Updated at: 03-05-2022 - By: Sienna Lewis

Starting a maternity wear business: what are my options? For a maternity apparel business, you must first decide on the products you will be promoting. Before beginning the process, you must have an idea of your product line for pregnant women’s clothing.

You’ll be getting advise on how to establish your own maternity clothing business from people who know exactly who you’re trying to reach with your goods.

Fabric or patterns may be required depending on the design of the item being created and hemming tape since most high-quality fabrics do not fray at all are also need to get you started with sewing.

Afterwards, any additional supplies that may be necessary for the endeavor should be on hand.

Before launching a maternity clothing business, it is essential to know what your product line will feature, as well as some basic information about yourself and how it all relates.

A good place to begin would be to figure out what kind of target market within this category best suits who you’re trying to sell to, so that when someone gives advise, they give relevant ideas and not just random thoughts or things that don’t apply directly to who you’re trying to sell products to.

When making a garment, you’ll need sewing equipment like needles, thread, and buttons; fabric if necessary; and hemming tape, as most fabrics don’t fray, so once done, all you need to do is hem the pants or dress.

How to Start a Maternity Clothes Business - Krostrade

Because this tape includes adhesive on one side, the fabric slack can be taken up so that your child’s garments don’t look too big for them, even when they aren’t.

When it comes to manufacturing children’s apparel, especially maternity wear, there are a lot of moving parts that demand an eye for detail that few people possess.

Your Guide To Starting A Maternity Clothing Line

While introducing a new maternity clothes line might be challenging, it can also be a fruitful move for your fashion firm. More women are working while pregnant, which has led to an increase in the demand for maternity clothes, according to Grand View Research.

During your pregnancy, you’ll be creating for a broad group of women who are in desperate need of new clothes that will fit them comfortably.

There are numerous similarities between beginning a clothes business and starting a maternity apparel business. In the case of pregnant clients, however, there are a few crucial differences. To help you decide on a maternity line, here are some pointers:

Market Research & Planning

Your maternity apparel line’s designs are crucial, but your marketing strategy is the most critical aspect of your new business. Your maternity clothes line’s success is directly tied to the quality of your brand’s messaging and the reach of your intended audience. Investing in a well-thought-out marketing strategy pays off in the long run.

Pregnancy fashion is no exception, as there are a plethora of options to choose from. Examine a number of well-known companies, paying particular attention to those that reflect your personal preferences and ideals. Do you know why they’re successful? How do they meet the needs of their customers? Where are the holes in the market that your company could fill?

Your maternity clothes brand should also be marketed in a specific location. The lack of availability of maternity clothing at every retailer is a drawback; nevertheless, other options, such as businesses that sell baby supplies, may present themselves. If you want your business to grow, you need to master the art of web marketing.

Who Is Your Maternity Clothing Line For?

You’ll need to delve further into your target market than just “pregnant people” for an answer. Pregnant women who require professional office attire, casual ensembles, athleisure, or cozy pajamas may benefit from your brand.

During the postpartum period, will customers be able to use your maternity attire, as well as breastfeeding? Consider the prospective customer personas that you’re designing for before you start working on your project. The following are a few examples of customers that might be interested in maternity clothing:

  • An office worker who wears business clothes for work and more relaxed athleisure attire on the weekends requires both kinds of attire.
  • Working in a more relaxed environment, I’m looking for clothes that are both stylish and comfy.
  • High-performance, supportive athletic apparel that can be easily transitioned from pre- and postpartum activities is needed.
  • Wants a compact, eco-friendly maternity wardrobe.
  • I’m on a tight budget, so I’m in search of reasonably priced maternity wear that’s also fashionable.

What’s Your Niche?

You’ll need to figure out what sets your maternity clothes line apart from the competition in your target market. How much less expensive will your clothing be compared to the competition? The answer is yes. A better product? Trendy? Classic? Size-inclusive?

In some cases, a potential consumer may desire to fill their entire wardrobe with your maternity clothes line. Alternatively, you may focus on a few core items (such as robes or leggings) that form the identity of your business. Don’t forget about maternity bras and underwear, which many customers will spend money on even if they’re trying to save money on their maternity clothing.

