On October 27, 2026, Willow Innovations, the company that pioneered the wearable breast pump, announced two acquisitions. The first is Swehl, a breastfeeding education and community platform. The second is Momtech, the company behind mōmi's patented breast-like feeding bottles. Willow also launched Willow World, a new education and community hub built largely from Swehl's content. The company didn't disclose terms, according to both WWD and MedCity News.

Why It Matters

Elvie's collapse was the cautionary tale of premium DTC femtech hardware: a great device and a hard business. Willow's answer is to stop being a device company. Adding education, community and consumables gives a one-time pump purchase a reason for repeat engagement and repeat spending across the whole postpartum period. Postpartum recovery is also where pelvic-floor and sexual-wellness products sit, so a platform that owns the new-parent relationship, and already owns Elvie's pelvic-floor line, is well placed to sell into that later phase too. One caveat for investors: content-and-community roll-ups don't come with disclosed price tags, so how much this strategy is worth stays unverifiable from the outside.

What's in the bag. Betsy Riley and Elizabeth Myer founded Swehl in 2021. It brings more than 80 breastfeeding education videos, a Mom Coach program that connects parents with credentialed lactation experts, "Hot Moms Walks" community events, and an eight-piece $100 Latch Kit. Momtech brings bottle technology designed to mimic the mechanics of breastfeeding and help babies move between breast and bottle. WWD reports two-packs of 5-oz bottles at about $28 and pacifiers at about $14. Willow had already partnered with Australian company Lactamo to bring its breastfeeding-aid medical device to the US.

Who's running it. Willow has a new CEO, Carolin Archibald. WWD reports she was appointed this fall, succeeding Sarah O'Leary. As part of the deals, Riley becomes Willow's global head of marketing and communications, Myer stays on as founder in residence, and Momtech co-founder Hal Eason becomes a strategic adviser. "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 told WWD. To MedCity News she framed the strategy as a fix for a fragmented market: "Motherhood isn't experienced in silos, and the brands supporting mothers shouldn't operate that way either."

The backstory. This is Willow's third deal in roughly 18 months. In 2025 it picked up the assets of UK femtech pioneer Elvie out of administration, adding a second pump brand and Elvie's pelvic-floor trainer business. Willow's bestseller is still the $300 Willow Go pump, alongside cheaper products such as a $60 manual pump and a $25 colostrum collection kit.

Sources

Update — 2026-10-28

Initial entry — story first created.