Sydney lingerie brand puts the yummy into mummy

Expectant mums look set to have their cake and eat it too, following the launch of a maternity lingerie label catering to the fashion conscious market. The Cake Lingerie concept - the creation of designer Tracey Montford and life and business partner Keith Hyam - began around three years ago, when Montford was pregnant with her first child, said Hyam.

"Tracey was used to wearing nice lingerie and was devastated to find that there was nothing pretty and luxurious for pregnant women."

Resarch confirmed Montford had identified a gap in the market and she honed her fashion skills at the London School of Fashion and London Central Saint Martins before launching Cake Lingerie. The range was built around five stories, named after edible delights, said Hyam. "We really wanted to make it luxurious, indulgent and fun."

Stories included: 'Black Forest', featuring black satin and mesh with lace and ribbon trim; 'Chocolate Chip', featuring polka dot print and frill detailing; 'Raspberry Ripple', featuring lace over raspberry satin; 'Mixed Berry', featuring fine straps, decorative bows and colourful silk georgette; and 'Vanilla Kisses', made from 100 per cent natural silk satin, with ivory lace and black accents.

With bras priced from $65 to $75 and pants priced $30 to $40, the range featured luxury fabrications and a high level of detailing. Each story also included Australian-made silk satin slips and camisoles, while the bras and pants were made in China to high quality standards.

"We employ three people on the ground in Hong Kong - two quality control experts and an agent - to ensure high standards of finish." The label would follow an exclusive distribution strategy, Hyam said. "We have decided that if we have one account in a suburb we won't deal with any other stores in that suburb. So many labels end up everywhere, and they get diluted."

Since launching last month the label had secured accounts with eight stockists in New South Wales, four in Victoria and five online. It also hoped to boost its profile following its presence at recent trade fair Fashion Exposed. Cake offered stockists with higher than usual margins and a strong branding strategy that included free branded boxes and packaging, Hyam said.

"We've really gone that extra mile to ensure customers get the full 'Cake Lingerie experience'."
Future plans included an online store and attendance at key lingerie fairs in Europe. "As we're very much a niche brand we're keen to cater to the overseas and regional Australian markets as soon as possible."

By Belinda Smart