Tuesday, November 5, 2024

Abu Dhabi swoops on designer pushchairs beloved by middle class

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The brand has since expanded globally, selling pushchairs in about 50 countries and recently moving into car seats, travel cots and high chairs.

It has cultivated a staunch following among the British middle classes, with its products seen by many as a status symbol for aspirational new parents, who can spend more than £1,500 on new Bugaboo strollers. 

The brand benefited from a surge in demand in America in the early 2000s after one of its pushchairs was featured in an episode of the TV show Sex and the City. 

Celebrities including Gwyneth Paltrow, Victoria Beckham and Sir Elton John have all been pictured with Bugaboo pushchairs.

However the sale of the company to Bain Capital in 2018 was clouded by a row between its co-founders over the strategic direction of the company, reports at the time claimed.  

Adriaan Thierry, the Bugaboo chief executive, said the company had almost doubled its revenues in the last five years, adding that the deal would help it grow into new markets.

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