Gimv Builds on Bugaboo-Joolz Union for Global Stroller Growth
Deal News | Jul 23, 2025 | Eagle Venture Partners OOO
Gimv has reinvested in the combined Bugaboo-Joolz entity following their decision to merge efforts for accelerated growth and innovation in the global stroller market. While Gimv will maintain a minority holding, Mubadala Capital is the major stakeholder, associated with Bain Capital and existing management. Both Bugaboo and Joolz are renowned for their high-quality strollers and parenting solutions. Bugaboo is a leading brand with a strong international presence, while Joolz has rapidly gained a foothold in Europe and beyond, prioritizing innovative design rooted in sustainability. The new partnership intends to explore and grow in the fragmented stroller market. Bugaboo, with Mubadala’s backing since 2024, continues to operate separately alongside Joolz, capitalizing on distinct branding while additionally providing a broad, combined product range. The Bugaboo-Joolz combination will have its headquarters in Amsterdam, employing around 1,200 personnel. Industry leaders from Gimv and Mubadala have expressed confidence in the growth potential, highlighting the strategic synergy between the two brands. Meanwhile, Joolz founder Emile Kuenen and business partner Stan Vermeulen will reinvest part of their proceeds into the partnership, showing faith in the future. Financial specifics of the deal remain undisclosed.
Sectors
- Consumer Goods
- Private Equity
Geography
- Netherlands – The headquarters for the combined Bugaboo-Joolz entity is located in Amsterdam, Netherlands.
- Global – Both Bugaboo and Joolz have a significant presence in international markets, reflecting their worldwide strategy and operations.
Industry
- Consumer Goods – The article discusses the consumer goods sector with a focus on juvenile products like strollers and parenting accessories, signifying Bugaboo and Joolz as prominent figures in this field.
- Private Equity – Gimv's and Mubadala Capital's active roles highlight the private equity industry influence in strategic investments and mergers.
Financials
- Not Disclosed – Financial terms of the reinvestment and transaction were not made public.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Gimv | Reinvesting Company | Company | A private equity company reinvesting stakes in the Bugaboo-Joolz combination. |
| Mubadala Capital | Majority Shareholder of Bugaboo | Company | Majority shareholder of Bugaboo and a driving force behind the merger. |
| Bain Capital | Minority Shareholder of Bugaboo | Company | Owns a minority stake after selling majority interest to Mubadala Capital. |
| Bugaboo | Target Company | Company | Designs innovative strollers and parenting solutions, merged with Joolz to expand global market presence. |
| Joolz | Target Company | Company | Provides sustainable, high-quality strollers, expanding under the Bugaboo-Joolz combination. |
| Emile Kuenen | Founder | Person | Founder of Joolz reinvesting into the partnership. |
| Stan Vermeulen | Business Partner | Person | Business partner with Emile Kuenen, reinvesting proceeds into the partnership. |