> ## Content Index > Fetch the complete content index at: https://entrepreneurplus.co.uk/llms.txt > Use this file to discover other available public pages before exploring further. # Elvie (Chiaro Technology) - URL: https://entrepreneurplus.co.uk/graveyard/elvie-chiaro-technology/ - Published: 2026-10-27T14:46:34.000Z - Updated: 2026-10-31T05:28:11.000Z - Description: Femtech breast pumps and pelvic trainers; sold to rival Willow out of administration, Mar 2025 - Author: Editorial Desk - Tags: #ep-grave ✝ Startup · Pre-pack sale from administration · 28 March 2025 Femtech breast pumps and pelvic trainers; sold to rival Willow out of administration, Mar 2025 Companies House [08502405](https://find-and-update.company-information.service.gov.uk/company/08502405?ref=entrepreneurplus.co.uk) · In Administration How it ended Pre-pack sale from administration Ended 28 March 2025 Founded 2013 Sector Healthtech Based in London Funding raised $42M + $97M Backed by BGF, Blume Equity, Westerly Winds, BlackRock Private Equity Partners, Octopus Ventures, IPGL, Hiro Capital Last known website [elvie.com](https://www.elvie.com/?ref=entrepreneurplus.co.uk) Last checked 26 October 2026 ## What happened Chiaro Technology Limited, trading as Elvie, was founded in 2013 by Tania Boler and became one of the best-known British femtech brands, selling wearable breast pumps, a pelvic-floor trainer and later the Elvie Rise bouncer. It raised a $42M Series B in 2019 and a Series C in 2021 led by BGF that reached £70M ($97M) with its extension, backed by BlackRock Private Equity Partners, Octopus Ventures, IPGL, Hiro Capital, Westerly Winds and Blume Equity. The company was in a long-running patent dispute with Willow, its main US rival. On 28 March 2025 the directors appointed Lindsay Hallam, Matthew Callaghan and Oliver Wright of FTI Consulting as joint administrators, and substantially all of the business and assets were sold immediately to Willow Blossom Holdco Limited. What had started as merger talks between the two companies ended as an asset purchase from insolvency. ## What happened to the assets, customers and team FTI Consulting were appointed joint administrators on 28 March 2025 and completed a sale of substantially all business and assets to Willow Blossom Holdco Limited the same day; the Elvie range now sits under Willow. The administration was extended in March 2026 and a notice of intended dividend to creditors was gazetted in May 2026. ## Lessons A premium hardware brand with over $139M of equity still ran out of road once growth capital dried up, and a patent war with its closest competitor ended with that competitor buying the assets cheaply from administrators. The pre-pack preserved the brand but not the shareholders. ## Backed by - [![](https://storage.ghost.io/c/05/a4/05a4a052-18ab-4836-8924-ec8b322c371c/content/images/2026/10/bgf-logo.png)BGF](https://entrepreneurplus.co.uk/investors/bgf/) - [![](https://storage.ghost.io/c/05/a4/05a4a052-18ab-4836-8924-ec8b322c371c/content/images/2026/10/blume-equity-logo.png)Blume Equity](https://entrepreneurplus.co.uk/investors/blume-equity/) - [![](https://storage.ghost.io/c/05/a4/05a4a052-18ab-4836-8924-ec8b322c371c/content/images/2026/10/westerly-winds-logo.png)Westerly Winds](https://entrepreneurplus.co.uk/investors/westerly-winds/) ## Sources 1. [find-and-update.company-information.service.gov.uk](https://find-and-update.company-information.service.gov.uk/company/08502405?ref=entrepreneurplus.co.uk) 2. [find-and-update.company-information.service.gov.uk](https://find-and-update.company-information.service.gov.uk/company/08502405/filing-history?ref=entrepreneurplus.co.uk) 3. [thegazette.co.uk](https://www.thegazette.co.uk/notice/4851870?ref=entrepreneurplus.co.uk) 4. [elvie.com](https://elvie.com/pages/appointment-of-administrators?ref=entrepreneurplus.co.uk) 5. [hlth.com](https://hlth.com/insights/news/willow-acquires-elvie-to-expand-maternal-health-tech-offerings-2025-04-08?ref=entrepreneurplus.co.uk) 6. [ocbj.com](https://www.ocbj.com/legal/scott-becker-secures-assets-of-willows-main-rival/?ref=entrepreneurplus.co.uk) 7. [techcrunch.com](https://techcrunch.com/2021/09/07/womens-health-tech-brand-elvie-tops-up-series-c-to-97m/?ref=entrepreneurplus.co.uk) ✓ Verified by EP+ Every Graveyard entry is checked against Companies House and the sources above, and re-checked periodically. Spotted an error or a company that has been rescued? [Tell us](mailto:info@entrepreneurplus.co.uk?subject=Graveyard%20correction%3A%20Elvie%20%28Chiaro%20Technology%29). [← The Graveyard](https://entrepreneurplus.co.uk/graveyard/)