OTO Founder Gemma Colao and South West Brands Founder Rebekah Hall. Image: OTO Group

Luxury wellness brand OTO has acquired UK-based South West Brands, the company behind female wellness brand FEWE, and LoveMeMeMe, a Gen-Z beauty brand. The two companies are joining forces to create the newly formed OTO Group, a new female-founded global CPG group of lifestyle brands. The acquisition is the first step in OTO’s ‘build and buy’ strategy with the goal to build a leading future-proof global wellness brand. Alongside the acquisition, OTO has secured an undisclosed amount of funding and will continue to raise to accelerate growth ahead of a potential public listing.

OTO Founder Gemma Colao shares: “I have always been fiercely passionate about creating products and building brands that people feel inspired by – as a creative and designer, it’s my heartland. It’s been my dream to expand the OTO offering for some time, and the opportunity to work closely with SWB’s inimitable founder, Rebekah Hall to further our mission of building a powerhouse brand for women, by women is incredibly exciting. We’re only just getting started.”

South West Brands Founder Rebekah Hall adds: “The acquisition of SWB by OTO provides a huge acceleration in our mission to build a portfolio of global female focused wellness brands that serve our customers at the cutting edge of innovation. Women’s health and wellbeing has long been underserved in the consumer goods industry. In OTO, a fellow female founded and focused business, we have found a shared vision, ethos and drive. The enlarged OTO Group will undoubtedly be an exciting and dominant force in the wellness industry.”

The acquisition positions SWB for aggressive US expansion. Hall continues: “Many UK brands think the US is the panacea of growth, but that growth can come at a significant cost. We have received a lot of inbound interest from US retailers but have always been aware that when we launch, we need to ensure we can support that growth through knowledge, capital, relationships, and experience. With OTO already having broken ground in the US earlier this year, we have the expertise and firepower to back our brands as they come to market and build a leading position in the exciting and growing women’s health consumer space.”

James Bagley, CEO of the newly formed OTO Group adds: “The consumer need for well-being and self care products is on the rise, with the global wellness market already worth trillions, and still growing at c.5.5% CAGR. The market is at an inflection point, as early players and sub standard products make way for leading brands and lifestyle propositions that are thoughtful, effective, and set to drive explosive growth. Having worked with, and for, so many exceptional people over the years – it’s the privilege of a lifetime to now be working for such extraordinary female founders in Gemma and Rebekah, as well as the board and the whole team. I’m proud of what we’ve achieved, and enthusiastic about what’s next!”

OTO Group’s portfolio of brands now consists of OTO, a premium brand skincare and wellness brand, FEWE, a DTC perimenopause and menstrual wellness brand targeting 30-50 year olds, LoveMeMeMe, a TikTok creator-led Gen-Z beauty brand, and Botanic Lab, a European company selling CBD drinks.

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