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Welcome to The Quality Makers, an interview series highlighting pioneers in the direct-to-consumer space. Join us as we get an inside look at the world of digital shopping through the eyes of the individuals shaping it…
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I’ve been a fan of HATCH for as long as I can remember (well I guess technically, it would be since I first got pregnant in early 2018). Between breezy sundresses, occasion dresses, and everyday staples, their stylish collection of maternity clothes got me through two pregnancies, and then some. Five years later, I’m still donning some of my favorite styles, even though I haven’t been pregnant for some time. They’re just that good. A few favorites before we continue: The Ricky Slip Dress ($228), The Skin To Skin Bra ($38), The Long Sleeve Tee ($98), The Elma Rib Knit Dress ($120, on sale), The Sunny Mama Face + Body Duo ($68), and The Belly Mask ($14). That’s hardly a comprehensive list, but we’ve got Ariane here to answer a few questions, so let’s jump right in.
Hi! Can you tell us a little about yourself, and what inspired you to create HATCH?
When I was pregnant with my first daughter, I saw a white space in the maternity clothing market. I was looking for a brand that could inform which products I needed for a happy and healthy pregnancy. I was really surprised no one was already doing this and realized that if no one was talking to me, there were probably thousands of other pregnant women looking for the same thing. I then created HATCH based on the idea that women can, and should, feel good about themselves before, during, and after pregnancy.
I love this concept, and in the spirit of fact-checking, can confirm that great maternity clothes are SO hard to find. Most options on the market aren’t very stylish, but are still really expensive. So HATCH really came at the right time :). Can you tell us a little bit about the experience of launching your brand?
Launching HATCH has been an incredible journey for me. I’ve learned so much about motherhood, leadership, and myself.
After leaving American Express to launch my first company, twobirds New York, I gained valuable experience and confidence to start HATCH and shape it into the company it is today. For the first six years, I bootstrapped the company and started with only 10 key pieces. Things were much different back then so I had to do a bit of grassroots marketing and form key relationships with my customers. I’ve now completed three separate rounds of funding and, each time, it has pushed HATCH further and further into the direction I see for the company long term.
While you do offer a selection of items at certain retailers, you’re primarily a DTC business. What excites you about this space?
The most exciting part is the relationship built with customers over time. It’s so exciting to walk alongside mothers throughout their pregnancy journey and beyond. The HATCH community has grown as customers have continued to recommend the brand to their friends, family, colleagues, etc. It has become a network of powerful women that relate in experience, not just a subset of people we sell products to.
Yes, I can even see that among my small circle of mom friends. Everyone talks about HATCH. It’s the holy grail. I’d love to hear more about what community means to you, and how you think about engaging with the HATCH community.
HATCH’s content platform, Babe, is a support system for all women and their family members seeking information, aspiration and a dose of humor and irreverence on the journey of pregnancy, motherhood, and beyond. We created this platform to cultivate community among mothers, pre- and post-pregnancy, so that they can have conversations and feel supported.
Our community represents an array of backgrounds, beliefs, and experiences from new and seasoned mothers, as well as their partners, parents, grandparents, and more, to help guide them through the maternity journey. Through original online content and virtual and in-person classes at our NYC and LA stores, we engage with our community by providing them with a place to feel safe, empowered, and celebrated.
With the newly-formed HATCH Collective, I’m excited to reimagine Babe for all four brands (HATCH, Motherhood Maternity, A Pea in the Pod, and Destination Maternity) to offer community content, education, events, and support to unite women under a common thread of motherhood.
We like to ask all founders featured in our “Quality Makers” series, what does “quality” mean to you?
When I think about “quality” in terms of our maternity products, I consider how I want our mothers to feel when they’re wearing HATCH clothing. Our goal is to always make the customer feel confident, comfortable, and beautiful by providing solution-driven, thoughtfully-tailored, and creatively designed clothing. Quality products come from brands that value all of these elements and I’m proud to lead a company that values quality in everything we do.
What about for you personally? When do you look for when you’re shopping for yourself?
Connectivity. I look for conversation and surprise, brands that understand how to rise through the noise. I’m looking for quality, authenticity and good visuals.
What dreams and goals do you have for HATCH Collective as you continue to grow?
As we continue to scale the company, I want HATCH Collective to be a go-to home base of trusted brands that understand the role of motherhood. I want mothers from all different backgrounds and income levels to feel like they have a community they can rely on at HATCH Collective.
I’d also love to grow our number of retail store locations, have more in-store activations and community events, and expand our overall product line.
That’s so exciting. We can’t wait to see the world of HATCH continue to expand and unfold. Last but definitely not least, what are your five most-used products right now?
- Tenoverten The Heroine hand cream – in my bag at all times
- HATCH The Cotton Marlow Cardigan
- Maria McManus Trapeze Hoodie in White – eco friendly and uber chic!
- Agmes Large Astrid Cuff – work or play all day long
- Saie Liquid Lip Balm
Well, there you have it. If you’re a mom-to-be, new mom, old mom, or anyone in-between, you’ve got to snag a few HATCH items for yourself.
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