Birchbox assets acquired by Retention Brands in strategic move

Retention Brands announced it had acquired Birchbox assets from FemTec Health.

Retention Brands, an e-commerce and subscription commerce investment company, announced it had acquired Birchbox assets from FemTec Health.

In early 2023, it was announced that FemTec Health was winding down its operations. It was then announced that the company had engaged consultants to enable the sale of “non-core and underperforming assets.”

Assets include Mira AI, Liquid Grids, Nutrimedy, Awesome Woman and AvaScience-FMTC GmbH were acquired by women’s health specialist Awesome Health. Details of the Birchbox sale have not yet been disclosed. Experts note that after the asset’s sale, creditors can count on the payments owed to them.

FemTec Health announced the purchase of Birchbox in 2021. At that time, the deal was valued at $45 million. Birchbox has been on the market since 2010. The company ran into financial problems while expanding its business and had to lay off a quarter of its employees during the pandemic.

In November 2022, the company, which has over half a million social media followers, reported unprecedented difficulties. Customers were left with unfulfilled orders and vendors with unpaid bills. The company’s Web site has been inaccessible for some time. It is expected that after the change of ownership, the company may get a new impetus to keep the business going.