Montage Partners Invests in Solly Baby

October 8, 2021

CARLSBAD, CA Montage Partners, a people-first private equity firm based in Scottsdale, Arizona, is pleased to announce its investment in Solly Baby, a premium infant products brand and leader in the baby wrap and carrier industry. Alongside incoming CEO Neil Kee, Montage Partners is providing capital to further accelerate the company’s expansion. Solly Baby’s founder, Elle Rowley, will continue to be a significant shareholder in the company and will remain actively involved in the direction of the brand.

Solly Baby was born in 2010 out of a desire to help new mothers connect with their babies without sacrificing comfort or style. Since then, the company has grown from a small Etsy shop selling baby wraps to a global brand with expanded product lines including sleepers, swaddles, infant bedding, and accessories. Consistently ranked as one of the most engaging wrap and carrier brands on social media, Solly Baby has also been featured in Vogue, Martha Stewart, and Parents Magazine and was named “Best Wrap” by New York Times’ Wirecutter Magazine.

Rowley views the partnership as an ideal opportunity to scale the company and further Solly Baby’s mission by reaching more parents and continuing to be their trusted brand. “I am thrilled about our partnership with Neil and Montage Partners,” said Rowley. “Together, we’ll continue to do the small things with great love and bring confidence and closeness between mothers and fathers and their babies, which is why I started the company to begin with.”

“Elle has built a tremendous brand, and I’m excited to join the team to help build upon the company’s strong brand recognition and traditions,” added Kee. “We have big goals for the future of the company, and Montage Partners is the right partner to help us execute our collective vision. With this investment, our customers should expect more product expansion and innovation, with a continued focus on bringing simplistic, yet thoughtful products to our loyal consumers.”

This marks Montage Partners’ 18th investment since its founding in 2004 and is the firm’s fourth investment in the consumer industry. “From the beginning, what stood out to us about Solly Baby was the company’s commitment to its customers, which aligns with our people-first approach to investing,” Rob Wolfman, co-Managing Partner of Montage Partners, stated. “In a short period of time, Solly Baby has cemented its position as a leader and innovator in the baby wrap and carrier category. The company’s tremendous growth to date speaks for itself and we’re proud to be partnering with such a successful brand.”

The transaction closed October 8, 2021. Osborn Maledon, P.A. provided legal counsel to Montage Partners; Haynie Law Group PC provided legal counsel to Solly Baby. CliftonLarsonAllen LLP provided tax due diligence advisory services to Montage Partners.

About Montage Partners

Founded in 2004 and headquartered in Scottsdale, Arizona, Montage Partners is a people-first private equity firm dedicated to helping established businesses reach transformative growth. Montage Partners invests in companies in diverse industries, including business services, consumer, healthcare, industrial and technology. Above all other investment criteria, Montage Partners invests in exceptional people. Montage Partners is actively seeking new investments in companies in the U.S. with EBITDA between $1 million and $5 million.