About iCandy

A British family business, since 1933

At iCandy, our passion is to elevate the journey of parenthood through innovation, style, sustainability and the highest standards of quality.

10 year warranty on all pushchairs
90+years
family-owned
1933
Founded in London’s fashion district
4thgeneration
Owned and directed in the UK by the Appel family
2Queen’s Awards
For International Trade and for Innovation
20+patents
Covering 158 countries globally

iCandy at a glance

iCandy is a British luxury nursery brand that designs pushchairs, travel systems, car seats and accessories. Founded in London in 1933, it has been owned and directed in the UK by the same family for over 90 years.

Founded
1933, London’s fashion district
Ownership
The Appel family, fourth generation
Led by
Bradley and Warren Appel, Joint CEOs; Cameron Appel, Vice CEO
Design
UK-based in-house design and engineering team
Innovation
Over 20 patents covering 158 countries; the Apple 2 Pear (2007) was the world’s first luxury single-to-double pushchair on a single footprint
Awards
Queen’s Awards for International Trade and for Innovation
Warranty
5 years on every pushchair; 10 years from 1 April 2026
Environment
ISO 14001-certified environmental management system
Charity partners
Great Ormond Street Hospital Children’s Charity, PANDAS Foundation and The Lullaby Trust

Our Family

‘From our family to yours’ is much more than a strapline. It’s how we work, and the responsibility we feel towards every family who chooses iCandy.

In practice, it means putting families at the centre of every stage of the design process. We create products that solve real parenting challenges: making everyday journeys easier, offering flexibility as a family grows, and providing reassurance through dependable quality and safety-focused engineering.

As we’ve grown, we’ve stayed connected to the values that shaped us. We take a long-term view, thinking not just about a product for today but about how it will serve families for as long as possible. Our wider team, and our network of retail partners, many of them family businesses themselves, are all part of our extended family.

Ultimately, it’s about trust and the people behind the brand. Family isn’t just part of our story; it’s part of how we do business.

Bradley and Warren Appel
Joint CEOs
Cameron Appel
Vice CEO
Guy Appel
Sales
Alexander Appel
Creative Manager

Our Story

Born in London in 1933. Creating products that stand the test of time has guided us ever since.

Our story began in London in 1933, when the Appel family established a tailoring business specialising in fashion design and manufacturing. From the outset, quality materials, attention to detail and a passion for design were at the heart of the business.

As the company evolved, it moved into children’s products, including cycle helmets and car safety seats, before developing its nursery range. A major milestone came in 2007 with the launch of the Apple 2 Pear, the world’s first luxury single-to-double pushchair on a single footprint, which established iCandy as a pioneer in multi-configuration pushchair design.

Today, iCandy is proudly led by the fourth generation of the Appel family. We’ve grown into an internationally recognised British brand, known for combining distinctive design with engineering, functionality, quality and longevity, and we continue to push the boundaries of British design and innovation with over 20 patents covering 158 countries.

Our timeline

Over 90 years in the making

Keep scrolling to travel through time
  1. 1933
    Established

    The Appel family founds a London tailoring business, specialising in fashion design and manufacturing.

  2. 1945
    Clerkenwell HQ
  3. 1954
    Fitzroy Street HQ
  4. 1964
    Holloway HQ
  5. 1994
    Letchworth HQ
  6. 2005
    iCandy born

    Having moved into children’s products, including cycle helmets and car safety seats, the family launches its nursery brand.

  7. 2007
    Apple 2 Pear

    The world’s first luxury single-to-double pushchair on a single footprint.

  8. Pioneering multi-configuration pushchair design.
  9. 2009
    Peach 1

    The first Peach arrives.

  10. 2010
    Biggleswade HQ
  11. 2012
    Peach 2
  12. 2014
    Peach 3
  13. Older generations of the iconic Peach are still being passed on to new families today.
  14. 2016
    Peach 4
  15. 2018
    Peach 5
  16. 2020
    Peach 6
  17. 2022
    Peach 7
  18. 2026
    iCandy Peach 8

    Main fabrics made using recycled yarn from over 130 plastic bottles per pushchair.

  19. 2026
    10-year warranty

    On pushchairs manufactured on or after 1 April 2026, subject to terms.

  20. Today
    Fourth generation

    Over 20 patents covering 158 countries, and still owned and directed in the UK by the Appel family.

Our Approach

Four core principles: Quality, Heritage, Innovation and Style.

These principles drive our desire to create products that are beautiful on the outside and engineered to perfection on the inside. Every iCandy product is built to provide the highest standard of safety, quality and innovation, all whilst reflecting individual style.

