Destination Maternity Relaunches Two Hearts This Fall

Destination Maternity reintroduces Two Hearts collection to 500 Sears stores and 100 Kmart units.

The Two Hearts logo.

Destination Maternity Corp. said Wednesday it will reintroduce Two Hearts by Destination Maternity at Sears.

This story first appeared in the June 11, 2009 issue of WWD.  Subscribe Today.

Two Hearts was offered in Sears stores from April 2004 through June 2008. The collection will bow in October in 500 Sears units. In addition, Kmart, which wasn’t part of the previous agreement, will offer Two Hearts in 100 stores.

Two Hearts is a broad collection that includes career and casual sportswear, dresses, lingerie, swimwear and nursing sleepwear, with most items priced at less than $30. The reintroduction of the Two Hearts brand represents an enhanced level of quality and design, leveraging Destination Maternity’s industry knowledge and reputation to bring affordable maternity fashion to the Sears customer.

“The last time we partnered with Sears, we had a promotional pricing strategy,” said Rebecca Matthias, president and chief creative officer of Destination Maternity. “Now we’ve all agreed to have an Every Day Low Price strategy.” With a nine-month window of opportunity, the maternity customer can’t always wait for sales. “She wants it when she wants it,” Matthias said.

In terms of upgrades to the collection, Matthias said: “We’re taking the maternity expertise we have and adding such developments as our Secret Fit technology.” Secret Fit is a patent-pending belly type for pants.

“We’ll be able to provide little touches like that to the line,” Matthias said. “As a company, we have made a lot of progress and will apply it to Two Hearts.”

With almost every product category covered, including plus sizes and outerwear, “the key to Two Hearts is to have the right assortment,” Matthias said.

Destination produces an exclusive collection for Kohl’s called Oh Baby by Motherhood Maternity and the company has leased departments at Macy’s, Boscov’s and Babies ‘R’ Us. “We’re open to increasing our [distribution],” she said.