a decision: to quickly sell everything, or to invest in a new product – the Donkey pushchair. Eventually, that’s what we decided to do. We invested a lot of money into it in 2011, and we quickly increased our ROI. This was the proof that you need to believe in yourself, and stick to what you believe in.
design pushchairs to be as simple as possible, no faffing about, everything you need is integrated into the pushchair). W H AT D O YO U L I K E M O S T A B O U T YO U R J O B ? I love working in marketing, but only for
W H AT ’ S T H E S T O R Y B E H I N D T H E N A M E B U G A B O O? As part of his final design piece, Max had to pick a name. So, he looked in the dictionary and saw the word “bugaboo”, which is a similar character to the Bogeyman. He not only felt that this was a good name for the market, but that it also showed our rebellious side because we don’t do things like other companies. He also thought it could be an international name. A N D H O W D I D YO U R L O G O C O M E ABOUT? At first, he used a different logo for his project. And then, when I arrived, we talked about the idea of mobility. Max wanted something that showed movement and that was less childish. He always had circles in mind, the notion of continual movement with a nod towards James Bond! In the end, we decided upon a more mature and stylish logo. W H AT M A K E S U P YO U R B R A N D ’ S D N A ? H O W W O U L D YO U D E F I N E I T I N J U S T A FE W WORDS? Of course we want the best for children but the design is really made with fathers, and parents in general, in mind. They want to be comfortable too, and free. They need to feel that pushing a pushchair isn’t a burden. They don’t have to ask themselves “How am I going to go out with this?” or “In the snow?” Max wants parents to be proud. We could define Bugaboo in three words: Smart (a complex design for a simple result), exciting (we want parents to feel excited, to want to take their children out for a stroll), pragmatic (we
companies who are passionate and who have consumer expertise. And I love design. I don’t have children so, when they came to me and told me that their brand made pushchairs, I wasn’t sure. But I visited their offices and Max told me all about his concept surrounding mobility. He showed me the products, the different possibilities and all the innovation, design and styles they could offer. I knew this was going to be great for mothers and fathers all over the world. I was already falling in love with the company. I knew we had something that was really different, by offering complexity in its simplest form. 15 years ago, we really made a difference. It’s great to be a parent, but you also want to stay yourself. The focus was really on fathers, and that was new as well. We even worked with fashion designers too, which lead us to be featured in Elle magazine in 2005. The brand was creating interest amongst both design and business magazines. H O W D I D YO U R C O L L A B O R AT I O N S W I T H FA S H I O N D E S I G N E R S C O M E ABOUT? Most of the time, fashion designers really liked the Bugaboo lifestyle and the design. We followed the trends amongst parents who wanted to show their own style. We worked closely with brands like Missoni, for example. They’re known for their feathers and prints, which they brought to our brand, and we also created woollen blankets with them. They really understood our creative essence. With Viktor and Rolf, the possibilities were endless and they added fun elements like tattoos. They wanted to design three different stories… The most important thing is to tell a story. We follow after.