Jugend show in Cologne, Germany.
Recaro North America, based in Auburn Hills, Mich., produces seats for several automotive manufacturers as well as professional racing shells and commercial vehicles. The company expanded into child safety seats in 1997 with the launch of its Recaro Start. The manufacturer is now introducing two new safety seats and has created a new product category, Recaro Young Seats.
Annegret Schmid, marketing specialist for Recaro, said the company has been selling its Start child seat in the United States for a few years, and the introduction of the new seats made this the right time to take its products to juvenile trade shows in the States. Recaro also plans to show at the All Baby and Child Expo in September in Las Vegas.
"Now we have a complete line," Schmid said. "It's time to establish a dealer network."
All of the products in the Young Seats category feature large side wings in the head, shoulder and hip areas, which the company has dubbed Recaro SIP for side-impact protection. Each of the seats also offers an armrest, adjustable backrest and is covered in a microfiber that helps reduce staining.
The Recaro Young Sport is designed for children weighing between 18 and 80 pounds. It features a height-adjustable headrest, contoured five-point harness and seat cushion for younger children. The reclining Young Sport converts to a booster seat when the harness and seat cushion are removed, and it has a retail price point of $249. The Young Style seat is a high-back booster designed for children weighing between 30 and 80 pounds, and it has a price point of $149.
Both seats join the Start, which has adjustable headrest height, shoulder width, seatback height and seat cushion length. The seat, designed for children weighing 30 through 80 pounds, also has speakers integrated into the headrest. The Start retails for $349.
Recaro plans to introduce an infant safety seat in the fall.
Dave Irvine, sales manager at Recaro, attended the JPMA show and said the seats had a successful debut. "We've had an unbelievable response," he said.
Irvine said many people were drawn in by the seats' unique look, which is similar to the company's designs for adult seats. He noted that while the look is important, the safety components are the real selling point.
"That's the main goal — safety," he said.
Recaro introduced two new safety seats at the JPMA show, including the Young Style, which retails for $149.
