Connected Consumer
Emile Kuenen & Stan Vermeulen - Joolz

Company profile

The fast-growing Dutch Joolz founded in 2004, 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.

The company employs about 70 people and realized a turnover of over EUR 23 million in 2015. Today the company sells its products through retailers (i.e. specialty chains, boutiques) in 25 countries and already has leading positions in the Netherlands, Belgium, the DACH-countries, the UK, Ireland, as well as Australia.

Investment rationale

We believe in Joolz

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

With our investment, we will 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
- entering new product categories

Press releases

  • Activity: Premium baby strollers
  • Website:
  • Location: the Netherlands
  • Entry: 2016
  • Deal contact: Dirk Dewals
  • Platform: Connected Consumer

Dirk Dewals, Partner

Dirk Dewals (°1973) joined the Gimv-XL team in 2009, bringing in the extensive experience he acquired during the ten years he worked for Petercam’s Corporate Finance department. At Petercam he advised companies and their shareholders with regard to mergers and acquisitions, capital market transactions and strategic evaluations. Both listed and private companies were among his clients.

Dirk Dewals graduated as a Commercial Engineer at KU Leuven and has worked in the business economics and strategy department of the University of Leuven (KU Leuven).


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Dirk Dewals