Successful Brand Messaging

Marketing your maternity line to potential buyers can be a challenging endeavor. Customers are adjusting to their quickly changing bodies while also trying to modify their budgets to prepare for the arrival of a new baby as they shop for maternity wear. When a woman is expecting, she is looking for a variety of things:

  • Even in the later stages of pregnancy, comfort is a crucial factor.
  • Maternity apparel ought to be easy to put on and take off, so that expectant mothers don’t have to struggle with their clothes.
  • Having fun with your outfit while pregnant is still a priority for many women.
  • Customers who are on a tight budget but yet want stylish clothes will opt for items that can withstand many washings.

As you develop your maternity clothes line and your marketing strategy, think about how you’ll convince clients that your apparel has the features they desire.

Your Guide to Starting a Maternity Clothing Line

Details Matter

If you talk to any woman about her pregnant wardrobe, you’re sure to hear at least a few gripes about how her clothes didn’t fit properly. There is no one-size-fits-all solution when it comes to pregnant women’s bodies.

Even if your line contains things like flowy dresses and gowns, you’ll need to put in more effort to ensure that your trousers, pants, and more traditional office attire are as well-fitting as possible. Choosing the right fabric for your maternity wear is critical, since you’ll need to be both comfortable and supportive.

The postpartum phase is an important consideration for clients when shopping for maternity wear. In addition to leggings that give postpartum abdominal support, breast-feeding-friendly tops are in high demand. Pregnancy robes, birth robes, and postpartum comfort needs can all be worn by women in caftan dresses. You may be able to build a devoted customer base and increase your revenue if you can create clothing that has a long shelf life.

Many pregnant women are still looking for fashionable attire to wear during (and after) their pregnancies. Despite the fact that they’re pregnant, women don’t want to give up their favorite patterns, classic silhouettes, or newest trends. Pregnant women might get excited about maternity apparel lines that are well-executed.

Time To Get Started

As you plan your maternity clothes line, don’t get bogged down in all of the little details. It is possible to succeed in the maternity fashion industry as long as you keep true to yourself and the passion that drove you to start your business.

Ella Bella Maternity Boutique

Introduce your business and tell us your story: How did you decide on what to sell, and how did you source your products?

My previous owner was planning to retire, so I bought her store. One of those rare opportunities where a distinct market might be given a new spin! I work with a number of vendors. Some are based in Europe, Los Angeles, New York City, Montreal, Vancouver, and other cities. Some of the customers are people who live nearby and do their shopping there. It’s not uncommon for moms to be able to create goods that are truly one of a kind.

How did you earn your first sales? Which channels are now generating the most traffic and sales for you?

When I took over the store, there were already clients in the door. Ella Bella has been a part of their lives for a long time now. Unlocking the door was as simple as that. I made my first sale with Shopify while working for a company I had previously worked for. We let our consumers know about the opening of the website in our bi-monthly newsletters, and soon after, they began to visit! Facebook! Our online and brick-and-mortar stores get the most traffic from Facebook. Our fan base continues to develop at a rapid pace, with new members joining every week. After that, I think we’ll see a lot of momentum coming out of the newsletter itself. “Direct Searches,” which are also people who may have heard of the store or come across it in some other manner, are a common occurrence.

Tell us about the back-end of your business. What tools and apps do you use to run your store? How do you handle shipping and fulfillment?

I recently implemented a new product upsell option. Reggie gets a gift as well. Both haven’t been getting a lot of traffic, but we’re working to fix that. In order to run a successful business, Profiteer is essential. My accountant and I can easily run reports from it to see my overall profit vs. expense ratio, and I can also use it for my own study. In-house shipments are handled by Canada Post. FedEx or UPS are the companies I use for international shipments.

What are your top recommendations for new store owners?

Just as crucial (if not more important) as a well-stocked brick and mortar business is a well-designed and well-functioning online site. It’s not uncommon for people to judge a company’s online store by its appearance. It should take precedence over anything else. People should have no trouble navigating your website and find it visually pleasing. The Choppily app is a terrific tool for this!


How to Open a Maternity Boutique?

