Ju-Ju-Be International, a Costa Mesa, CA-based lifestyle brand in the juvenile products industry and provider of premium diaper bags, backpacks, and accessories, received a growth investment from Bregal Partners, a middle-market private equity firm.
The amount of the deal was not disclosed. Bregal Partners made the investment in partnership with the company’s founders, Joseph Croft and Kristin Hunziker, who remain significant shareholders in the business.
In conjunction with the investment, Mary George, a seasoned executive with 25+ years of experience building brands and companies in the consumer space, having served as CEO of Bell Sports and as CEO of Easton Hockey, in addition to serving as a Board Member and Advisor to several consumer brands, including Oakley Sunglasses, Oreck Vacuum Cleaners, and 3-Day Blinds, will join the Ju-Ju-Be team as Executive Chairwoman.
The company will use the funds to explore growth in new product categories.
Led by Joseph Croft, Ju-Ju-Be is a provider of premium diaper bags in a variety of styles, sizes, and on-trend print designs, backpacks, and accessories.