The Breastfeeding Shop

What The Breastfeeding Shop does

The Breastfeeding Shop is a privately held, for-profit e-commerce retailer and insurance-billing intermediary founded in 2013 and headquartered at 431 Chestnut Street, Emmaus, Pennsylvania. The company specializes in breastfeeding and maternal-health products — breast pumps from approximately 15 manufacturers (Spectra, Medela, Ameda, Elvie, Willow, Ardo, Momcozy, Motif, Zomee, Eufy, BabyBuddha, Lansinoh, Freemie, EvenFlo, etc.), maternity compression products, breastfeeding accessories (lactation massagers, milk storage bags, nursing bras, pump bags, the proprietary Pump Box bundle), pelvic floor therapy devices, and virtual lactation consultation services.

Its business model is built around insurance reimbursement rather than direct consumer payment. The Breastfeeding Shop operates as an in-network Durable Medical Equipment (DME) provider with 43+ insurance payers — including Tricare, Aetna, Cigna, United Healthcare, multiple Blue Cross Blue Shield state plans, Humana, Highmark, and numerous state Medicaid and managed-Medicaid programs (Amerihealth Caritas, Molina, CareSource). Customers complete an online insurance-qualification form; the company verifies coverage, ships the pump, and bills the insurer directly, leaving the customer with zero out-of-pocket cost on the covered hardware. A smaller direct-purchase layer (accessories, nursing bras $19.99-$149, breast pump bags $9.99-$180, the Pump Box at $50) supplements insurance revenue. The company also runs virtual lactation consultations billable to insurance.

Distribution is conducted through three websites — thebreastfeedingshop.com (main), thebreastpumpshop.com (cash retail), and mybreastpumprental.com (rental) — supported by content marketing (blog, SEO-optimized state- and insurance-specific landing pages), Instagram, email newsletters, and an affiliate program. The company holds Exemplary Provider and Women-Owned Business certifications and operates with 11-50 employees. No outside funding, M&A, or ownership changes are disclosed.

Name

The Breastfeeding Shop

Legal name

The Breastfeeding Shop

Website

https://thebreastfeedingshop.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

The Breastfeeding Shop is a private, Pennsylvania-based e-commerce retailer (founded 2013) that supplies breast pumps, maternity compression products, accessories, and virtual lactation services, operating primarily as an in-network DME provider billing 43+ insurance plans (including Tricare, Aetna, Cigna, United Healthcare, and multiple Medicaid programs) directly so customers pay nothing out of pocket.

Ownership category

akta.pro rank

Product category

Breastfeeding and Maternity Products Retail

NAICS

Health and Personal Care Retailers (456)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Baby, Kids & Maternity Online Retailers (CRAFADAI)

akta.pro secondary industries

Lactation & Infant Feeding Telehealth (lactation consulting, pumping support) (HLALAHAE), Lactation, Postpartum & Perinatal Support Services (HLAFAJAN)

Keywords

• Breast pumps
• Breastfeeding supplies
• Maternity compression products
• Lactation support services
• Insurance-covered medical equipment

Headquarters

HQ city

Emmaus

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Breast Pump Hardware Sales: The company generates revenue primarily through the sale of breast pumps and accessories. Products are often covered by insurance at no cost to the customer, with the company billing insurance providers directly. They carry products from multiple brands including Spectra, Medela, Ameda, Elvie, Willow, and others.
2. Insurance Billing Services: As an in-network provider with multiple insurance companies including Tricare, Aetna, Cigna, and others, the company bills insurance providers directly to cover the cost of breast pumps and maternity products for customers.
3. Direct Product Sales: Some accessories and products are available for direct purchase at various price points, such as the Pump Box ($50), Nursing Sleep Bra ($19.99), Maternity & Nursing Comfort Bra ($34.99), and breast pump bags ($9.99-$180).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

The Breastfeeding Shop is an e-commerce retailer and insurance-billing intermediary that provides breast pumps, maternity compression garments, breastfeeding accessories, pelvic floor therapy devices, and virtual lactation support to expecting and new mothers. It handles insurance qualification and billing directly so eligible customers can obtain products at no out-of-pocket cost.

