BELTUPP LIMITED

What BELTUPP LIMITED does

BeltUpp Limited (legally Logo Blue Ltd T/A BeltUpp) is a UK-based, founder-owned consumer product company that designs, manufactures, and sells a single physical safety device — the BeltUpp Safety Strap — for use with Group 2 child car seats (children over approximately 15kg / 4 years old). The strap attaches to the existing adult 3-point seatbelt via a locking clip and slider clip mechanism and crosses the child's chest in an X-pattern to prevent the dangerous slumped-forward sleeping position that leaves seatbelts loose and unsupported in a crash. The device is the only product of its type officially tested at the UK Transport Research Laboratory (TRL) under ECE R44/04 and has additionally passed Canadian CMVSS213.2 crash testing at PMG Technologies in Quebec; a patent on the device is pending, and the product has been endorsed by Leicestershire Fire and Rescue Service.

Manufacturing is outsourced to an OEM factory in China, and the product is sold as a one-time hardware purchase at a uniform £17.99 across all channels. Go-to-market is a hybrid direct-to-consumer and retail model: the company sells via its own e-commerce website (beltupp.com) and eBay storefront, and distributes through major UK retailers John Lewis (first high-street stockist, February 2013) and Halfords (in-store and online from June 2013, 1,500-unit opening order), plus independent baby product retailers such as Baby Lurve. International expansion has been pursued through trade exhibitions — Kind & Jugend in Cologne (September 2013) and a UK Trade & Investment-organised trade mission to the British Embassy in Budapest (November 2013) — yielding distribution in the Netherlands, Czech Republic, Bulgaria, Hungary, and Canada.

The company is privately held by co-founders Hannah and Phil Batham, who serve as directors, with no institutional funding rounds disclosed in the source material. The company was registered in 2011 with the product prototyped in September 2012 after the founders were unable to find a commercial solution to their own children slumping forward when asleep in Group 2 car seats. The head office is at 12 Pipistrelle Drive, Market Bosworth, Nuneaton, CV13 0NW.

Name

BELTUPP LIMITED

Legal name

Logo Blue Ltd

Website

https://beltupp.com

Company type

Private

Founded year

2012

Operating status

Operating

Short description

BeltUpp Limited is a UK founder-owned company that designs, manufactures, and sells a single child car seat safety strap (the BeltUpp Safety Strap, £17.99) for Group 2 car seats, sold via its own website, eBay, John Lewis, Halfords, and international distributors.

Ownership category

akta.pro rank

Product category

Child Car Safety Products

NAICS

Motor Vehicle Seating and Interior Trim Manufacturing (336360)

akta.pro primary industry

Child Safety Seat & ISOFIX/LATCH Hardware Manufacturing (IMACAMAD)

akta.pro secondary industries

Occupant Restraint Systems Manufacturing (Airbags/Seatbelts/Pretensioners/Load Limiters) (IMACAMAA), Seatbelt Assemblies & Webbing Hardware Manufacturing (IMACAMAC)

Keywords

• Child car safety
• Booster seat accessories
• Car seat safety strap
• Child restraint accessories
• Automotive child safety

Headquarters

HQ city

Market Bosworth

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. BeltUpp Safety Strap Sales: BeltUpp sells its child car safety strap as a one-time hardware purchase. The product is sold directly via the company's own e-commerce website and eBay page, and through third-party retail channels including John Lewis, Halfords, and independent baby product retailers. Revenue is generated entirely from one-time product sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels10 records

Core offering

BeltUpp designs, manufactures (via a Chinese OEM factory), and sells a single physical child car safety strap for Group 2 child car seats (children over 15kg/~4 years). The strap attaches to the existing adult 3-point seatbelt using a locking clip and slider clip mechanism, crossing the child's chest in an X-pattern to keep them upright and supported when asleep. It is sold as a one-time hardware purchase priced at £17.99 through its own e-commerce site, eBay, and retail partners including John Lewis and Halfords.

Product overview

BeltUpp Limited offers a single core product: the BeltUpp Safety Strap. This is a physical child safety device designed for Group 2 car seats that prevents children from slumping forward when asleep during car journeys. The product consists of two parts (short strap with locking clip and buckle, plus long adjustable strap with slider clip) that attach to the existing adult seatbelt system. The company sells directly through their website and eBay, and distributes through major UK retailers including John Lewis and Halfords, with international expansion to Canada.

