Our Journey with Extended Rear-Facing

At Baby & Co, we’re passionate about car seat safety and sharing our expertise with families. That’s why we offer free in-store car seat consultations and fitting services. Click here to book your FREE Car Seat Consultation.

Visit our showroom in Bristol, where our experienced team is on hand to help you choose the right car seat for your child. We’ll take the time to advise, compare options, demonstrate features, and help you find the perfect seat to suit your family's needs.

When you purchase a car seat from us, one of our trained team members will give you full product and installation training on your seat so when you leave the store you will be confident in the correct use and fitting, giving you complete peace of mind that it’s safely and correctly installed in your vehicle.

How Our Fitting Service Works

Every family is different and so is every car. That’s why our fitting service starts with a proper conversation. Whether in-store or over the phone, we’ll begin by gathering key details: your child’s age, height, and growth percentile, as well as the make and model of your car (or cars). This helps us understand your needs and what solutions will suit you best.

Once we’ve gathered that information, we’ll book a one to one consultation for you to visit our showroom where we have both on street parking and a rear loading area for fitting.

During your Extended Rear Facing Car Seat appointment, one of our expert team members will:

• Recommend car seats that best suit your child’s needs and your family’s lifestyle

• Take into account important factors like your car’s layout, boot space, parent and passenger height.

• Demonstrate the features and differences between models, so you can compare and make an informed choice

Once you've chosen your seat, we’ll guide you step-by-step through fitting it properly and safely. We’ll train you how to correct install and remove your seat, how to adjust it as your child grows, and what to avoid to prevent misuse. It’s all about giving you the tools and knowledge to feel confident every time you buckle them in.

Support That Lasts

Buying a car seat from Baby & Co means more than just a sale. We pride ourselves on our aftercare. If you experience a fault or have any queries with your seat, just get in touch and we will work with you to resolve the issue. We have a small number of loan seats in store that you can borrow should your seat need to be sent away for repair (unfortunately these are only available for in-store collection and cannot be shipped).

Need a refresher on fitting? Upgraded to a new car? We’re always here to help, even after your purchase.

Our team is trained to the highest level in car seat safety. Every member of staff has not only undergoes our continual in house training, but regular training from all the Extended Rear Facing Car Seat brands. In addition to that members of staff have passed the Child Seat Safety Awareness Course, accredited by the Institution of Occupational Safety and Health (IOSH). We also stay sharp by attending car seat safety conferences to stay up to date with the latest innovations and best practices. 

Top Brands, Tailored Advice

We stock a wide range of extended rear-facing car seats from trusted brands like Axkid, Avionaut, BeSafe, and Britax. Each seat comes with its own unique features, fit, and specifications and we’ll help you navigate the options to find the one that works best for you.

From car size and number of vehicles to child height and seating arrangements, we take everything into account. Our job is to make sure that what you leave with is not only safe and comfortable, but also the right practical choice for your day-to-day life.

At Baby & Co, we’ve spent decades helping thousands of families find the right car seat and it’s something we’re very proud of. Whether it’s your very first seat or an upgrade as your little one grows, we’re here to guide you through the process with expert knowledge and genuine care.

But don’t just take our word for it. Our Trustpilot Reviews say it all. Time and again, parents tell us how much they value our honest advice, hands-on fittings, and outstanding customer service. From finding the perfect fit to offering peace of mind during installation, our team is dedicated to making your car seat journey smooth, stress-free, and safe.

We’ve been in the nursery industry for over 43 years, so it’s fair to say we’ve seen a lot of change, from advances in safety technology to evolving regulations and innovation in design. At Baby & Co, car seat safety has always been at the heart of what we do. In fact, we were one of the first independent nursery retailers in the UK to advocate for Extended Rear Facing (ERF) car seats, beginning our journey back in 2009. As the only independant nursery retailer in the South-West, we draw people from Newport, Devon, Gloucester all the way to Swindon to come for car seat expertise and fittings.

Our passion has always been to offer parents honest, brand-neutral advice to help them choose the safest possible seat for their child, even when it meant going against the grain. At Baby & Co, car seat safety has never just been a product category; it’s been a passion passed down through generations. Long before extended rear-facing (ERF) became widely known in the UK, we were championing it.

Back in 2009, when the very first extended rear-facing car seats became available in the UK, we were quick to recognise their importance. At a time when the concept was still new and unfamiliar to many parents, we proudly introduced models like the Britax Multi-Tech, Brio Zento, and Recaro Polaric to our shelves. In fact, we became the first independent nursery retailer in the South-West to stock these pioneering seats. We proactively sought out the very best rear-facing car seats from our trusted brands and worked hard to bring them into our shop. It wasn’t always easy. Convincing some manufacturers to offer their rear-facing-only models outside of Sweden was a challenge. We had many discussions with Britax, pushing for these seats to be made more widely available here in the UK.

