Bain Capital acquires stroller brand Bugaboo

Bain Capital acquires stroller brand Bugaboo
Foto: Bugaboo

Investment group Bain Capital acquired pram brand Bugaboo. It wants to enter a next phase of its growth strategy with the help of its new owner.


Next growth phase following prams

“Bain Capital has a long history of working with founders, and of supporting the global growth of unique consumer brands," said Nigel Walder, a Managing Director at Bain Capital Private Equity. "We look forward to working with management to support this iconic Dutch business and internationally renowned brand in its next phase of growth."


Bugaboo’s current board will stay on and its Amsterdam-based main office will also be maintained. Designer Max Barenbrug also stays on board, but the Bureau of Competition still has to approve the deal and the General Assembly also has to give its advice. It is unclear what the acquisition fee was.


“Our two founding shareholders have supported Bugaboo for almost twenty years in which we expanded from being a pioneer, creating an entirely new segment in premium strollers, into a global platform with a much broader product range”, Bugaboo board member, Madeleen Klaasen, said.


Bugaboo is mostly known for its strollers, ever since it launched an innovative model in 1999. Back in 2016, the company launched a new baggage mobility formula and it launched a new generation of strollers called Bugaboo Fox only last week.