Willow Acquires Elvie, Uniting Two Femtech Innovators
Willow’s deal to acquire Elvie comes shortly after it launched Ema, a conversational AI-powered maternal health tool
Willow, the California-based femtech brand known for creating the first in-bra wearable breast pump, has acquired Elvie, a U.K.-based health and lifestyle company that recently launched an all-in-one smart baby bouncer.
While terms of the deal were not disclosed, the acquisition brings together two women-focused companies to build a maternal health platform with a broad product portfolio and global reach.
“Our goal is to elevate the maternal experience with inventive solutions to support and empower mothers,” Willow CEO Sarah O’Leary said. “Acquiring Elvie, a deeply respected innovator in the women’s health category, puts us in a leadership position to continue innovating for moms and drive meaningful, global advancements in women’s and maternal health. We are thrilled to welcome the Elvie brand to the Willow family.”
Elvie—which was founded in 2013 by Tania Boler—will “continue its journey under Willow’s guidance,” Elvie director Karim Abdel-Ghaffar Plaza confirmed.
“Willow and Elvie have a shared history of disrupting tired categories with women-first innovation, and advocating for women and mothers,” O’Leary added. “We’re excited to continue this work together, knowing that our teams share the belief that moms deserve better—better technology, better support and better health outcomes.”
Last November, Willow announced a new conversational AI tool, Ema, for its Willow app. The feature gives moms private maternal health support on topics like pumping and feeding to postpartum recovery and maternal mental health.