The response in those early days was cautious, and understandably so. Awareness around ERF was low, and many people were sceptical. But thanks to our close working relationship with Mark Bennett, then the EU product expert for Britax, we were ahead of the curve. Mark, who had a key role in developing Isofix and car seat approval standards, generously shared his knowledge with us. Through those early conversations, it became clear just how vital rear-facing travel was to child safety.

Our team quickly grasped the benefits, both in terms of safety performance and thoughtful design, that these car seats offered. And we made it our mission to pass that knowledge on to parents, even when it went against the grain of UK trends at the time.

Our commitment to car seat safety runs deep. Jeff, who now leads the business, grew up immersed in this world. As a child, he joined his parents, Clare and Ian, on demo rig days where they witnessed car seat crash tests up close. Those powerful experiences left a lasting impression, sparking a passion that still drives us today.

Looking back, we’re proud of how far things have come. And while many other independent retailers followed suit a few years later, we’ve always taken pride in being one step ahead, not for the sake of being first, but because we truly believed it was the right thing for families.

One of the most important decisions you’ll make about your child’s car seat is when to switch them to forward-facing, and it’s not something to rush. Extended rear-facing car seats give your little one the chance to travel rear-facing for much longer than standard models, offering a huge safety advantage during those early, crucial years.

While many toddler car seats are rear-facing only up to around 105cm (roughly 4 years old), extended rear-facing seats can often be used until your child is around 7, offering protection well beyond the typical timeframe. This is especially useful for children in higher growth percentiles who might outgrow standard toddler seats earlier than expected.

More importantly, rear-facing is up to 5x safer in a frontal collision, and since frontal impacts are the most common and severe type of car crash, this makes a huge difference. Rear-facing car seats support the head, neck, and spine by distributing crash forces evenly across the entire body, whereas forward-facing seats allow the child’s head to be thrown forward, putting enormous strain on the neck.

That’s why experts strongly advise against moving a child into a high back booster (HBB) or forward-facing seat before the age of four and ideally closer to 7 (125cm). Physically, their bodies just aren’t ready. Their heads are proportionally larger than an adult’s, and their neck muscles are still developing. In a crash, this can lead to serious risks, which can be significantly reduced by keeping them rear-facing for longer.

Of course, as children grow and become more curious, especially if they have older siblings, it can be tempting to move them forward-facing “just for ease.” But convenience should never come at the cost of safety. The best protection always comes from rear-facing travel, for as long as the seat allows.

The Gold Standard: The Swedish Plus Test

For added peace of mind, many rear-facing only seats are put through one of the toughest crash tests in the world, the Swedish Plus Test. This isn’t your standard approval check. It’s specifically designed to test whether a car seat can prevent dangerous neck forces in a severe frontal collision.

Unlike standard tests, the Plus Test uses higher speeds, shorter stopping distances, and detailed neck force measurements to simulate real-world crash scenarios. Only seats that pass this test can truly claim to protect against excessive neck strain, making it a trusted marker of outstanding safety. Most rear-facing only seats that undergo this test proudly display their certification, so it’s worth checking for when choosing your next seat.

When to Switch Your Child to a Forward-Facing Car Seat?

Switching to forward-facing too early is still a common and risky mistake. A child’s body simply isn’t built to withstand the forces of a forward-facing crash. The younger they are, the larger their head is compared to their body, and the more strain that puts on their neck in an impact. Research shows that a child in a forward-facing seat experiences five times more strain on the neck than in a rear-facing one.

That’s why we always recommend keeping your child rear-facing for as long as possible, ideally until they reach the maximum height or weight limit of their seat. It’s not just about following the rules; it’s about offering your child the best possible protection when it matters most.

With over 43 years of experience in the nursery industry, Baby & Co has built a reputation for expert knowledge, trusted advice, and a genuine passion for child safety (check out our certificates throughout the years below). As one of the first independent retailers in the UK to champion Extended Rear-Facing (ERF) car seats, we offer an extensive, carefully selected range from leading brands like Axkid, BeSafe, Britax, and Avionaut. What truly sets us apart is our personalised service, from free in-store consultations and professional fittings to aftercare and ongoing support, we’re here for your family every step of the way. Ready to find the safest and most suitable car seat for your child? Book a consultation, visit our Bristol showroom, or get in touch, we’d love to help.

