Willow invented the wearable breast pump. Now it wants to dominate the breastfeeding market
When my first daughter was born in 2015, there weren’t many options when it came to breast pumps. The hospital sent me home with a device made by Medela—the industry leader—involving lots of tubes, funnel-shaped breast shields, and a loud motor that was attached to an electrical outlet. Bonding with other new moms often involved complaining about how awful pumping was. By the time my second…
Willow, a company that invented the wearable breast pump, is now aiming to become a dominant player in the breastfeeding market. The wearable pump debuted in 2017 and quickly gained popularity, with half of new mothers opting for it when given the choice through insurance or retail purchases. Willow's CEO, Carolin Archibald, took over the company after 18 years in the industry, previously leading Medela and Ameda, both established brands in the field.
The idea for the wearable breast pump came about when Archibald noticed the limitations of traditional hospital breast pumps. In 2015, she was given a Medela device that required numerous tubes and a loud motor, significantly impacting her bonding experience with her newborn. In 2017, Willow entered the market with a device that could be worn in a bra, allowing mothers to pump discreetly and comfortably. This innovation revolutionized the way women could breastfeed, enabling them to pump while performing daily tasks.
In 2022, Willow made a strategic move by acquiring Elvie, a competitor with a strong presence in the wearable pump market, which was founded in 2018. This acquisition not only gave Willow a larger patent portfolio but also expanded its international reach. However, as the market became increasingly competitive, Willow recognized the need to diversify its offerings.
To do so, it acquired Swehl, a company that provides breastfeeding education and community support, as well as Momtech, the creator of Mõmi bottles, which feature soft silicone nipples designed to mimic breastfeeding and reduce nipple confusion. These acquisitions position Willow as a comprehensive maternal care brand, providing a range of products and services to meet women's needs throughout their breastfeeding journey.
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