Apothecary Products Finalizes Acquisition of SOFT Style, LLC, Makers of bamboobies

Leading Consumer Health Products Company Expands Portfolio

NEWS RELEASE – For Immediate Release

MINNEAPOLIS, July 30, 2018 –  Apothecary Products, LLC, a leading innovator, manufacturer and distributor of consumer healthcare products, has announced the acquisition of SOFT Style, LLC based in Boulder, Colorado. SOFT Style, LLC develops, manufactures and markets a wide range of breastfeeding support products under the bamboobies® brand. SOFT Style will operate as a wholly owned subsidiary of Apothecary Products. There will be no significant changes to day-to-day business operations for the foreseeable future.

Nathan Hanson, President and CEO of Apothecary Products, stated, “We are very excited to bring these two complementary companies together. This strategic acquisition enhances APL’s go forward branded plans to help moms with young families take care of themselves. This acquisition joins the talent and capabilities of both organizations which significantly improves our ability to best serve our customers and consumers with innovative branded solutions. Through our increased scale, expanded portfolio and combined expertise in delivering consumer preferred solutions world-wide, we can provide a platform for future innovation, growth and increased value. I have great admiration for the SOFT Style team and their ability to nimbly deliver meaningful innovation that helps breastfeeding moms. I would like to personally thank Kerry Gilmartin, former owner and CEO of SOFT Style, for her leadership and vision in building a truly insightful brand.” Ms. Gilmartin will continue to support brand growth as a key strategic advisor to Mr. Hanson.

Kerry Gilmartin, SOFT Style’s founder and CEO, stated, “We are incredibly excited to partner with Apothecary as we enter our next phase of growth. The bamboobies brand will leverage their consumer products expertise and their financial and operational strength to scale more swiftly and gracefully. The bamboobies brand promise of supporting new mothers, babies and their world will be continued as innovation grounded in high quality and eco-friendly design are shared values.”

About SOFT Style
SOFT Style, under the bamboobies brand, develops, manufactures and markets a wide range of top-rated, eco-friendly breastfeeding support products. The portfolio includes nursing shawls, nursing tanks and bras, disposable and washable nursing pads, and organic nipple balm. bamboobies mission is to ensure that new mothers and babies are happier and healthier, and so is their world. Founded in 2010 and based in Boulder, Colorado.
Visit www.buybamboobies.com to learn more.

About Apothecary Products
Apothecary Products, LLC is a leading innovator, manufacturer, marketer, and supplier of simple self-care solutions, pharmacy supplies and wellness aids. Headquartered in Burnsville, Minnesota, the company has several strategic manufacturing partners in the U.S. and internationally.

  • Private Equity-backed by Norwest Equity Partners: a leading private equity investment firm with global presence and Midwest roots
  • Fully integrated infrastructure with significant scale and world-class management team
  • Strong market share in several product categories, many pioneered by Apothecary Products
  • Domestic and international presence – Apothecary Products can be found in 50+ countries.
  • Significant presence in top retailers
  • Innovation driven

Visit www.apothecaryproducts.com to learn more.


Meg Heitlinger
VP – Marketing & Sales
SOFT Style, LLC.
makers of bamboobies

Jean Roskam
Senior VP of Marketing
Apothecary Products