Flora & Fauna founder Julie Mathers is acquiring Snuggle Hunny Kids with equity firm Arcus Partners for an undisclosed sum. She will take the role of CEO, and plans to expand the business locally and globally.
Mathers will take the role of CEO of Snuggle Hunny Kids, with former Flora & Fauna alum Tom Abraham joining as COO. The acquisition has the backing of BESEN, the family office of Daniel Besen, and the growth equity firm Arcus Partners.
Julie Mathers founded the eco-friendly and vegan-focussed retailer Flora & Fauna in 2014. In May 2021, it was acquired by BWX, which also owns environmentally-focussed retailers, including Nourished Life. Mathers left the company in February 2022, resigning as CEO to ‘do something different’ and to ‘keep driving change’.
Now Mathers will take on the role of CEO of Snuggle Hunny Kids. Together with the growth equity firm, they will ‘adopt a collaborative approach to realise the potential of businesses in Australia and New Zealand’.
Snuggle Hunny is a babywear group founded in 2015 and based in Sydney. The product range includes baby swaddles, organic clothing, muslin wraps, nursery linen and baby accessories using bespoke prints. Its product range is currently stocked in more than 2,000 retailers and is available in more than 60 countries.
“Snuggle Hunny is a beautiful brand that I am proud and honoured to be its new custodian,” Mathers shared. “I am also very excited to be partnering with Daniel Hong and the Arcus Partners team to build further on the magic of Snuggle Hunny.” She further explained that her knowledge of the business spans back years, and it ‘was very clear’ to her that the business was a ‘huge opportunity’ for growth.
Mathers will begin by focussing on building the Snuggle Hunny team and ‘strengthening the foundations’ of the business. She will also execute a more enhanced customer experience and incorporating sustainability into the business’ ethos.
“Snuggle Hunny and Julie underline our approach – investing in high quality, profitable businesses with multiple growth opportunities led by an outstanding and entrepreneurial leader,” said Daniel Hong, the MD and co-founder of Arcus Partners. “Julie is the right person to lead the company in the next phase of growth, given her strong track record of building brands and expanding businesses. We have been long admirers of her leadership of Flora & Fauna and as an industry thought leader and are excited to partner with her in the years to come.”
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