The very existence of the Baby Dior Bassinet stroller ($7,700) and Aston Martin Silver Cross model ($3,000) prove that strollers have long been status symbols for young families. Once a purely utilitarian piece of parenting gear, the stroller has become the ultimate luxury lifestyle purchase for new parents.
But today's parents aren't buying based on looks alone; they're treating strollers like long-term investments in their daily routines.
Dutch brand Bugaboo has become a global leader in the premium parenting space known for its performance models that can cost upwards of $1367 to $2439. From travel strollers that fold with one-hand in seconds and fit in overhead bins, to strollers that convert from a single to double, the brand aims to engineer for modern families. "Luxury today isn't about showing off -- it's about function, longevity, and value," says Jeanelle Teves, chief commercial officer at Bugaboo North America. She adds that the Bugaboo Butterfly model isn't trying to be the Rolls Royce of strollers, but rather the Land Rover of the category, because it's "performance-driven, and built to last."
But Bugaboo is not alone with close competitors like Nuna and Uppababy vying for the same prime spot on baby registries. Moreover, startups like Colugo, founded in 2017 by a Philadelphia husband-and-wife duo, offer well-reviewed models for just $249, appealing to design-savvy buyers on a budget. Hong Kong-based Doona, founded in 2014, also focuses on the compact travel category, with strollers that effortlessly convert to car seats.
And newcomers continue to enter the market. DFY, launched just this year, is aiming to disrupt the market with a sleek, modular frame, and gender-neutral colorways. Marc Kelly, managing director at DFY, says the DTC stroller startup emerged from a shared frustration: most baby gear either looked great but lacked functionality, or worked well but was clunky, over-designed, and completely out of step with modern life. DFY launched in 2025 to keep up with real parenting, not just the Instagram version of it, says Kelly.
"We've been through the sleepless nights and the airport meltdowns. At DFY, we know parents don't need more features, they need better ones," he says.
Still, Bugaboo has carved out a high-end niche, particularly among millennial and elder Gen Z parents who value longevity and sustainability. Its Butterfly model is currently the top-selling premium ultra-compact travel stroller globally, says Teves. And with Bugaboo pledging to be the first global stroller brand to reach Net Zero by 2035, values-driven innovation is core to its growth.
To better understand this evolution, we sat down with Teves, who is also a mom of two and a content creator, to talk about what's driving the luxury stroller boom -- and where the market is headed next.
Bugaboo became one of the fastest-growing stroller brands in North America in just five years. What drove that growth?
Parents rank safety, quality, and drivability as their top priorities, and while all of our models deliver on the majority of these pillars, our award-winning Butterfly stroller delivers on all four. It was the #1 premium ultra-compact stroller globally in 2023, with a fold so easy it can be done one-handed in seconds, and goes into the overhead bin or other compact spaces with ease. Every model is rigorously tested well beyond industry standards, designed to serve multiple children.
We also listen -- really listen -- to parents. Through social media, reviews, service calls, we gather insights and respond quickly. Our growth is tied to designing gear that solves real problems: long-term use, modularity, and sustainability. Millennial and Gen Z parents want products that evolve with their families.
How important is the Butterfly to your overall business?
It's massive. The Butterfly now makes up about 30% of our North American revenue. It's our top-selling model, and it's helped drive significant growth since its launch in 2022. It's tested to handle 3,000 miles of use and over 10,000 fold cycles.
What's Bugaboo's origin story?
We were founded in 1999 by Max Barenbrug in the Netherlands. His vision was to merge beautiful design with smart functionality in parenting gear. Today, we have over 500 employees globally, and our CEO Adriaan Thierry is leading the brand into its next phase of global expansion.
Tell us about your own path to Bugaboo.
I joined Bugaboo four years ago as Chief Commercial Officer after an incredible career at Nike. I loved the sports industry; however coming to Bugaboo was deeply personal for me -- my first day at Bugaboo was my first day back from maternity leave just having had my son in 2020. I realized how vital thoughtfully designed parenting gear is to family life and helping new parents feel confident. Those first stroller walks were crucial parts of our new family rhythm and remained integral parts of our routine.
The shift from a lifestyle and performance brand to a parenting brand felt natural because becoming a mother changes how you view every purchase. You’re no longer just buying for yourself -- you’re investing in your family’s future. As a working mom, I understood firsthand how the right gear can simplify life. Every product we design is rooted in the realities of modern parenting.
How is Bugaboo preparing for Gen-Z parents?
We’re doubling down on sustainability, longevity, and circular design. Gen Z expects brands to walk the talk on values. Bugaboo has been focused on circularity long before it was trendy -- and we’re ready with gear that reflects that shift.
How do you view competition in the fast-evolving baby gear market?
We don’t discount even in the age of tariffs because we have stay true to our values: quality design innovation. This means we have to invest in R&D test to 7x the industry standard; we don’t follow trends -- we build for real use long-term value. That’s what sets us apart.
There’s been a lot of chatter around tariffs. How has Bugaboo responded?
The baby gear industry is under real pressure from global tariffs. With 97% of strollers manufactured in China, the ripple effects are significant. Recent policy changes have imposed tariffs as high as 145% on fully assembled strollers imported into the U.S., creating a major cost burden across the category. At Bugaboo, our mission has always been to support parents with thoughtfully designed exceptionally durable products that deliver on safety quality peace of mind. That mission hasn't changed. We've worked hard behind the scenes to shield families from the full impact of these tariffs by absorbing the majority of added costs and keeping any necessary price adjustments as minimal as possible. Thanks to our diversified global manufacturing footprint and end-to-end control of our supply chain we've remained agile responsive. Our priority is ensuring families continue to have access to the essential products they rely on.