Home » Shopping trolleys enjoy resurgence as brands shake off ‘grandma’ image

Shopping trolleys enjoy resurgence as brands shake off ‘grandma’ image

One online reviewer said she had bought the bag for her university-aged daughter, who used it for her weekly shop. Others said they used theirs for visiting stately homes and walking in the country.

But those looking for an upmarket bag can expect to pay in excess of £170 for a top-of-the-market design, such as those from Sholley, which offers Britain’s “most glamorous shopping trolleys”.

For £195 customers can purchase the Victoria Sholley, a lightweight trolley made out of pink ‘moc-crock’ water-resistant fabric that even comes with a matching cape for dogs.

Rad Union offers a range of shopping trolleys created at its studio in Leeds. The different colourful prints featured on the various trolleys have been designed by up and coming artists. The company prides itself on using ethically sourced materials, from the rubber wheels to steel frames, with prices quoted at £130 per item.

‘I am looking out for my back’

Many of the trolleys on the market are waterproof, and new designs mean that the cloth bag can be removed and easily washed. Designs often include an inside pocket for holding purses or mobile phones.

Jay Rayner, the writer, said in The Guardian last year that using a shopping trolley bag had “changed his life” after a hip replacement.

One TikTok user said she had bought one after moving from the United States to London as she no longer drove.

She said: “You will typically see older people rolling back and forth from the grocery store, but I have absolutely no shame. I am looking out for my back.

“Walking 10 to 15 minutes home lugging heavy groceries is just not ideal, so this is perfect.”

‘Younger people more evidence-driven’

Matthew Murray-Downing, a physiotherapist who works with British Gymnastics, said that his younger patients were more aware of the impact of carrying bags on their backs and shoulders.

“My generation were perhaps more ‘fashion over function’, but we’re definitely seeing that [younger people] are more evidence-driven, wanting to understand more deeply why we are doing things,” he said.

“My general rule of thumb with bags is go for what you like first and foremost, but if it starts to raise problems or it is starting to become uncomfortable, trying an alternative solution can be a good starting point.”

Fashion brands have long sought to rid shopping trolleys of their “grandma” image.

The Spanish clothing retailer Zara launched a £59.95 quilted polyester shopping caddy in grey and khaki in October 2020.

The brand said that the trolleys, which had zip pockets at the front and back and a snap-button flap for extra security, sold out in Spain within 24 hours of being launched.

In 2015, Chanel launched a quilted patent leather trolley for its 2014-15 fall/winter collection. The black design, which cost £6,025, came after the fashion giant Louis Vuitton launched its own trolley, designed by Christian Louboutin for a special collection.

The 2014 design featured the fashion house’s iconic monogram combined with Louboutin’s trademark red, alongside golden-brass “trunk” corners and leather ribbons. The trolley is available from second-hand retailers for £20,000.