PRAM makers Silver Cross are discarding their old-fashioned image for a racier style in a bid to to woo a new generation of mums and tots.

A radical revamp of the Guiseley-based business will be unveiled to an international market next month.

Complete with new logo and pram and pushchair designs, bosses hope the £4m relaunch will help to bolster the company's flagging fortunes.

The new look means the more traditional Silver Cross prams - made for 62 years by the family-run business - will take a back seat to more colourful, fashion-led designs.

A spokeswoman for the Otley Road company said: "They will still do the traditional steel-based prams but will be going more along the lines of continental designs which are a bit more modern and innovative, using colourful fabrics and things like that.

"It's a big, big change from a family-run business to a much more commercial enterprise. It had to be done to take the firm forward."

Once used by royalty, the 'Rolls Royce' of nursery products has struggled against the increasing popularity of cheaper imported prams and continental models.

Last September 40 jobs were axed and the company sank further into crisis when negotiations with a new buyer broke down earlier this year.

Now a refinancing package and backing from shareholders and financiers is allowing managing director Harry Moore to press ahead with a new sales, marketing and design team.

He is confident of future success, having poached sales and marketing director Sara Bird from rivals Mamas and Papas.

He said: "I had been with Silver Cross for just a few months when I realised that with the right team in place, the business had huge potential.

"Now Silver Cross is in a secure position, with a healthy balance sheet, we will be focusing outwards and concentrating on improving our customer service."

The company spokeswoman said major changes would be introduced to the Guiseley factory - which now employs 200 staff - but would be 'positive, as oppose to negative'.

"This is very much a strategy to take the company forward but until things start to settle down we cannot say exactly what those changes will be," she said.

The change of image will be revealed at the Earl's Court Nursery Fair in London at the start of October.

And despite being a family-run business for 120 years, Mr Moore is convinced the new direction will not be too extreme. "Initial response from the industry has been extremely positive and encouraging.

"With the new team working well together we are confident we will be celebrating another 120 years in business," he said.

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