Sustainable Business Magazine speaks to Melanie Wijnands and Aernout Dijkstra-Hellinga, senior executives at stroller company Bugaboo, about the company’s turnaround in recent years towards sector-leading sustainability practices.

Bugaboo is globally recognized for its sleek design and high-end appeal. But now, it’s setting out to revolutionize something even more ambitious than baby products: sustainability in consumer manufacturing. Since its founding in 1999, Bugaboo has consistently made waves by refusing to compromise on either function or fashion. Today, that commitment extends to environmentally friendly circular design and ethical business practices.

“When we entered the market 25 years ago, we shook up the stroller industry with our new, innovative design,” says Melanie Wijnands, Bugaboo’s Environmental, Social and Governance (ESG) Manager. “Now we’re committed to doing that again, this time by pushing the boundaries of what sustainable manufacturing and ethical production can look like in our sector.”

Bugaboo’s operations span 59 countries and include its own production facility, giving it end-to- end control over product design, engineering, and manufacturing.

“This means we have full control over the quality of our products, respond quickly with updates and improvements, and, most importantly, ensure that everyone in our  value chain is treated with care and respect,” Wijnands explains.

Wijnands goes on to share, “Historically, we’ve always prioritized an ethical and sustainable way of working,”. “But we recognized the need to take a more strategic and data-driven approach to our sustainability efforts. By collecting and analysing our emissions data, we discovered that around 90% of our environmental impact comes from our Scope 3 emissions. That insight led us to take concrete action in this area first. We’ve set a net-zero target for 2035, along with a near-term goal, verified by the Science Based Targets initiative, to reduce CO2 emissions by 46% by 2026.”

Designing Longevity into Every Screw

Bugaboo also recognizes that a sustainable product is one that lasts. The journey of ensuring their products have a long lifespan begins in the design studio. Aernout Dijkstra-Hellinga, Head of Product Design for Bugaboo, has been with the company for years, working directly with the founder to develop a framework they call ‘Designed for the Future Principles’.

“We kind of make it very tangible for the design and engineering teams. We have guidelines aimed to minimise environmental impact and aim to continuously improve. For example, our products are modular so that they are easy to repair, upgrade, refurbish and recycle. If a part gets damaged over time or breaks, we always make sure single parts like the fabric, handlebar grips or a wheel can be replaced separately. That way the rest of the stroller can still keep on strolling and we are able to reduce waste.

That philosophy is most visible in Bugaboo’s latest and most sustainable product: Bugaboo Fox 5 Renew.

The Bugaboo Fox 5 Renew, Bugaboo’s hero all-terrain product, has been reinvented to be even more sustainable, from its materials to its design. It uses recycled aluminium and bio-based materials, alongside vegan leather and PFAS-free fabrics, significantly reducing its environmental footprint.

In the Bugaboo Fox 5 we took modularity to the next level. “To achieve full modularity we had to really think: how can we create a connection that supports a modular design while still being safe and secure? That’s exactly what we achieved. It uses screws, but they’re cleverly concealed. The product can be taken apart easily for repair, refurbishment or recycling, without compromising on safety.

“We also introduced ‘scrape ribs’ on parts of the stroller that come into contact with the ground when it’s folded. These are intentional, sacrificial surfaces that take the wear and tear, so the rest of the stroller stays protected. If a stroller stays beautiful longer, people are more likely to enjoy and keep using it or reselling it for a good price.”

Wijnands adds that Bugaboo’s service and support teams play a key role in product evolution: “Our service team shares valuable insights about which parts are most prone to damage or wear. We work closely with them to ensure those areas are addressed and improved in future updates and new models.”

Sustainable Strolling, Reimagined

A sustainable product is one that lasts and is used to its full potential. That’s why circular economic models like leasing and refurbishment are vital. Bugaboo has launched programs for both, demonstrating their commitment to keeping products in use longer.

The ESG Manager explains that Bugaboo also refurbishes strollers returned under warranty: “Thanks to the smart design that Aernout has incorporated, around 90% of all the products that we get back in warranty—we’re able to refurbish and resell again, hugely cutting waste. It’s also a serious revenue model at this moment.”

Dijkstra-Hellinga noted that the design team plays a crucial role in enabling that. “We always try to design out waste from the start,” he says. Bugaboo is even testing leasing programs. For instance, in the Netherlands, the company has partnered with Tiny Library, a rapidly expanding service that leases baby products to families.

Responsibly made

Not just in their product design, but also at production level, Bugaboo is taking action. They’ve installed solar panels at their owned production facility, cutting energy consumption by 25%. The company has also teamed up with Good Shipping to power all shipping routes between its factory and local warehouses with biofuel insetting. Wijnands emphasized the difference between offsetting and what they’re doing: “It’s not offsetting. We don’t rely on offsetting because we believe we need to focus on actual reductions and not on buying our way out of our emissions.

Biofuels emit less carbon but are also less harmful for marine life as they contain less sulphur and reduces air pollution.”

She goes on to explain that social responsibility also plays a central role in Bugaboo’s operations: “We do living wages assessment every year. We find that on average we pay 84% above local living wages. We see that people who start working for us stay with us for a very long time.”

B Corp Certification

In 2022, Bugaboo became the first global stroller brand to achieve B Corp certification. This was a significant milestone and recognition of its deep commitment to transparency and sustainability.

“For us, it builds trust and it shows towards our consumers that we take this really seriously,” says Wijnands. “We’ve gone through the work of analysing our entire operations and being transparent about where we’re at.”

Consumer trust and demand

“All the research suggests that parents and the younger generation find transparency more and more important. However, there’s still a huge gap between intention and action. We also see that there’s an increased pressure on the cost of living, and sustainability is often associated with increased costs.”

“At Bugaboo, we’ve heavily invested in progress, and especially the material innovations are more expensive. We haven’t calculated that into the consumer price, though. We’ve really tried to absorb those additional costs ourselves because we feel that it’s the right thing to do.”

Dijkstra-Hellinga added that the durable nature of strollers may make sustainability less of an immediate concern for buyers:

“You already have the idea that you’re buying something durable. For nappies or disposable items, it’s more visible. Yet for a stroller or a bicycle, sustainability in the product itself may not be so obvious yet.”

The Road Ahead

Both executives agree that Bugaboo is just getting started. Even with the challenges of changing consumer behaviour and navigating complex supply chains, the company remains energised by what’s ahead.

“We’re already working on the newer stroller,” said Wijnands. “For us, the Bugaboo Fox 5 Renew is our most sustainable stroller yet, but we know that we have a better model coming out shortly. So we’re constantly innovating and keep thinking and exploring new materials and smarter ways to do things.”

Dijkstra-Hellinga added that the spirit of innovation is deeply embedded across teams: “It’s inspiring to work directly with suppliers and see what’s happening in materials and engineering,” he said. “We’re trying to look beyond our own industry, too, by learning from electronics, office furniture, and other premium products that are tackling the same sustainability questions.”

Both agree that the goal is not just to reduce harm but to create better systems and better products for families, workers, and the planet.

This constant evolution and cross-industry learning ensure that Bugaboo’s products remain at the forefront of both design and responsibility. Ultimately, for Bugaboo, the commitment to a better future is intrinsically linked to the products they create. They are not just strollers; they are a testament to what sustainable and ethical manufacturing can achieve.