Cake Maternity e-commerce site goes live

Cake Maternity has launched an e-commerce website to represent its growing portfolio of brands.

Consumers from across the globe will now be able to purchase products from all Cake Maternity brands – Cake Lingerie, Rosewater swimwear for mothers and CupCake Nursing Pads – directly from the site.

The new website offers fitting advice and features a blog and a full list of stockists.

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Shoppers can also expect to see new product lines, including maternity knicker packs, cotton nursing tops, contour seamless bras and soft cup bras, released on the site before the end of the year.

Cake Maternity managing director Keith Hyams said: “Cake Maternity will continue to expand its website capability and its interactivity with mobile devices being a key consideration in its decision making on technology and functionality.”

Cake Maternity was formed in May this year to oversee the operations of established pillar brand, Cake Lingerie, and two new labels, CupCake and Rosewater.

Rosewater is a 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.

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

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