Overview of the Acquisition

Willow, a company known for its innovative wearable breast pumps, has announced the acquisition of Elvie, a British femtech firm. This strategic move aims to expand both companies’ maternal health platforms.

About the Companies

• Willow: Based in San Francisco, Willow specializes in in-bra breast pumps, accessories, and breast care products. The company received FDA 510(k) clearance for its latest product, the Willow Generation 3 Breast Pump, in October 2022.
• Elvie: This UK-based company offers a range of products, including breast pumps, pelvic floor care solutions, and the smart baby bouncer and bassinet, Elvie Rise.

Goals of the Acquisition

The merger will allow both companies to combine their product offerings and enhance their reach in the women’s health medical device market. Karim Abdel-Ghaffar Plaza, director at Elvie, expressed optimism about the future under Willow’s leadership, emphasizing the shared commitment to improving women’s health.

Background Context

According to The Financial Times, Elvie faced financial difficulties and entered administration prior to the acquisition. The company had raised over $186 million since its inception in 2013, with a last reported valuation of $241 million.

Legal Challenges

In 2023, Willow initiated a lawsuit against Elvie for patent infringement, claiming that Elvie violated seven U.S. patents. Elvie countered with its own lawsuit, alleging infringement of four patents by Willow. This legal dispute was ongoing at the time of the acquisition.

Future Developments

Willow has also launched Ema, a conversational AI tool designed to support mothers with various aspects of maternal health, including pumping, feeding, and postpartum recovery. Additionally, Willow’s products will soon be available in Target stores nationwide, featuring the Find Your Flow Feeding Kit, which includes breastfeeding accessories.

Funding and Growth

Willow has raised approximately $254 million in funding, including $55 million in Series C funding in 2020. Meanwhile, Elvie introduced its smart bouncer, Elvie Rise, at CES in January 2025, which can be controlled via an app and provides insights into a baby’s sleep patterns.

Conclusion

The acquisition of Elvie by Willow marks a significant step in the femtech industry, aiming to enhance maternal health solutions and address the challenges faced by women in this sector.