Product overview

The Breastfeeding Shop is an e-commerce retailer specializing in breastfeeding products and maternal wellness, offering a wide range of breast pumps from major brands (Spectra, Medela, Willow, Elvie, Ameda, Ardo, Momcozy, Motif, Lansinoh, Zomee, Eufy, Freemie, BabyBuddha, EvenFlo) that are covered through insurance. The product portfolio includes breast pumps (hospital-grade, wearable, and portable options), maternity compression products (support bands, socks, braces), accessories (pump bags, nursing bras, milk storage, breastfeeding support items), pelvic floor therapy devices, and virtual lactation consultation services. The company operates primarily as an insurance billing intermediary, helping mothers obtain free or covered breast pumps and supplies through their health insurance plans including Tricare, Aetna, Cigna, United HealthCare, and various Medicaid programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Breast Pumps (Multi-Brand Selection) A wide selection of hospital-grade, wearable, and portable breast pumps from brands including Spectra, Medela, Willow, Elvie, Ameda, Ardo, Momcozy, Motif, Lansinoh, Zomee, Eufy, Freemie, BabyBuddha, and EvenFlo, available through insurance coverage for expecting and new mothers. Models include Spectra S1/S2/S9/Synergy Gold, Medela Pump In Style/Sonata/Freestyle, Willow and Willow Go, Elvie and Elvie Stride, Ameda Mya Joy, Ardo Alyssa/Melia, Momcozy S12 Pro/M5, Zomee Mother's Nature H1/W1/Z2/Fit, Eufy S1/S1 Pro, Motif Luna/Aura, Lansinoh Discreet Duo, Freemie Independence, and EvenFlo Advanced.
• Pump Box A comprehensive breastfeeding essentials kit containing a lactation massager, silicone milk storage bags, silicone manual breast pump, organic breast pads, nipple balm, milk collector, and carrying case. Real mom tested and lactation consultant recommended. Priced at $50 (on sale from $139).
• Lactation Massager A waterproof, rechargeable lactation massager made of medical-grade silicone designed to relieve clogged ducts, speed up milk letdown, and improve milk flow.
• Silicone Milk Storage Bags Reusable eco-friendly silicone breast milk storage bags, fridge and freezer safe, with 9 oz/260 ml capacity.
• Silicone Manual Breast Pump A 100% food-grade silicone manual breast pump, easy to use, portable, and dishwasher safe with 5 oz capacity.
• Organic Breast Pads Reusable bamboo and microfiber nursing pads, cone-shaped and contoured for comfort without bulkiness.
• Nipple Balm All-natural organic nipple balm with calendula flower and mango seed butter, safe for mom and baby.
• Milk Collector Soft silicone collection cups that protect nipples and collect leaked milk, BPA-free and dishwasher safe.
• Nursing Sleep Bra A nursing sleep bra with racer-back design and moisture-wicking fabric, priced at $19.99.
• Maternity & Nursing Comfort Bra by Medela A Medela maternity and nursing comfort bra available in multiple sizes and colors, priced at $34.99.
• SWag Bag Vintage Breast Pump Organizer A breast pump swag bag with wet/dry bag and cooler, designed to organize pumping essentials, priced at $9.99.
• Maternity Compression Products Compression garments for pregnant and postpartum mothers, including maternity compression socks, pregnancy support bands, maternity support hose, and pregnancy support braces to support circulation and provide abdominal and back support.
• Pelvic Floor Therapy Products Pelvic floor support and therapy products including leakproof underwear, the Elitone Pelvic Floor Exerciser, V-Sling Pelvic Support Band, and Elvie Trainer Kegel device for pelvic floor strengthening and incontinence protection.
• Virtual Lactation Support Virtual breastfeeding support consultations available for prenatal and postnatal mothers, including prenatal virtual lactation consultation and postpartum initial lactation consult for new mothers experiencing breastfeeding challenges.

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core.

