Founding

William Wilson founded the company in 1877 in Hunslet, Leeds.^[2][3] Wilson's prams used a spring system and a reversible hood,^[2] which he produced in a factory on Silver Cross Street, Leeds.^[4] In 1897, Wilson opened a factory on Whitehouse Street in Leeds.^[5] Thereafter, Wilson registered more than 30 patents for pram design.^[6] After receiving a Royal Warrant for baby carriage production, William Wilson died at age 58. Ownership passed to his three sons: James, Irwin, and Alfred.^[7]

20th century

In the 1920s and 1930s, the Wilson brothers supplied a Silver Cross baby carriage to George VI and Queen Elizabeth The Queen Mother.^[2] By 1936, Silver Cross had moved to a larger factory in Guiseley.^[5]

In the 1940s and 1950s, Silver Cross developed new techniques for pram production. Plywood bodies were replaced with aluminum, and new rubber die presses, spot-welding machines, and others were installed at the Silver Cross Works. Posters of the time portrayed Silver Cross prams alongside Rolls-Royce cars, leading to the unofficial title of "the Rolls-Royce of Prams".^[2] Silver Cross prams came to be seen as old-fashioned.^[3][8]

21st century

In 2002, the company was sold to Alan Halsall for £500,000.^[8] While Halsall kept the older designs, most of the company's sales came from more modern designs, such as car seats.^[8] Additionally, Halsall wanted Silver Cross to partner with complementary British manufacturers, such as furniture makers and toy makers.^[8] Halsall also focused on expanding the company into international markets, particularly Asian territories, including China, Hong Kong, South Korea, Malaysia, and Singapore.^[8]

In 2013, Silver Cross entered into a partnership with classic British automotive brand Aston Martin to produce a special edition of the Surf pram and pushchair.^[9]

On July 20, 2015, Fosun International announced it had purchased the company from Halsall.^[10] As of 2017, Fosun owned 87.23% of the company.^[11]

In October 2016, the company announced their expansion into the United States via ABC Expo, a trade show for children's products.^[12]