It’s the biggest clue yet, to the sex of the Duke and Duchess of Cambridge’s unborn baby, as Kate Middleton let slip to a group of Army wives at a recent drinks reception in Aldershot, that she has bought a Bugaboo in light blue. And the Duchess now joins the ranks of A List celebrities, such as Kate Hudson, Sienna Miller, Gwyneth Paltrow and even Elton John, who have all purchased a Bugaboo in various shapes and designs.
The Dutch company that manufacture the Bugaboo designer buggies first started shipping them over to the UK in 2003, where they quickly became a favourite of yummy mummies in posh suburbs such as Primrose Hill and Chelsea. Celebrities soon caught on and the brand became a success.
Kate, is now six months’ pregnant, and last week was spotted out with her mother, Carole, shopping for a white wicker Moses basket, which she bought from luxurious nursery furniture shop Blue Almonds, in South Kensington, no doubt to compliment her new Bugaboo buggy.
Kate could have chosen from several designer prams, such as the Silver Cross, a favourite with more traditional mothers, the iCandy, a much more modern pram for younger parents, and the celebrity choice of the Bugaboo.
One reason the Bugaboo has such a dedicated following is that they have had some great designer collaborations in the past, from Missoni, Aston Martin to Andy Warhol. The Missoni collection is a favourite of certain A listers such as Kate Hudson and our very own Adele, who have both been spotted out and about with the iconic checks and stripes of the Missoni patterns on shawls and blankets.
It seems that a pushchair has become something of a status symbol, as Jo Studholme, who runs online magazine Pushchair Trader says: “A pushchair is no longer something you use to push a child from A to B. They’ve become a status symbol. There are pramaholics out there who snap up the latest models just as they probably bought handbags before they became pregnant.”
And although Bugaboo will love the fact that Kate has bought one of their products, they barely need her endorsement, as the company has gone from strength to strength in the past decade. Founded by Dutchman Max Barenbrug, it was his graduation project at design school in 1994, inspired by two daughters, that lead to the formation of his global empire today. Barenbrug wanted a simple enough design stroller that both men and women would be happy to push. His company now employs 800 staff and sells its products in more than 50 countries. But his chief marketing officer Madeleen Klaasen insists that it is the quality of the brand that is the true selling point, and not the celebrity endorsements that have helped the company grow: “If your product doesn’t perform, you’re gone after the first-year hype,” she says.
Studholme adds: “There was a big buzz about which buggy Kate would go for. I think there will be some disappointed manufacturers out there. The Bugaboo does have a high price-tag, but it is well-made and is good quality. The customer service is also excellent, so it’s not a surprising choice. But many had hoped she would go for a British brand, like the iCandy, instead.”
And Kate apparently was not gifted the stroller, the company said that they did not present her with one, she must have bought it herself.