BURLINGTON, Vt. — Seventh Generation, a leading green brand which has championed sustainability for 25 years, has acquired New York-based Bobble, a leading brand in the reusable, self-filtering water bottle category.
The company views Bobble as a more sustainable solution to waste created by the 38 billion disposable water bottles thrown away every year in the U.S. Each washable PVC-free, BPA-free and phthalate-free Bobble comes with a replaceable filter that removes chlorine and impurities from traditional tap water. Each Bobble filter works at peak capacity for approximately two months, after filtering 40 gallons of water. This equates to 300 single-use water bottles.
Because Bobble’s environmentally friendly mission aligns with Seventh Generation's, the company sees this expansion of its brand portfolio as an ideal first step in Seventh Generation Ventures, the company's new business enterprise.
"Purchasing Bobble marks the beginning of the next chapter of our story," said company CEO John Replogle. "We've established a very strong core in our home-care, baby and health & beauty lines. Now we seek to extend our influence and spread our practices more broadly by acquiring innovative brands in the sustainability space. The acquisition of bobble fulfills that mandate and brings with it a tremendous product line that helps secure our leadership position as the company of choice for consumers interested in a healthy, sustainable lifestyle."
Seventh Generation will preserve the Bobble brand and retain the. The company will also continue Bobble's relationship with designer Karim Rashid.
"Seventh Generation is our dream buyer," said Bobble co-founders Stephanie Watson and Richard Smiedt, who will join the Seventh Generation team. "We're like corporate soul mates — they understand our values, our customers and our company in a way no one else has. We would equate it more to an adoption than a buy-out. We are excited to be partners as part of a growing family with a shared passion for our brands and alignment of mission."
"We believe that business is the most powerful force for positive change in the world today. We believe our portfolio of products sets a course for a more mindful way of doing business, where companies act as partners with other stakeholders to create a brighter future for the whole planet. With a revolutionary product that solves a huge problem, Bobble is clearly part of that movement," added Replogle.