Mammoth Brands enters baby care market with Coterie acquisition
USA – Mammoth Brands, the modern consumer packaged goods (CPG) company known for brands like Harry’s, Flamingo, Lume, and Mando, has announced an agreement to acquire the premium baby care brand Coterie.
This acquisition marks a significant expansion of Mammoth Brands’ portfolio into the USD 12 billion U.S. baby care market, which includes diapers, training pants, and wipes.
Mammoth Brands’ co-founder and co-CEO, Andy Katz-Mayfield, highlighted the strategic fit, stating that combining Coterie’s beloved products with Mammoth’s operational infrastructure and omnichannel scaling expertise offers a tremendous growth opportunity.
This acquisition is Mammoth’s second under its M&A engine, Mammoth Labs, following the acquisition of Lume in 2021, which more than doubled in size within two years.
The move diversifies Mammoth Brands’ personal care portfolio and positions the company as one of the largest CPG entities built in the past two decades.
Coterie will continue to operate as an independent brand under the leadership of its CEO Jess Frenchman Jacobs and President Grace Weingard.
The acquisition promises to accelerate the growth and innovation of Coterie, aiming to redefine the modern baby care category for today’s families.
Financial and legal advisory for the transaction includes Goldman Sachs, Wells Fargo, and J.P. Morgan on Mammoth’s side, with Latham & Watkins as legal counsel; Raymond James served as financial advisor and Cooley LLP as legal counsel to Coterie.
Coterie, founded in 2019, is recognized for its thoughtfully engineered, high-performance baby diapers and wipes that emphasize cleanliness and safety for infants.
The brand has built a profitable and fast-growing direct-to-consumer business, selling more than 700 million diapers and generating over USD 200 million in net revenue in the last twelve months, a nearly 60% year-on-year growth rate.
Coterie also boasts the highest Net Promoter Score in its category, reflecting strong customer satisfaction and loyalty among parents.
This move comes after Coterie recently expanded its offerings with the launch of its new skincare line, Coterie Skincare.
The new line includes three meticulously developed products designed to prevent skin issues and protect babies’ delicate microbiomes while integrating seamlessly into daily diapering routines.
The product collection includes wash, soft cream, and bun balm.
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