Press release


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



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 accessories. Bugaboo is B Corp certified having
market for high-quality baby strollers and demonstrated the high standards of social and
innovative juvenile consumer durables with environmental performance, accountability, and
leading performances in quality, sustainability transparency, set by B Lab™. Every product is
and design. Founded by Dutch entrepreneurs, designed to meet the highest standards of
both companies have excelled at realizing comfort, durability and ease of use, so parents
international growth with Bugaboo being one of and children can enjoy endless moments of
the leading brands, while Joolz has quickly scaled discovery, no matter where their adventures take
and holds a strong position in Europe and other them. Mubadala Capital has been the majority
international markets. Their combined portfolios shareholder of Bugaboo since it bought the
will span everything from award-winning strollers company in October 2024 from Bain Capital,
to innovative parenting accessories, providing a which still holds a minority share.
unique platform for accelerated international
growth in the highly fragmented stroller market. The brands Bugaboo and Joolz will continue to
operate separately in the market, as both will
Gimv originally invested in Joolz (www.joolz.com) further benefit from existing and new market
in 2016, alongside founding partner Emile Kuenen opportunities in the global stroller market. The
and his business partner Stan Vermeulen, to combined company will have a total of 1,200
support its further geographical expansion in employees, with its headquarters located in
Europe and beyond. Since then, Joolz has Amsterdam, the Netherlands.
developed into a truly recognized high-quality
stroller brand. The Joolz brand believes in Patrick Franken and Jelle Assink, Partner and
helping parents, so they are best prepared for Principal at Gimv Consumer, declare: “At Gimv
raising their children, by designing smart Consumer, we are very pleased to reinvest in
solutions to support them during the crazy ride the recently announced partnership between
called parenthood. Joolz is committed to Bugaboo and Joolz. We firmly believe in the
beautiful design, comfort, ease of use and strength of these two exceptional and highly
solutions that minimize impact on the complementary brands. Together, Bugaboo
environment. Today Joolz sells high-quality strollers and Joolz will form a unique platform in the
in more than 60 countries with well-established juvenile category, enabling both companies to
presence across Europe, APAC and the United accelerate their growth and fully realize their
States. potential. We look forward to supporting
management on their journey, driving growth
Bugaboo (www.bugaboo.com) designs award- and innovation in the fragmented global
winning strollers and parenting solutions, helping stroller market.”
families to create endless moments of fun and
discovery every step of the way. After kickstarting Antoun Ghanem and Kelly Yu, Partner and
a stroller revolution 25 years ago, Bugaboo Principal at Mubadala Capital, declare: “We are
continues to innovate across its range of products proud to continue supporting Bugaboo and to
including strollers, car seats, travel cots and




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