• TricarecoreChannel Partner/ Reseller/ DistributorThe Breastfeeding Shop is an in-network provider with Tricare and an authorized provider for Tricare breast pumps. They serve military families covered by Tricare Prime, Select, and other Tricare plans. The company has dedicated landing pages for Tricare coverage across all U.S. states and territories, and even offers Tricare Overseas coverage for military families stationed abroad.
• AetnacoreChannel Partner/ Reseller/ DistributorThe Breastfeeding Shop is an in-network provider with Aetna insurance, offering Aetna-covered breast pumps. They have dedicated landing pages for Aetna coverage across multiple states including Utah, Tennessee, South Dakota, Wyoming, Wisconsin, West Virginia, Washington, Virginia, Vermont, Texas, South Carolina, Rhode Island, and many more.
• United HealthcarecoreChannel Partner/ Reseller/ DistributorThe company accepts United Healthcare insurance for breast pump coverage and has multiple state-specific pages for United Healthcare breast pump coverage including Virginia, Texas, Oklahoma, North Carolina, New York, Nevada, Michigan, Massachusetts, Maryland, Louisiana, Illinois, Georgia, Florida, D.C., Colorado, California, Alabama, and Arizona.
• CignacoreChannel Partner/ Reseller/ DistributorThe Breastfeeding Shop is an in-network Cigna provider offering breast pumps covered through Cigna insurance. They have state-specific pages for Cigna coverage including Missouri, North Carolina, Maryland, Georgia, Texas, Tennessee, South Carolina, Florida, Connecticut, Colorado, California, and Arizona.
• Blue Cross Blue Shield (Multiple State Plans)coreChannel Partner/ Reseller/ DistributorThe company accepts multiple Blue Cross Blue Shield state plans including BCBS of Vermont, Texas, Virginia, Massachusetts, Arizona, Florida, Tennessee, Rhode Island, Oklahoma, North Carolina, Michigan, Louisiana, Kansas City Missouri, Georgia, Idaho, and others. They also work with Anthem BCBS plans across multiple states.
• HumanacoreChannel Partner/ Reseller/ DistributorThe Breastfeeding Shop accepts Humana insurance for breast pump coverage with state-specific pages for Wyoming, Wisconsin, Utah, Vermont, Virginia, Washington, Texas, Tennessee, West Virginia, South Dakota, South Carolina, Rhode Island, Oregon, Oklahoma, Ohio, North Dakota, North Carolina, New York, New Mexico, New Jersey, New Hampshire, Nevada, Mississippi, Montana, Missouri, Minnesota, Michigan, Maryland, Massachusetts, Maine, Louisiana, Kentucky, Kansas, Iowa, Indiana, Illinois, Idaho, Hawaii, Georgia, Florida, Delaware, Connecticut, Colorado, Alabama, California, Arkansas, and Arizona.
• Medicaid Programs (Multiple States)coreChannel Partner/ Reseller/ DistributorThe company accepts various state Medicaid programs including Vermont, South Dakota, Nebraska, New Mexico, Iowa, Georgia, Alaska Medicaid, Rhode Island Medicaid, Indiana Medicaid, Michigan Medicaid, Oregon Medicaid, Illinois Medicaid, Idaho Medicaid, NY Medicaid, Virginia Medicaid, Delaware Medicaid, and PA Medicaid. They also work with managed Medicaid plans like Amerihealth Caritas, Molina Health Plan, and CareSource.
• HighmarkcoreChannel Partner/ Reseller/ DistributorThe company accepts Highmark BCBS plans including Highmark BCBS of West Virginia, Delaware, and Highmark Health Options of Delaware. They have dedicated pages for Highmark PA, Highmark Blue Shield PA, and Highmark BCBS PA coverage.
• Breast Pump Brands (Spectra, Medela, Ameda, Elvie, Willow, etc.)coreTechnology or IntegrationThe company carries and distributes products from major breast pump manufacturers including Spectra, Medela, Ameda, Elvie, Willow, Zomee, BabyBuddha, Ardo, EvenFlo, Freemie, Lansinoh, Motif, Momcozy, and Eufy. They offer these brands through their insurance-covered and direct purchase channels.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Spectra Baby USA: Hospital-grade breast pump manufacturer carried across TBS's catalog; sells directly to consumers and through select DME partners, posing a partial disintermediation risk on its own SKU line.
• Medela: Global breast pump and lactation products manufacturer that increasingly sells direct through insurance; the products TBS distributes are made by Medela, so any direct enrollment represents both supply and competitive overlap.
• AdaptHealth: Public DME company and parent of Aeroflow Breastpumps; competes via both its direct insurance-billed breast pump business and broader home medical equipment portfolio, representing scaled-incumbent competition.
• Target (Maternity & Baby): Mass-market retailer with deep maternity, postpartum, and baby assortment including breast care accessories; competes for direct-pay accessory and apparel spending, though it does not specialize in insurance-billed breast pumps.

Direct peers

• 1Natural Way: Insurance-billed breast pump DME supplier serving expecting mothers through commercial and Medicaid coverage; competes head-to-head on insurance plan acceptance, brand selection, and free shipping incentives.
• Edgepark Medical Supplies: Established DME supplier offering breast pumps through insurance alongside a wider DME catalog; comparable on insurance billing infrastructure and nationwide fulfillment for maternity customers.
• Aeroflow Breastpumps: Direct competitor offering insurance-billed breast pumps and maternity products across multiple payers including Tricare and major commercial plans; uses the same insurance qualification flow and brand portfolio as The Breastfeeding Shop.
• Byram Healthcare: National DME distributor accepting commercial and Medicaid insurance for breast pumps and maternity supplies; overlapping customer base of insured expecting mothers and similar in-network contracting model.

Emerging players

• Elvie: Wearable silent breast pump maker carried by TBS; adjacency on connected pumping hardware and app-tracked experiences, with overlap when Elvie pushes direct insurance billing to consumers.
• Willow Innovations: Wearable, spill-proof breast pump brand that TBS resells; comparable on lactation technology but competes when Willow pursues direct insurance enrollment with its premium-priced pumps.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/17841401952175430
• Xx.com/breastfeedingsh

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Breastfeeding Shop