Forward Consumer Partners has agreed to buy Welly, the first-aid and bandage brand, from Unilever. The deal marks the private equity firm's first move into consumer health.
The acquisition widens a portfolio that has so far focused on food, beverages, and household products. Welly is Forward's eighth investment since the firm launched in 2023.
Matt Leeds, Forward's founder and managing partner, described Welly as a textbook Forward asset. "Welly is a textbook Forward asset: a powerful brand that makes beloved products, with an enduring track record of success and significant untapped potential," he said. He added that the deal "expands Forward's reach into new sectors of the fast-moving consumer goods landscape, marking our first consumer health investment."
The transaction signals Forward's push into new segments of the fast-moving consumer goods market, where established brands with loyal customer bases remain attractive to private equity buyers seeking growth beyond their existing holdings.
Source: PE Insights · Summarized by HeadlinesBriefing