Pop-In@Nordstrom launched a partnership with New York City-based HATCH Collection on April 19. HATCH is a digitally-native brand that focuses on maternity fashion and beauty products designed to support women through different stages of pregnancy. The brand is also celebrity-approved, loved by Duchess Meghan Markle and actress Natalie Portman.

The brand has a brick-and-mortar presence in New York and L.A. and wanted to reach out to Seattle’s stylish mamas. HATCH is available to shop through May 19 in Nordstrom’s downtown and Bellevue locations and online at Nordstrom.com/pop.

What distinguishes HATCH from other maternity brands is just how versatile the garments are. The styles seamlessly transition through the different stages of pregnancy. In the first trimester, the clothes function as chic clothes that you would wear whether pregnant or not. As the bump grows, the classic garments support it in different stages and can even be worn postpartum.

The idea is to not invest in maternity clothes through different stages, but to buy quality clothes that stay with you throughout and beyond the pregnancy. Also, the clothes are super cute and stylish, and not frumpy as maternity clothing often tends to be. Thoughtfully enough, they also have a strap-on bump that you can try on to see how you’d look in the garments later on in your pregnancy journey.

Ariane Goldman, founder, and CEO of HATCH said “Since launching HATCH we’ve created a meaningful destination beyond clothing that carries women throughout different stages of life with a sense of beauty and confidence. We are thrilled to partner with Nordstrom to strengthen and expand this community that we’ve created online and through our physical stores in New York and Los Angeles and can’t wait to introduce our world to the Nordstrom customer.”

“I’m thrilled to partner with HATCH on our first-ever Pop-In@Nordstrom shop for moms,” said Olivia Kim, vice president of Creative Projects at Nordstrom. “I’m such a big fan of the brand because it’s centered around women supporting women, and it is really important to me to partner with female-founded brands when the opportunity arises. HATCH supports women through providing comfort for our busy everyday lives whether it’s pre, during or post-maternity. I am excited to invite our customers in to discover the brand and join the community.”

In addition to everyday clothing, the shop will feature swimwear, intimates, HATCH Mama clean beauty products such as the Belly Oil Belly Mask, Belly Tattoos, as well as the thoughtfully-designed HATCH-to-Hospital box filled with hospital essentials to make any stay more comfortable.

Nordstrom     |        500 Pine Street, Seattle    |   (206) 628-2111