Bugaboo backer Bain strolls back to market for H2 2022 launch

September is seen as a likely launch period for the sale, one source said. Fireside chats for the sale of the company have not yet taken place, although these would be expected to precede any process, a fourth source said.

The US sponsor appointed Baird and Barclays Capital to manage a sale last year based on EBITDA of around EUR 50m, as reported. However, the sale was affected by the tightening of credit markets as well as general concern over the consumer market, a fifth source familiar with the situation said.

Bugaboo’s comps include Hong Kong-listed Goodbaby; US-listed Newell Brands, which owns Baby Jogger; Italy-based Peg Perego; Italy-based Chicco, backed by Investindustrial's Artsana; and UK-based Silver Cross, backed by Chinese investor Fosun.

Popularised in the early 2000s through the romcom hit Sex and the City, Bugaboo has long been positioned in the luxury-end of baby strollers, and whose consumers are seen as somewhat recession-proof, one source said. However, the market has since evolved with other brands selling strollers at every price point, while more affordable brands have caught up on quality, he added.

Bain Capital and Barclays declined to comment. Baird and Bugaboo did not respond to requests for comments.

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