01

Quality

Providing the highest quality of safety-ensured products is integral to iCandy’s DNA. Our rigorous testing programme ensures every component is built to last, which is why every iCandy pushchair comes with a 5-year warranty, extended to 10 years on pushchairs manufactured from 1 April 2026.

02

Heritage

Established in 1933 in London’s fashion district, iCandy began as a fashion design and manufacturing company working with the very finest materials. We take our responsibility for the wellbeing of families seriously, throughout their parenting journey.

03

Innovation

Our UK-based in-house design team refuses to accept limitations in design and engineering. iCandy is the only pushchair brand to have been awarded two Queen’s Awards: for International Trade and for Innovation.

04

Style

With roots in the Art Deco fashion and design scene of London, style is evident in every iCandy product. Luxuriously engineered fabrics and contemporary silhouettes are instantly recognisable as iCandy.

Supporting families

A pushchair is often one of the first big decisions of parenthood. We want every family to feel confident and supported, long after the day they choose.

It’s an exciting time, but the range of options can feel overwhelming. That’s why our support extends well beyond the initial purchase, through expert retail partners, our own UK-based team and dedicated aftersales care.

01

Expert retail partners

Our independent and national retailers offer the product knowledge, personal service and in-person demonstrations that help families find a pushchair that suits their lifestyle. We back them with training, resources and support.

02

UK-based customer service

Our friendly, knowledgeable team is on hand for questions about products, compatibility, warranties and care, alongside online guides and FAQs.

03

iService aftercare

Professional servicing and restoration for eligible pushchairs, keeping them in use for longer and reducing unnecessary waste.

Mumsnet Awards
Five stars for Core 2 and Pip
Which?
Core 2 named a Best Buy

Independent recognition of thoughtful design, quality and everyday practicality, and a credit to our design and product development teams.

Our Collection

Pushchairs, highchairs and accessories, designed by our British-based in-house team.

Our talented in-house team consistently push the boundaries of both product design and sustainability, creating a wide range of stylish, functional, quality products for every stage of family life.

Our IMPACT

Our responsibilities extend beyond the factory walls

Our cross-functional IMPACT Team brings colleagues together to improve how we manage our environmental and social responsibilities, from measuring our carbon footprint to keeping pushchairs in use for longer.

ISO 14001
Certified environmental management system
10year warranty
On pushchairs manufactured from 1 April 2026
iService
Repairs, servicing and restoration
130+bottles
Recycled into the main fabrics of every iCandy Peach 8
Our charity partners

Supporting families goes beyond the products we create. Through our IMPACT Team, colleagues have taken on fundraising challenges from the Three Peaks to, most recently, a skydive.

  • Great Ormond Street Hospital Children’s CharityChildren’s healthcare · a long-standing partnership
  • PANDAS FoundationPerinatal mental health
  • The Lullaby TrustSafer sleep

Frequently asked questions

Can’t find what you need? Visit Support or call +44 (0)1767 604400.

Where is iCandy from?

iCandy is a British brand, founded in 1933 in London’s fashion district. Its pushchairs are designed and engineered by a UK-based in-house team.

Who owns iCandy?

iCandy has been owned and directed in the UK by the same family, the Appels, for over 90 years. It is now in its fourth generation, led by Joint CEOs Bradley and Warren Appel with Cameron Appel as Vice CEO.

What was the first iCandy single-to-double pushchair?

In 2007 we launched the Apple 2 Pear, the world’s first luxury single-to-double pushchair on a single footprint.

What awards has iCandy won?

iCandy is the only pushchair brand to have been awarded two Queen’s Awards: one for International Trade and one for Innovation.

What warranty comes with an iCandy pushchair?

Every iCandy pushchair comes with a 5-year warranty. Pushchairs manufactured from 1 April 2026 onwards are covered by a 10-year warranty, subject to terms.

Does iCandy have a sustainability programme?

Yes. iCandy runs an ISO 14001-certified environmental management system, guided by its cross-functional IMPACT Team, and has measured its 2025 carbon baseline with Seedling.

Which charities does iCandy support?

iCandy has a long-standing relationship with Great Ormond Street Hospital Children’s Charity, and more recently supports the PANDAS Foundation and The Lullaby Trust.

From our family to yours.

As a fourth-generation family business, we’re proud of how far we’ve come and focused on what comes next: helping families navigate parenthood with confidence, care and a little more ease. Find the pushchair that’s right for yours, or see one in person at a stockist near you.