Gimv reinvests in the Bugaboo-Joolz combination after companies joining forces to accelerate growth in the worldwide stroller market

Press release

Gimv reinvests in the Bugaboo-Joolz combination after companies joining forces to accelerate growth in the worldwide stroller market

Gimv is reinvesting in the Bugaboo–Joolz combination following the companies’ recent decision to join forces. The partnership aims to accelerate international growth and innovation in the highly fragmented global stroller market. Gimv will hold a minority stake alongside majority shareholder Mubadala Capital, Bain Capital, and management.

Both Joolz and Bugaboo are pioneers in the market for high-quality baby strollers and innovative juvenile consumer durables with leading performances in quality, sustainability and design. Founded by Dutch entrepreneurs, both companies have excelled at realizing international growth with Bugaboo being 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, providing a unique platform for accelerated international growth in the highly fragmented stroller market.

Gimv originally invested in Joolz (www.joolz.com) in 2016, alongside founding partner Emile Kuenen and his business partner Stan Vermeulen, to support its further geographical expansion in Europe and beyond. Since then, Joolz has developed into a truly recognized high-quality stroller brand. 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. Today Joolz sells high-quality strollers in more than 60 countries with well-established presence across Europe, APAC and the United

States. 

Bugaboo (www.bugaboo.com) designs awardwinning 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 to meet the highest standards of comfort, durability and ease of use, so 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. 

The brands Bugaboo and Joolz will continue to operate separately in the market, as both will further benefit from existing and new market opportunities in the global stroller market. The combined company will have a total of 1,200 employees, with its headquarters located in Amsterdam, the Netherlands.

Patrick Franken and Jelle Assink, Partner and Principal at Gimv Consumer, declare: “At Gimv Consumer, we are very pleased to reinvest in the recently announced partnership between Bugaboo and Joolz. We firmly believe in the strength of these two exceptional and highly complementary brands. Together, Bugaboo and Joolz will form a unique platform in the juvenile category, enabling both companies to accelerate their growth and fully realize their potential. We look forward to supporting management on their journey, driving growth and innovation in the fragmented global

stroller market.”

Antoun Ghanem and Kelly Yu, Partner and Principal at Mubadala Capital, declare: “We are proud to continue supporting Bugaboo and to

           - Karel Oomsstraat 37, 2018 Antwerp, Belgium - T +32 3 290 21 00 -                                                                            1

Antwerp (BE), Amsterdam & The Hague (NL), July 23rd, 2025, 07:45 CET

                                                               Press release

welcome Joolz into the Mubadala Capital family. Welcoming Joolz marks an important milestone in

Bugaboo’s evolution into a true house of brands. About Gimv Both Bugaboo and Joolz are deeply rooted in  

design, quality, and purpose—and together, they Gimv is a European investment company, listed create a strong foundation for long-term on Euronext Brussels and a member of the category leadership. We’re proud to support Euronext BEL ESG Index. With over 45 years' Bugaboo’s ambition to build a multi-brand experience in private equity, Gimv currently has platform that delivers innovative, meaningful an investment portfolio of more than EUR 1.6 products for parents around the world.” billion. The portfolio contains around 61 portfolio         companies, with combined turnover of EUR 4.5

Adriaan Thierry, CEO Bugaboo, declares: “This billion and more than 20,000 employees. partnership is a powerful milestone in our journey.  

With their re-investment I appreciate the trust As a recognized market leader in selected Gimv and the Joolz founders place in the future investment platforms, Gimv identifies of Bugaboo Group. Bugaboo and Joolz not only entrepreneurial, innovative companies with high share a common heritage, but also strong values growth potential and supports them in their and an ambition to redefine mobility for modern transformation into market leaders. Gimv's five parents. By bringing together two iconic brands, investment platforms are Consumer, Healthcare, we will strengthen our innovation pipeline, Life Sciences, Smart Industries and Sustainable broaden our reach, and continue to deliver Cities. Each platform works with an experienced meaningful, design-forward products that support team across Gimv’s home markets of Benelux, families around the world” France and DACH, supported by an extended   international network of experts.

At the occasion of the closing of the acquisition  of Joolz by Bugaboo, Gimv seized the opportunity Further information on Gimv can be found on to reinvest part of its proceeds from the Joolz exit www.gimv.com.

in   the       new      and      unique Bugaboo-Joolz combination. Joolz founder Emile Kuenen and his business partner Stan Vermeulen will together with

Gimv also reinvest part of their proceeds. The

For further information please contact: parties have agreed not to disclose further

 financial details of the transaction.

Patrick Franken, Partner Consumer

T +31 70 3 618 625  

 patrick.franken@gimv.com

           - Karel Oomsstraat 37, 2018 Antwerp, Belgium - T +32 3 290 21 00 -                                                                              2