News Summary

Willow, a San Francisco-based startup known for its wearable breast pumps, has acquired the assets of Elvie, a UK company that initially gained attention with its smart Kegel trainer before expanding into products for new mothers. This acquisition comes as Elvie enters administration, having raised over $186 million in its 12-year history. The deal reflects the challenging environment for women’s health startups, a $60 billion market facing headwinds such as limited exit opportunities and competition from cheaper products. Willow, having raised $254 million in equity and debt, aims to leverage this acquisition to build a broader platform and become a consolidator in the space. Willow’s CEO, Sarah O’Leary, highlights the potential for femtech products to be not only compelling stories but also profitable businesses.