Editor’s note 12/20/23: Hello Bello has officially been acquired by private equity firm Hildred Capital Management after it voluntarily filed for bankruptcy on Oct. 23, 2023. Erica Buxton, President of Hello Bello, shared in a statement that she is “confident” this acquisition will allow the brand to “not only make great products but increase our efficiency and manufacturing capacity for our customers and retail partners.” She added: “We will now be in a stronger financial position and benefit from operational expertise from both Hildred and similar situated businesses in its portfolio.“
Hildred Capital Management plans to move Hello Bello into its portfolio under the stewardship of Hyland’s Naturals, a pediatric consumer health company. With more than 100 years in business, Hyland’s Naturals is positioned to offer Hello Bello complementary knowledge and resources to accelerate the brand’s growth.
– Original story from 10/23/23 starts –
After about five years in business, baby and family care brand Hello Bello has voluntarily filed for Chapter 11. Despite the hype surrounding the brand and the star power of its Founder, actress Kristen Bell, the brand has struggled to stand out in an increasingly competitive category that is now brimming with direct-to-consumer and challenger brands.
The filing is part of several “strategic moves” designed to position Hello Bello “for long-term success,” according to a company press release. Of note, the bankruptcy filing was made to facilitate the brand’s planned acquisition by Hildred Capital Management, a healthcare-focused private equity firm that also specializes in middle-market companies.
Hello Bello’s secured lenders not only approve of the transaction but have agreed to provide debtor-in-possession financing so the company can continue operating while in Chapter 11. The brand has filed numerous motions with the bankruptcy court to continue paying employee wages and benefits, as well as vendors and suppliers for goods and services, without interruption.
“Given macroeconomic trends, including inflation and increased shipping costs, we believe that this course of action is the best path forward to ensure that Hello Bello continues to bring families the highest quality and most environmentally friendly products at affordable prices,” said Erica Buxton, CEO of Hello Bello, in a statement.
Financial terms of the deal have not been disclosed, but Hello Bello expects the sale to close within the next few months. Additionally, the brand is seeking approval of the acquisition under section 363 of the U.S. Bankruptcy Code, which will leave the brand open to higher or better offers.
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