Hollywood celebrities Kristen Bell and Dax Shepard will lease a 312,000 square foot building in Waco to set up their first wholly owned Hello Bello diaper manufacturing and distribution center.
Their baby products startup Hello Bello will modernize a former Domtar personal care facility, which is expected to be completed by summer 2021. It will invest $ 31 million in facility upgrades and create 110 new jobs.
Bell and Shepard launched the company, which manufactures and sells baby products made from organic and plant materials, in February 2019 with co-CEOs Sean Kane and Jay McGraw, and CFO. Jennifer pullen. Kane previously co-founded The Honest Co. with actress Jessica Alba. McGraw is the son of TV personality Dr. Phil McGraw.
“As natives of Texas, we are excited to bring a part of our Hello Bello business and invest in Waco and the Texas community,” Kane and McGraw said in a statement. “As our business continues to experience significant growth, this new, next-generation facility will allow us to expand our operations. “
Hello Bello was the first brand to be introduced under Kane and McGraw’s new consumer goods platform called Launched.LA, WWD reported in 2019. The pair said they plan to launch up to five new mainstream brands, each backed by an influential celebrity or industry icon.
The Waco site was chosen by Hello Bello because of its central location and access to suppliers and freight carriers, the company said. It also plans to purchase most of its raw materials from local and regional suppliers.
In addition to diapers, Hello Bello’s product line includes wipes, toiletries, cleaning supplies and seasonal products. The products are sold by Walmart.
Waco and McLennan County both gave incentives to Hello Bello’s parent company, Unconditional Love Inc. Waco Tribune-Herald, the county discussed an incentive package totaling $ 2.5 million, and the city offered property tax and sales tax relief.
“It brings activity to an empty building and creates jobs,” said Kent George, director of economic development for Waco. Tribune-Herald. Domtar Personal Care closed the facility in 2018.