Elvie enters administration, acquired by US start up Willow

US startup and breast pump innovator Willow Innovations has acquired UK femtech company Elvie, as Elvie enters into administration,

During its 12 years of operations Elvie has developed a number of innovative women’s health technologies such as kegel trainers and breast feeding products, raising more than $186 million in that time.

Facing market challenges, strong competition, difficulties with hardware development following Covid-19, and legal challenges from Willow – which sued Elvie over patent disputes – Elvie entered into administration in March.

Willow is now acquiring Elvie’s assets, a move which it says unites Willow’s product portfolio and medical device technology inventions with Elvie’s broad portfolio of  products, including breast pumps, smart pelvic tools, and sleep solutions.

CEO of Willow, Sarah O’Leary, said: “Our goal is to elevate the maternal experience with inventive solutions to support and empower mothers. 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.”

Karim Abdel-Ghaffar Plaza, Director, Elvie, said: “We are happy that the much-loved Elvie brand – with its iconic products and innovation – will continue its journey under Willow’s guidance.

“Elvie has always been committed to dismantling the stigma surrounding women’s health and bringing innovative technology to women, and we are pleased that Elvie and Willow can now continue to tell that story together.”

“Willow and Elvie have a shared history of disrupting tired categories with women-first innovation, and advocating for women and mothers. 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,” said O’Leary.

“The Consumer Healthtech market is poised for continued growth, and this strategic transaction further solidifies Willow’s position as a scaled leader in the fragmented category,” said Eric Bormel, director of Solomon Partners, which served as financial advisor to Willow Innovations on the transaction.