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 brand founded by Frank Yu in 2019.

“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,” says Andy Katz-Mayfield, cofounder 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.”

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. 

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,” says 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.”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.