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Swander Pace Capital Announces Investment in aden + anais

SAN FRANCISCO & NEW YORK, January 7, 2014-- Swander Pace Capital, a leading private equity firm specializing in investments in consumer products companies, today announced its investment in aden + anais®, a leading lifestyle brand and provider of infant and juvenile products. Financial terms of the deal were not disclosed.

“We are excited to partner with the aden + anais management team and help them continue to create high-quality products for parents and their children,” said Swander Pace Capital Managing Director Corby Reese. “We strongly believe in the aden + anais brand and look forward to supporting the business in its next phase of growth.”

aden + anais was founded in July 2006 by working-mother-of-four, Raegan Moya-Jones, to bring the muslin swaddle wraps popular among moms in her native Australia to the United States. Now with a range of products available in thousands of stores across 60 countries, the Company is experiencing significant growth.

“This partnership with Swander Pace Capital will provide us the tools we need to build upon the strong growth that we have seen in the last several years,” said Moya-Jones. “I look forward to working with Swander Pace Capital, an experienced partner in the consumer goods space, to build on our success and reach even more parents and caregivers.”

“Our investment in aden + anais represents an opportunity to expand our consumer products-focused portfolio with a leading infant and juvenile products brand,” said Swander Pace Capital Director Heather Smith Thorne. “We see great potential for the brand and look forward to working closely with Raegan and her team to achieve new levels of success.”

Harris Williams served as the exclusive advisor for aden + anais, while O'Melveny & Myers LLP served as legal counsel. Kirkland & Ellis LLP provided legal counsel to Swander Pace Capital.

About Swander Pace Capital

Swander Pace Capital is a leading private equity firm specializing in investments in growth-oriented, middle-market consumer companies. Since its inception in 1996, Swander Pace Capital has used its expertise in this industry to pursue a consistent strategy of acquiring or investing in consumer products companies with leading market positions in attractive, defensible niches. With staff in San Francisco, New Jersey, and Ontario (Toronto), Swander Pace Capital provides portfolio companies with a unique mix of financial and strategic consulting support to create long-term value. Swander Pace Capital has led successful private equity investments in consumer companies with total revenues in excess of $2.0 billion. For more information, visit

About aden + anais

Since 2006, aden + anais has brought the Australian legacy of cotton muslin to the forefront of modern baby care, offering signature products that combine comfort and safety with style and affordable prices. The award-winning collection includes a full range of multi-purpose swaddles, burpy bibs®, dream blankets™ security blankets, sleeping bags, nursery bedding, bath & body products, and an electronic feeding and sleep system—the serenity star®. Co-founder and CEO Raegan Moya-Jones is recognized for bringing global awareness to the many benefits of swaddling and cotton muslin. She is also the author of swaddle love, a book on the art of swaddling and established the aden + anais swaddle love foundation, which aims to eliminate touch deprivation in orphaned babies across the world. For more information on aden + anais, please visit

LANE (on behalf of Swander Pace Capital)
Amber Roberts, 212-302-5964
godfrey sanders (on behalf of aden + anais)
Kristina Godfrey, 949-933-3679

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