January 11, 2018 - Britax Child Safety, Inc. Introduces Essentials™ by Britax®

Safety is essential for all families: New brand delivers premium protection at an everyday value

Jan 11, 2018

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“Protecting your child is one of the most critical responsibilities as a parent,” stated Dann Provolo, President at Britax Child Safety, Inc. “Therefore the mission of our new Essentials by Britax brand is to provide all parents with more accessible car seats that offer Britax premium levels of protection.”

The initial offerings under the Essentials brand include the Allegiance Convertible Car Seat ($199.99) and the Emblem Convertible Car Seat ($239.99). Both are designed, engineered, tested and assembled with U.S. and global components at the Britax Americas headquarters in Fort Mill, S.C.

Born from the leader in child passenger safety, Essentials by Britax is a value brand built upon the focus that every family deserves the peace of mind that comes with over 50 years of Britax safety heritage. Each innovative feature is designed with your family in mind, because "Safe Enough" is not "Good Enough." The new line features the patented SafeCell® Impact Protection – an integrated system of safety components that work together to help shield child passengers in the event of a crash. These components include an integrated Impact-Absorbing Base that compresses to help reduce the force of a collision, an Energy-Absorbing Tether that helps minimize forward seat rotation to help keep baby’s head safe, and an Impact-Stabilizing Steel Frame which helps to absorb crash impact and provide seat stability. Side Impact Protection, created by a deep foam-lined shell, comes standard on both the Emblem and Allegiance convertible car seats, while the Emblem offers an additional layer of side impact protection in its adjustable head rest.

As with all Britax products, style was also an important focus when developing the Essentials by Britax brand. Expect a variety of new colors and comfortable fabrics, as well as some popular fashion options from the current Britax line for both the Allegiance and Emblem models.

Essentials by Britax becomes available in-store at Walmart, Target and buybuy BABY in January 2018, followed by availability on-line and at independent retailers. Stay tuned for future Essentials by Britax brand expansions into other car seat categories beginning in early spring 2018.

For more information about Essentials by Britax, visit essentialsbybritax.com.

About Britax Child Safety, Inc. (The Americas)

Premium car seat, stroller and accessories manufacturer, Britax intuitively designs, tests and builds all of its birth through harness-to-booster line of car seats in the U.S.A. using U.S. and global components. Britax engineers its car seats to meet U.S. and Canadian Motor Vehicle Safety Standards and makes significant investments in advanced technology, research and development to deliver safe products families can depend on. In 2011, Britax expanded its product line by acquiring BOB Gear, a leading manufacturer of high-performance strollers and stroller accessories. Britax Child Safety, Inc. employs more than 200 people at its headquarters in Fort Mill, S.C.