Soft N Dry Diapers Corp.has formed a  five-year agreement with Chicago-based agency Private Brands Sales & Marketing Inc. to provide ‘Last Mile’ Retail Network capabilities for the sale of ecoFlex Core and white label Tree Free eco diapers. Private Brands has an ‘all markets’ provision in the agreement that covers the West Coast, South & Central, and North East regions of the U.S for Soft N Dry to advance the market adoption of its proprietary products and enhance its top-line sales performance.

Matthew Keddy, CEO of Soft N Dry, says “Working with Jim Daly and his team at Private Brands gives us several advantages in the market that our competitors, or peers, can not match in terms of executing an ‘all markets’ product launch at scale in the United States.  We have seen over the last five-ten years an incremental increase in the online sale of disposable baby diapers; however, Private Brands is uniquely positioned with a 30-year track record to drive ‘brick and mortar’ in-store sales with their National Retail Network where the vast majority of U.S. consumer diaper spend is located.  Lastly, the rise of retail house brands, and the demand from end-consumers for higher quality, lower prices, and proven sustainable attributes, positions Soft N Dry ecoFlex core and white label Tree Free eco diapers as a go-to option for established national retail chains.”

Soft N Dry has three core pillars to its value proposition for stakeholders, partners and customers—a proprietary B2B disposable white label baby diaper products, a B2B partner portal to facilitate the OEM baby diaper manufacturers onboarding of Soft N Dry products, and a new ‘Last Mile’ Retail Network provided by the team at Private Brands.

In the first half of 2023, white label’s share of unit sales hit a new record. Overall, retail private label brands accounted for 20.5% of all unit sales, which the PLMA described as a new high, and accounted for 18.8% of sales in dollar terms, another record.

Peggy Davies, President of PLMA went on to note U.S. retailers are doubling down on product innovation, and that “having opted for a store brand over the national brand for the first time, there’s a strong likelihood the shopper will stick with the store [white label] brand,” she said. Total store brand dollar sales for the first six months of this year were $108bn and unit sales were 26.4billion.

In a sperate report this summer from the Hartman Group, 41% of U.S. grocery shoppers said they’ve purchased more white-label brands since 2020, with 30% citing higher grocery prices as the primary reason for doing so. And while 55% of U.S. consumers said they buy private label store brands because the products are cheaper, 63% said private-label brands offer good value, which is why they purchase them.

Jim Daly, President of Private Brands Sales & Marketing Inc., says, “Soft N Dry is a great addition to the white label retail market in America. There is a clear lane for these new products which can drive new eco diaper sales and sustainability for both ecoFlex Core and white label diapers in our network.  Our partners demand the best in performance, price competitiveness and the healthy margins that come from participating in a new Tree Free category in the disposable baby diaper space.  Working together with Private Brands, we are certain this will be a success.” 

Bill Gabrielli, U.S. President of Soft N Dry adds, “Driving new container-scale sales with execution excellence is of the utmost importance to our commercial customers and partners.  By collaborating with the team at Private Brands, we can draw on own professional relationships spanning two-decades, and create dynamic new ones to achieve the joint sales goals outlined in this new agreement today.”

Soft N Dry’s new five-year agreement, built upon ecoFlex Core for OEM disposable baby diaper manufacturers, and white label Tree Free eco diapers, will, in addition, include channel sales support with the B2B Partner Portal ( visit www.ecoFlexCore.com  or www.ecoFlexCore.mx ) and a company-wide focus to execute a successful U.S.A. retail sales wide rollout, which will leverage the infrastructure and partner capabilities of Soft N Dry México to meet anticipated additional capacity demand. Soft N Dry México provides order fulfillment capabilities to underpin the Company’s three-key pillars; Proprietary B2B Products, Partner Portal to assist commercial Customer Onboarding, and the ‘Last Mile’ Retail Network being provided by the team at Private Brands.  
Ricardo Santana, Presidente Soft N Dry de México, said, “With our U.S.A. ‘all markets’ sales and marketing infrastructure firmly in place with a ‘Last Mile’ Retail Network, Soft N Dry México will shorten lead times and provide the resources to scale up fulfilment to meet anticipated demand for our innovative products. Through our collaboration with domestic and international partners in México, Soft N Dry is uniquely positioned in the global disposable baby diaper market to execute on our overall sales objectives.”