Connected Consumer
Emile Kuenen & Stan Vermeulen - Joolz

Company profile

The fast-growing Dutch Joolz founded in 2000, designs and manufactures award-winning premium pushchairs. Joolz differentiates itself through the quality of its products and ergonomic design, as well as its unique modern brand and culture. Their stylish and distinctive pushchairs are designed to positively accommodate both child and parent. Joolz goal is to inspire young families to enjoy a positive life, i.e. a sustainable and healthy lifestyle. This aim is reflected in their ergonomic products, re-usable packaging, the Joolz Birth Forest, the partners with whom they work and the steps they take in sustainability.

Today the company sells its products through retailers (i.e. specialty chains, boutiques) in 25 countries and already has leading positions in i.a. the Netherlands, Belgium and Germany. End 2016, Joolz was successfully introduced in the US market.

Investment rationale

Joolz is ready to become a global top 3 competitor driven by the quality of its products and design, and brand positioning. Moreover, the growth in the worldwide niche of premium pushchairs is supported by multiple societal trends, like urbanisation. Gimv's expertise in the high-end infant and kids niche market, i.a. through our investment in, will have a positive impact on Joolz to realize its ambitions.

Growth strategy

As an active sparring partner, we support Joolz with

  • fulfilling its ambition to become a global, premium and meaningful pushchair brand in the baby industry.
  • its geographical expansion, in Europe and abroad
  • the launch of new products (strollers and accessories)

Our partnership visualized


  • Aktivität: Premium baby strollers
  • Website:
  • Location: Niederlande
  • Investititionsjahr: 2016
  • Deal contact: Arie Hooimeijer
  • Plattform: Connected Consumer
  • Staff: 50

Arie Hooimeijer, Partner

Arie Hooimeijer joined the Gimv Connected Consumer team in 2015 with an extensive background in finance and operations. As part of the Benelux corporate finance teams of Rabobank, Lehman Brothers and Deutsche Bank as a vice president, he advised companies and their shareholders on capital market transactions, mergers & acquisitions and strategic evaluations. Thereafter he joined the privately held market leader in childcare in the Netherlands, where he became part of the Management Board as Chief Operating Officer.

Arie Hooimeijer holds a Master's degree in Economics from the Erasmus University, Rotterdam (The Netherlands).


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Arie Hooimeijer