Ariane Goldman, a former American Express marketer turned designer, will unveil a new maternity brand called Hatch by Twobirds Monday at the W New York Downtown Hotel in New York.
The collection, which will be sold exclusively online at hatchcollection.com beginning Oct. 3, will be launched at a Gilt City/Gilt Children preview party and fashion show at the W on Sept. 26, along with a screening of Christy Turlington Burns’ debut film, “No Woman, No Cry.” For every purchase, Hatch will donate $5 to the organization Every Mother Counts, which was created by Turlington Burns to improve global maternal health. The collection will be sold on Gilt Children on Sept. 28.
“I’m excited to be working with Ariane and Hatch. As a stylish woman and mom, Ariane understands the needs in maternity dressing for comfortable clothing that also helps pregnant women feel beautiful,” said Turlington Burns.
The 14-piece collection of updated, contemporary silhouettes ranges from loungewear looks to casual sportswear and evening fare.
Describing her designs, Goldman said, “This will be my second baby. This is not about a strap or a buckle, it’s about being chic.…I like to provide solutions, not another name. And I want to provide fashion and purpose,” said Goldman. “In terms of influential mothers, Christy will be the first. I want to create a voice and a credible destination for women at hatchcollection.com.”
Goldman created Hatch based on her own fashion preferences when she was pregnant with her daughter, Charlie Grey, now nine months old. The concept follows Goldman’s initial foray into fashion in 2007, when she was getting married and wanted a versatile, fashionable look for her bridesmaids, but could not find a solution. The result was Twobirds Bridesmaid, a one-style dress style inspired by Norma Kamali that can be worn more than 15 ways and doubles as contemporary apparel. Wholesale sales for the bridesmaids’ dress operation — which is carried at Nordstrom as well as five Twobirds studios worldwide — are projected to be more than $3 million in 2011, said Goldman. A first-year wholesale sales projection was not available for Hatch, but the line could generate sales in excess of $1 million, according to industry estimates.
Goldman, who spent eight years at American Express in acquisitions and sponsorship, said she decided to sell her maternity line exclusively online after assessing her own buying patterns.
“When I was pregnant, I couldn’t have the cocktail and would stay up late. I would go online around 2 a.m. and shop….You don’t want salespeople looking at you,” explained Goldman.
Suggested retail will be $98 to $378. Fabrics will include soft Pima cotton knits, Japanese cotton fleece and stretch silk with Lycra spandex.
Goldman further noted that production will be based in the U.S.
“Everything will be made in New York. I think that’s very important because first of all, there’s a big initiative to save the Garment District, and it’s also important to give jobs to people locally. Deliveries will take three to five days,” she noted.
In addition to providing fashion and options to the maternity market, Goldman pointed out the “huge potential” of the specialty segment. Indeed, revenues in the maternity apparel market in the U.S. are projected to pass $600 million this year, according to estimates by Global Industry Analysts.
Increased media attention on the growing number of recent celebrity pregnancies such as Beyoncé Knowles, Kate Hudson, Penélope Cruz, Mariah Carey, January Jones and Jessica Alba are also lending attention to the category.
“We are starting to receive requests from celebrities and stylists who want fashionable and chic outfits that will last beyond pregnancy. We are waiting for feedback,” she noted.
Asked if she will expand into additional product categories, Goldman replied, “I do foresee my business as putting clothes out there as investment pieces. I have a greater vision of moving with this functional purpose and addressing different stages of a woman’s life.”