Our Mission Statement

We are committed to the Reusable Movement. The Earth is not disposable—and we need to treat her with the respect that she deserves, with reusable products that are sustainable for the environment and our economy. Reusables are our future, and we are passionate about making a difference, for our children, and for the Earth.

Company Overview

Over the last five years, The Willow Store has grown immensely. From a small, mom-inspired practical idea to a full-time, small network of women, The Willow Store is thriving!  We are proud to announce the delivery of an entirely new type of reusable diaper—Sprout Change. It totally changes the marketplace, as it uniquely offers the easiest-to-change diaper with the greenest design. It’s great for baby, parents—and our Earth.

Our History

We started out with WillowPads and a mission — to deliver the highest quality feminine products with full corporate stewardship of the environment. Our goal? To offer solutions, not just products. 

We found with our first line that our products had the potential to improve the lives of today’s busy 21st century women, while being gentle to our Earth. WillowPads quickly developed into other brands, including WillowSprouts and EveryDay Willow. The Willow Store, our parent company, holds its headquarters in rural Verona, Wisconsin. In keeping true to our founding principles, we support America by employing work-at-home mothers in the US. We manufacture all of our products in the US and rely upon American-made materials, whenever possible. 

Our commitment to you is clear: When you support The Willow Store, you can be assured that you are getting top quality, US-made products designed with you in mind. It’s the Willow difference.

The Founder

Mom and entrepreneur, Catherine Bolden, created WillowPads and The Willow Store back in 2005. She recognized that disposable feminine products failed to meet today’s women’s standards for comfort, cost and environmental impact. For years, she experimented with creating a reusable feminine pad that maximizes absorption, while minimizing bulk.

Through her work as a birth and postpartum doula, Catherine heard countless stories of women unsatisfied with the current products available for feminine hygiene. Families were also looking for better, reusable diapering options, and they wanted to support products that were made in America. 

She soon developed WillowPads, a product uniquely absorbent with to its hemp core, and safer for women, with all-natural fibers. To optimize the health benefits, WillowPads are made with doctor-recommended, high quality organic cotton and no harsh chemicals or petroleum products. WillowPads products are the ultimate in reusable cloth pads, and can be used as maxi pads or panty liners simply by adding or removing inserts—making your investment go even further.

Shortly after launching WillowPads, Catherine expanded her product line to offer additional solutions for modern families, and WillowSprouts was born. WillowSprouts has grown to offer reusable nursing pads, baby wipes, and diapers. True to our mission, WillowSprouts emphasizes premium quality, with the greenest possible organic solutions. Our products are the greenest solutions, with nothing to throw away. If you're dedicated to the Reusable Movement, why go half way and produce a diaper with disposable parts? When you buy Willow, you can rest assured that you are minimizing waste. We will not manufacture disposables!

Seeing a further need for sustainable products to replace disposable ones, we created EveryDay Willow, our line of uniquely enhanced products for the home. From a replacement to the common paper towel to some really awesome naturally healthy pillows and more, EveryDay Willow is making its mark on today's families. We're committed to a reusable future—come and join us!

Why We Created Sprout Change 

Just like you, we want to make a difference in our children’s lives—to make them better. That is why we created our new diaper, Sprout Change.

As a mom, I want only the best for my baby. I know that using disposable diapers are not healthy for my baby, not good for the environment and certainly not the most economical.  I want to keep my child safe, and wrapped in only the softest, preferably organic, fabrics. But as a mom, I know that it’s a process. I know that working parents don’t always have the option to exclusively cloth diaper, and families don’t always have their own washing facilities. I understand this. That’s the beauty of Sprout Change. You don’t have to have it one way or the other. You can make a big difference in your baby’s future, one diaper at a time. Each time you change your baby, you have the opportunity to make a difference. Each diaper you don’t throw away represents one more step towards our reusable future, and one more gift you can give your child. 

We all know of the problems every family is facing today. We know that the economy has shaken many families and changed the lives of millions. But together we have a chance to make a difference. We are committed to our company mission in keeping jobs in the US. We are committed to a healthier, responsible, reusable future. Our earth is not disposable. Our future is not disposable. We all want change. We know the problems, and now we have the solution.  With every choice we make we choose to make our future reusable, for our children.

What We Stand For

"Today’s women feel close to the earth. We buy green products. Adding millions of disposable pads annually to landfills is not something that we want to do. We seek an alternative. I tried other reusables; they weren’t solutions. They may have been OK for our grandmothers, but we demand comfort and superior absorption. It may have driven my husband crazy, but I experimented until I found a breakthrough. We created them to be the best of the best. I use them. I love them. They’re comfortable. Why settle for yesterday’s products?"

"Our motto: Softer. Safer. Save. Our products must be more comfortable, safer for our health and environment, and save us money. These are the founding principles of what the Willow Store is all about."

“We will always be Made In USA–it’s who we are, and we don’t compromise on that.”

"Being a mom, wife and business owner is tough. But, if I don’t want to settle for a lesser product for myself, why should someone else?" "I don’t want to look at a landfill and think that I contributed to its growth. That’s not the legacy I want to leave my children."

“We are committed to the Reusable Movement. I won’t settle for anything less than the greenest possible product we can create. I don’t sell partial solutions, which is why our reusable diapers do not, and will never, contain disposable parts. We will always manufacture the greenest possible reusable diaper. I don’t accept shortcuts on quality or on being green.”