Nursing Moms’ Product Niche Grows
Post-Gazzette.com:
… Johanna Myers McChesney, co-founder and chief executive of Isis Maternity, a 3-store chain in the Boston area that sells goods and services for new and expectant parents, says many new mothers are educated, professionally successful and well into their 30s. ‘They treat this like any other major endeavor in their lives,’ says Ms. McChesney, ‘and they require all the latest accessories and support services to do it right.’
In another lift to sales, nursing products are being reconceived as fashion accessories. Celebrities have discussed their nursing protocols with the news media. When U.S. pump company Medela Inc., a unit of Medela Holding AG of Switzerland, sought to put its products on TV shows 3 years ago, it found no takers. Last fall, its pumps were included in story lines on ER, Weeds, and The Office.
The financial prospects are drawing unlikely entrepreneurs. Andrew Zenoff, a 41-year-old childless bachelor in San Francisco, invented the ‘My Brest Friend’ nursing pillow in 1994. Seeing a friend’s sister struggle to get her baby to latch on, Mr. Zenoff sensed a market opportunity. His pillows can now be bought at Wal-Mart Stores Inc.’s Walmart.com and Amazon.com Inc. ‘I never thought, ‘I’m going to be the guy who invents the best breast-feeding pillow,’ he says.
Since then, Mr. Zenoff has launched DayOne, a breast-feeding support center and store where mothers can meet with lactation consultants, mingle with other postpartum women and purchase pumps, clothes and other supplies. He has since opened another DayOne store in northern California – and plans to roll out 42 more in the next 5 years.
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