Destination Maternity puts down roots in India

After spending three years opening shop-in-shop locations with its franchise partner in India, Destination Maternity announced today that it’s settling down with a freestanding store. The world’s largest designer and retailer of maternity apparel has set up shop under its namesake banner near Delhi in Ambience Mall, the largest operational mall in India.

Destination Maternity, which is headquartered in Pennsylvania and specializes in mid-priced to high-end clothing, entered a multiyear franchise agreement with Mahindra Retail in 2009 to develop a presence for the company there by operating branded retail locations and marketing merchandise under the Motherhood Maternity, A Pea in the Pod, and Destination Maternity brands. As part of the collaboration, Destination Maternity’s footprint in India has grown to 76 franchised shop-in-shop locations that operate within Mahindra Retail’s Mom & Me stores.

India isn’t its first foray. Granted, the mom-to-be clothing manufacturer and retailer is busy in the US and Canada operating more than 2,000 mostly franchised maternity stores. But the company has worked to extend the global reach of its brands since 2008, when it inked its first international franchise agreement to build a presence in half a dozen key markets in the Middle East. In 2011, a year after pairing up with Mahindra Retail, Destination Maternity signed on a third international franchisee to get its trio of brands into South Korea.

As a result of its global push, Destination Maternity now boasts more than 100 international franchised locations, including 85 shop-in-shops and 16 Destination Maternity-branded stores. Also, its maternity apparel and accessories are now sold in South Korea.

The company’s CEO Ed Krell is ready to hand out cigars. “This location in Ambience Mall will be a ‘must visit’ shopping destination for the India mom-to-be, where she will be able to shop both our Motherhood Maternity and A Pea in the Pod brands.  It is where the expectant mom can expect it all.”

If India weren’t enough, Destination Maternity announced this week that it’s creating a line of maternity clothes with Camuto Group, the master licensee for the Jessica Simpson label. The Fashion Star host and singer has built an empire reportedly worth close to $1 billion, so she’s sure to be an asset for the retailer.

Catherine Colbert

Tracking the moves of consumer products makers since 2003, Colbert is a company insights writer and blogger. Before covering companies, she spent ample time in magazine publishing, technical writing, ad copywriting, medical writing, and marketing. Follow her on Twitter.

Read more articles by Catherine Colbert.

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