The One that’s all about design

Bugaboo developers at work

The One that’s all about design

2016-12-20 - A passion for design is at the very core of Bugaboo. It’s the motor that keeps us doing what we love most: making iconic design for everyone to enjoy.

Bugaboo is a design-led organization. We use this craft every day to instill quality, performance and value for money into each and every one of our products. In fact, design is the driving force behind everything we do. It goes right back to 1998 when Bugaboo was started by co-founder Max Barenbrug expressly to get his ideas out of his notebook and onto the streets. 

The company’s aim was – and still is now - to create game-changing product design that helps you move freely through the world. It’s about product design that’s loved and embraced by people all over the world. As over 1 million children have enjoyed adventures in the iconic Bugaboo Cameleon, it’s probably safe to say that ambition has been achieved… but there’s always more!

“Even after all these years, I still get excited when I see one of our products on the street somewhere in the world. And more often than not I’ll strike up a conversation with the owner to find out what they think. It’s amazing how much I learn by chatting to our customers out in the streets.” Says Max Barenbrug.

Max is a designer first and foremost. Despite being at the helm of a multinational company with offices in four continents, he still oversees the output of Bugaboo’s design and innovation department and has a very hands-on approach to product design. This team now includes 84 designers and engineers across two categories: Bugaboo Strollers and new product division Bugaboo Luggage Systems. Scale hasn’t changed things too much, though - sketching and drawing is still key to daily business at Bugaboo, where the entire design team, which includes engineers, graphic designers and technicians, is encouraged to think a bit differently about design.

Everyone is instilled with the same passion to create incredible products that go the extra mile. Talent isn’t enough for a Bugaboo designer, they also need the dedication and the sheer perseverance necessary to keep on working at a product until it’s perfect. Bugaboo Design exacts high standards all around. 

‘The Unexpected’ 

Design always comes first at Bugaboo. And often that takes form in ‘the unexpected’ – functionalities that surprise you or a fabric you didn’t expect. This method of innovation is quite an intense process for the team to go through, as Max explains.

“As a designer you should never be seduced by ‘the expected’. You need to make mistakes and have the perseverance to keep going until it’s totally right. The process of pushing for perfection is sometimes painful - certainly it’s uncomfortable. But this part is essential if you want to truly innovate. That’s how you create ‘the unexpected’. You have to go quite far!”

The Principles of Bugaboo Design

By inventing hundreds of products for over 15 years, we’ve fine-tuned our design philosophy into a set of principles. These principles are embraced by everyone at Bugaboo who touches design – and they’re a guiding force behind everything we make.


Making something just look great won’t cut it at Bugaboo. All of our products are high performance, which means they function far above expectation – and are made to last for years.


The EXPECTED always meets the UNEXPECTED

Our products never look outlandish, so there is an element of ‘the expected’. However everything we do is about innovation and reinventing features. So there is always that little bit extra in a Bugaboo product, a surprise or a functionality you don’t expect. This gives us our edge! 


We believe in using the very best fabrics and collaborating with high fashion designers and cutting-edge artists. But rather going for the niche, we make our exclusive designs available for everyone. 

Always integrate FORM with FUNCTION 

Aesthetics and functionality work so closely together in our products that you can't separate them. They become one. The result is that you immediately understand how to use and work our products just by looking at them. It’s self-explanatory.


One of our trademarks is creating structures that look simple and minimal at first glance. But in fact the clean lines are hiding very complex functionalities and mechanics. We work very hard to make things look so easy…


The beauty of transparent design is that it’s strong and functional, with no fuss or unnecessary details – and with an instantly recognizable shape and silhouette. This is what makes it an iconic piece of design!

So there it is – Bugaboo is the brand where design and engineering, aesthetics and functionality, form and function all come together seamlessly. Max says “We put the success of our products down to putting design first, sticking to our principles - and taking our time to get things right!”

Discover more about Bugaboo and our story here