In a significant development for the maternal health technology sector, Willow Innovations has announced its acquisition of UK-based femtech innovator Elvie. The deal, announced today, brings together two pioneering companies that have been at the forefront of advancing maternal health solutions through innovative technology. According to TechCrunch, this transaction is an asset sale as Elvie moves into administration, the UK equivalent of bankruptcy proceedings.
The acquisition unites Willow’s award-winning product portfolio and medical device technology with Elvie’s diverse range of trusted products, including breast pumps, smart pelvic tools, and sleep solutions. The Elvie brand and products will continue to be supported as part of the Willow family.
Sarah O’Leary, CEO of Willow, explained the strategic vision behind the acquisition: “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 at Elvie, commented on the transition: “While this transition marks a significant change for the company, 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.”
Both Willow and Elvie have played pivotal roles in transforming the breast pumping experience for mothers. The companies introduced fully in-bra wearable breast pump technology to the market, creating an entirely new category that has experienced significant growth. The wearable breast pump category now represents 57% of the breast pump market in the United States, according to data shared by the companies.
O’Leary also highlighted the shared values and mission of the two companies: “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.”
This acquisition represents a significant consolidation in the growing FemTech industry, particularly in the maternal health technology sector, as companies continue to develop solutions that address the unique health needs of women during pregnancy and postpartum periods.
