Willow acquires Swehl and Momtech to expand maternal health offering

Wearable breast pump maker Willow has acquired Swehl and Momtech to expand its breastfeeding education, support and feeding technology offerings.

The US company said the deals would bring together products, educational resources and community support that have traditionally operated separately within maternal healthcare.

Swehl is a maternal wellness and breastfeeding platform. Its acquisition will help Willow expand its educational content through Willow World, a new hub offering videos and other breastfeeding resources.

Momtech is behind mõmi’s patented feeding technology, designed to mimic the mechanics of breastfeeding and help babies transition between breast and bottle feeding.

Carolin Archibald, chief executive of Willow, said: “Motherhood isn’t experienced in silos, and the brands supporting mothers shouldn’t operate that way either.

She added: “We acquired Swehl and Momtech because each brings something that complements what Willow has built.

“Swehl has reimagined how brands connect with mothers through community, education, and culturally relevant conversations, while Momtech brings innovative feeding technology that helps us expand how we support families.”

Founded in 2014 and based in Mountain View, California, Willow sells wearable breast pumps and accessories, including a breast milk cooler. It also operates a connected app offering maternal care and wellness services.

The deals follow Willow’s acquisition of UK-based Elvie in 2025, which expanded its international presence.

Elvie offers wearable breast pumps, pelvic floor trainers and other women’s health products.

Willow has also recently partnered with Australian maternal health company Lactamo, which offers a medical device designed to support women experiencing common breastfeeding difficulties.

The partnership brought Lactamo’s services to the US market.

Swehl co-founders Betsy Riley and Elizabeth Myer will join Willow, while Hal Eason of mõmi will remain as a strategic adviser.

Financial terms of the acquisitions were not disclosed.

Archibald said: “Historically, the maternal health industry has been fragmented. Mothers are left navigating different products, platforms and resources at a time when they need support the most.

“We see an opportunity to change that. These acquisitions help us expand beyond pumping into a more connected postpartum experience, bringing feeding innovation, education and community together.

“And we’re just getting started. We want to continue identifying opportunities to solve unmet needs, deepen our relationship with mothers and build a brand that grows alongside them.”