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Joolz

Premium baby strollers

Joolz is a premium stroller brand, offering a complete high-quality and sustainable stroller portfolio with innovative, award-winning designs coupled with a successful international omni-channel strategy. These high-end pushchairs are sold through retailers worldwide, with Joolz holding prominent market positions in Western Europe.

Consumer

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Investment  details

Entry

2016

Staff

Location

Netherlands

Gimv and Joolz joined forces to accomplish the mission of becoming a true next-gen premium stroller brand that stands for creating the best products for kids, parents and the planet, with conscious strollers designed for real life and made to last

Emile Kuenen

Founder

The growth story of Joolz - interview in 'de Ondernemer' (A magazine about Entrepreneurship in the Netherlands)

Joolz fastest-growing stroller brand in the world

Richard den Hollander, CEO of Joolz

Read the full interview (NL)

Joolz is the fastest-growing stroller brand in the world: Joolz sells premium strollers in 50 countries and has been growing by 24 per cent a year since 2020. The company continually invests in innovation and product development, such as the revolutionary Joolz Aer buggy.12
Joolz uses data analytics and influencers to capture new markets: Joolz researches the potential of new countries based on birth rates, competition and consumer preferences. The company works with independent retailers, influencers and social media platforms to increase its visibility and brand value. One example is its partnership with Cristiano Ronaldo, who was given a Joolz Geo and caused a huge spike in sales.34
Joolz wants more than just generate revenue: it wants to make an impact: Joolz feels the responsibility to leave the world a better place. The company does so with initiatives such as the creation of birth forests, reusable packaging and more sustainable materials and products. The company will also partner with a company that has experience in creating ultimate purpose, such as Dopper and Tony's Chocolonely.56

Partnership Gimv Partnership Gimv Partnership Gimv

Partnership Gimv

Gimv fully endorses Joolz’s aspiration to become a global leader in high-quality premium strollers. The company’s strategy fits within consumer trends of busy lifestyles, increased child-related spending, and a preference for premium products. Providing organisational support, ongoing guidance, and a well-defined investment strategy, Gimv aims to assist Joolz in expanding its market share and making the transition towards more sustainable products.