Kristen Bell’s Diaper Startup Hello Bello Files For Bankruptcy, Lines Up PE Buyer

Jay McGraw, Dax Shepard, Kristen Bell and Jennifer Pullen (left to right) at the grand opening of Hello Bello's diaper factory. Photo by Getty.

Maria Heeter

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Ann Gehan

Hello Bello, the venture-backed diaper and baby care company founded by celebrities Kristen Bell and Dax Shepard, filed for Chapter 11 bankruptcy on Monday. The filing is a high-profile symbol of the struggles many buzzy consumer-focused startups have faced from dealing with belt-tightening by shoppers and increases in digital marketing costs.

Hello Bello has lined up a $65 million bid from the healthcare-focused private equity firm Hildred Capital to buy the company out of bankruptcy, one person said, although other firms could submit bids as well. A sale could give the brand a chance to rebound—Hildred intends to continue operating the company, according to a person familiar with the matter. Hildred will end up as the buyer if no other deal emerges.