The company was founded 25 years ago after a fruitless search for a pair of maternity jeans that fitted and looked like normal jeans. We have diversified and grown over the years and are now the UK’s leading specialist brand for discerning mothers-to-be and mothers of babies and pre-school children. Women don’t lose their style and their individuality, just because they become pregnant. They want to look chic and fashionable regardless of their ever increasing bump. Our design team understands this and is expert in developing collections that are refreshingly modern.

All of our maternity clothes work well with each other to create versatile, co-ordinate styles which are easy to wear and suitable for any occasion. Inspired by seasonal trends, our collection features stylish statement pieces that include cleverly designed details which work together to flatter our customers changing shape, including after the baby is born. We believe that creating living spaces for babies and toddlers should be stylish as well as fun and that’s the ethos behind everything we do. We aim to offer inspirational furniture, accessories and toys, all designed with a twist. We seek to inspire and give confidence to new parents who want only the best for their baby.