Bugaboo’s CEO Adriaan Thierry: “collaborations are part of our DNA”

Amsterdam-based stroller brand Bugaboo has unveiled a new limited-edition collection of baby products in collaboration with British fashion brand Stella McCartney.
The collection, which launches globally in September 2026, is the brand’s first brand collaboration in more  a decade, having previously partnered with Missoni, Diesel and Kith.
Adriaan Thierry, Bugaboo’s CEO highlights that collaborations are part of the firm’s “DNA”. The firm has been doing them &l