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Why I’ll never buy the €1,339 Bugaboo

I've a Bugaboo. Do you?" Sounds like the beginning of a nursery rhyme, doesn't it? For anyone who isn't a mummy or expecting a tiny tot, you may wonder what on earth a Bugaboo is. Indeed I asked myself that same question of a woman who was telling me she'd just bought one for her baby.

I may as well have asked her how she had ended up getting pregnant, such was the surprise on her face. "You don't know about the Bugaboo? It's the pram to have. It's narrower than other prams, and so trendy."

Trendy? How could a pram be trendy? Surely the whole point of a pram is to get the kid from A to B and have enough room at the bottom of it for groceries. Apparently my ignorance showed me up. I was way out of the loop.

A Bugaboo is the ultimate baby carrier for yummy mummies and they cost an absolute fortune, darling! The good news is that there's a new Bugaboo out called the Bugaboo Donkey which costs €1,339. And they're sold out -- everywhere.

Why are they so popular? Well, it does everything apparently. (For that sort of money it would want to . . .)

But I want to know, does it change a baby's nappy? If not, I'm not shelling out that kind of money for what is simply a baby accessory. One of the perks of this Bugaboo is that it has a place to hold your coffee cup. Whoop de whoop!

It's silly for mummies to compete with each other over which pram is best. We're in a recession, remember? Who cares? Your baby won't thank you for it.

I was recently behind a woman with a pram in a supermarket. I noticed a digital clock on the handle of the pram.

"Wow! Your pram tells the time," I couldn't help remarking.

"Yes, and it tells you the current temperature," the woman answered proudly.

Good God, I thought, what next? Maybe I'm a simple creature but I have had a great Pre Maman pram since my baby's birth. I bought it in Drogheda and it keeps out the rain, holds the shopping and that, as far as I'm concerned, is perfect. When I first got it, somebody (another mum) asked me the make of my pram and I couldn't remember. She was shocked that I didn't know the name of my pram.

"What colour is it?" she then asked.

"Grey," I answered. "Grey goes with everything." I thought this was funny but the other woman nodded solemnly.

"Yes, whereas if you had a red pram it might clash with your clothes."

"Yeah, and if you had a green pram and you were wearing orange and white, people might think you were a flag!" I joked.


My humour fell flat. Buying a pram is a very serious business for some women. Buy a Bugaboo and people will know you paid good money for it. The car equivalent would be an SUV, I suppose.

Even celebs are getting in on the act. Gwyneth Paltrow and Gwen Stefani are fans. The next batch is not due here until August and there's a hefty waiting list for the new Bugaboo Donkey. Some mummies have way too much time on their hands!