Differentiator

Problem solved

Functional benefit

Products and services

• BeltUpp Safety Strap A physical child car safety device designed for Group 2 car seats (children over 15kg / approximately 4 years and older). The strap consists of a short strap with locking clip and buckle plus a long adjustable strap with slider clip that attach to the existing adult 3-point seatbelt. It crosses the child's chest in an X-pattern to keep them in a safe, supported upright position when they fall asleep in the car, preventing them from slumping forward and becoming unsupported. Requires no modifications to the car seat or vehicle, fits most Group 2 car seat combinations, and uses a standard seatbelt buckle and tongue release. Tested at TRL under ECE R44/04 and passed Canadian CMVSS213.2 crash testing at PMG Technologies.

Quantifiable outcome

• TRL crash test confirmed BeltUpp had no detrimental effect on child restraint performance — all P6 dummy loadings within Regulation 44 limits.

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• John LewiscoreChannel Partner/ Reseller/ DistributorFirst major UK high street retailer to stock BeltUpp. Initial order of 200 units placed January/February 2013. BeltUpp was available online at John Lewis website from February 2013. Described by John Lewis nursery buyer Caroline Bettis as 'very popular with parents.'
• HalfordscoreChannel Partner/ Reseller/ DistributorMajor UK car and cycling retailer with stores nationwide and online operations. Placed an initial order of 1,500 units in 2013. BeltUpp went on sale in most Halfords stores and online from 3rd June 2013.
• European Distributors (Netherlands, Czech Republic, Bulgaria)minorChannel Partner/ Reseller/ DistributorFollowing the Kind & Jugend exhibition in Cologne (September 2013), BeltUpp received orders from distributors in The Netherlands, Czech Republic, and Bulgaria. This marked the company's first international distribution partnerships.
• UK Trade & Investment (UKTI)coreGTM or Marketing PartnerUKTI organized a trade mission to Hungary in November 2013 where BeltUpp exhibited at the British Embassy in Budapest to distributors from Central and Eastern Europe. The feedback was described as incredible with strong interest in distribution.
• PMG Technologies (Quebec, Canada)coreTechnology or IntegrationCrash testing facility in Quebec, Canada where BeltUpp passed the CMVSS213.2 regulatory test in May 2014, enabling the company to legally sell BeltUpp in Canada.
• Boots and KiddicareminorChannel Partner/ Reseller/ DistributorAs of March 2013, Boots and Kiddicare were described as being in the process of finalizing orders to stock BeltUpp. Status of these partnerships is not confirmed in later sources.
• Baby LurveminorChannel Partner/ Reseller/ DistributorFamily-run independent baby shop in East Goscote, Leicester (founded 2007), chose to stock BeltUpp alongside their other baby and child product range.
• Chinese Manufacturing FactorycoreOEM/ Whitelabel/ Licensing PartnerA factory in China agreed to mass-produce the BeltUpp invention. The first production batch arrived at the end of January 2013.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Cosatto: UK-based child car seat and nursery brand; comparable as a competitor on UK high-street retail shelves and as a likely reference point for UK-specific crash-test approvals BeltUpp has already obtained.
• Britax Römer: One of the largest child car seat manufacturers in Europe; comparable because it serves the same parent segment and sets the integrated-seat standard BeltUpp positions itself against, while also being a potential OEM bundle partner for the BeltUpp strap.
• Graco (Newell Brands): Mass-market child car seat and juvenile products brand; comparable because it addresses the same North American and EMEA parent segment and competes for the same retail shelf space BeltUpp targets.
• Joie: UK-relevant child car seat and travel-system brand; comparable as a retail competitor on John Lewis / Halfords shelves and as a potential OEM partner for co-branded safety accessories.
• Maxi-Cosi (Dorel Industries): Global child car seat brand and incumbent in Group 2/3 boosters; comparable customer base (parents of children transitioning from harnessed seats) and a potential channel partner for aftermarket accessories like BeltUpp.
• Evenflo: North American child safety and juvenile products manufacturer; comparable because it serves the same Canadian / US parent customer BeltUpp targets post-CMVSS213.2 approval and competes for the same booster-seat aftermarket.

Others

• Dreambaby: Child safety accessories brand covering a range of in-car and at-home safety products; comparable as an adjacent seller of aftermarket child safety accessories distributed through the same UK baby-goods retail channels.

Emerging players

• Diono: Specialist child car seat brand focused on travel-friendly and slim designs for older children; comparable because it targets the same Group 2/3 parent segment and competes for the same 'child falling asleep in the car' use case.
• Kiddy (Recaro Child Safety): European specialist car-seat maker focused on innovative child restraint systems; comparable as a regulatory-savvy peer in the ECE R44 / R129 space and a potential competitor or co-development partner for add-on safety devices.

Direct peers

• Mifold: Mifold makes the 'Grab-and-Go' compact booster for older children (typically 4-12), the most direct conceptual peer to BeltUpp — both target the Group 2+ aftermarket as accessories rather than full car seats, addressing parents of children transitioning out of harnessed seats.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BELTUPP LIMITED