Kickstarting a sustainability journey
Joolz had a clear impact strategy but needed someone to put it into action. We joined as interim Sustainability & Impact Manager to build their B Corp evidence, measure the footprint of 40+ products, and embed sustainability across the organisation.
How it actually went
Written by the person who did the work, not by marketing.
Joolz makes strollers for parents who don't compromise — on design, on quality, or on the world their kids grow up in. The brand had already mapped out their sustainability ambitions and the strategy existed. What they needed was someone to make it move. So they brought Maxine in as interim Sustainability & Impact Manager. Not to plan, but to do.
That meant turning their impact strategy into concrete, measurable KPIs; getting everything B Corp-ready; and running life cycle assessments on over 40 strollers and accessories. Maxine developed an environmental impact dashboard to make all that data visible and useful, and helped scale their refurbishment programme from good idea to working model (building the business case, setting up circular metrics, and managing the partnership with their refurbishment partner together with the supply chain team). On the supply chain side: GOTS organic cotton certifications, recycled aluminium sourcing, and factory audits in China to make sure social standards are actually met, not just claimed.
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."
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.
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.