Ariane Goldman is leading a new, combined company that includes Hatch, Motherhood Maternity, A Pea in the Pod and Destination Maternity.
There is growth potential in the maternity category, according to a report by Technavio, which said the segment could grow $2.91 billion between 2020 and 2025, driven in part by increased demand from emerging countries. The fertility rate in the U.S. declined from 2015 to 2020, with a low of fewer than six births per 100 women between the ages of 15 and 44, according to data from the National Center for Health Statistics.
“It is kind of dated. I like to look at it as new motherhood. Our offering is to provide her with solutions as she embarks on pregnancy and to get her through. Also, ‘fourth trimester’ and after has become an explosive category for us. Through nursing, getting back to [feeling like] herself and getting back to work, we have extended that timeline to the first year of having a child,” Goldman said.
Geared for women to wear before, during and after their pregnancies, the aspirational Hatch assortment is pricier compared to standard maternity clothes, with prices venturing into the hundreds of dollars and longevity meant to be a selling point. Under the new plan, none of the maternity brands will be renamed, but fresher products, content, online services and customer experiences will be freshened up. In line with that, the Babe by Hatch online content platform will be extended with additional content and partnerships to give more women the opportunity to connect.
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