November 08, 2012 // Franchising.com // WAYNE, NJ – Toys"R"Us, Inc. today announced that it has entered a partnership with Thyme Maternity, Canada’s leading maternity fashion brand from Montreal-based Reitmans Canada Ltd., to bring a collection of maternity apparel and accessories exclusively to its Babies"R"Us® customers in the U.S. This marks the U.S. debut of Thyme Maternity, and further solidifies Babies"R"Us as THE destination for expectant moms. The collection is available now online at Babiesrus.com and will be featured in dedicated maternity boutiques in approximately 150 Babies"R"Us stores nationwide in the coming weeks.
“Part of what sets Babies"R"Us apart as a specialty retailer is our differentiated assortment of products not only for babies, but for new and expectant moms at every stage of their pregnancy and beyond,” said Richard Barry, Executive Vice President, Chief Merchandising Officer, Toys"R"Us, Inc. “We are proud to partner with Thyme Maternity, a market leader, to give U.S. moms-to-be an exciting new choice in maternity fashion.”
Thyme Maternity has decades of experience outfitting moms-to-be, and offers a full of life experience that includes valuable advice, fashion tips and product knowledge to help future moms on their journey through pregnancy and after the baby is born.
The Thyme Maternity collection at Babies"R"Us features a comprehensive assortment of maternity fashions to meet an expectant mom’s changing wardrobe needs, and is specifically designed to adapt to her body as her pregnancy progresses. The collection includes a stylish Mix and Match assortment, long-sleeved cowl neck sweaters, belted cardigans and denim in a variety of fits. Also included is work wear, such as dress pants in different fits and styles, blouses and tops, as well as a selection of dresses.
In addition, the collection features activewear for relaxing days at home or running errands, cozy sleepwear to ensure mom gets her rest before the baby arrives, as well as lingerie. An array of nursing tops and nursing bras is also available for the post-natal mom.
“For decades, Canadian moms-to-be have relied on Thyme Maternity to not only offer fashions that fit every style and stage of pregnancy, but to help them navigate the incredible journey during and after pregnancy,” said Jon Plens, President, Thyme Maternity. “Thyme Maternity is proud to partner with Babies"R"Us to bring our full of life experience to U.S. consumers, and we believe that our combined expertise will serve the market well.”
The collaboration to bring Thyme Maternity to the U.S. expands on an existing partnership between Thyme Maternity and Toys"R"Us, Canada, which has brought the clothing line to expectant moms in 20 Babies"R"Us stores in Canada since last year.
The Thyme Maternity collection will anchor in-store “Maternity and More” boutiques, which range in size from 250 square feet to 1,000 square feet, and bring together an edited assortment of items just for mom. Joining Thyme in these shops will be Bravado Designs, a Medela Company, the leader in bras fit for breastfeeding. Among the products featured will be a full assortment of nursing bras and tanks, nursing bra pads and soothing creams for breastfeeding mothers. Bringing two established brands for moms-to-be together in one dedicated area provides expectant moms with everything they need both pre- and post-natal.
The company will support the launch of the Thyme Maternity collection with print and online advertising, in-store signage and social media support. To view the Thyme Maternity collection, visit Babiesrus.com/maternity.
Toys"R"Us, Inc. is the world’s leading dedicated toy and juvenile products retailer, offering a differentiated shopping experience through its family of brands. Merchandise is sold in 875 Toys"R"Us and Babies"R"Us stores in the United States and Puerto Rico, and in more than 640 international stores and over 150 licensed stores in 35 countries and jurisdictions. In addition, it exclusively operates the legendary FAO Schwarz brand and sells extraordinary toys in the brand’s flagship store on Fifth Avenue in New York City. With its strong portfolio of e-commerce sites includingToysrus.com, Babiesrus.com, eToys.com and FAO.com, it provides shoppers with a broad online selection of distinctive toy and baby products. Headquartered in Wayne, NJ, Toys"R"Us, Inc. employs approximately 70,000 associates annually worldwide. The company is committed to serving its communities as a caring and reputable neighbor through programs dedicated to keeping kids safe and helping them in times of need. Additional information about Toys"R"Us, Inc. can be found on Toysrusinc.com. Follow Toys"R"Us, Babies"R"Us and FAO Schwarz on Facebook at Facebook.com/Toysrus, Facebook.com/Babiesrus and Facebook.com/FAO and on Twitter at Twitter.com/Toysrusand Twitter.com/Babiesrus.