Where did the $800 Bugaboo stroller come from?
The Bugaboo stroller was the brainchild of a marketing director for Bugaboo North America, named Kari Boiler. She was living abroad, and this is a European stroller that’s par for the course among a certain set in Northern and Western Europe. Before Bugaboo, there was this sort of understanding that no one would spend more than $300 on a stroller. That actually makes no sense, because certain moms spend $200 or $300 on a pair of shoes, something that is much more ephemeral. So, Boiler basically blew the cap off of what was supposedly the maximum of what any parent would spend. At first there was a lot of resistance and joking that nobody was going to buy this insanely highly priced stroller, but as it turns out they were completely wrong. Now, there are more expensive models available. There’s the Stokke XPlory for $1,000, so you can break that four-figure mark if you want to. All of the other stroller manufacturers were smacked awake by what Bugaboo did: “Well, wait a minute, if they’
