Perfect prams for perfect parents: the rise of the bougie buggy

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How the rise of the luxury pram capitalised on the status anxiety of a new generation of parents

Before she had a baby, Kari Boiler never noticed what kinds of buggies were on the streets. But when Boiler – an American then working for an advertising agency in Amsterdam – became pregnant with her first child in 2001, she realised that the city’s pavements were dominated by a single buggy: the Frog, a sleek, futuristic stroller designed by a tiny Dutch company called Bugaboo. “It was all over Amsterdam – you didn’t see another stroller,” she said.

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