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Dive Brief:
- DTC baby clothing brand Monica and Andy has launched an exclusive new maternity collection for Walmart under the M+A by Monica + Andy name, per a release sent to Retail Dive.
- The curated maternity collection joins the brand’s signature baby offerings that debuted in February in over 1,100 Walmart stores and on the retailer’s website. The new maternity line is being sold only on the retailer’s website.
- The maternity collection is made up of four SKUs, including a two-piece lounge pant set, long sleeve ribbed dress, lounge robe and two-piece pajama short set. Sizes range from S to XXL and all styles are priced under $25.
Dive Insight:
M+A is a maternity collection produced exclusively in partnership with Walmart. The collection showcases mix-and-match essentials crafted from global organic textile standard-certified organic cotton to cater to the needs of expectant mothers, the company said. The fabrics are free from chemical dyes and pesticides.
M+A Maternity features organic soft jersey loungewear with details like nursing-friendly styles, deep pockets and elastic waistbands for convenience and comfort throughout pregnancy and post-childbirth.
“We are on a journey to make Walmart a fashion destination, and expectant mothers deserve high quality style at affordable prices,” Ryan Waymire, senior vice president of Walmart U.S.’s women’s group, said in a statement. “We are excited to grow our Monica + Andy assortment and look forward to offering seasonal collections for every stage of pregnancy.”
Monica and Andy was launched in 2015 by co-founder Monica Royer and her brother, Andy Dunn (founder of Bonobos), to deliver softer organic fabrics and better-designed clothing and blankets.
The maternity collection with Walmart has been on the drawing board for some time, according to Royer.
“Maternity has always been a natural area of growth for us, and expanding our exclusive brand at Walmart marks the beginning of an enhanced focus on this category,” Royer, who is also CEO of Monica and Andy, said in a statement. “We understand that expectant mothers need the softest, safest, and most comfortable clothing during this special journey, and we are excited to bring this exceptional collection of M+A by Monica + Andy at the everyday low prices of Walmart.”
via https://www.aiupnow.com
Howard Ruben, Khareem Sudlow
