Worldwide leading stroller brands Bugaboo and Joolz join forces to accelerate international growth

Collective brand strength and combined innovation capabilities to elevate the international stroller market

Amsterdam, 27 May 2025 - Bugaboo Group, a global brand in high-quality strollers and children’s consumer products, and Joolz, a fast growing high-quality stroller brand, have agreed to join forces to accelerate their international growth and innovation in the worldwide stroller market. Joolz and Bugaboo will combine their commercial strength, leading product development and engineering capabilities to further elevate the quality and design of their products. Bugaboo and Joolz will continue to operate as distinct brands, leveraging complementary strengths to capitalize on new and existing market opportunities globally. The transaction is subject to works council consultation and regulatory approval. Other terms of the transaction are not disclosed.

Both Bugaboo and Joolz are recognized pioneers in the market for baby strollers, known for their focus on high-quality, sustainability and design. Founded by Dutch entrepreneurs, both companies have excelled at realizing international growth, with Bugaboo as one of the leading brands, while Joolz has quickly scaled and holds a strong position in Europe and other international markets. Their combined portfolios will span everything from award-winning strollers to innovative parenting accessories.

Distinct, yet complementary brands
Adriaan Thierry, CEO of Bugaboo Group: “The global stroller market is highly fragmented and offers enormous opportunities for high-quality brands. Us teaming up with Joolz is exemplary for our strategy of organic growth and growth by acquisition. Bugaboo and Joolz are distinct, yet complementary brands. But the quality of both brands is exceptional. Together, we will be able to innovate even better and faster. And we will be able to offer more choice in high-quality strollers to our customers in Europe, as well as the Americas, Asia and the Middle East, through our current and new distribution channels in those markets.”

Richard den Hollander, CEO of Joolz: “By joining forces with Bugaboo, we will be able to accelerate the exciting growth journey we have been on for the last five years, as Bugaboo is the strongest strategic partner who can and is willing to make smart and healthy investments in our brand. Our combined commercial strength, together with our mutual strong belief in consumer-centric innovation, superior design, engineering and ESG, will enable us to build a global house of brands and driving strong growth in the high-quality stroller market across the globe. While we both consider ourselves international companies, our mutual Dutch roots and our commitment to quality, sustainability and our brands offer a solid foundation for our continued journey together.”

Best of both worlds in consumer centric-innovation
As parenting brands, both Bugaboo and Joolz are deeply committed to creating better futures for children and families. By combining capabilities, together Joolz and Bugaboo will further strengthen their product development, innovation, smart engineering and durability as well as sustainability of high-quality materials.

The combined company will employ 1,200 employees across design, engineering, manufacturing, marketing and sales, and supporting teams. Both Adriaan Thierry and Richard den Hollander will join the Management Team of Bugaboo Group. Adriaan will serve as CEO with overall responsibility for the group, while Richard will serve as Deputy CEO focusing on integrations, business development and growth.

About Bugaboo
Bugaboo designs award-winning strollers and parenting solutions, helping families to create endless moments of fun and discovery every step of the way. After kickstarting a stroller revolution 25 years ago, Bugaboo continues to innovate across its range of products including strollers, car seats, travel cots and accessories. Bugaboo is B Corp certified having demonstrated the high standards of social and environmental performance, accountability, and transparency, set by B Lab™. Every product is designed against the highest standards to be comfortable, durable and easy to use, so that parents and children can enjoy endless moments of discovery, no matter where their adventures take them. Mubadala Capital has been the majority shareholder of Bugaboo since it bought the company in October 2024 from Bain Capital, which still holds a minority share.

About Joolz
Joolz is a global brand specializing in high-quality strollers and baby products. With a workforce of 125 employees Joolz is present in more than 60 countries across the globe with strong positions in Europe. The Joolz brand believes in helping parents so they are best prepared for raising their children, by designing smart solutions to support them during the crazy ride called parenthood. Joolz is committed to beautiful design, comfort, ease of use and solutions that minimize impact on the environment. Joolz was founded in 2004 by Emile Kuenen who is still a major shareholder, together with Gimv following their participation in 2016 and Stan Vermeulen (business partner since 2008).

Press contact
Jeroen van Seeters
jeroen.vanseeters@confidantpartners.com
+31 6 2904 4055

Images of Adriaan Thierry and Richard den Hollander are available upon request.