This month, industry veteran Bob Nielsen made a "substantial investment" in the treatment brand for mothers, which is based here. "This is the mother of all opportunities," said Nielsen, who added he was coaxed out of retirement by the brand's potential.
"[There are] five million pregnant women in the U.S. at any one time and [another] five million new mamas, giving us an immediate market of 10 million entering motherhood for the first time," said Sian Sutherland, one of the brand's founders.
"It's deluxe pampering for supermamas," added Nielsen, who is now Mama Mio's chairman. "I've never heard a brand position defined as succinctly."
The brand, which has built its reputation on maternity-specific products, such as Tummy Rub Stretch Mark Oil and Boob Tube bust cream, is currently sold through about 700 doors around the world. Its distribution network includes perfumery floors, maternity stores, e-tail, spas and lifestyle boutiques. With Nielsen's guidance — and unspecified cash injection — plans are afoot to increase the brand's retail reach.
"The priority is to get the right retail combined with e-tail," said Nielsen, adding that spas, where the brand offers pregnancy-oriented treatments, also will be key.
"Our goal is to make Mama Mio an internationally recognized brand," said marketing director Tanya Kazeminy Mackay, who founded the brand with managing director Sutherland and creative director Kathy Miller.
Industry sources estimate Mama Mio's sales could hit $6 million next year, climbing to $10 million in 2009 and could top $25 million within three years. Executives maintain high-end treatment with a maternal orientation has massive growth potential. Prices in the U.S. range from $18 for a 100-ml. bottle of Massage Oil to $65 for a 100-ml. pump bottle of ER Stretch Mark Minimiser.
"How can the perpetuation of the species be a niche market?" asked Kazeminy Mackay, adding mothers-to-be in generally want to continue to use luxury beauty products when pregnant. "There's this idea that you suddenly become an earth mother — a person who wears sandals and grows her armpit hair," she said.In order to keep its formulas bump-friendly, Mama Mio's products are formulated sans parabens, petrolatum and sodium laureth sulfate. Nielsen and the trio believe the brand has the potential to remain part of women's lives long after bassinets have been put into storage. "People talk when they're pregnant about being in the club," said Sutherland. "When you're in that club, you're in that club forever." — Brid Costello
Fragrant Window Dressing
Expect to see more faces than usual pressed up against the windows of London style emporium Harvey Nichols, starting Aug. 4. The department store will feature a scratch 'n' sniff field of flowers on its windows to fete the launch of Marc Jacobs' latest fragrance, dubbed Daisy. The window dressing will be on display for two weeks.
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion