For many, this past Sunday was spent celebrating the wonderful mothers and mother figures in our lives. For NYC-based maternity company Hatch Collection, the celebration is continuing into the week.
On Monday, Hatch Collection announced it had secured $5 million in Series A funding, led by Silas Capital and with participation from M3 Ventures.
CEO Ariane Goldman founded Hatch Collection in 2011 as an e-commerce destination for women at all stages of pregnancy, including pre- and postpartum. The company designs comfortable and stylish clothes for changing body shapes, as well as beauty products like “belly sheet masks.”
The company, which has earned a stamp of approval from new moms like Meghan Markle and Kate Upton, has recently expanded from its online hub to an omnichannel model. In addition to Hatch’s brick-and-mortar locations in NYC and LA, Hatch has partnered with Nordstrom for a series of pop-up shops across the country.
Hatch plans to use its latest round of funding to build upon these alternative channels, in addition to fueling new product development and content production across Hatch’s social media accounts and onsite blog.
The recent success of Hatch Collection is the latest marker in a nationwide trend that marries maternity and tech (maternitech, anyone?). The last few months alone have seen companies with missions ranging from egg freezing to birth control access raise large fundings and expand their footprints.
“The maternity market is early in a monumental shift, as a wave of millennial women become first-time mothers and demand a relatable, next-generation brand that they can trust,” explained Silas Capital Partner Brian Thorne, in a press release on Hatch’s funding.
While some may blame millennials for the demise of industries ranging from golf to cereal, they are undoubtedly making a major impact on maternity trends.