  1. Start by determining the type of maternity boutique you want to operate; this will be your specialization. As an example, you may open a plus-size maternity shop, an upmarket boutique, or even a second-hand maternity business.
  2. Depending on where your boutique will be located, you may need a resale permit or an assumed name certificate in order to open a retail store.
  3. Discover everything you’ll need to stock your shop. If you plan to sell second-hand or thrifted apparel, you can form wholesale accounts with maternity clothing makers and distributors, or you can purchase at garage and estate sales, read classified advertising, and offer clothing on consignment.
  4. For your pregnancy store, either buy or lease a commercial facility. To avoid the costs of a brick-and-mortar store, you can start out with an online store, sell on an Internet auction site, or set up a flea market stall, if your niche is used maternity gear.
  5. For pregnant mothers, make your store welcoming and useful. Even if some of your customers aren’t pregnant, the vast majority of them are. Make sure your clothing racks and displays are easy to traverse and not crowded together so that expectant women can take a break and relax in a few of your comfortable chairs scattered throughout the store. Consider including a children’s play area, as many pregnant moms shop with their older children.
  6. Your maternity boutique should be promoted. In addition to distributing flyers to daycare centers, obstetricians’ clinics, and other nearby businesses, you may also join social media networks, provide special discounts to local mother-and-child organizations, and start a promotional blog.

Are maternity stores profitable?

The decline in income for Maternity Wear Stores is expected to be 33.7% in 2020 as a result of the nationwide spread of COVID-19 (coronavirus). For the year 2021, sales is predicted to grow by 45.3 percent, mainly due to a rise in customers returning to brick-and-mortar stores.

What should I wear for my maternity photo shoot?

Maternity photo shoots are becoming increasingly popular. These photographs are treasured by many individuals, and they will be for many years to come. A photo shoot will need you to stand or remain still for a portion of the time, so dress comfortably.

You should carry a variety of clothing, with the one you choose being the best. Once you’ve finished getting ready for your maternity photos, it’s time to focus on your hair and cosmetics.

Can my job be changed whilst on maternity leave?

Unfortunately, changing a woman’s employment while she is on maternity leave is against the law. If you are discriminated against in any manner because of your pregnancy or family plans, including changing your function without authorization from ACAS, it is against the law and discriminatory (Advisory, Conciliation and Arbitration Services). Any alterations must not have an impact on the terms of her contract, such as her wages or benefits.

Employees returning from maternity leave should receive full compensation for all hours performed under their previous employment contract if they do so on a part-time basis.

To avoid misunderstandings when returning outside of the original agreement, both parties will need to discuss this in advance.

Can I hand in my notice whilst on maternity leave?

During maternity leave, you may be able to provide notice in a variety of situations.

In some cases, you may be permitted to leave without sufficient notice if your employer is breaking their legal obligations to you, such as failing to pay the minimum maternity pay or making it hard for you to stay at work.

In order for this to work, your return date must have been set before you gave birth, and not simply after childbirth. If you’re unsure about whether or not these conditions apply, it’s preferable to consult an employment lawyer first.

You may not have to give two weeks’ notice even if your contract indicates that it is needed; for example, if you are made redundant.

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When does maternity pay stop?

To make an informed decision about whether or not to take time off work following the birth of a child, you need to know your maternity rights.

When and how maternity pay ends on full-time and part-time contracts are discussed here. Statutory Maternity Pay is calculated differently if you work for yourself, either as a freelancer or as a business owner without any workers (SMP).

See our guide to self-employed mothers’ maternity rights for more details. For adoption pay, you cannot receive SMP if you have taken any vacation during the eight weeks prior to the due date/matching week unless you were on sick leave.

Is there a market for maternity clothes?

The global maternity wear market was worth USD 18.3 billion in 2018 and is expected to grow at a CAGR of 4.3 percent from 2019 to 2025, according to market research analysts. The rise in the number of pregnant women in the workforce in emerging and developing countries is partly responsible for the market’s expansion.

How much does the average pregnant woman spend on maternity clothes?

Approximately $500 is spent on maternity clothing by pregnant women each time they give birth, according to Fortune. That works out to about $50 to $60 every month spent during pregnancy.

Should I buy maternity clothes or just bigger sizes?

What’s the best advice? For the duration of your pregnancy, buy regular clothing one or two sizes larger than your present size. For women who have not yet returned to their pre-baby sizes following their pregnancies, these pieces can be excellent transitional pieces. Make sure to cover your developing belly with low-rise jeans.