Harry's Parent Company, Mammoth Brands, Acquires Coterie

By Marie Albiges

The parent company managing brands such as Harry's, Flamingo, Lume, and Mando announced that it has acquired Coterie, the rapidly growing premium direct-to-consumer baby care and diapering brand. It's unclear how much Mammoth Brands paid for Coterie, but Forbes reported the deal could value Coterie — a six-year-old brand — at over $1 billion. Coterie was founded in 2019 by Frank Yu, and was supported by Align Ventures. Mammoth Brands said in a press release that Coterie has sold over 700 million diapers since 2019, surpassing $200 million in net revenue in the last 12 months — reflecting a nearly 60 percent year-over-year growth.

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.

This is Mammoth Brands second acquisition in five years; it acquired Lume in 2021 and more than doubled the brand's size within two years. The Coterie transaction is expected to be finalized by the end of 2025.

Total Retail's Take: Coterie has been a disrupter in the baby category thanks to its high-performing hypoallergenic diapers. The brand has provided an alternative to the dominant Huggies and Pampers for parents looking for dermatologist-tested, hypoallergenic, cruelty-free diapers. Furthermore, Coterie has built a loyal customer base through product quality, supply chain transparency, and niche market positioning. Mammoth Brands said it's looking to scale the Coterie business and expand its product portfolio beyond diapers.

Marie Albiges Author's page Marie Albiges is the managing editor for Women in Retail and Total Retail. She is responsible for content development, management and production for the group. Marie is a former journalist, a travel aficionado, a French native and fitness enthusiast who lives in Philadelphia.