Willow Expands Breastfeeding Essentials at Target
HEALTH & BEAUTY
Willow expands into Target stores with new breastfeeding essentials, making modern maternal care more accessible for everyday parents.
Willow Innovations announced a new collection of breast care and feeding accessories now available at Target stores nationwide. The FemTech leader brings seven breastfeeding essentials to retail shelves, making modern maternal care more accessible for parents.
Willow, the maternal health pioneer that revolutionized breast-pumping with wearable technology, launched its curated collection of breastfeeding essentials in 2023 to complement its award-winning pumps. The expanded line is available now at Target stores.
Meeting Postpartum Needs
The new collection reflects growing demand for practical, expert-informed postpartum support from trusted brands. The line includes products designed to pump, feed, pour, and store breast milk throughout the breastfeeding journey.
"I clearly remember being newly postpartum and standing in the retail aisle feeling overwhelmed and underserved," said Sarah O'Leary, CEO of Willow. "Willow's feeding and maternal care accessories are designed to empower women to better navigate this chapter of life. Since our founding, Willow has been a pioneer in demanding better for new moms, through innovation and products designed for women, by women."
Complete Product Lineup
The expanded collection includes the Breast Pump Sizing Kit, which helps mothers find their optimal flange fit with five insert sets that work with almost any breast pump, a step-by-step guide, and a free session with a Willow Sizing Specialist.
The Breastfeeding Care Kit includes supplies to prioritize breast care and catch every drop of milk, plus access to a virtual appointment with an International Board Certified Lactation Consultant and a free digital feeding course.
The Colostrum Collection Kit was developed in collaboration with lactation consultants and includes thoughtfully designed supplies for collecting and storing the first nutrient-rich milk. The kit includes a step-by-step education guide for expectant mothers at 37 plus weeks and newly postpartum mothers.
The Willow Wave 2-in-1 Double Wearable Manual Pump and Collection Cups represents the first-ever double manual pump with an ergonomic handle that also connects to traditional pumps for discreet use. No charging is required.
Storage and Organization Solutions
The redesigned Breast Milk Cooler offers two sizes, 16 ounces and 25 ounces, and two cooling methods using ice cubes or ice packs. The patent-pending cooler stores milk safely for up to 24 hours in a sleek silhouette with playful colors.
Willow Breast Milk Storage Bags now feature Willow SmartStash technology, a scannable code on each bag that easily tracks milk stash in the fridge and freezer with the Willow app. The durable, leak-proof eight-ounce bags provide total control and peace of mind.
Breast Milk Bag Flatteners optimize storage and help seamlessly organize every drop to maximize freezer space.
Parents can also shop existing Willow accessories in Target stores, including Hot and Cold Breast Therapy Packs and Cooling Gel Nipple Pads.
Clinical Support and Education
The collection reflects Willow's commitment to providing clinical input and educational support alongside products. The company offers free lactation support and feeding courses to help mothers navigate the complexities of breastfeeding.
"The early days of breastfeeding can be very overwhelming, and complicated, ineffective tools that don't fit into women's real lives make the journey unnecessarily harder," said Lauren Scocozza, Vice President of Product at Willow. "Our collection of innovative pumping and storage solutions is developed with clinical input and supported by our commitment to education. We're making it easier for moms to access a cohesive line of pumps, products, and services designed to work together and truly support their postpartum needs."
Company Background
Founded in 2014, Willow Innovations is a leading FemTech pioneer building a maternal care platform to address interconnected challenges during postpartum. The company combines its medical technology heritage with deep understanding of women's health to offer women-centered solutions in feeding and postpartum wellness.
Built for mothers by mothers, Willow's connected ecosystem includes award-winning wearable pumps from both Willow and Elvie brands, care and feeding essentials, and a connected app with maternal care and wellness services and support.
The company revolutionized breastfeeding with the first fully in-bra wearable breast pump, allowing mothers to pump discreetly while maintaining mobility and freedom.
Willow's postpartum essentials and award-winning pumps are available in Target stores nationwide and online at Target.com and OneWillow.com. The retail partnership increases accessibility to products designed to make the postpartum journey more manageable for mothers across the country.
The expanded retail presence reflects Willow's ongoing commitment to elevating maternal care and providing mothers with practical solutions during the challenging postpartum period.