4th Annual Million-Dollar Ideas

Maternity Clothes

By now, maternity retailers have figured out that being pregnant in the 21st century is about both comfort and style. Big names like Old Navy and Gap have entered the growing maternity market, and all the industry is abuzz over Target and its agreement with Liz Lange Maternity to sell very affordable and fashionable maternity pieces. "Value is really important to everybody these days," says Peg Moline, editor in chief of Fit Pregnancy. While she predicts activewear to continue to be a hot maternity area for 2003, Moline also notes that maternity fashions will move toward a more dressed-up look--especially since about 75 percent of moms work during their pregnancies.

NEXT STEP
Take a look at what's currently in the maternity market:

Dressing up moms is what enéa maternity founder Lea Disney, 32, has done with her San Diego company, founded in 1999. Disney, who did two and a half years of research before launching her start-up, sets herself apart from the competition by playing with different fabrics, bright colors and a cleaner line. "My styles emphasize the sexy curves on a pregnant woman," she says. Disney also promotes the value angle--her prices range from $42 to $98.

Disney, who currently sells via her Web site and in boutiques nationwide and in Puerto Rico, plans to take her line to her native Greece as well, thus growing her sales that are already into the six figures.

--Nichole L. Torres
Auto AftermarketBed & Breakfast
eBay AftermarketHome Entertainment Installation
Instant MessagingKiosks
Maternity ClothesNiche Dating Service
Online GamingOnline Learning
Pet Products

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This article was originally published in the January 2003 print edition of Entrepreneur with the headline: 4th Annual Million-Dollar Ideas.

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