The B is for Bugaboo and for B Corp
Bugaboo acquired Joolz, and inherited Maxine along the way. She's now helping them prepare for B Corp under the new 2025 standards, and migrating LCA data from her Joolz days to measure the product footprint across 40+ strollers and accessories.
2 projects, in order
Each one grew out of the last. This is what a long engagement actually looks like.
B Corp
Bugaboo is going for their B Corp recertification, and they need to do this under the new, more ambitious standards.
LCA Tooling
Pending - working on product and company footprint for all products, including recalculating base year of SBTi's!
How it actually went
Written by the person who did the work, not by marketing.
ugaboo has been designing iconic strollers in Amsterdam for over 25 years. When they acquired Joolz, they didn't just get the products — they inherited a sustainability journey already well underway. And as it turns out, the person who built much of that work at Joolz was Maxine.
Rather than starting from scratch, Bugaboo brought her in to continue what she'd started: migrating LCA data covering 40+ strollers and accessories to measure their full product footprint, and preparing for B Corp certification under the demanding new 2025 standards. Two days a week, ongoing — and still in the early chapters.
The project is still ongoing - stay tuned to read more!
Other long-running relationships
Maxine and Nina started working for OLX when they were still consultants at Rebel. Six years later, OLX Group is still with us. Client Ana: "I'll keep you on retainer forever."
De Bonte Koe has always had sustainability in their minds, but B Corp certification kept getting pushed aside. When their pistachio bar went viral and the team hit full capacity, we stepped in to get them over the finish line.
Bol wanted to reduce unnecessary packaging and get ahead of the EU's PPWR regulation. We joined their internal team three days a week to tackle NoPack, set CO₂ reduction targets, and prepare for what's coming.