About us

The company behind Joolz, Milk Design, was founded in 2004 in Amsterdam, The Netherlands. Joolz designs, develops and produces outstanding products. Pushchairs designed around the human body, Dutch Ergonomicz as we call it. And pushchairs designed to attract.

Emile Kuenen, founder and creative director tells his story:

'It all started on a sunny day in 2005. With a group of friends we were on a boat trip in the canals in Amsterdam. In that relaxed atmosphere we started to talk about pushchairs. Great pushchairs. There were so few of them on the market. We could add an outstanding and attractive pushchairs for today's parents. Stan Spangenberg, the designer of Joolz, is always interested in beautiful and clever design, just like myself. Driven by great enthusiasm, we docked the boat and picked up a pencil and some paper to capture these initial ideas. Not bad to have our first product meeting by a beautiful sun set.

Actually developing and producing that outstanding and attractive pushchair did not happen in a few days of course. It was a long journey, but worth every step of that long road. And I am looking very much forward to realizing other crazy and fun idea's we have come up with in the meantime and that will shake things up a bit in the next years.