SAN FRANCISCO--(BUSINESS WIRE)--LE TOTE, the fashion rental subscription service for everyday clothing and accessories, today announced its plan to expand its service to offer maternity clothing. In response to high customer demand, the company today 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 3 garments and 2 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 20-50 percent off of 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 (IBSWorld, 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.
For more information and to sign up for early access to LE TOTE Maternity, please visit www.letote.com/maternity.
About LE TOTE
San Francisco-based LE TOTE was founded in 2012 by Brett Northart and Rakesh Tondon, who aimed to replicate the offline behavior of swapping and sharing clothes via a national, online service. The subscription-based fashion service works with more than 80 brands including House of Harlow, Sam Edelman, Vince Camuto, Max Studio, BCBGeneration and French Connection, allowing customers to borrow and wear unlimited clothing and accessories for $49/month. Each shipment includes a personalized selection of three pieces of clothing and two accessories, curated using LE TOTE’s proprietary fit algorithm and recommendation engine. Customers keep their pieces as long as they’d like, and ship back when they’re ready for their next delivery, with an option to purchase what they love for 20-50 percent off of retail price. The Y Combinator backed company has raised $12.5 million in venture funding from Andreessen Horowitz, Google Ventures, Azure Capital Partners, Lerer Hippeau Ventures, Simon Venture Group, AITV, Epic Ventures, Arsenal Venture Partners and Funders Club. For more information, visit http://www.letote.com/static/press.