Soft N Dry Diapers Corp. welcomes Jim Daly as strategic advisor to drive growth in tree-free diaper market

Soft N Dry Diapers Corp., a pioneer in tree-free disposable baby diapers, has announced the appointment of private label retail specialist Jim Daly as a strategic advisor and member of its global Board of Advisors, effective immediately.

Daly brings decades of experience in national retail and private label sectors, having served as president and CEO of Chicago-based Private Brands Sales & Marketing Inc. (Private Brands) for nearly 30 years. Under his leadership, Private Brands emerged as a leading sales and service agency for consumer-packaged goods (CPG) across the U.S., working with major retailers including Aldi, Sam’s Club, WinCo, Walgreens, CVS, Topco, HEB, and UNFI.

“Jim Daly joining our Board of Advisors rounds out our Soft N Dry Last Mile Retail Network strategy for our OEM partners and retail customers in the United States”, said Matthew Keddy, CEO of Soft N Dry. “Jim’s exceptional understanding of private label retail and his track record of driving growth through strategic partnerships and sustainability-driven innovation perfectly align with our goals. His expertise will be invaluable as we expand across North America and Europe, especially during this critical time of growing demand for our TreeFree Diaper™ products”.

Daly’s experience in retail and CPG will influence Soft N Dry’s strategic direction as the company continues its leadership in the tree-free diaper market with its proprietary ecoFlex Core technology, which eliminates the use of tree fiber in diaper production. This innovation positions Soft N Dry as a leader in sustainability and performance within the global diaper market.

Commenting on his new role, Daly stated: “I am excited to join the Soft N Dry Board of Advisors and work closely with the team. Soft N Dry represents a new direction in private label baby care products in the United States and Europe, and its commitment to sustainability and product innovation aligns perfectly with the evolving needs of today’s retailers and consumers. I look forward to leveraging my experience to help Soft N Dry grow and succeed in this rapidly expanding market”.

Daly’s appointment comes as the global private label retail market sees significant growth. According to Circana Inc. data for the Private Label Manufacturers Association (PLMA), private label brands in the U.S. accounted for 20.5% of all unit sales and 18.8% of dollar sales in the first half of 2023, both record highs. Daly’s insights will be crucial as Soft N Dry seeks to capture market share in the booming TreeFree Diaper™ segment.

In his advisory role, Daly will collaborate with Soft N Dry’s executive team and board members in North America and Europe to develop and implement strategic initiatives focused on growth, innovation, and the company’s sustainable product offerings for OEM baby diaper manufacturers and retailers in North America, Europe, and Latin America.