Willow buys Swehl and Momtech to grow beyond breast pumps
What's the deal? Willow Innovations has acquired maternal wellness platform SwehlDealroom has a profile for this one. Try Dealroom → and feeding-technology company Momtech for undisclosed sums, the breast-pump maker announced October 27. The purchases expand Willow beyond its core wearable pumps into breastfeeding education, community, and bottle-feeding products.
Who's who: Mountain View-based Willow, founded in 2014, sells wearable breast pumps, accessories, and a connected maternal-care app. Swehl is a breastfeeding and wellness platform; Momtech makes mõmi, a patented feeding technology designed to mimic breastfeeding and help babies move between breast and bottle.
What changes? Swehl's content will feed Willow World, a new hub with breastfeeding videos. Swehl co-founders Betsy Riley and Elizabeth Myer are joining Willow, while mõmi's Hal Eason stays on as a strategic advisor.
What's the endgame? Willow wants to knit together a fragmented market. "Mothers are left navigating different products, platforms and resources at a time when they need support the most," said chief executive officer Carolin Archibald. "These acquisitions help us expand beyond pumping into a more connected postpartum experience."
Why now? The deals follow Willow's 2025 acquisition of UK-based Elvie, which added pelvic-floor trainers and extended its global reach. It has also partnered with Australia's LactamoDealroom has a profile for this one. Try Dealroom → to bring that company's breastfeeding device to the US market.
The signal: Willow is building a broader maternal-health business through serial dealmaking, mirroring wider consolidation in women's health — from Aeroflow Health's purchase of CanopieDealroom has a profile for this one. Try Dealroom → to insurer WPS's acquisition of Mavida HealthDealroom has a profile for this one. Try Dealroom →. With terms undisclosed, the financial scale is unclear, but the strategic intent is not: own more of the postpartum journey.
Read more: medcitynews.com
Image credit: danielpeinado.photo
