Graco is dropping the Teutonia stroller brand in the US, Baby Bargains has learned.
In a statement about the decision, Graco said “We have made the conscious decision to distribute this brand only in Europe. There still may be some existing inventory in specialty stores, but that inventory will no longer be replenished in the US.”
Graco bought the German stroller company from Britax in 2007 and launched it soon after in the US as a custom, made-t0-order brand sold in specialty stores. The goal was to compete with Bugaboo and Dorel’s Euro brands like Quinny.
However the effort fizzled, partly due to the economic downturn that clipped the wings of the luxury stroller market. The made-to-order concept also gained little traction—Graco switched strategies in the past couple of years by offering several pre-made Teutonia models. Teutonia models sold for $500+ and often weighed in at over 30 lbs, which also limited their appeal.
One sign Graco was losing interest: at the last industry trade show (ABC Kids), Graco didn’t display any Teutonia models in its booth.
Do you own a Teutonia stroller? Let us know your thoughts.
Updated 2:26pm. Graco says the Aprica stroller brand will also be discontinued. Aprica is the Japanese stroller brand bought by Graco in 2008 and relaunched in the USA as a premium umbrella stroller. Prices were about $200.