Local startup hatches new breastfeeding clothing line

latched mama

Melissa Wirt and her daughter, Caroline. Photo courtesy of Latched Mama.

A mom-focused local startup’s latest product is coming to term.

Latched Mama, founded in 2014 by Melissa Wirt, plans to launch a new line of plus-sized, breastfeeding-friendly clothes for new moms in May. The five-product line will include t-shirts, dresses, work appropriate tops, and a lightweight hoodie.

“After a year of being in business, we discovered there was a need,” Wirt said. “It will enable us to support more moms on their breast feeding journey.”

Wirt, a former Ryan Homes sales and marketing rep, started Latched Mama by selling t-shirts and dresses out of the back of a minivan. She had the idea for the company after having her second child.

“I was kind of inspired by the whole support other moms thing,” she said. “Breastfeeding is a natural thing but it can be difficult and hard sometimes. There’s not a lot of support.”

Wirt, 34, said there are not a lot of options for clothes that make it easier to breastfeed, a problem she faced herself.

“Nobody was making clothes to wear every day,” Wirt said. “The things that are out there are really expensive.”

Photo courtesy of Kristine Pringle.

Photo courtesy of Kristine Pringle.

Wirt designs all of the Launched Mama’s garments and has them manufactured overseas. Latched Mama’s products are currently sold mostly online at Latched Mama’s website and Amazon. Wirt said orders have come in from all over the U.S. and as far abroad as Australia and Europe. She says the company has turned a profit.

Wirt runs the business out of a 2,000-square-foot office and warehouse in the Brandermill Business Park near her house in Midlothian. She said the plan for Latched Mama is to continue to grow in a manageable way.

“I like being self-funded,” she said. “Our goal is 100 percent growth.”

Latched Mama is just the latest local company looking to turn a profit by supporting moms. Baby Love Lactation Cookies launched last year in Manchester.

latched mama

Melissa Wirt and her daughter, Caroline. Photo courtesy of Latched Mama.

A mom-focused local startup’s latest product is coming to term.

Latched Mama, founded in 2014 by Melissa Wirt, plans to launch a new line of plus-sized, breastfeeding-friendly clothes for new moms in May. The five-product line will include t-shirts, dresses, work appropriate tops, and a lightweight hoodie.

“After a year of being in business, we discovered there was a need,” Wirt said. “It will enable us to support more moms on their breast feeding journey.”

Wirt, a former Ryan Homes sales and marketing rep, started Latched Mama by selling t-shirts and dresses out of the back of a minivan. She had the idea for the company after having her second child.

“I was kind of inspired by the whole support other moms thing,” she said. “Breastfeeding is a natural thing but it can be difficult and hard sometimes. There’s not a lot of support.”

Wirt, 34, said there are not a lot of options for clothes that make it easier to breastfeed, a problem she faced herself.

“Nobody was making clothes to wear every day,” Wirt said. “The things that are out there are really expensive.”

Photo courtesy of Kristine Pringle.

Photo courtesy of Kristine Pringle.

Wirt designs all of the Launched Mama’s garments and has them manufactured overseas. Latched Mama’s products are currently sold mostly online at Latched Mama’s website and Amazon. Wirt said orders have come in from all over the U.S. and as far abroad as Australia and Europe. She says the company has turned a profit.

Wirt runs the business out of a 2,000-square-foot office and warehouse in the Brandermill Business Park near her house in Midlothian. She said the plan for Latched Mama is to continue to grow in a manageable way.

“I like being self-funded,” she said. “Our goal is 100 percent growth.”

Latched Mama is just the latest local company looking to turn a profit by supporting moms. Baby Love Lactation Cookies launched last year in Manchester.

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Emily Moore
Emily Moore
6 years ago

You might be intrested in this informative article which showcases various aspects of breastfeeding in public, both pros and cons. Please read it here: motherhow.com/i-breastfeed-in-public-the-pros-and-cons/