Soft N Dry Diapers Corp. hasentered into a new Letter of Intent (LOI) with Chicago-based Private Brands Sales & Marketing Inc. (Private Brands) as its agency of record to significantly scale its Wholesale Private Label (WPL) marketing and sales. The agency will be responsible for Soft N Dry sales strategy, WPL customer engagement, regional and national U.S. sales planning and execution across a range of integrated retail channels, including in-store and online.

Matthew Keddy, CEO of Soft N Dry, says “We’re delighted to partner with Private Brands, a category leader in strategic business development and sales that will help us build on our tremendous brand equity and accelerate our sales and share growth in America. Private Brands has an outstanding track record of placing innovative new products in America’s top retail chains.  Private Brands only represents products they believe will succeed so we are proud to meet their standards.  We are eager to enter the U.S. market and offer our WPL retail customers a new, premium, ‘Tree Free’ baby diaper that will maximize their growth opportunities across their own sales channels and platforms.”

Jim Daly, President of Private Brands Sales & Marketing, says, “Soft N Dry™ is an important win for our agency. It’s a new generation baby care product with high performance attributes and high margins that will benefit our national network of retail partners. Soft N Dry™ will be able to leverage the relationships we have built in our nearly three-decades in the private label retail space and is a new lane that we can grow together in the coming years.”

Bill Gabrielli, U.S. President of Soft N Dry adds “I have had the pleasure of knowing and working with Jim and his high performing team at Private Brands for over two decades.  Jim brings a culture of excellence, marketing and sales execution that will be vital to our national rollout with key account acquisition and growth.  We look forward to a shared success with the introduction of Soft N Dry™ WPL to the national retail landscape.”

Private Brand Sales & Marketing Inc. focues private label industry where we touch every aisle in the store and most segments of retail. By working with both national brand and private label manufacturers, the group has a unique advantage at the retailers we work with, which include, but are not limited to, Walgreens, CVS, Aldi, Target, Sam’s Club, Meijer, HEB, UNFI, TopCo and WinCo. Please visit www.privatebrandsinc.com.

Soft N Dry Diapers Corp. is available in collaboration with influencers, online and through Wholesale Private Labeling (WPL) to established retailers in Canada, USA, and Mexico. The company’s patented ‘Tree Free’ brand ensures that customers benefit from innovation, cost savings and inherent sustainability attributes. SoftNDry and MicroFlex are Registered Trademarks of Soft N Dry Diapers Corp.