Bugaboo is much more than just a pushchair company. It’s a concept that mixes ease of use with complex design and modern style. Fascinated by wheels, cars and mobility in general from a young age, founder Max Barenbrug created his first stroller in 1994 for his final year project at Design School - and he’s not stopped innovating since. Always a perfectionist, he continuously pushes limits in order to make parents’ daily lives easier and more stylish. Madeleen Klaasen, Marketing Director at Bugaboo for almost 15 years, is proud to be part of the adventure where design and children’s comfort take centre stage – all this, while keeping in mind parents’ personalities so that they enjoy each stroll they take with their pushchair.
THE BR AND WAS FIRST CRE ATED WHEN MA X BARENBRUG DESIGNED A PUSHCHAIR FOR HIS FINAL PROJECT AT THE DESIGN ACADEMY IN EINDHOVEN IN 1994. WHAT WAS HIS AMBITION AT THE TIME? First of all, he’s always been surrounded by kids – even from a young age - growing up with four sisters. On top of this, he had a real passion for wheels, he loved to watch them in the street and was always on a motorbike or skateboard... He was obsessed by the idea of going from point A to B, of feeling free and of all the sensations he’d experience on the way. He was actually supposed to study business, but that didn’t suit him at all, so he later decided to switch to a design school. Very different from business! But he needed to follow his passion. He liked the idea of coming up with concepts that could change everyday life. While living in the heart of Amsterdam, he would look for problems that
he could solve. He observed a lot of people cycling, and then he saw mothers with pushchairs. It was then that he decided that, if he ever became a father, he would want a pushchair that he would be proud to push. His principle focus was on men, as well as active and sporty people. So, that’s why he chose to design that for his project – in the hope of revolutionising the way that people saw this type of product. W H AT WA S T H E M A R K E T L I K E AT T H AT TIME FOR THIS KIND OF PRODUC T? 20 years ago, the pushchair industry wasn’t at all design focussed, and Max saw people struggle with them because they weren’t practical or comfortable for either the parents or the child. This needed to be resolved. He didn’t think about building a brand at that time, he never imagined it would turn into this. He just wanted to enrich people’s lives.