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Le Tote moves into maternity clothing
13
May '15
Fashion rental subscription service for everyday clothing and accessories, Le Tote has announced its plan to expand its service to offer maternity clothing. In response to high customer demand, the company opened a waitlist this week so women can sign up for early access to Le Tote Maternity, which will be available this autumn, the company said in a statement.

Le Tote Maternity will operate in a similar fashion as its existing service.

For a flat fee of $59 per month, maternity subscribers will have unlimited access to personalised deliveries of stylish maternity clothes and trendy accessories, giving expecting mothers an affordable option to stay comfortable and fashionable throughout their pregnancy.

Each delivery will have three garments and two accessories, and can be sent back to receive new deliveries throughout the month for the flat price.

If users love a piece in their Tote, they’ll have the option of purchasing it at a discounted rate of 20-50 per cent off of retail price.

“When we first started Le Tote, my wife was pregnant with our daughter and was constantly borrowing and swapping maternity clothes with her friends,” said Rakesh Tondon, CEO and co-founder, Le Tote. “We knew then there was a massive need for a service like LE TOTE in the maternity space, and are thrilled to be offering expectant mothers affordable access to a wide variety of maternity wear with our new maternity subscription option.”

The US maternity wear market brings in $2 billion in annual revenue (IBSWorld, July 2014). The size of this market, plus these cultural practices already in play, make the move into offering maternity styles for expecting mothers a natural next step for Le Tote, the statement said.

Maternity Totes will feature brands including Olian Maternity, Maternal America, Lilac Clothing, Tart Collections, Summer & Sage and Urban Ma. Le Tote is also working with fashion designer, blogger and mother of two, Cara Loren Van Brocklin, who is designing pieces of maternity wear exclusive to Le Tote and their subscribers.

“Based on the data and feedback we receive from our subscribers, we know that at least 30 per cent of our customers are mothers, and have learned that pregnancy is often a reason for subscription cancellations,” said Brett Northart, president and co-founder of Le Tote. “Now, our customers can continue to use Le Tote seamlessly through every life event – from first dates, to job interviews, to girls night out, and now during pregnancy.” (SH)

Fibre2fashion News Desk - India

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