Cake Maternity Group Unveiled

Cake Lingerie Sugar Plum

Above: preview image of Cake Lingerie’s upcoming new style — Sugar Plum.

Cake Lingerie transforms today into Cake Maternity Group — a new corporate structure and identity for the company’s expanding portfolio of maternity brands.

Cake Lingerie remains the group’s pillar offering and is now one of three complementary brands under Cake Maternity, alongside Rosewater (Swimwear for Mothers) and Cupcakes (Nursing Pads). Cake Maternity now oversees the business operations of these (and any upcoming) high-end maternity brands.

Rosewater Maternity Swimwear

Above: Preview of the an upcoming style from Rosewater Maternity Swimwear.

The company cites rapid growth, including Cake’s purchase of Ilant last year, and increased sales and brand recognition as some of the driving factors in the new corporate set up.

“The strong foundations and increasing demand for the Cake Lingerie brand have enabled us to replicate the same winning formula into our newly aligned product offering. A proven global distribution network matched with an unrivaled service ethos will enable the Cake Maternity Group to continue to foster mutually beneficial relationships with the best accounts globally,” says Keith Hyams, CEO at Cake Maternity.

Cake Lingerie Banana Parfait

Above: preview image of Cake Lingerie’s upcoming new style — Banana Parfait.

Hyams noted that customers and fans of the company can expect new brands in development in the near future including eight new product offerings and three brand new, sub-category offerings for the Cake Lingerie collection.

The new group’s website is live and visitors can scroll to see basic information about Cake Lingerie, Cupcake (a collection of organic nursing pads) and Rosewater (swimwear for mothers). A full site is in development and will launch soon said Cake Maternity.

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Cake Maternity Group

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