Whitestep was launched in 2007 after founder, Audrey Mizrahi, mother of 2 at that time found herself helpless when trying to fold her pushchair while at the same time holding her 3 month’s old son in her arms. Travelling alone, she was construed to ask a stranger to hold her son whilst she had to struggle to fold down the pushchair – an anxious moment for any parent of a new born baby.

From that arose a passion to find the latest innovations in baby and children’s products that will recognise the needs of any family and would encourage parents to continue active lifestyles throughout parenthood, without the worry of travel limitations.

13 years on, we are a company specialising in baby and children’s products with a twist, filling a gap in the UK market by sourcing cool, innovative brands that offer stylish, revolutionary items that are loved by both parents and their children.

We feature the award-winning BABYZEN range of pushchairs and accessories. So if you’re looking for that one solution to accompany your new born baby to 4 years of age and at the same time be lightweight and compact then look no further. The BABYZEN YOYO is bursting with innovation and is famous worldwide for their one-hand fold and un-fold mechanism and revolutionary compactness.

We also feature the mifold range of car seats suitable for children 4 years and up. The multi-award winning booster seat - mifold, the Grab-and-Go booster - known as the world’s most compact and portable car seat, combines both convenience and safety for the first time ever! It’s slick and compact design makes for easy portability for both parents and children giving peace of mind during those unexpected trips.

The newest addition to the mifold range of car seats is hifold, the Fit-and-Fold Booster - another revolutionary product that offers the added support, comfort and protection that parents are looking for in a highback booster car seat.

Both mifold and hifold solve traditional booster challenges by being safe, portable, compact and adjustable.

To see for yourself, please discover the brands, and don’t forget to sign up to our emails to be the first to discover new products and promotions.