Soft N Dry announces strategic agreement with Private Brands for U.S. retail distribution
The alliance will allow for significant expansion in the eco-friendly diaper market
Soft N Dry Diapers Corp. has announced a new five-year agreement with Chicago-based Private Brands Sales & Marketing Inc (Private Brands). Private Brands will provide “last mile” retail network capabilities for the sale of ecoFlex Core and Tree Free private label eco-friendly diapers. This agreement covers all markets in the West Coast, South, Central and Northeast U.S., enabling Soft N Dry to advance market adoption of its proprietary products and improve its top-line sales performance.
Matthew Keddy, CEO of Soft N Dry, highlighted the competitive advantages of working with Private Brands, underlining its ability to execute large-scale product launches in physical stores, where the majority of U.S. consumer spending on diapers is concentrated. In addition, it highlighted the growing demand for eco-friendly diapers, positioning Soft N Dry’s products as a preferred choice for consumers.
The agreement reflects Soft N Dry’s strategy, which focuses on three key pillars: proprietary B2B disposable private label baby diaper products, a B2B partner portal to facilitate the onboarding of Soft N Dry products to OEM baby diaper manufacturers, and a new “last mile” retail network provided by Private Brands.
Private label accounted for a record 20.5% of all unit sales in the first half of 2023, according to PLMA. This growth reflects consumers’ shift to private brands, driven by competitive pricing and sustainable attributes. Jim Daly, president of Private Brands, expressed confidence in the success of the agreement, highlighting the growth potential for Soft N Dry products in its retail network.
The agreement also includes channel sales support with the B2B partner portal and an enterprise-wide approach to execute a successful retail rollout in the U.S. Soft N Dry Mexico will support anticipated additional demand, providing order fulfillment capabilities and collaborating with domestic and international partners to achieve Soft N Dry’s global sales goals.
