San Francisco-based Willow, known for its wearable in-bra breast pumps, has acquired British femtech company Elvie to broaden their combined maternal health platforms. Elvie, which offers smart breast pumps, pelvic floor devices, and its app-connected baby bouncer-bassinet hybrid, Elvie Rise, joins Willow as the two companies aim to scale their women’s health device offerings.

Elvie, once valued at $241 million and having raised over $186 million since its 2013 founding, entered administration due to financial struggles prior to the acquisition. Despite previously being involved in a patent dispute with Willow—both sides alleging infringement—the companies have now unified under one brand.

This move follows a series of innovations from Willow, including the FDA-cleared Willow Generation 3 Breast Pump, the launch of Ema (a conversational AI for maternal support), and a retail partnership with Target for its Find Your Flow Feeding Kit. The acquisition positions Willow to further consolidate its role in the femtech space by integrating Elvie’s popular product line and continuing its focus on innovation in maternal health.

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