London, October 2015 – Britax have announced that they are to rebrand their UK and Ireland car seat collection. From 1^st January 2016, all car seats from EMEA regions will be branded as Britax Römer, starting with the new 2016 collection.

The Britax and Römer brands have been part of the same company since 1978, where despite all product platforms and fashions being identical, they were marketed as two separate brands. The company’s car seats are currently branded Britax Römer in regions such as Germany and France. In 2014, Britax rolled out a new, modern look and feel and 'everyday family freedom' as the new brand vision across the entire product portfolio.

The new direction aims to leverage the strength and heritage of our two strong European brands, plus enable a simpler product portfolio and a better availability of niche colours by pooling demand and supply from all customers and regions - therefore improving lead-times and product availability.

The brand’s pushchair collection will continue to operate under the existing Britax name.