The story of Mimi Maternity is amazing. In the spring of 2001, the new season brought about cute maternity clothes in floral and geometric patterns, replacing the animal prints from the fall fashions. By April, 2002, parent company Mothers Work, Inc. was reporting quarterly earnings of $0.02 per share. The six month earnings were in the black for the first time in over a year. Ed Krell was brought on as the new Chief Financial Officer. The National Center for Health Statistics announced that the US birth rates were at a 30 year high, so the demand was high for stylish and popular pregnant clothes for new moms-to-be.
At the same time, Mothers Work, Inc. was the world’s largest maternity retailer operating A Pea In The Pod, Mimi Maternity, and Motherhood Maternity maternity shops. They also had the online retailer MaternityMall.com. In fact, Rebecca Matthias started the business out of her Philadelphia home around 1982 with just $10,000 because she wanted to look fresh in cute maternity clothes while she was expecting her first child.
Mothers Work reported record sales and earnings for the company in 2003, launching them into unprecedented net income, and huge profits for their common stockholders. The company had a store in each of the 50 states, Canada, and Puerto Rico and opened their 1,000th store in New Jersey in August, 2003. The Mothers Work store chains would pass the half-billion dollar level of revenue in that year.
In 2003, Mimi Maternity was the nation’s leading maternity retailer in over 125 locations. They were considered to be among the expert maternity shops for fun and contemporary pregnant clothes. The Mimi Maternity brand offered contemporary fashions for the cute maternity clothes that women love. By August, 2004, the company opened its first Destination Maternity Superstore in Dallas. The staple trade names were still brand specific at that time. But in 2006, the owners sold almost half a million shares of the Company’s common stock for asset diversification and liquidation purposes. This set the stage for major changes in the company that were still yet to come.
So where are the Mimi shops? Well, they remained an independent brand name until late in 2008. At this time, Mothers Work, Inc. announced the corporate name change to Destination Maternity Corporation. This was a strategic restructuring that resulted in streamlining the brands. It was at this time that the Destination name became the predominant trade name for Mimi Maternity.
Today, the Mimi Maternity name brand can still be found, blended in with the Destination fashions that you have come to know. In fact, we have dedicated an entire page to Mimi Maternity for pregnant clothes women love. You now have direct access to these fashions to make your journey to find them online so much easier.