A New York fashion label, Hatch Collection, which makes chic maternity wear designed to be worn before, during and after pregnancy, is reassessing its retail strategy.
The company has the attention of celebrities including Gwen Stefani, Jaime King, Halle Berry, Jessica Joffe and Molly Sims, who all wear the label.
Company founder Ariane Goldman, a young New York mom, launched twobirds, selling bridesmaid dresses that can be worn several ways, before she began Hatch two years ago.
She just launched a pop-up shop on Howard Street in Soho, featuring designers including Serena + Lily, Mayron’s Goods and Ariel Gordon jewelry; it will be up through Dec. 9.
The pop-up is testing the waters for potential stand-alone retail stores in New York in the next 18 months.
Goldman says she spent half a million to launch Hatch and has had no outside investment so far. Her projected sales are around $2 million, all from the website.
She says it has been profitable, with all of the money being invested back into the business. Because of the rapid growth, she believes it is time to bypass wholesale and go straight into a retail strategy for Hatch.