Digital Transformation

The Client

Company: Bugaboo
Website: bugaboo.com
Industry: Consumer Goods
Headquarters: Amsterdam, NL
Employees: 501-1000

About Bugaboo

Bugaboo is a premium Dutch design brand best known for its iconic strollers (Cameleon, Fox, Donkey, Bee lines), founded in Amsterdam in 1994. The company has grown from a single stroller design into a global juvenile-products brand sold through its own e-commerce site, branded retail stores, and a network of premium baby-goods retailers worldwide.

The Challenge

Bugaboo, a luxury stroller pioneer present in 53 markets, faced intense competition from innovative challenger brands. Despite strong historic growth, its eCommerce lagged, threatening its market leadership, so it engaged Chameleon Collective for a full digital transformation.

Our Approach

Chameleon Collective placed an interim Chief Digital Officer at Bugaboo in May 2018 to set a forward-looking digital vision and success strategy. The work included reorganizing teams, investing in new technology, and building a growth model and global budget for 2019. We also brought in specialists, including a Consumer Data Expert, Brand Strategist, Creative Director, User Experience Designer, Website Developer, and Senior Technology Director, to speed implementation.

The Impact

In under a year, the team accomplished what would have taken more than two years under Bugaboo's previous management. We built a sustainable internal team and fully transitioned out by May 2019. In the final phase we developed the internal marketing team into capable digital marketers, hired and onboarded the rest of the digital and commerce team, and created guides so the organisation could keep leading the market and growing after our exit.