Joolz Sells to Bugaboo, Combining for Global Growth in Stroller Market

Gimv, along with founding partners Emile Kuenen and Stan Vermeulen, has sold its stake in the premium stroller brand Joolz to Bugaboo, a leading global brand in the stroller and juvenile consumer products market. This strategic move combines the strengths of two pioneering Dutch brands, positioning them to accelerate growth in the global, fragmented stroller market. Joolz, known for its high-quality, eco-conscious designs, was supported by Gimv since 2016 to expand across Europe and beyond, achieving sales in over 60 countries. The merger allows both Bugaboo and Joolz to sustain their individual brand presence while leveraging mutual strengths for innovation and market expansion. The newly combined entity, headquartered in Amsterdam, will employ 1,200 personnel. Leadership from both companies emphasizes the alignment of values in quality, sustainability, and innovation as key drivers for their future success.