Veteran finance and accounting leader to support continued growth and innovation

WHY Brands Inc. (“WHY” or “the Company”), an innovative portfolio of lifestyle brands and businesses that invent, design, and develop creative, high-performing products across categories, and parent company of the beloved baby lifestyle brand Munchkin Inc., announced today the promotion of Ashley Gu to Chief Financial Officer (“CFO”).

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“Ashley is a highly accomplished finance and accounting leader with deep institutional knowledge and a strong track record of execution,” said Steven B. Dunn, Founder and Chief Executive Officer of WHY. “She has earned the trust of our leadership team through her disciplined approach, technical expertise, and collaborative style. We are pleased to promote her to Chief Financial Officer.”

Gu joined Munchkin in July 2018 as Vice President of Accounting and Finance and was promoted to Chief Accounting Officer in November 2023, before her most recent promotion to CFO of WHY. During her tenure with the Company, she has played a key role in building scalable finance and accounting infrastructure, strengthening governance, and supporting the company’s operational priorities.

Prior to joining Munchkin, Gu held senior finance roles at Ajinomoto Windsor Foods, Luxfer Inc., and Miller Brewing Company. Across multinational CPG and manufacturing environments, she has led core accounting, manufacturing costing, capital structure initiatives, IPO readiness, and global tax planning. Her experience includes public-company preparedness, complex financing transactions, ERP implementations, and operational cost optimization across domestic and international operations.

“Throughout my career, I’ve focused on building disciplined, scalable finance organizations that support transparency, strong governance, and informed decision-making,” said Gu. “At Munchkin, and now at WHY, I’ve had the opportunity to strengthen our financial infrastructure, leverage data and technology, and partner closely with teams across the organization. I’m honored to step into the CFO role and look forward to supporting the company’s priorities.”

Fueled by a company culture rooted in invention and devotion to extraordinary design, WHY innovates across product categories, from baby lifestyle to elevated home goods, with its purposeful, smart products.

About WHY Brands Inc.

WHY is a portfolio of brands that invent, develop, and design creative products across an array of categories. With every new idea and undertaking, we begin and end with the question why. That spirit of inquiry drives our commitment to innovation, highlighted by over 350 patents to date. We believe great ideas and next-generation design can be life-changing. WHY’s portfolio includes baby lifestyle brand Munchkin and Curio Home Goods. Learn more at www.WHYBrands.com.

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