Mammoth Brands, the US consumer products company behind Harry’s, Flamingo, Lume, and Mando, announced today that it has signed a definitive agreement to acquire Coterie, a fast-growing premium baby care brand. Founded in 2019 by Frank Yu, Coterie has rapidly gained popularity among young parents for its high-quality diapers and baby products.
Andy Katz-Mayfield, co-founder and co-CEO of Mammoth Brands, said: "Mammoth Brands has extensive experience building digitally native brands into leading omnichannel brands. We see Coterie's significant influence among parents and believe it has significant potential for future growth. By combining Coterie's beloved brand with Mammoth's resources and infrastructure, we will redefine the diaper category and accelerate Coterie's growth into a leading next-generation baby care brand."
"We are proud to have built such a disruptive brand," said Jess Frenchman Jacobs, CEO of Coterie. "Coterie was founded to challenge the status quo in the diaper industry. Now, with Mammoth Brands, we share a common vision: to further innovate our products and help more families improve their childcare experience while maintaining our original brand values and high safety standards."
Following its integration into Mammoth, Coterie will continue to operate independently. Jacobs will continue as CEO, and Brand President Grace Weingard and the core management team will remain in place to drive the brand's growth. Mammoth Brands co-founders Jeff Raider and Andy Katz-Mayfield will work closely with Coterie management to develop future strategies.
This acquisition, led by Mammoth Labs, Mammoth's M&A arm, marks its second successful brand acquisition. Following its 2021 acquisition of Lume, the deodorant and care brand, the company doubled its size in just two years. With the addition of Coterie, Mammoth Brands' portfolio expands to five disruptive consumer brands, further solidifying its position as a leading emerging consumer products group that has emerged over the past two decades.
Mammoth's entry into the baby care market is seen as a strategic move. The US market is valued at over $12 billion and encompasses categories such as diapers, training pants, and wipes. With the addition of Coterie, Mammoth not only broadens its product offerings but also formally enters the family and parenting space, aiming to reshape the baby care industry with a modern approach.
Align Ventures, Coterie's lead investor, stated, "The partnership between Coterie and Mammoth Brands marks a pivotal moment for the baby industry. We support brands that reshape culture through innovation and emotional connection, and Coterie exemplifies this."