Silver Cross -- the name on prams and pushchairs the world over - could be branching out in a bid to expand the business.

The company, which has been saved by a new group of investors, is bringing in the talents of inventor Bill Steadman to develop a variety of products. It is believed that these will not just be new-style prams or pushchairs, but other goods of interest to parents.

One of the new directors, Graham Hazell, said today: "Bill is already adding his creative skills to the pool of manufacturing talent at Silver Cross." But he could not say what the new products would be.

The firm, which was put in the hands of administrative receivers two weeks ago, has been bought by investors from the south - many of them friends.

Mr Hazell is the boss of an engineering firm from Abingdon in Oxfordshire.

But prams will not be pushed to one side as the new bosses plan to re-launch the prestigious Heritage range.

One of the things the new bosses will be avoiding is the overpricing of its prams and pushchairs, one of the reasons for the collapse of the company.

The firm failed to move fast enough with the times and was selling prams for £750 when they could be bought for as little as £150. The firm was badly hit by increased competition and a strong overseas market.

It dwindled in size from a workforce of 500 to 250 in 1997 and then to around 100 before all staff were laid off more than a month ago.

Since then, 30 staff have been brought back while the business was sold - and the new directors have agreed to keep them on with a hope that more will join their ranks as business improves.

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