Medela Acquires Bravado Designs, Specialist in Nursing Apparel

MCHENRY, Ill., April 4, 2011 /PRNewswire/ -- This acquisition unifies Medela, a leading brand for breastfeeding solutions, with Bravado, an innovating leader in the nursing apparel category.  Terms of the deal are not disclosed.  The acquisition of Ontario-based Bravado Designs enables Medela to even better provide breastfeeding solutions that meet the lifestyle needs of today's mothers.  Together with Bravado, Medela can complement its product range with fashionable nursing lingerie and tanks – focusing on the US market, with further global potential.

Medela and Bravado aim to support mothers during their breastfeeding experience: Medela provides a complete range of breastfeeding solutions.  Bravado Designs offers an extensive range of nursing bras, underwear and tanks for all occasions and situations – proving that breastfeeding and style make ideal companions.  Both organizations have a long history of developing successful innovative solutions that have transformed their respective categories.  Each has used in depth expertise in collaboration with health care professionals and through an ongoing dialog with mothers.

Bravado Designs will continue to work as an independent business unit, based in Toronto.  In order to retain its unique culture, it will operate as a stand-alone business under the current president and CEO, Kathryn From, and the entire Bravado team.  "We have long recognized that Medela's core values and Destiny Statement are completely in tune with those of Bravado's, and this has been re-affirmed over the past 18 months as we have gotten to know the wonderful people at Medela.  We share the same passion, enthusiasm and belief that every mother should have a wonderful breastfeeding experience however she chooses to define it.  We are thrilled to join the Medela Family.  For Bravado and our customers, business will be even better than usual!" says Kathryn.  

"Bravado Designs is a team of experts in nursing apparel of which Medela will benefit greatly.  We are excited to serve nursing mothers even better working with Kathryn and the Bravado Team," says Renate Schreiber, CEO, Medela AG.  

About Medela

Medela provides the most technologically advanced breast pumps and breastfeeding accessories to nursing mothers around the world.  A long-time champion of breastfeeding, Medela is the only company to develop products based on research by the world's leading lactation experts.  As a result, Medela's breast pumps are the number one choice of healthcare professionals and facilities worldwide.

Medela has developed an extensive line of products to meet the diverse needs of nursing mothers.  These products include hospital-grade, double and single electric and manual personal breastpumps; breastfeeding accessories such as breast care products and specialty feeding devices.  Most recently, Medela introduced 2-Phase Expression®, the only research-based breastpump technology that mimics a baby's nursing rhythm, resulting in faster let-down and milk flow.

Founded in 1961 by Olle Larsson in Zug, Switzerland, Medela continues to grow under the ownership of the Larsson family.  Medela serves customers through a worldwide network of distribution partners in more than 90 countries and its 15 subsidiaries in Australia, the Benelux countries, Canada, China, France, Germany, Italy, Japan, Russia, the United Kingdom, the United States, Spain, Sweden, Poland and Switzerland.  www.medela.com

About Bravado

Bravado! Designs was founded in 1992 by two young mothers who lamented the lack of comfortable, stylish and affordable nursing bras in the market.  The company has built an excellent reputation amongst healthcare professionals such as doctors, lactation consultants and midwives for its high quality, innovative line of products.  Bravado products are sold in over 30 countries through independent retailers, hospitals, department stores, and are available online.  www.bravadodesigns.com

SOURCE Medela

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