Strategic Focus on Retail and Sustainability

The Canadian IPO candidate in the field of sustainable, deforestation-free diapers, Soft N Dry Diapers Corp., is strengthening its European advisory team by appointing Dr. Tanja Hacker to the company’s advisory board. Dr. Hacker is the founder and CEO of the Retail Experts Group (www.retail-experts-group.com), a consulting firm specializing in retail strategies, category management, and growth in the private label sector. Throughout her career, she has held leadership positions with renowned retailers, including Vice President at Lidl and Managing Director at Aldi Nord.

In these positions, she played a crucial role in expanding private labels and increasing profitability in the highly competitive discount sector. Her expertise in consumer trends, operational efficiency, and sustainability will play a central role in leading Soft N Dry’s Retail Consumer Connection Program in Europe, which supports the private label TreeFree DIaper™ with econoLiite Core™.

Matthew Keddy, CEO of Soft N Dry, commented: “We are pleased to welcome Dr. Hacker to our advisory board. Her extensive experience in working with market-leading discount retailers and her proven track record in private label growth will greatly enrich Soft N Dry in Europe. Dr. Hacker’s unique insights will help us align our innovative TreeFree Diaper™ product line, including the new econoLiite Core™, to meet the growing requirements of our retail partners in Europe.”

Dr. Tanja Hacker added: “I am excited to join Soft N Dry’s advisory board at such a transformative time. Soft N Dry is redefining sustainability in the diaper industry, and I look forward to leveraging my experience to lead the company and its partners in discount retail and OEMs to success in a rapidly changing market environment.”

Retail Consumer Connection Program: Benefits for Discount Retailers

Soft N Dry’s Connection Program was designed to help discount retailers seamlessly integrate sustainable private label products like the TreeFree Diaper™ with econoLiite Core™ into their assortment. Dr. Hacker’s comprehensive knowledge of discount retail will further enhance the program’s effectiveness. Key benefits for retailers include:

• • Sustainability advantage and consumer appeal: The program enables discount retailers to offer tree-free baby diapers that align with modern consumers’ values, positioning themselves as sustainability pioneers.
  • Higher margins: econoLiite Core™ provides a cost-effective, high-performance solution that allows discount retailers to improve their private label margins without compromising quality.
  • Turnkey private label solution: The program supports retailers with ready-made diapers or the integration of econoLiite Core™ into existing OEM partnerships to accelerate market entry.
  • EUDR compliance: With the implementation of the EUDR in 2025, the program offers a fully compliant solution that mitigates regulatory risks and strengthens sustainability credibility.

Soft N Dry’s Strategic Focus on Retail and Sustainability

Soft N Dry Diapers Corp. is well-positioned to gain market share in light of unprecedented growth in discount retail by providing EUDR-compliant, cost-efficient diaper solutions for private labels in collaboration with OEM diaper manufacturers on a large scale. With its proprietary technologies ecoLiite Core™ and econoLiite Core™, Soft N Dry offers outstanding product performance and sustainability for OEM diaper manufacturers and retail customers in Europe, the UK, North America, and Latin America. The global disposable diaper market currently has a volume of 85.2 billion US dollars. Soft N Dry establishes its leadership in the newly emerging TreeFree Diaper™ product category with product characteristics that surpass traditional wood fiber-based materials. The company aims to go public in the first quarter of 2025. The IPO prospectus is expected to be filed with the Canadian Stock Exchange before the end of the year.