Dive Brief:
- Maternity apparel brand Hatch on Tuesday launched a limited-edition collection with FP Movement, Free People’s activewear brand, according to a press release shared with Retail Dive. The collection is available through both brands’ websites as well as in Hatch stores located in New York City and Brentwood, California.
- The collaboration includes 15 apparel styles for customers in the pregnancy, postpartum and motherhood stages. Some styles feature maternity-specific designs such as high-side slit shirts to accommodate growing stomachs and deeper scoop necklines for easy breastfeeding.
- The collection ranges in price from $40 to $148 and includes entirely new designs as well as iterations of some FP Movement best sellers. The brands will be hosting multiple launch events in key markets including Los Angeles, New York City, Austin and Miami to introduce the collection.
Dive Insight:
Hatch’s new release with FP Movement hopes to cater to mothers looking for more than functionality.
“Moms should never have to sacrifice function for style. That’s the premise that HATCH was founded on, and we’re so excited to expand that promise into the activewear and movement category,” Ariane Goldman, CEO of Hatch Collective, said in a statement. “Women deserve to feel confident, comfortable, and above all, like themselves, no matter their stage of motherhood. Introducing Hatch’s product and fit expertise and customer knowledge to the FP Movement activewear line finally opens the door for stylish, intentional and well-made maternity options in the workout and athleisure category.”
The latest launch follows an announcement in January that Hatch would be gaining control of key maternity competitors.
Setting up a unique deal, Marquee Brands gave North American operational control of its Motherhood Maternity, A Pea in the Pod and Destination Maternity brands to Hatch CEO Goldman. While Marquee retains ownership over the intellectual property, Goldman now leads a new parent company dubbed Hatch Collective.
As part of the deal, Marquee provided a minority investment to Hatch Collective and gained a board seat with the new entity.
The new collaboration with FP Movement marks a step in Hatch’s growth and product strategy, according to details shared with Retail Dive. The maternity brand says it grew by 30% in 2022 and plans to grow about 25% this year.
