10 | LUXlife Magazine first introduction many families get to this local brand, and being able to offer them a stellar in-store experience, one that lays the foundation of their entire time spent trusting the brand, is incredibly rewarding for its teams. With these locations to boot, NOOLA remains equally dedicated to product development, engineering travel systems and nursery products suited to how South African families really live, and deepening the customer experience. Looking ahead, this means better education, a more robust after-sales service, and finding new ways to be useful throughout the parenting journey, not just at the point of sale. Longer term, this will position NOOLA as the brand that comes to mind every time a parent thinks of quality baby products. In today’s market, customers research thoroughly, read reviews, ask questions in community groups, and make considered decisions. This has been enormously good for NOOLA, because it has believed in products that speak for themselves since the first shipment arrived at its garage more than a decade ago. It is this that keeps parents buying its affordable luxury products, and sharing the brand’s message with those around them. In recognising NOOLA as the Best Luxury Baby Travel Systems Company 2026 – South Africa, we hope more people across the country will embrace the beauty of parenthood this brand stands for across its products, which can be viewed at the link below. Contact: Katherine Escreet Company: NOOLA® Web Address: https://www.noola.co.za/ OOLA®’s mission is to make beautiful and considered baby products accessible to families across South Africa, guided by the belief that becoming a parent should mark the start of something wonderful. Every product the company designs and every interaction the team have with customers stems from this principle, with NOOLA striving to deliver the kind of quality and consistency that means parents can trust what they have bought completely, meaning that is one less thing for their very full mind to worry about. As a brand, NOOLA is built on the values of warmth, safety, and honesty. It cares deeply for the parents who choose it, and the faith they put it in it is not something taken lightly. As Katherine told us: “Whether someone is buying their first pram or looking for nursery essentials, we want them to feel genuinely looked after, not just sold to.” This feeds into what luxury means for NOOLA, which is not about excess, but simply about getting it right. It shows in the details of every stroller, pram, car seat, and travel system this affordable luxury baby brand offers, from the feel of the materials to the functionality of the fold, and the way that the product still holds up after more than two years of daily use. These same standards also define the post-purchase experience, which NOOLA believes is just as much a part of the luxury tagline as the product itself. NOOLA, then, stands out because it sits in a space few brands occupy. Its products are genuinely beautiful and well-engineered, but actually accessible to families in South Africa. Parents recommend NOOLA to other parents because of the trust it nurtures, and the power of this word of mouth can be seen through the brand’s status as a market leader. Katherine explained: “We are not a niche import for a small segment of the market. We are South Africa’s most popular baby brand, and we are proud of that.” This feat has been achieved thanks to products such as the Elite Travel System, which many credit as the best baby travel system in South Africa. Designed for the country’s unique conditions, this all-terrain pram chassis boasts a built-in shock system and air-filled tyres, so it is just as smooth on an uneven outdoor path as it is on the floor of a shopping mall. The frame has also been expertly engineered to grow with a family, converting from a bassinet for their newborn into a comfortable seat for their toddler. Both the Elite Travel System and all of the other luxury nursery products and travel systems NOOLA sells can be seen at its physical stores in Cape Town and Pretoria. A visit to one of these stores is the NOOLA®: Excellence Made Affordable for South African Parents The story of NOOLA® began in 2015, with one mom’s quest to build the perfect stroller. This meant affordable, but with the features every parent wants. Bucking the trend of a cheaper product meaning lower quality, NOOLA has grown from a garage-based start-up to a brand serving affordable luxury across South Africa’s baby market. Katherine Escreet, marketing manager at NOOLA, told us more in the wake of it being named the Best Luxury Baby Travel Systems Company 2026 – South Africa as part of the 2026 Leaders in Luxury Awards. N
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