WAYNE, N.J. — Toys"R"Us has partnered with Canada’s leading maternity fashion brand Thyme Maternity to provide its Babies"R"Us customers across the United States with a new collection of maternity apparel and accessories. The collection is available at www.Babiesrus.com and is scheduled to be featured 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, CMO, Toys"R"Us, Inc, according to a recent press release. "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, from Montreal-based Reitmans Canada Ltd., has outfitted moms-to-be for decades. Its partnership with Toys"R"Us marks the maternity fashion brand’s U.S. debut.
The Thyme Maternity collection at Babies"R"Us is specifically designed to adapt to the changing bodies of expectant moms as their pregnancies progress. The collection includes a mix-and-match assortment, long-sleeved cowl neck sweaters, belted cardigans and denim in a variety of fits, as well as dress pants in different fits and styles, a selection of dresses and blouses and tops. It also includes activewear, sleepwear and lingerie. Post-natal moms will also be able to choose from an assortment of nursing bras and tanks, nursing bra pads and soothing creams from Bravado Designs, a Medela Company,
"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, in a press release. "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 move to bring Thyme Maternity to the United States was made possible to an existing partnership between the maternity fashion brand and Toys"R"Us, Canada, which brought the clothing line to 20 Babies"R"Us stores in Canada since last year.
The Thyme Maternity collection will anchor in-store "Maternity and More" boutiques, ranging in size from 250 square feet to 1,000 square feet. To view the Thyme Maternity collection, go to www.Babiesrus.com/maternity.