Consumer healthcare products company Apothecary Products LLC purchased Boulder, Colo.-based Soft Style LLC, maker of breastfeeding-support products under the bamboobies brand.

Former SOFT Style owner and CEO Kerry Gilmartin will become a key strategic adviser to Apothecary Products President and CEO Nathan Hanson.

Burnsville, Minn.-based Apothecary is a portfolio company of private equity firm Norwest Equity Partners.