It's Not A Stroller, It's A Status Symbol

Twenty years ago, the founder of Bugaboo struggled to get his grand idea off the ground. ELISA CHIA met him in Tokyo to find out how it became one of the most coveted baby gear brands in the world.

- Elisa Chia

You change your bag every day to match your outfit and the occasion. So why wouldn’t you update your stroller to complement your look, too?

That’s exactly what Bugaboo’s chief design officer and co-founder, Max Barenbrug (pictured, opposite), wants you to do.

The Dutch brand has been the pram of choice for many style-conscious parents around the world, including A-list celebrities such as Gwyneth Paltrow, Victoria Beckham, and recent new mum Angelababy.

Speaking to Young Parents in Tokyo recently, he shares four facts you may not know about Bugaboo.

You’re looking at a pioneer

Back at its headquarters in Amsterdam, the team doesn’t just design strollers that take babies from home to daycare centres; they aim to make statement pieces that parents are proud to push.

With a Bugaboo, you have the option to mix and match the stroller frame, seat, sun shade and more. You can remove the existing canopy and seat and refresh them with an on-trend look.

But aren’t there other brands that do the same, too?

“We are actually the first worldwide,” Max replies without missing a beat.

In 2004, he led his team in what he termed, a “personalisation project”. Three years later, he unveiled Bee, the company’s first compact model.

“Bee is our first ultimate attempt to show parents how you can mix and match, and make your stroller really yours and a little bit different from the neighbours’,” he says. “We’re growing and getting better,” he adds, referring to the latest reincarnation, Bee5 (pictured, opposite).