Our Journey with Extended Rear-Facing

At Baby & Co, we’re passionate about car seat safety and sharing our expertise with families. That’s why we offer free in-store car seat consultations and fitting services. Click here to book your FREE Car Seat Consultation.

Visit our showroom in Bristol, where our experienced team is on hand to help you choose the right car seat for your child. We’ll take the time to advise, compare options, demonstrate features, and help you find the perfect seat to suit your family's needs.

When you purchase a car seat from us, one of our trained team members will give you full product and installation training on your seat so when you leave the store you will be confident in the correct use and fitting, giving you complete peace of mind that it’s safely and correctly installed in your vehicle.

How Our Fitting Service Works

Every family is different and so is every car. That’s why our fitting service starts with a proper conversation. Whether in-store or over the phone, we’ll begin by gathering key details: your child’s age, height, and growth percentile, as well as the make and model of your car (or cars). This helps us understand your needs and what solutions will suit you best.

Once we’ve gathered that information, we’ll book a one to one consultation for you to visit our showroom where we have both on street parking and a rear loading area for fitting.

During your Extended Rear Facing Car Seat appointment, one of our expert team members will:

• Recommend car seats that best suit your child’s needs and your family’s lifestyle

• Take into account important factors like your car’s layout, boot space, parent and passenger height.

• Demonstrate the features and differences between models, so you can compare and make an informed choice

Once you've chosen your seat, we’ll guide you step-by-step through fitting it properly and safely. We’ll train you how to correct install and remove your seat, how to adjust it as your child grows, and what to avoid to prevent misuse. It’s all about giving you the tools and knowledge to feel confident every time you buckle them in.

Support That Lasts

Buying a car seat from Baby & Co means more than just a sale. We pride ourselves on our aftercare. If you experience a fault or have any queries with your seat, just get in touch and we will work with you to resolve the issue. We have a small number of loan seats in store that you can borrow should your seat need to be sent away for repair (unfortunately these are only available for in-store collection and cannot be shipped).

Need a refresher on fitting? Upgraded to a new car? We’re always here to help, even after your purchase.

Our team is trained to the highest level in car seat safety. Every member of staff has not only undergoes our continual in house training, but regular training from all the Extended Rear Facing Car Seat brands. In addition to that members of staff have passed the Child Seat Safety Awareness Course, accredited by the Institution of Occupational Safety and Health (IOSH). We also stay sharp by attending car seat safety conferences to stay up to date with the latest innovations and best practices.

Top Brands, Tailored Advice

We stock a wide range of extended rear-facing car seats from trusted brands like Axkid, Avionaut, BeSafe, and Britax. Each seat comes with its own unique features, fit, and specifications and we’ll help you navigate the options to find the one that works best for you.

From car size and number of vehicles to child height and seating arrangements, we take everything into account. Our job is to make sure that what you leave with is not only safe and comfortable, but also the right practical choice for your day-to-day life.

At Baby & Co, we’ve spent decades helping thousands of families find the right car seat and it’s something we’re very proud of. Whether it’s your very first seat or an upgrade as your little one grows, we’re here to guide you through the process with expert knowledge and genuine care.

But don’t just take our word for it. Our Trustpilot Reviews say it all. Time and again, parents tell us how much they value our honest advice, hands-on fittings, and outstanding customer service. From finding the perfect fit to offering peace of mind during installation, our team is dedicated to making your car seat journey smooth, stress-free, and safe.

We’ve been in the nursery industry for over 43 years, so it’s fair to say we’ve seen a lot of change, from advances in safety technology to evolving regulations and innovation in design. At Baby & Co, car seat safety has always been at the heart of what we do. In fact, we were one of the first independent nursery retailers in the UK to advocate for Extended Rear Facing (ERF) car seats, beginning our journey back in 2009. As the only independant nursery retailer in the South-West, we draw people from Newport, Devon, Gloucester all the way to Swindon to come for car seat expertise and fittings.

Our passion has always been to offer parents honest, brand-neutral advice to help them choose the safest possible seat for their child, even when it meant going against the grain. At Baby & Co, car seat safety has never just been a product category; it’s been a passion passed down through generations. Long before extended rear-facing (ERF) became widely known in the UK, we were championing it.

Back in 2009, when the very first extended rear-facing car seats became available in the UK, we were quick to recognise their importance. At a time when the concept was still new and unfamiliar to many parents, we proudly introduced models like the Britax Multi-Tech, Brio Zento, and Recaro Polaric to our shelves. In fact, we became the first independent nursery retailer in the South-West to stock these pioneering seats. We proactively sought out the very best rear-facing car seats from our trusted brands and worked hard to bring them into our shop. It wasn’t always easy. Convincing some manufacturers to offer their rear-facing-only models outside of Sweden was a challenge. We had many discussions with Britax, pushing for these seats to be made more widely available here in the UK.

