Westerly Winds and Hiro Capital Join Forces to Invest in Leading Femtech Innovator Elvie in $ 97 Million Series C Funding


LONDON–(COMMERCIAL THREAD) – An SPV formed by Westerly Winds and Hiro Capital has come together to invest in Elvie, the revolutionary health and lifestyle brand developing iconic products for women, as part of the $ 97 million fundraising round. Series C dollars from Femtech. Westerly Winds-Hiro Senior Vice President aligns with both companies’ ESG focus on investing in impactful technologies.

Founded in 2013 by CEO Tania Boler, Elvie brings together a team of world-class engineers, designers and business minds to develop extraordinary products that improve the lives of women – revolutionizing categories neglected for many years, especially breast pumps and pelvic floor health.

Elvie’s products include Elvie Trainer, an award-winning gamified Kegel trainer, and Elvie Pump, the world’s first portable and quiet breast pump. Elvie is the number one retailer in its category in the US and UK, and is a leader in the emerging femtech category, which is expected to represent a $ 50 billion market by 2025.

Maria S. Eitel, Nike Foundation Founder Girl Effect commented: “For literally all of history, women’s unique health needs and wellness desires have been undervalued and ignored. The Elvie team innovates and creates new markets. This is a win-win solution for customers, investors and the world, all of which benefit from empowered, healthy and strong women ”.

Jean Campbell, British model, added: “By investing in Elvie, I am proud to support a business where women meet the needs of women. I have friends who by using the products extol the virtues of female influence!

Edward Van Cutsem, founding partner of Westerly Winds said: “We see a tremendous opportunity to bring a women-centered approach to innovation and technology to address women’s health and well-being. Elvie’s record is impressive and we are delighted to support Tania and the whole team in this exciting new chapter.

Cherry Freeman, The general partner at Hiro Capital added: “We are delighted to invest in Elvie in partnership with Westerly Winds, alongside BlackRock and BGF. Tania is an extraordinary and passionate entrepreneur who has built one of the world’s leading femtech innovators. Hiro invests in bright and ethical creators who are building the next generation of games, fitness and digital wellness technologies – Tania’s vision fits perfectly with our values ​​as a fund.

About the westerly winds

Westerly Winds is a venture capitalist with a mission to address the challenges many entrepreneurs face when starting up businesses and specialist asset management businesses during their formative years. We support and invest in visionary and dynamic founders and companies that have the potential to become an integral part of the “new economy”. https://www.westerly-winds.com/

About Hiro Capital

Hiro Capital is a London / Luxembourg technology venture capital fund that invests in UK, US and EU innovators in games, Metaverse technology, esports, digital sports and connected wellness. We invest in both content and front-end product creators and advanced technology Metaverse applications of Cloud, Mobile, Streaming, Big Data, AI, Wearable, AR and VR technologies. Our core belief is that games, e-sports, digital sports and wellness will be a central pillar of entertainment, economic and social life in the mid-21st century. We invest in the innovators who are building this future. https://hiro.capital/

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