Craig said that with “clever buying” she would fill a gap in the market by offering pregnant customers fashionable yet comfortable clothes that were not necessarily designed as maternitywear. “We mainly buy designer pieces that can be worn while pregnant, such as empire line dresses,” she said.
The site, which will also sell kids’ accessories and beauty products, will include a trimester rating to help shoppers decide what to buy for each stage of a pregnancy. The offer will also include lingerie and swimwear, with prices starting from £12.
Premium womenswear brand Lotus London has more than 300 accounts globally, as well as a store in London’s Knightsbridge.