Medela acquires Easy Expression Products
Expands offerings for nursing moms
-- Kids Today, 2/8/2010 8:19:00 AM
McHENRY, Ill. – Building on its line of breast pump accessories, Medela Inc. has acquired Easy Expression Products Inc., maker of the Easy Expression Hands-Free Pumping Bra. Terms of the deal were not disclosed.
The acquisition of Houston-based Easy Expression Products will help further Medela’s goal to provide moms with breastfeeding solutions that meet their lifestyle needs and help them successfully breastfeed longer.
Developed in 1996 with the working mom in mind, the Easy Expression Hands-Free Pumping Bra holds a breast pump’s breast shields in place, allowing mom to pump breast milk — and keep her hands free to type, read or eat. The Easy Expression Bra also enables a mom with a premature infant to hold her baby while pumping, which can facilitate milk production and let-down. It can be worn over a regular nursing bra and is available in a bustier and a halter style.
Founded in 1961 and serving customers through a worldwide network of distribution partners in more than 90 countries, Medela shares Easy Expression’s mission to offer products that meet the diverse needs of nursing moms. These include the Pump In Style Advanced, a daily use breast pump designed for moms who pump several times a day, and the Freestyle, the first truly mobile, hands-free, double-electric pump. The Easy Expression Hands-Free Pumping Bra is compatible with most Medela breast pumps, including the Symphony, Freestyle, Pump In Style Advanced and Swing.
“We are excited to extend our product line to offer more breastfeeding and breast pumping solutions to moms,” said Susan Rappin, director of product management for Medela. “Easy Expression and Medela are both committed to helping moms provide the life-giving benefits of breast milk to their babies. The bra will complement Medela’s existing line of accessories, allowing moms to go hands-free with most of our pumps and tend to other tasks while pumping, such as working on the computer.”
The pumping bra will join Medela’s extensive line of breast pump accessories, such as PersonalFit Breastshields and pump cleaning products. In addition to breast pumps and pumping accessories, Medela’s product offerings also include breast care products; breast milk collection, storage and feeding products; maternity and nursing intimate apparel.
The Easy Expression Hands-free Pumping Bra will continue to be sold at national and specialty retailers.
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