“We are excited to launch a new collection beginning with our Fall delivery that we believe celebrates our Plus customer and this special time in her life,” said Shelley Liebsch, Senior Vice President of Merchandising and Design. “Women of all sizes want great style. We’ve watched how the retail industry has evolved and expanded its assortment to offer her fashion, and we absolutely want to continue that trend while she is wearing maternity. Our team was focused throughout the design and merchandising process for this category on the fit, and on how we stock and present the collection in stores. We are pleased to now deliver a complete wardrobe that allows this customer to stay true to her personal style while expecting.”
Moms-to-be will find a more robust assortment of Plus styles, including maternity fashion fundamentals spanning career, casual, and special occasion, along with nursing essentials. The new fit accommodating women’s sizes 14/16–22/24 is now true to size based on pre-pregnancy styles she shops while still leveraging Motherhood Maternity’s design expertise to deliver a complete collection that flatters her expecting figure that she will love for all nine months and beyond. Motherhood Maternity is also utilizing a new product allocation tool to meet increased customer demand both online and in-store for key items, including side rushed tees in neutral colors, nursing bras, sleepwear and Secret Fit Belly® leggings and denim featuring the brand’s patented seamless, stretchy maternity panel.
Plus size blogger and mom-to-be, Rochelle Johnson of Beauticurve.com, will partner with Motherhood Maternity to personally style pieces from the collection in a series of upcoming social media posts. “I’m excited to work with a brand that shares my passion for plus mommy style,” said Rochelle.
Shop the new collection online or visit the store locator to find a store near you.