Plus-size retailer Simply Be has launched its first maternity collection online.
It covers fashion, lingerie, nightwear and swimwear for expectant mums, in sizes 12 to 26 and cups C to F.
The designs feature adaptations such as splits on jeans for swollen ankles, an inside-waist size adjuster on trousers and side ruching to provide extra room for a growing bump. Camisole straps have clip fastenings to make breastfeeding easier.
Ralph Tucker, chief product and supply officer at Simply Be parent company N Brown Group, said: “We noticed a high number of searches on our site for maternity clothes, so we knew there was a demand for great-fitting staple pieces suitable for women of all shapes and sizes to wear during pregnancy.
“Many other retailers seem to put all the focus on their maternity products fitting a bump, and ignore the wide range in body shape and size of women.”
In June, N Brown announced it was considering closing all of its 20 stores across its Simply Be, Jacamo and JD Williams brands, as high street footfall had fallen. Financial results for the three months to 2 June showed online sales were up 3%. Simply Be’s revenue had increased by 9.3% overall.