Willow raises $20 million to further innovate its silent, wearable breast pump:
Motherhood is a combatant’s journey paved with booby traps — never really knowing what you are going to step into next. From diaper-changing to nursing and baby-proofing, moms need to be fully alert at all times. So knowing that technology can assist you with certain tasks, like pumping milk, is a huge relief.
The product is sold as a set of two pumps for $500 and is currently only shipped within the U.S. The startup says it has nearly 60,000 customers nationwide, which includes top tech CEOs like Stitch Fix’s Katrina Lake, an Arctic explorer and a mom who recently ran the New York City Marathon while pumping. The product is sold through Willow’s website and via buybuyBaby. Willow is at a key point in its strategic growth, scaling in a market that isn’t always kind to femtech startups.
This isn’t great news for Willow, especially in light of the current changes going on on the executive level. According to the startup, CEO Naomi Kelman retired this Fall and the team is currently looking for her replacement. Mrva, who is assuming executive functions in the interim, doesn’t seem to be worried about this transition or the competition.
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