Press release


Antwerp (BE), Amsterdam & The Hague (NL), May 27, 2025, 18:00 CET



Gimv sells Joolz to Bugaboo, creating the foundations for a global house
of high-quality stroller brands

Gimv together with founding partner Emile Kuenen and his business partner Stan Vermeulen
sell their stake in the fast-growing Dutch high-quality stroller brand Joolz to Bugaboo, the
global market-leader in strollers and high-quality juvenile consumer products. Both strong
and complementary Dutch brands Joolz and Bugaboo have agreed to join forces to
accelerate their international growth in the fragmented worldwide stroller market.

Gimv Consumer invested in Joolz in 2016, Patrick Franken, Partner and Jelle Assink, Principal
alongside founding partner Emile Kuenen and his at Gimv Consumer, declare: “At Gimv Consumer,
business partner Stan Vermeulen, to support its we are very proud of Joolz’s strong growth and
further geographical expansion in Europe and the journey we have realized together. By building
beyond. The joint ambition was to develop Joolz on their core philosophy of design, innovation,
into a true next-gen high-quality stroller brand: a and sustainability, Joolz has developed into a truly
brand that stands for beautiful design and top- recognized global high-quality stroller brand. The
quality products developed for kids, parents and Joolz and Bugaboo brands are highly
the planet. The conscious strollers are designed for complementary and together will create an
real life and made to last. Today, Joolz sells unrivalled platform in the juvenile category,
premium strollers in more than 60 countries with allowing both companies to accelerate growth
well-established presence across Europe, APAC and unlock their full potential.”
and the United States.
Richard den Hollander, CEO Joolz, declares: “By
Both Joolz (www.joolz.com) and Bugaboo joining forces with Bugaboo, we will be able to
(www.bugaboo.com) are pioneers in the market accelerate the exciting growth journey we have
for high-quality baby strollers and innovative been on for the last five years, as Bugaboo is the
juvenile consumer durables with leading strongest strategic partner who can and is willing
performances in quality, sustainability and design. to make smart and healthy investments in our
Founded by Dutch entrepreneurs, both brand. Our combined commercial strength,
companies have excelled at realizing together with our mutual strong belief in
international growth with Bugaboo being one of consumer-centric innovation, superior design,
the leading brands, while Joolz has quickly scaled engineering and ESG, will enable us to build a
and holds a strong position in Europe and other global house of brands and drive strong growth in
international markets. Their combined portfolios the high-quality stroller market across the globe.
will span everything from award-winning strollers While we both consider ourselves international
to innovative parenting accessories. companies, our mutual Dutch roots and our
commitment to quality, sustainability and our
The brands Bugaboo and Joolz will continue to brands offer a solid foundation for our continued
operate separately in the market, as both will journey together.”
further benefit from existing and new market
opportunities in the global stroller market. The Adriaan Thierry, CEO Bugaboo, declares: “The
combined company will have a total of 1,200 global stroller market is highly fragmented and
employees, with its headquarters located in offers enormous opportunities for high-quality
Amsterdam, the Netherlands. 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




- Karel Oomsstraat 37, 2018 Antwerp, Belgium - T +32 3 290 21 00 - 1
Antwerp (BE), Amsterdam & The Hague (NL), May 27, 2025, 18:00 CET

Press release



able to offer more choice in high-quality strollers
to our customers in Europe, as well as the
About Gimv
Americas, Asia and the Middle East, through our
current and new distribution channels in those
Gimv is a European investment company, listed
markets.”
on Euronext Brussels and a member of the
Euronext BEL ESG Index. With 45 years' experience
After an intense period of successful value
in private equity, Gimv currently has an investment
creation, Gimv realizes a result on this investment
portfolio of more than EUR 1.6 billion. The portfolio
that is in line with the long-term average. The
contains around 60 portfolio companies, with
parties have agreed not to disclose further
combined turnover of EUR 4.5 billion and more
financial details of the transaction. The
than 20,000 employees.
transaction remains subject to customary
regulatory approvals and the works council
As a recognized market leader in selected
advisory procedure.
investment platforms, Gimv identifies
entrepreneurial, innovative companies with high
growth potential and supports them in their
transformation into market leaders. Gimv's five
investment platforms are Consumer, Healthcare,
Life Sciences, Smart Industries and Sustainable
Cities. Each platform works with an experienced
team across Gimv’s home markets of Benelux,
France and DACH, supported by an extended
international network of experts.

Further information on Gimv can be found on
www.gimv.com.

For further information please contact:

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