Forward Consumer Partners has agreed to acquire US first-aid brand Welly from Unilever, according to Private Equity Wire, which cited a report by the Wall Street Journal. Financial terms were not disclosed, according to Private Equity Wire. The transaction is expected to close in the fourth quarter of 2026, subject to customary closing conditions, according to Private Equity Wire.
Deal overview and timeline
Forward Consumer Partners’ agreement to acquire Welly is described as expanding the private equity firm’s consumer products portfolio, according to Private Equity Wire. The transaction’s expected closing in the fourth quarter of 2026 is subject to customary closing conditions, according to Private Equity Wire. Financial terms for the acquisition were not disclosed, according to Private Equity Wire.
Welly’s business and founder
Welly was founded by entrepreneur Eric Ryan, according to Private Equity Wire. Welly produces adhesive bandages, first-aid kits and other healthcare products, according to Private Equity Wire. Ryan is expected to return to Welly as a strategic adviser and board member following the acquisition, according to Private Equity Wire.
Strategic rationale for Forward Consumer Partners
The acquisition represents Forward Consumer Partners’ entry into the consumer health sector, according to Private Equity Wire. Forward Consumer Partners’ existing investments include consumer brands Justin’s, Firehook and Xochitl, according to Private Equity Wire.
Unilever portfolio actions linked to the sale
Unilever acquired a majority stake in Welly in 2021, according to Private Equity Wire. The transaction forms part of Unilever’s ongoing portfolio restructuring as the consumer goods group concentrates investment in higher-growth beauty, wellbeing and personal care businesses, according to Private Equity Wire. Private Equity Wire also reported that the sale follows a series of portfolio changes at Unilever, including the separation of its ice cream business and divestments of non-core brands.
