EXCLUSIVE: Breast Pump Maker Willow Acquires Swehl, Momtech

by · WWD
Swehl, founded in 2021 by Betsy Riley and Elizabeth Myer, has been purchased by Willow.Courtesy of Willow

Fresh off the heels of its first acquisition in 2025, breast pump maker Willow Innovations Inc. is adding two more companies to its portfolio.

The company has purchased Swehl, an online education platform for new parents that also makes an eight-piece breastfeeding Latch Kit for $100, as well as Momtech, the manufacturer behind the Mōmi brand known for its patented breast-like bottles.

Terms of the deals were not disclosed, but as part of the transition Swehl cofounder Betsy Riley will join Willow as global head of marketing and communications, while Elizabeth Myer will remain as founder in residence; Momtech cofounder Hal Eason will be strategic adviser to Willow.

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“We want to be a company that moms turn to and trust not just for products, but also education, information and community,” said Willow’s new chief executive officer Carolin Archibald, who was appointed this fall and succeeds Sarah O’Leary in the role. “The vision is to create Willow to be a maternal health powerhouse brand.”

Mōmi sells direct-to-consumer and via select niche and boutiques stores.

Willow’s breakout product is its wearable breast pump, the first generation of which was revealed at CES in 2017. Its bestseller today is the Willow Go, which is priced at $300 and optimized for multitasking while pumping, though the brand also offers more affordable pumps including a $60 manual Wave pump, and ancillary products like a breast milk cooler and a new $25 colostrum collection kit.

In 2025, Willow made its first acquisition with Elvie, a competitor breast pump brand that is based in the U.K. and offers different models and accessories, as well as a $600 Elvie Rise All-in-One Smart Bouncer & Bassinet.

“There are a lot of exciting opportunities [in maternal health],” said Archibald. “It’s a problem when you look around and there’s not a lot of opportunities…we’re deciding where we want to focus and prioritize, and really pacing the organization so that we’re not burning out.”

As part of its Swehl acquisition, Willow will roll out a new “Willow World” website section featuring much of Swehl’s content, including informational videos and posts about breastfeeding, partner support, preparing to expand one’s family and more. The company will also add Mōmi’s assortment of baby bottles and pacifiers to its website, with pacifiers priced around $14 each and two-packs of Mōmi’s 5-ounce bottles in both glass and plastic around $28.

“The pump helps mothers get breast milk out, but then they need to get breast milk into the baby, and so [acquiring Mōmi] completes that circle for us of breast to bottle,” Archibald said.