This fashion-forward brand makes maternity clothes for ‘before, during and after' pregnancy
As anyone that’s ever been pregnant can agree, it’s hard to find fashion. Enter HATCH, a new maternity clothing company.
The company designs maternity clothes for ‘before, during and after” pregnancy, Ariane Goldman, founder and CEO of HATCH, told Yahoo Finance’s On The Move, adding that the brand capitalizes on the fact that women want to get mileage from their apparel. “The duality of it is really an investment that women are finding value in, and I think that's really what sets us apart from really just maternity one and done options out there,” she said.
The brand, which has two brick-and-mortar stores in California along with an online store, garnered some attention when Meghan Markle, The Duchess of Sussex, wore HATCH’s Eliza Dress for her first official maternity look. That led to the dress selling out in 24 hours.
Goldman believes the fabrics and designs used by HATCH extend the wearability of the clothes and differentiate it from competitors. Goldman said she landed on the idea for HATCH during her own pregnancy.
“Everything was disposable, and it was a really low cost kind of cheap piece of clothing that made me feel pretty terrible,” she said. “And so I really saw a whitespace in the market for clothing that draped beautifully with a growing belly and allowed me to invest in myself and invest in pieces that I didn't want to dispose of after the baby came.”
Future growth
In April, HATCH secured its first major retail partnership with Nordstrom (JWN) which was the retail giant’s first-ever maternity collaboration and in August the brand teamed up with J. Crew to launch a maternity collection.
Though HATCH designs are priced at a premium to the market, Goldman said efforts to create a personalized experience for customers is essential to success. ”In our brick and mortar stores, we have community events that really unite these women, not only from a shopping standpoint, but from an educational standpoint, that makes kind of the whole experience 360.”
Goldman is targeting 40% growth year-over-year along with adding a new line within the brand called Fourth Trimester. “It's a time when women really go through some significant moments, and nobody really discusses it,” she said. “So providing products in nursing and transitioning back to work, it's going to be a key focus for us to continue that conversation”
Yvette Killian is a producer for Yahoo Finance’s On The Move.
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