(Filed Under wholesale Maternity News). When Amanda Cole, owner of Yummy Mummy, a store specializing in nursing products and services on Manhattan’s Upper East Side, gave away a free Shower Hug during a recent raffle, she received an extremely positive response.
“I called up the woman [who won the free Shower Hug] to ask her what she thought, and she absolutely loved it,” Cole said. “It’s a very unique product that does well in my store. I think it definitely fills a need. If you’ve ever been a nursing mom you know that it really hurts to shower. [The Shower Hug] is super soft and cozy; some women even like to wear it in place of a bra [for sleeping and around the house].”
Three-year-old Belmama and Cherub produces the Shower Hug. Founder of the company Andria Sgro invented the knit terry valour bandeau wrap after she gave birth, and was unable to find a product to relieve her breast pain.
The company now sells the original Shower Hug through over 30 maternity, nursing and intimate apparel retailers nationwide, including Yummy Mummy; Mother of Five in Newtown, PA; and LilTulips.com, and has recently expanded into the international market with retail customers in Canada, Australia, Indonesia and Singapore. The company is also currently working with a retail customer in South Africa, who is planning on opening a store specializing in the Shower Hug and other products for new moms.
The Original Shower Hug retails for $29.99. The company recently added the Earth Friendly Green Shower Hug, which is made from 80 percent organic cotton and 20 percent eco-spun stretch terry “with all of the same features as the original Shower Hug with an Earth friendly focus,” for a retail price of $39.99. Both styles run in sizes XS through Goddess, which accommodates bra sizes 30A through 42F, and are made in the United States.
According to Alaina Tonelli, vice president of sales and marketing, as well as sister of Sgro, the Shower Hug is essential for soothing the breast pain associated with pregnancy and breastfeeding. “Lightweight and absorbent, this snuggly alternative to traditional nursing bras can be worn in or out of the shower, [and stays in place with an extra-wide Velcro closure],” she said.
“While showering, the Shower Hug helps to eliminate pain by creating a barrier between mom’s tender breasts and harsh shower sprays while simultaneously absorbing the water and creating a comforting warm compress. [It] has no straps or elastic, it simply hugs mommy’s breasts in place, which makes it ideal for wearing around the house under comfy clothes. When I was nursing my third baby, even just taking a step was so painful […] I loved mine for sleeping because it absorbed my leakage and was so comfortable.”
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