NEW YORK--(BUSINESS WIRE)--

Mammoth Brands — the modern CPG company behind Harry’s, Flamingo, Lume, and Mando — has signed a definitive agreement to acquire Coterie, the rapidly growing premium baby care and diapering brand on a mission to make parents’ lives easier.

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"Mammoth Brands has a proven track record of scaling online-led brands into omnichannel leaders. We see the tremendous impact Coterie has had on parents’ lives, and believe the opportunity ahead of them is massive,” said Andy Katz-Mayfield, Co-Founder and Co-CEO of Mammoth Brands. "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."

Coterie obsesses over what matters most to parents — thoughtfully engineered, high-performance diapers and wipes that are clean and safe for babies. The Coterie team has built a category-disrupting, profitable business and a passionate community of hundreds of thousands of families — almost entirely direct-to-consumer — selling over 700 million diapers since 2019. This dedication has fueled remarkable growth, with the brand surpassing $200 million in net revenue in the last twelve months, reflecting nearly 60% year-over-year growth. Beloved by parents and babies, Coterie outperforms its peers in customer satisfaction with the #1 Net Promoter Score in its category.

Mammoth Brands has built a portfolio of category-disrupting brands and pioneered its online-to-omnichannel model with men’s grooming brand Harry’s. By leveraging this proven playbook, Mammoth Brands will support Coterie in scaling its business and expanding product innovation to adjacent categories while upholding its unique brand DNA, product quality, and high safety standards.

“We are incredibly proud of the business we’ve built, carving out a niche against established incumbents as one of the fastest-growing premium diaper brands,” said Coterie CEO Jess Frenchman Jacobs. “Coterie was founded in 2019 on the principle that the status quo in the diaper industry wasn’t good enough. Together with Mammoth Brands, we see a shared vision that will accelerate our growth to support families in new and exciting ways, all while never losing sight of what got us here — the trust and support of our customers and our commitment to raising the standards of the baby care industry one change at a time.”

Coterie will continue to operate independently as part of Mammoth Brands. Coterie CEO Jess Frenchman Jacobs and President Grace Weingard will continue in their respective roles, working closely with Mammoth Brands Co-Founders and Co-CEOs Jeff Raider and Andy Katz-Mayfield. The brand’s executive team — SVP Growth, Ankur Goyal, SVP Brand Marketing and Partnerships, Lindsey Kling, and SVP People, Katherine Donner — will retain their positions.

This is Mammoth Brands’ second brand acquisition led by Mammoth Labs, the company’s M&A engine. The company acquired Lume in 2021 and more than doubled the brand’s size within two years. The acquisition marks a key milestone for the company, expanding Mammoth Brands’ portfolio to five category-disrupting brands and solidifying its position as one of the largest CPG companies built in the last 20 years. This latest transaction diversifies Mammoth Brands, extending its reach beyond personal care products into the $12 billion U.S. market for diapers, training pants, and wipes. Together with Coterie, the company will reimagine the baby care industry for the modern era.

“Coterie joining forces with Mammoth Brands — a leader in scaling powerhouse brands — marks a pivotal step for Coterie and the baby industry at large,” said Coterie’s lead investor Align Ventures. “We back brands that redefine culture through innovation and connection, and look forward to watching Coterie continue to do just that.”

The transaction is expected to close by the end of 2025, subject to the satisfaction of customary closing conditions.

Advisors

Goldman Sachs & Co. LLC, Wells Fargo, and J.P. Morgan Securities LLC are serving as financial advisors to Mammoth Brands, and Latham & Watkins LLP is acting as legal counsel to Mammoth Brands. Raymond James & Associates, Inc. is serving as financial advisor to Coterie. Cooley LLP is acting as legal counsel to Coterie.

About Mammoth Brands

Mammoth Brands is one of the largest CPG companies built in the last 20 years. Founded by Co-CEOs Jeff Raider and Andy Katz-Mayfield in 2013, Mammoth Brands’ mission is to Create Things People Like More with its growing portfolio of category-disrupting brands: Harry's, Flamingo, Lume, and Mando. With a proven playbook for scaling online brands into omnichannel leaders, Mammoth Brands is creating a new model — and home — for brands, founders, and talent looking to transform the status quo.

About Coterie

Coterie is the premium baby care brand dedicated to making parents' lives easier. Coterie is helping redefine its category with its high standards for performance, safety, and transparency, and has become one of the fastest-growing premium diaper care brands and most trusted names in baby care. Its high-quality and reliable essentials — including diapers, wipes, and skincare — combine innovative technology and rigorous testing to support the comfort and well-being of babies and their families. As one of the first diaper brands to publish third-party lab testing results, Coterie is committed to product safety and transparency and to empowering parents with peace of mind. Coterie was founded in 2019 by Frank Yu. Lead investor Align Ventures has supported the brand from the start.

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Source: Mammoth Brands