Just as they do for new designer bags, yummy mummies are lining up to join a waiting list for a pram that could cost more than a first car.
Cybex has launched a $2600 pram in collaboration with international designer Jeremy Scott, the former creative director of Moschino.
The premium stroller, which features signature gold wings, has been a favourite to Hollywood celebrities such as Liv Tyler, Nicky Hilton and Heidi Klum.
It was also featured in Fergie's music video 'M.I.L.F.$'.
Australian distributor CNP Brands sold out thier first shipment before it arrived and is busy ordering back-up stock.
"There is a willingness by consumers to stretch their spend to stand out," CNP Brands APEC sales director Harrie De Ber said.
Fashion
"They see a stroller like a car. And now more fathers are behind the pram, it's an extension of parents' fashion."
Mr De Ber said the company expected to see double-digit growth for the pram sales over the next year.
"The stroller was launched overseas 12 months ago and we've had hundreds of inquiries, even when many thought it could cost about $3000 a unit," he said.
Australia's baby goods sector is growing, according to IbisWorld. Australia's birth rate is set to increase by 6.4 per cent to 2019-20 to reach 332,901 births annually, compared with 2.9 per cent growth from 2010 to 2015.
It expects the toy retailing sector to increase by 8.1 per cent and children's clothing retailers to be up 3 per cent by 2020.
Just last month, listed children's chain store group Baby Bunting reported total sales for the year were up just over 20 per cent.
The Melbourne-based company has more than doubled its share price since listing on the sharemarket in October 2015 with shareholders including Australia's biggest super fund, AustralianSuper.
Ultimate accessory
One of those on the waiting list for the Cybex by Jeremy Scott is Melbourne mother-of-one Sanchia Sevel who said she decided she had to have it before she was pregnant with her now six-month-old son Mason.
"This pram is the ultimate accessory," she said.
"It's something you use everyday. I don't think my husband initially really understood how important it was. The pram is not something he'd be embarrassed pushing."
Ms Sevel bought the Cybex Priam while she patiently waited for the designer model to arrive.
"I use the pram more than I use my car, so it's not just something that looks pretty," she said.
