Fashion Rental Site LE TOTE to Offer Maternity Lines

LE TOTE, a fashion rental subscription service for everyday clothing and accessories, plans to expand its service to offer maternity clothing. In response to high customer demand, the company opened a waitlist so women can sign up for early access to LE TOTE Maternity, which will be available this fall.

LE TOTE Maternity will operate in a similar fashion as its existing service. For a flat fee of $59/month, maternity subscribers have unlimited access to personalized deliveries of stylish maternity clothes and trendy accessories, giving expecting mothers an affordable option to stay comfortable and fashionable throughout their pregnancy.

Each delivery will have three garments and two accessories, and can be sent back to receive new deliveries throughout the month for the flat price. If users love a piece in their Tote, they’ll have the option of purchasing it at a discounted rate of 20 percent to 50 percent off of the retail price.

"When we first started LE TOTE, my wife was pregnant with our daughter and was constantly borrowing and swapping maternity clothes with her friends," said Rakesh Tondon, CEO and co-founder, LE TOTE. "We knew then there was a massive need for a service like LE TOTE in the maternity space, and are thrilled to be offering expectant mothers affordable access to a wide variety of maternity wear with our new maternity subscription option."

The U.S. maternity wear market brings in $2 billion in annual revenue, according to IBSWorld data from July 2014, but for decades, women have been sharing and swapping maternity clothing with one another. The size of this market, plus these cultural practices already in play, make the move into offering maternity styles for expecting mothers a natural next step for LE TOTE. Maternity Totes will feature brands including Olian Maternity, Maternal America, Lilac Clothing, Tart Collections, Summer & Sage and Urban Ma. LE TOTE is also working with fashion designer, blogger and mother of two, Cara Loren Van Brocklin, who is designing pieces of maternity wear exclusive to LE TOTE and their subscribers.

"Based on the data and feedback we receive from our subscribers, we know that at least 30 percent of our customers are mothers, and have learned that pregnancy is often a reason for subscription cancellations," said Brett Northart, president and co-founder of LE TOTE. "Now, our customers can continue to use LE TOTE seamlessly through every life event: from first dates, to job interviews, to girls' night out, and now during pregnancy."

Following $8.8 million in Series A funding led by Azure Capital Partners in February 2015, the expansion into the maternity market is just one of many ways that LE TOTE continues to develop and improve on its core offerings to better tailor to customer wants and needs, becoming the true extension of every woman’s closet.

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