PE-backed Apothecary Products buys SOFT Style

Apothecary Products LLC, which is backed by Norwest Equity Partners, has acquired Boulder, Colorado-based SOFT Style, a maker of breastfeeding support products. No financial terms were disclosed. D.A. Davidson served as an adviser to SOFT Style on the transaction.


MINNEAPOLIS, Aug. 9, 2018 /PRNewswire/ — Apothecary Products, LLC, a leading innovator, manufacturer and distributor of consumer healthcare products, has announced the acquisition of SOFT Style, LLC based in Boulder, Colorado. SOFT Style, LLC develops, manufactures and markets a wide range of breastfeeding support products under the bamboobies® brand. SOFT Style will operate as a wholly owned subsidiary of Apothecary Products. There will be no significant changes to day-to-day business operations for the foreseeable future.

Nathan Hanson, President and CEO of Apothecary Products, stated, “We are very excited to bring these two complementary companies together. This strategic acquisition enhances APL’s go forward branded plans to help moms with young families take care of themselves. This acquisition joins the talent and capabilities of both organizations which significantly improves our ability to best serve our customers and consumers with innovative branded solutions. Through our increased scale, expanded portfolio and combined expertise in delivering consumer preferred solutions world-wide, we can provide a platform for future innovation, growth and increased value. I have great admiration for the SOFT Style team and their ability to nimbly deliver meaningful innovation that helps breastfeeding moms. I would like to personally thank Kerry Gilmartin, former owner and CEO of SOFT Style, for her leadership and vision in building a truly insightful brand.” Ms. Gilmartin will continue to support brand growth as a key strategic advisor to Mr. Hanson.

Kerry Gilmartin, SOFT Style’s founder and CEO, stated, “We are incredibly excited to partner with Apothecary as we enter our next phase of growth. The bamboobies brand will leverage their consumer products expertise and their financial and operational strength to scale more swiftly and gracefully. The bamboobies brand promise of supporting new mothers, babies and their world will be continued as innovation grounded in high quality and eco-friendly design are shared values.”