Skip to main content

Kiwi maternity activewear company Cadenshae is enjoying huge success in the US, with sales tripling in the region since launching in 2017.

The $5 million-dollar enterprise broke into the US after learning the maternity industry was set to become one of the largest growth segments there, with 60 percent of women turning to maternity apparel for a comfortable solution to their wardrobe.

A recent study reviewing online fashion sales in the US showed the maternity industry has experienced a massive rise in overall growth, proof that Cadenshae’s strategic expansion was perfectly timed. 

Since being founded in 2015, Cadenshae has become the world’s most popular and recognised maternity activewear brands. The e-commerce business specialises in stylish sportswear specifically designed for nursing mums and mums-to-be. From breastfeeding sports bras, tank tops and t-shirts to hoodies and medically endorsed maternity leggings, all merchandise is made from high quality materials, and designed to last.

Cadenshae owner and founder, Nikki Clarke says she ‘stumbled-upon’ the niche market that globally, was not being serviced properly. “After giving birth to my first daughter four years ago, I realised there was nothing for me to wear to the gym and to feed my baby in. I searched high and low for something suitable to wear and came up with nothing.”

“I thought I couldn’t be the only new mum with this problem, so after a bit of research, I realised there was a major shortfall for this type of clothing, and soon after Cadenshae was born,” says Clarke.

Clarke went on to design and finance $20k worth of nursing bras which arrived on her doorstep just four days after her second child was born. Since then, Cadenshae has grown into a multi-million dollar global empire.

The fashion giant turned over five million in FY19, up from $300, 000 in their first year, and are forecasting a seven million dollar gain come FY20.

Co-founder, co-owner and husband of Nikki, Adam Clarke says the couple want to up the ante in 2020 to service the growing trend in the US, and globally.

“We’ve gone from two staff members in 2017, to 20 by the end of this year. Things are seriously happening for us and this industry, so eventually…it would be great to have physical locations in all of our major markets.”

Clarke says the recent growth in the US has greatly influenced how the company intends to expand. “The U.S. is a big focus for us now, as the research shows there’s a lot to come from pushing hard there. We’ve only scratched the surface, and we’re already making massive gains.”

“We have a lot up our sleeves for the near future, so watch this space.”


Glenn Baker

Glenn is a professional writer/editor with 50-plus years’ experience across radio, television and magazine publishing.


Dishing up export possibilities

Exporter Today Editorial TeamExporter Today Editorial TeamApril 16, 2012

What’s mine is not yours

Exporter Today Editorial TeamExporter Today Editorial TeamApril 16, 2012

25 countries… and counting

Exporter Today Editorial TeamExporter Today Editorial TeamApril 16, 2012