Ju-Ju-Be Announces Growth Investment

Ju-Ju-Be International, a leading lifestyle brand in the juvenile products industry and provider of premium diaper bags, backpacks, and accessories is pleased to announce a growth investment from Bregal Partners, a leading middle-market private equity firm. The investment was made in partnership with the company’s founders, Joe Croft and Kristin Hunziker, who remain significant shareholders in the business.

Joe Croft, Ju-Ju-Be’s co-founder and CEO, stated, “We performed a very exacting process to find a financial partner. Bregal was a perfect fit. We will leverage their expertise in consumer products along with their financial and operational resources to accelerate our product innovation.”


 “Most importantly,” noted Croft, “Bregal places significant emphasis on corporate social responsibility by using business as a force for good. With their backing, we will continue to develop and promote only the highest quality products. Best of all, we will do it in a way that resonates with our shared philosophies of doing good while doing well.”

Bregal Partners’ Managing Partner, Charles Yoon, expressed, “We believe Ju-Ju-Be is well-positioned to capitalize on the trend towards higher quality, functional, and fashionable products that help parents on-the-go. Given Ju-Ju-Be’s reputation among its loyal and truly remarkable customer base, we believe there is an opportunity to explore new product categories with the same goal of making parents’ lives more convenient, more comfortable, safer, and more fun.”

Mary George, whom Bregal has known for nearly two decades, will join the Ju-Ju-Be team as executive chairwoman. Mary is a seasoned executive with 25+ years of experience building brands and companies in the consumer space. Mary has served as CEO of Bell Sports and as CEO of Easton Hockey, in addition to serving as a board member and advisor to several well-known consumer brands, including Oakley Sunglasses, Oreck Vacuum Cleaners, and 3-Day Blinds.

Samer Ezzeddine, Bregal Partners’ Managing Director, added that Bregal had been pursuing potential investments in the juvenile products category over the past two years. “Ju-Ju-Be has established itself as an emerging lifestyle brand through its focus on high-quality, versatile products and by interacting with its growing community of followers in fun and engaging ways. We are thrilled to be partnering with and supporting Joe and his team as they continue building this truly special Company.”

Investment bank D.A. Davidson & Co. served as financial advisor to Ju-Ju-Be and Buchalter PC provided legal counsel to Ju-Ju-Be. Winston & Strawn LLP provided legal counsel to Bregal Partners on Bregal’s investment in Ju-Ju-Be. Financial terms of the transaction were not disclosed.

About Ju-Ju-Be

Ju-Ju-Be, based in Costa Mesa, CA, is a leading provider of premium diaper bags, backpacks, and accessories. Ju-Ju-Be’s diaper bags come in a variety of styles, sizes, and on-trend print designs. The Company’s diaper bags are known for functionality as they are machine washable and have ample pockets/storage solutions. For more information on Ju-Ju-Be, please visit https://www.ju-ju-be.com.

About Bregal Partners

Bregal Partners is a leading middle market private equity firm with a focus on corporate social responsibility. The firm looks to acquire and grow market leading businesses in the consumer, food, multi-unit, and energy services industries. Bregal Partners is one of several dedicated firms under the Bregal Investments umbrella, which is a global private equity platform that has invested or committed over $12.5 billion since 2002. For more information on Bregal Partners, please visit www.bregalpartners.com.

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