Petit Elin, Essenlue and Doodoo Story Buyout Announcement

As an advisory/investment firm specializing in cross-border investments, Widus Partner’s goal is to bridge opportunities across different markets and today we are excited to announce the closing of our first buyout deal which is closely aligned with our strategy of investing in top local companies with global potential.

This deal is for the 100% acquisition of Petit Elin, Essenlue and Doodoo Story which are ecommerce baby product brand companies with a common ownership structure. Petit Elin and Essenlue are Korea’s leading ecommerce destination for premium baby products that own rapidly growing brands such as Moyuum and Dono & Dono. Doodoo Story is a children’s education content company that has quickly risen to become an innovation leader in its industry and has grown into a household name for young parents in Korea since its founding in 2017.

“We have known the founder and the management team for many years and have been impressed by their ability to continuously develop and launch high quality, safe and reliable products to families, each year. We believe that such a successful track record comes from the team’s commitment to understanding the parents’ needs and introducing such products on a timely basis” said Steve Byun, managing partner at Widus Partners. “We are very excited that the founder and the management team will continue to work closely with us to grow these companies to new heights.”

Widus believes that the 3 companies have tremendous potential to expand their portfolio of premium brands in international markets and they represent the best of what Korea has to offer to the world in the baby products segment. Widus looks forward to working closely with the companies in identifying and engaging with promising overseas markets and partners worldwide.