What is Bugaboo?

In 1999, designer Max Barenbrug and physician Eduard Zanen founded the mobility company Bugaboo in Amsterdam, subsequently launching their first product, the "Bugaboo Classics." In 2005, they introduced the modular stroller "Bugaboo Cameleon" with numerous features, followed by iconic strollers like the "Bugaboo Donkey" and "Bugaboo Bee." Their strollers, combining sophisticated design with superior functionality, are favored by many celebrities, including Victoria Beckham, captivating parents around the globe.

Bugaboo has also collaborated with numerous artists and fashion brands, such as Andy Warhol, Viktor & Rolf, and Diesel, to release special edition strollers. The customizable design, allowing for parts to be swapped out, and the modularity that sparks creativity in collaboration partners have made them groundbreaking products in the stroller industry. By offering unparalleled strollers tailored to every lifestyle, Bugaboo has become widely recognized as a stylish baby gear brand.

This time, we visited the Amsterdam headquarters to report on the "now" of Bugaboo, which has been evolving for 15 years.

Uncompromising Creation: "Meeting Expectations, Delivering Surprise"

Bugaboo's headquarters is located in the Bijlmermeer district, a 15-minute drive from the center of Amsterdam. The five-story building houses offices, product testing labs, and ateliers. Our guide for the day was Arnoud Dijkstra-Heeringa, a Senior Product Developer. Having joined Bugaboo 11 years ago, he has worked with designer Max Barenbrug on numerous classic strollers. Arnoud presented Bugaboo's concept to us.

Bugaboo's concept is to provide innovative and uniquely unparalleled designs while aiming for "mobility." They complete a single model through five years of trial and error. The Bugaboo way is "to make no compromises on any detail." The strollers that defy convention, produced by Bugaboo, are said to always meet users' "expectations" and further provide "surprise."

While employing complex physics, the designs are simple and clearly reflected. Making functions created with intricate structures easy to operate has always been an essential challenge in the production process.



Usable for a long period, from newborn to toddler
The stroller's main body can be chosen from two types: a bassinet and a seat, to accommodate the baby's growth. There is also an option to attach a separately sold baby cocoon to the seat. Using the compact baby cocoon or bassinet that envelops the newborn, it can be used from birth up to approximately six months. After switching to the seat, it can be used for toddlers weighing up to 17kg, allowing for long-term use.

Wheels with suspension that can move 360 degrees
Bugaboo has put considerable effort into the wheel design to ensure smooth travel over various surfaces. The large suspension integrated into the wheels absorbs vibrations effectively, unaffected by road irregularities or impacts, providing a stable ride for the baby. Furthermore, the wheels, which can move freely in 360 degrees, allow for smooth maneuvering even on narrow paths. The Bugaboo Cameleon³, an iconic model, is a versatile option recommended for active parents, suitable for various terrains like beaches and snowy roads. It ensures comfort for the baby and stress-free outings for parents.

Reversible seat and height-adjustable handlebar
The reversible seat allows for easy switching between parent-facing and world-facing positions, a convenient feature that allows for quick responses to the baby's mood. Additionally, the handlebar height can be adjusted to suit the user's height. This is a significant advantage, allowing parents of different heights to operate it comfortably. It's also beneficial for older siblings to help care for the baby, as they can also use it.


Max Barenbrug, the founder and chief designer, who shared these thoughts on Bugaboo's philosophy, has developed unparalleled, superior functionalities over 15 years. We look forward to the future of Bugaboo, led by him, and the "mobility" that shapes people's lifestyles.

Bugaboo Japan
Tel. 03-6434-5339
bugaboo.com