Building Bugaboo's In-House Studio in Eight Months

Chameleon stands up Bugabootique, Bugaboo's in-house creative studio of ten, in eight months.

Bugaboo

The Client

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

About Bugaboo

Bugaboo is a premium Dutch baby gear manufacturer specializing in high-end strollers, high chairs, and related accessories. The company is B Corp certified and operates globally with a direct-to-consumer e-commerce model alongside retail distribution.

The Challenge

Bugaboo needed to speed up content creation and reduce its reliance on external advertising agencies. Its solution was an internal creative hub, Bugabootique, to bring content in-house with the agility the market demanded.

Our Approach

Chameleon Collective embedded an interim Executive Creative Director and Brand Director to build the studio. They designed the team structure, refined creative workflows, and ran recruitment and onboarding, then stayed on to mentor and develop the new team.

The Impact

Within eight months, Bugaboo launched an in-house team of ten, built and coached by Chameleon Collective. The shift reduced Bugaboo's reliance on external partners and sped up timely content, giving the brand the agility to keep pace with changing consumer tastes.