Juggernaut Capital Partners has sold Dapple Baby to Eleeo Brands
Dapple Baby
Dapple Baby is a leading independent baby cleaning brand in North America, characterized by a differentiated positioning that is anchored by authentic “by moms for moms” roots, plant-based formulas and proven superior efficacy. Founded by two millennial moms looking for safe, effective products to clean their babies’ messes, Dapple has strong brand recognition with a loyal, millennial consumer base and established leading positions at Target, Walmart, Amazon and other key national retailers. For more information, please visit www.dapplebaby.com.
The Deal
Juggernaut Capital Partners (JCP) acquired Dapple in 2017 from the founders. JCP appointed a new management team that broadened the product portfolio, successfully extending the Dapple brand across cleaning and personal care categories, while expanding the distribution footprint to key national accounts.
After years of strong growth, Dapple has found an ideal partner in Eleeo Brands, a household of high-quality, family-focused health and wellness brands. By acquiring Dapple, Eleeo strengthens its position in the baby cleaning sector by adding a complementary product offering to its Boogie® Brand of naturally derived saline wipes and mist. Under Eleeo’s ownership, Dapple will continue to focus on expanding its product offering, deepening its relationships with new and existing retailers and growing its online channels.
John Pearson, Chief Executive Officer of Dapple, reflected, “Over the past five years we have made Dapple a leading baby cleaning and personal care brand. We are proud to see Dapple embark on its next phase of growth under Eleeo Brands.” Richard Palmer, Chief Executive Officer of Eleeo, commented, “We are excited by this transaction, which opens new opportunities for both Boogie and Dapple. We look forward to growing these great mom-founded brands and advancing our mission of providing parents with natural-based products that deliver restoration and renewal.”
Our Perspective
Riccardo Cazzoli, Managing Director in Lincoln’s Consumer Group, stated, “Juggernaut Capital Partners and the management team of Dapple have done a great job of building a leading, better-for-you baby cleaning brand. With a strong, loyal consumer base, Dapple has demonstrated its ability to expand across product categories and compete head-to-head with brands of large multinational companies. There has been a resurgence of consumer focus for cleaning products, and millennials have been looking for products like Dapple that deliver both plant-based formulations free of harmful ingredients and highly efficacious products. Eleeo is a great new home for Dapple, with a like-minded approach to positioning, a complementary product offering and the capabilities to drive continued growth for the brand.”
Lincoln was instrumental in selling Dapple by artfully positioning the brand and ultimately attracting the right set of acquirers. The firm’s industry insights, mergers and acquisitions expertise and senior attention throughout each stage of the process was critical to us reaching this outcome.
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