The response in those early days was cautious, and understandably so. Awareness around ERF was low, and many people were sceptical. But thanks to our close working relationship with Mark Bennett, then the EU product expert for Britax, we were ahead of the curve. Mark, who had a key role in developing Isofix and car seat approval standards, generously shared his knowledge with us. Through those early conversations, it became clear just how vital rear-facing travel was to child safety.

Our team quickly grasped the benefits, both in terms of safety performance and thoughtful design, that these car seats offered. And we made it our mission to pass that knowledge on to parents, even when it went against the grain of UK trends at the time.

Our commitment to car seat safety runs deep. Jeff, who now leads the business, grew up immersed in this world. As a child, he joined his parents, Clare and Ian, on demo rig days where they witnessed car seat crash tests up close. Those powerful experiences left a lasting impression, sparking a passion that still drives us today.

Looking back, we’re proud of how far things have come. And while many other independent retailers followed suit a few years later, we’ve always taken pride in being one step ahead, not for the sake of being first, but because we truly believed it was the right thing for families.

One of the most important decisions you’ll make about your child’s car seat is when to switch them to forward-facing, and it’s not something to rush. Extended rear-facing car seats give your little one the chance to travel rear-facing for much longer than standard models, offering a huge safety advantage during those early, crucial years.

While many toddler car seats are rear-facing only up to around 105cm (roughly 4 years old), extended rear-facing seats can often be used until your child is around 7, offering protection well beyond the typical timeframe. This is especially useful for children in higher growth percentiles who might outgrow standard toddler seats earlier than expected.

More importantly, rear-facing is up to 5x safer in a frontal collision, and since frontal impacts are the most common and severe type of car crash, this makes a huge difference. Rear-facing car seats support the head, neck, and spine by distributing crash forces evenly across the entire body, whereas forward-facing seats allow the child’s head to be thrown forward, putting enormous strain on the neck.

That’s why experts strongly advise against moving a child into a high back booster (HBB) or forward-facing seat before the age of four and ideally closer to 7 (125cm). Physically, their bodies just aren’t ready. Their heads are proportionally larger than an adult’s, and their neck muscles are still developing. In a crash, this can lead to serious risks, which can be significantly reduced by keeping them rear-facing for longer.

Of course, as children grow and become more curious, especially if they have older siblings, it can be tempting to move them forward-facing “just for ease.” But convenience should never come at the cost of safety. The best protection always comes from rear-facing travel, for as long as the seat allows.

The Gold Standard: The Swedish Plus Test

For added peace of mind, many rear-facing only seats are put through one of the toughest crash tests in the world, the Swedish Plus Test. This isn’t your standard approval check. It’s specifically designed to test whether a car seat can prevent dangerous neck forces in a severe frontal collision.

Unlike standard tests, the Plus Test uses higher speeds, shorter stopping distances, and detailed neck force measurements to simulate real-world crash scenarios. Only seats that pass this test can truly claim to protect against excessive neck strain, making it a trusted marker of outstanding safety. Most rear-facing only seats that undergo this test proudly display their certification, so it’s worth checking for when choosing your next seat.

When to Switch Your Child to a Forward-Facing Car Seat?

Switching to forward-facing too early is still a common and risky mistake. A child’s body simply isn’t built to withstand the forces of a forward-facing crash. The younger they are, the larger their head is compared to their body, and the more strain that puts on their neck in an impact. Research shows that a child in a forward-facing seat experiences five times more strain on the neck than in a rear-facing one.

That’s why we always recommend keeping your child rear-facing for as long as possible, ideally until they reach the maximum height or weight limit of their seat. It’s not just about following the rules; it’s about offering your child the best possible protection when it matters most.

With over 43 years of experience in the nursery industry, Baby & Co has built a reputation for expert knowledge, trusted advice, and a genuine passion for child safety (check out our certificates throughout the years below). As one of the first independent retailers in the UK to champion Extended Rear-Facing (ERF) car seats, we offer an extensive, carefully selected range from leading brands like Axkid, BeSafe, Britax, and Avionaut. What truly sets us apart is our personalised service, from free in-store consultations and professional fittings to aftercare and ongoing support, we’re here for your family every step of the way. Ready to find the safest and most suitable car seat for your child? Book a consultation, visit our Bristol showroom, or get in touch, we’d love to help.