Dive Brief:
- Mammoth Brands has acquired DTC baby care brand Coterie for an undisclosed amount, according to a press release.
- In a statement, a source close to the deal told Retail Dive the transaction consists of a combination of up-front cash, stock and contingent consideration that could value Coterie at more than $1 billion.
- Under terms of the agreement, which is expected to close by the end of the year, Coterie CEO Jess Frenchman Jacobs and President Grace Weingard will retain their roles under the new ownership. Coterie’s executive team will also continue in their current positions, and the brand will operate independently from Mammoth.
Dive Insight:
Mammoth Brands’ acquisition of Coterie was led by its Mammoth Labs mergers and acquisitions division, and marks the company’s second such deal since it purchased Lume in 2021.
Since its launch in 2019, Coterie has sold more than 700 million diapers, with the majority being sold direct to consumer. Coterie had net sales in 2024 of over $200 million, reflecting 60% year-over-year growth. The U.S. baby diaper market is estimated to be over $7 billion, per Statista.
“Our deep understanding of parents brings a distinct perspective to Mammoth, even as our work shares natural parallels with the personal care brands they’ve supported,” Coterie’s Frenchman Jacobs said in a statement. “Mammoth’s belief in us validates not just our approach, but the potential of the entire baby category.”
Under Mammoth’s direction, Coterie is looking to scale the business and expand its product portfolio. Coterie currently sells on its website, as well as through partnerships with Wegmans, Whole Foods, Erewhon, Babylist.com, PotteryBarnKids.com and Amazon.
“We see the tremendous impact Coterie has had on parents’ lives, and believe the opportunity ahead of them is massive,” Andy Katz-Mayfield, co-founder and co-CEO of Mammoth Brands, said in a statement. “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."
Harry’s Inc. rebranded to Mammoth Brands earlier this year to better reflect its goals to acquire more like-minded brands. Other brands in the company’s portfolio include Flamingo, Lume and Mando.
“We chose the name Mammoth because it reflects the breadth and scale of the business we’ve been building, and our vision for the future,” Katz-Mayfield said in April in a statement.
