Dive Brief:
- After being bought out of bankruptcy, Hello Bello has a new CEO. Will Righeimer, who is the CEO of Hyland's Naturals, has been named to take the top spot at the baby brand founded by actors Kristen Bell and Dax Shepard.
- Righeimer will lead both Hyland’s Naturals and Hello Bello “in a dual leadership role to provide a shared consumer experience for both companies,” according to a company press release. Current Hello Bello President Erica Buxton will transition through March 15.
- Hildred Capital Management in 2020 acquired Hyland’s Naturals and last month acquired Hello Bello out of bankruptcy.
Dive Insight:
With fresh leadership in place, Hello Bello’s new owners believe the brand is primed for growth.
Unconditional Love Inc., which did business as Hello Bello, filed for Chapter 11 bankruptcy protection in October. At the time, the company said it was using the bankruptcy filing to help facilitate a sale to private equity firm Hildred Capital Management. The deal closed in December.
Hello Bello launched in 2019 at Walmart. The brand focused on plant-derived baby products, including diapers, wipes, shampoo, lotion and diaper rash cream.
Now, “with Hildred's backing, Hello Bello is well positioned for accelerated growth,” the company said on Tuesday.
“Since joining Hyland's Naturals in 2021, Will has proven to be a transformative leader, making a significant impact on both our culture and operations,” Andrew Goldman, co-founder and managing partner of Hildred Capital, said in a statement.
As CEO of Hyland’s Naturals, Righeimer oversaw a brand refresh and expansion into vitamins, minerals and supplements. Prior to joining Hyland’s Naturals, he held roles as president and global general manager of Mars, CEO of Kuantum Brands and CEO of Lindora, according to his LinkedIn.
