Cake forms maternity group to oversee new brands

Entrepreneurs at Cake Lingerie have formed a new maternity group, which will oversee the operations of two new brands, Lingerie Insight has learned.

Cake Lingerie, the pillar brand, will now be one of three complementary brands under Cake Maternity, alongside Rosewater and CupCake, with several more brands reportedly in development.

Rosewater is a new maternity and nursing swimwear line featuring fashionable, contemporary designs up to a G cup. All garments are UPF50+ and chlorine-resistant and feature stretch lining and high-retention fabrication.

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CupCake, meanwhile, offers reusable nursing pads made with organic cotton and hemp.

“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,” said Cake Maternity CEO Keith Hyams.

“A proven global distribution network matched with an unrivalled service ethos will enable the Cake Maternity Group to continue to foster mutually-beneficial relationships with the best accounts globally.”

For AW14, the Cake Lingerie collection will expand with eight new product offerings, including three brand new sub-categories, details of which are yet to be announced.

As part of the shake up, Cake has appointed Craig Swinney as the new UK and Europe sales manager and Arnold Perizonius as the new sales director.

Perizonius joins the company from Rizoni, a retail brand consultant for Van de Velde. He brings with him over 20 years’ of fashion industry experience, having previously headed up Marlies Dekkers between 2005 and 2009 and teen brand Miss Etam between 1997 and 2005.

Commenting on the new recruits, Hyams added: “We welcome them and look forward to the invaluable contributions their experiences will bring.”

Cake Maternity, which launches today, will operate under its newly-registered company structures in Europe and in the US.

Localising operations within these regions is expected to enable a timelier customer service experience.

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