Subscribe Now!

Events Calendar

Online Product Catalogs

Manufacturers Directory

Product Update Pages

eBabyShop newsletter

Baby Shop Flipbook

Juvenile Product Stores Can Profit by Adding Nursingwear

More moms are breastfeeding than ever before!

Breastfeeding in the U.S. has undergone a dramatic resurgence in popularity. This year, 70% of American mothers will breastfeed their newborns*. At 6 months of age, 33% of babies will still be nursing*. These rates have grown, in large part, due to recent medical research that supports the physical and emotional benefits of nursing. This is a trend you do not want to ignore!

Nursing Moms are Shopping in Your Store.

On average, 70% of the new moms who shop in your store are breastfeeding. If you are not offering nursing bras and clothing in your stores, you are missing out on a profitable opportunity. Juvenile product stores are in a unique position to capitalize on this market of nursing mothers. Why? Traditionally nursingwear and nursing bras have been sold in maternity stores. But most women are not eager to return to maternity stores once their babies are born, and maternity stores have trouble luring these women back in. But these moms ARE shopping at baby and juvenile products stores. You have a captive customer in your store – make the most of it by offering them nursing bras and clothes.

What is nursingwear?

Nursingwear features hidden openings that allow a mom to nurse discreetly. Mom can nurse her baby through a hidden opening in her clothes, and often other people cannot tell that she is nursing (often looks like the baby is just sleeping in mom's arms). The advantage is that mom can feel comfortable nursing wherever she is. Nowadays, moms are out and about more than ever before, so being able to nurse discreetly (in the mall, a restaurant, store, at "mom and me" classes) is a real advantage.

Similarly, nursing bras are bras that have flaps which can be opened to provide easy breast access for feedings.

What nursingwear products should I offer?

Juvenile product stores can profit by adding nursingwear and nursing bras to their assortment. Take the opportunity to offer your customers another product category to purchase while in your store.

It depends on the space and size of your store. The two key categories to start with are nursing bras and nursing nightwear/sleepwear. If you are limited in space and budget, these are the two categories to start with. If space allows, add nursing tops. Only once you have a developed nursingwear customer base, you could expand into nursing dresses, a more "niche" item. Nursing accessories such as nursing pads, pillows, pumps, and creams are important basics that many nursing moms purchase and should also be included in your assortment.

Juvenile products stores can profit by adding nursingwear and nursing bras to their assortment. Take the opportunity to offer your customers another product category to purchase while in your store.

There are many companies that wholesale nursingwear to retail stores. Many even offer the convenience of an "online showroom" where you can view and purchase wholesale products online and have in-stock items sent directly to your store in a matter of days.

More Details on Each of These Categories Follows:

Nursing Bras: This is the clothing item most purchased by nursing mothers. Those who purchase most often buy 2 or more. Important to note about this category is:

1. Nursing bras can be very SKU- intensive, since there is a wide range of possible sizes. Some nursing bra manufacturers have simplified their sizing scales to minimize the number of SKUs, so you may want to seek out these vendors if you are limited in size. Some offer XS – XL sizing, and others have developed their own size scales that minimize the number of SKUs.
2. You will need a private fitting area for customers to try on bras.
3. You will need to educate your- self/staff about how to fit moms for bras. The bra vendors from whom you purchase offer guide - lines about fit to help you when working with your customers.
4. There are two types of nursing bras: "sleep bras" and "day bras". Sleep bras are less constructed, but offer light support for night time. They are sized XS-XL and are easier to fit than day-bras.

Nursing Nightwear/Loungewear: Many moms purchase one or two styles of nursing nightwear before baby is born. A few things to note:

1. This is a popular gift item for pregnant and new moms (ideal for baby showers and new - mom gifts).
2. Styles include nightgowns, nightgowns w/ robe sets (popu- lar gift item), and 2-pc sets (shorts/pants/capris with a top).
3. The ideal time to market this product to new moms is in their 3rd trimester – before their baby is born.

Nursing Tops: A range of nursing tops are available—from casual t-shirts to sexy fitted tops to special occasion blouses. It is best to start with best-selling basics, including casual cotton tops/tees, and expand from there. Considerations when selecting tops to offer are:

1. Make sure that they are machine washable since nursing moms are short on time and need easy-care clothing.
2. Comfort is key, and many moms prefer 100% cotton or cotton - blend fabrics over synthetics.
3. There is a range of "fits" of nurs- ing tops – from generously sized ones to be worn immediately post-partum, to sexy fitted tops that women are more likely to wear once they have dropped some of their baby-weight.
4. While nursing tops used to be very dowdy, many fashionable styles are now available that do not "look" like nursing tops from the outside. Customers appreci- ate finding styles that will serve a function and allow them look great.

Nursing Dresses: This is a smaller category and includes casual dresses as well as special occasion styles for events such as christenings or bris', weddings, graduations, parties, holidays, etc. You may want to wait until you have an established nursingwear customer base before adding dresses to your assortment.

Editorial provided by Ed Hyken. Ed is the President and Co-Founder of Expressiva Nursingwear (www.expressiva.com).