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Hatch Rewrites Maternity Fashion With Funding and Facelift

Meghan Markle-approved Hatch is hard at work changing the face of maternity fashion.

The 12-year-old brand is using new growth equity funding led by Marquee Brands to power a new vision in the form of Hatch Collective, a platform company that will run the Motherhood Maternity, A Pea in the Pod and Destination Maternity brands in North America in addition to Hatch. Marquee nabbed the IP for that trio of brands during their 2019 bankruptcy.

Hatch founder and CEO Ariane Goldman will steer the collective, which “consolidates access to the most sought-after maternity brands,” it said in a media statement. The new company will lean on “products, content and community” to “support the multifaceted needs of anyone embarking on motherhood.”

Markle, the Duchess of Sussex, gave Hatch a considerable shot in the arm when she wore the brand during her first pregnancy in 2018, seven years after it first emerged on the market to celebrity acclaim.

Last year Hatch relaunched its maternity denim line with a bamboo/spandex “wedge” panel that stretches as the wearer’s belly grows. It also collaborated with Keds on a sneaker capsule tailored to pre- and post-partum women. In 2020 it further elevated its profile when it created a two-item capsule with Markle’s friend and designer Misha Nonoo, who was expecting her first child at the time.

Now Hatch has significant resources to move forward with fresh energy.

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“It’s an honor to have Marquee’s confidence in our ability and expertise to unite these brands under a singular vision to meet the myriad of needs for women at every stage of motherhood,” Goldman said. “The deal allows us to gain invaluable operational collaboration, margin gains, better financial relationships, and more customer insights, which will clarify our product and go-to-market strategy to better serve women.”

Consolidating all four maternity brands on the Collective platform will “triple revenue profitably this year,” said Hatch chief operating officer Lindsay Bressler. The company is working to unlock synergies in distribution and logistics, costing and customer data. “Our focus is on thoughtful, profitable growth across our e-commerce, retail and wholesale channels amidst this uncertain macroeconomic environment,” she added.

Ignoring Hatch’s “pioneering influence” on the maternity landscape has been “impossible,” according to Marquee Brands president Heath Golden.

“As a brand owner, we seek best-in-class operating partners for our brands,” he said. “Ariane Goldman has built an extraordinary brand and team and we are overjoyed to have her at the helm of Marquee’s heritage maternity brands to take them to new heights; we share the same spirit of dedication to motherhood.”