Ariane Goldman, founder of Hatch, shares her journey of building a successful DTC brand by identifying unmet needs in the maternity and postpartum market. This episode highlights how creating an authentic community through educational content and events, coupled with strategic product diversification, can drive significant growth and customer loyalty, even attracting customers beyond the initial niche.
Key takeaways
Identify and validate market gaps based on personal experience and unmet needs, as Ariane Goldman did with maternity wear that women can wear before, during, and after pregnancy.
Build and nurture a strong community through educational events and content platforms (e.g., Hatch’s Babe) to foster brand loyalty and organic growth.
Strategically diversify product offerings (e.g., Hatch expanding into beauty and nursing bras) to extend customer lifetime value and appeal to a broader customer base, including those outside the initial niche.
Emphasize a direct-to-consumer model combined with compelling brand storytelling to resonate with customers on a personal level and support them through significant life stages.
Utilize both in-person and digital engagement strategies, like educational events, to maintain community connection and brand visibility even amidst external challenges like store closures.
Ariane Goldman is a serial entrepreneur with a specialty: “I'm always gonna try to create things people need,” she said on the latest Glossy Podcast. In 2007, that meant launching Twobirds Bridesmaid, focused on bridesmaid dresses that women can wear more than once. And in 2011, she introduced Hatch.
“I was pregnant with my first daughter, excited about this new endeavor that I was about to embark on. And I was absolutely surprised that there was nobody speaking to me. I didn't know how to speak the language, and I didn't know what to look for,” she said. “That was the lightbulb that went off. I knew that if I was feeling this way, there must have been other women looking for the same companionship and guidance through this next chapter.” She started Hatch as a direct-to-consumer brand centered on clothing women can wear before, during and after pregnancy. Today, 20% of the company’s customers are women who aren’t pregnant, Goldman said. The company has since expanded to product categories including beauty and “fourth-trimester” products, like nursing bras. And in 2020, it launched a content platform called Babe.
At the center of the brand’s success is an engaged community that has worked wonders to fuel its growth. Hatch’s annual sales grew 80% in 2021, and Goldman is projecting 40-50% growth this year. Among other topics, Goldman discussed how Hatch has grown its community using education-focused events, even during pandemic-forced store closures.
Identify and validate market gaps based on personal experience and unmet needs, as Ariane Goldman did with maternity wear that women can wear before, during, and after pregnancy.
What does this episode say about brand & content?
Build and nurture a strong community through educational events and content platforms (e.g., Hatch’s Babe) to foster brand loyalty and organic growth.
What does this episode say about founder & leadership?
Strategically diversify product offerings (e.g., Hatch expanding into beauty and nursing bras) to extend customer lifetime value and appeal to a broader customer base, including those outside the initial niche.
What does this episode say about product & merchandising?
Emphasize a direct-to-consumer model combined with compelling brand storytelling to resonate with customers on a personal level and support them through significant life stages.
What does this episode say about dtc strategy?
Utilize both in-person and digital engagement strategies, like educational events, to maintain community connection and brand visibility even amidst external challenges like store closures.
