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Maternity brand may enter textiles

Mothers Work, the designer and retailer of fashion-forward maternity apparel and owner of retail chains Motherhood Maternity, A Pea In The Pod, and Mimi Maternity, has announced it will move into licensing to expand its brands, which may include home textiles categories.

The Joester Loria Group, a licensing and marketing agency, has been selected to manage the development and introduction of the licensing initiatives for the Motherhood Maternity division, with more than 750 locations, as well as the introduction of a new licensed sub-brand, Motherhood Baby.

"Expectant moms come to our stores early and look to us to meet their needs during this important time of their lives" said Rebecca Matthias, president and ceo. "Our licensing program will take that brand equity to a new level, and The Joester Loria Group's merchandising expertise in similar successful retail initiatives makes them the perfect partner for us."

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