Major Acquisition in Baby Care Sector
Mammoth Brands, the modern consumer goods company started by the creators of Harry’s, has announced its acquisition of premium baby care brand Coterie, according to reports. While specific financial terms remain undisclosed, sources indicate the deal could value Coterie at over $1 billion—a remarkable achievement for a brand launched less than six years ago in 2019.
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Disrupting the Diaper Market
Coterie has rapidly carved out a significant position in the baby diapers market by offering high-performance, hypoallergenic diapers that contrast sharply with traditional offerings. The diaper industry remains dominated by Procter & Gamble’s Pampers and Kimberly-Clark’s Huggies, which together control approximately 75% of U.S. market share, according to industry analysis. Despite this competitive landscape, Coterie managed to establish itself through innovative product development and alternative marketing approaches.
“We are incredibly proud of the business we’ve built, carving out a niche against established incumbents as one of the fastest-growing premium diaper brands,” Coterie CEO Jess Frenchman Jacobs stated in the official acquisition announcement. The brand was founded on the principle that “the status quo in the diaper industry wasn’t good enough,” Frenchman Jacobs added.
Premium Positioning and Consumer Response
Coterie’s success stems from its focus on superior product quality and safety standards, analysts suggest. The brand’s diapers are reportedly free from fragrance, parabens, chlorine bleaching, latex, phthalates, and dioxins—potentially harmful ingredients sometimes found in competing products. This commitment to safety has resonated with modern parents, with Frenchman Jacobs noting earlier this year that “74% of parents [are] willing to pay for it, and our incredible, growing community proves to us that parents see Coterie products as a worthwhile investment.”
The brand’s direct-to-consumer model has been crucial to its growth, allowing Coterie to build a strong community of over 120,000 subscribers while achieving the #1 Net Promoter Score among diaper brands, according to customer satisfaction metrics.
Impressive Growth Trajectory
Since its 2019 launch, Coterie has sold approximately 700 million diapers and achieved net revenue surpassing $200 million, the report states. The brand demonstrated nearly 60% year-over-year growth in 2024, with its selective retail expansion proving particularly successful. Coterie is now reportedly the fastest-growing diaper brand in Whole Foods, claiming 81% of sales, while also ranking #1 in Baby Supplies at Erewhon.
Beyond diapers, Coterie has expanded its product portfolio to include gentle, high-quality baby skincare products such as hair and body wash and moisturizers, positioning itself as a comprehensive premium baby care provider.
Strategic Vision for Future Growth
Mammoth Brands sees significant potential in combining Coterie’s beloved brand with its own capabilities and infrastructure. “By combining Coterie’s beloved brand and products with Mammoth Brands’ capabilities and infrastructure, we’re partnering to redefine the diaper category and accelerate Coterie’s growth to be the leading modern baby care brand,” said Andy Katz-Mayfield, co-founder and co-CEO of Mammoth Brands.
The acquisition comes amid broader industry developments and market trends favoring disruptive brands in established categories. With Mammoth Brands’ backing, Coterie is positioned to continue elevating baby care standards while pursuing sustainable growth in the competitive childcare products landscape.
The transaction reflects ongoing regulatory considerations and technology policy environments affecting consumer brands. Coterie’s celebrity investors, including Ashley Graham and Karlie Kloss, have contributed to the brand’s visibility, though the company’s fundamental success appears driven by product quality and consumer satisfaction, according to market observers.
This acquisition represents one of the most significant moves in the baby care sector in recent years, potentially signaling new related innovations and competitive dynamics in the established diaper market.
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