Latched Mama
Latched Mama is a Virginia-based direct-to-consumer apparel company that designs and sells functional nursing, maternity, and labor-and-delivery clothing, anchored by its patented Momper® romper and a ~500,000-member Latched Mama Love Facebook community serving breastfeeding and postpartum mothers.
- Company typePrivate
- Founded2014
- HeadquartersMidlothian, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Latched Mama does
Latched Mama, LLC is a privately held, Virginia-domiciled direct-to-consumer apparel company founded in fall 2014 by certified lactation counselor Melissa Wirt. The company designs, sells, and ships functional, affordable nursing and maternity clothing — including its patented Momper® romper, nursing dresses, tops, tanks, hoodies, swim cover-ups, and babywearing pullovers — through a Shopify-powered e-commerce storefront, with fulfillment from a warehouse in the Richmond, Virginia area. Pricing is unit-based at roughly $22–$93 per SKU, with free domestic shipping on orders over $125 and worldwide international shipping.
The company monetizes via one-time direct product sales and digital gift cards, with no subscription tier disclosed. Its go-to-market is community-led: the Latched Mama Love private Facebook group has grown to nearly 500,000 members and is supported by a blog, podcast, email, SMS VIP Moms Club, and a Build the Village affiliate program. The team of ~42 employees includes 14 on-staff certified lactation consultants and birth/postpartum doulas who provide free lactation support to customers and the public, reinforcing both content authority and customer trust. The business is bootstrapped with no disclosed external funding, operates without physical retail, and has been featured in Business Insider, USA Today, CBS This Morning, and NPR Marketplace.
Latched Mama firmographics
Firmographics- Name
- Latched Mama
- Legal name
- Latched Mama, LLC
- Website
- https://latchedmama.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Latched Mama is a Virginia-based direct-to-consumer apparel company that designs and sells functional nursing, maternity, and labor-and-delivery clothing, anchored by its patented Momper® romper and a ~500,000-member Latched Mama Love Facebook community serving breastfeeding and postpartum mothers.
- Ownership category
- akta.pro rank
Latched Mama industry classification
Industry- Product category
- Maternity & Nursing Apparel
- NAICS
- Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Women's Clothing Stores (5621), Women's, Misses', And Juniors Outerwear (2330)
- akta.pro primary industry
- Maternity & Nursing Wear (Moms-to-be) (CRAAAHAL)
- akta.pro secondary industries
- Children’s, Baby & Maternity Apparel Brands (CRAAAAAG), Maternity & Nursing Intimates (CRAAAIAH)
Keywords
Where Latched Mama is headquartered
LocationHeadquarters
- HQ city
- Midlothian
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Latched Mama business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchase of nursing apparel including dresses, tops, rompers, hoodies, and accessories. E-commerce sales through owned Shopify storefront. Products shipped domestically and internationally.
- Gift Cards: Digital gift cards sold via email for gifting purposes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Nursing Tops (Tees & Tanks) |
| Unit Pricing | Pay-as-you-go | Nursing Dresses |
| Unit Pricing | Pay-as-you-go | The Momper® Nursing Romper |
| Unit Pricing | Pay-as-you-go | Hoodies & Pullovers |
| Unit Pricing | Pay-as-you-go | Accessories |
| Unit Pricing | Pay-as-you-go | Gift Cards |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels10 records
Latched Mama product offering
Product offeringCore offering
Latched Mama designs, manufactures, and sells direct-to-consumer breastfeeding and postpartum apparel for mothers. The product line includes nursing bras, the patented "Momper" top, leggings, dresses, loungewear, robes, and accessories. The company sells exclusively through its own online store with 24/7 customer service staffed by lactation consultants.
Product overview
Latched Mama is a direct-to-consumer breastfeeding apparel brand offering a comprehensive portfolio of functional, comfortable, and stylish nursing clothing and accessories. The core product lineup centers on the proprietary Momper® collection (including Printed Nursing Romper, Sleeveless Maxi Nursing Momper, and Nursing Maxi Momper), complemented by signature nursing tops (Ribbed Nursing Tank, V-Neck Boyfriend Nursing Tee, Ribbed Short Sleeve Nursing Wrap Top, Coastline Cotton Button Up Nursing Shirt), nursing dresses (Classic Cotton Nursing Dress, Daily Maxi Nursing Dress, Active Nursing Dress, Ribbed Midi Nursing Slit Dress, Front Knot Nursing Maxi Dress, Labor Dress 2.0), and specialty items (Ribbed Nursing Jumper, Cloud Nursing Hoodie, Long Sleeve Nursing Swim Wrap Cover Up, 635 Nest Nursing Wrap, Harbor Snap Nursing Pullover). The accessories line includes the Boobies Nalgene Water Bottle and Love Mug. The company sells directly through its Shopify-powered ecommerce platform, with products shipped from its Richmond, Virginia warehouse.
Differentiator
Problem solved
Functional benefit
Products and services
- The Momper
Quantifiable outcome
- Average product rating 4.47/5 stars (Printed Momper with 191 reviews)
- +2 more outcomes
Companies that use Latched Mama
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles1 record
Latched Mama technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration16 records
Feature3 records
Latched Mama partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- ShopifycoreE-commerce platform powering the online store, payment processing, and order management. Primary technology infrastructure for all sales operations.
- Build the Village Affiliate ProgramminorAffiliate marketing program allowing partners to refer customers and earn commissions on sales.
- Facebook (Meta)coreLatched Mama Love private Facebook group with nearly 500,000 members for community engagement and customer connection.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Latched Mama competitors and assessment
Company assessmentDirect peers
- PinkBlush Maternity: Maternity and nursing fashion retailer offering trendy nursing-friendly apparel online, with overlapping customer base and product categories.
- Cake Maternity: Specialist nursing and maternity intimates/apparel brand with overlapping product categories (nursing bras, sleepwear) and shared target customer.
- Kindred Bravely: Direct-to-consumer nursing and maternity apparel/bras brand serving the same breastfeeding-mother persona with a comparable DTC and community-led motion.
- Hatch Collection: Premium maternity and nursing apparel DTC brand covering pregnancy through postpartum, overlapping directly with Latched Mama's wardrobe-extension strategy and product categories.
- Storq: DTC maternity and nursing basics brand with a similar minimalist aesthetic and direct-to-consumer model, targeting the same expectant and new-mother customer.
Regional players
- Boob Design: Swedish-origin nursing and maternity apparel brand sold globally online; comparable product mix (nursing tops, dresses, bras) but primary geographic roots in Europe.
Emerging players
- Frida Mom: DTC postpartum and recovery brand expanding into nursing-adjacent products with strong community and retail presence; overlaps on postpartum customer and lifestyle branding.
- Bamboobies: Boob-themed nursing accessories brand (pads, cups) sharing Latched Mama's playful brand voice and overlapping on the breastfeeding-mother customer, though narrower in product scope.
Broad incumbents
- Motherhood Maternity: Established broad-line maternity and nursing apparel retailer with significant assortment overlap, representing the incumbent mass-market competitor.
- A Pea in the Pod: Premium maternity fashion retailer offering nursing and pregnancy apparel, overlapping on the same customer segments with a wider assortment and physical retail presence.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Latched Mama social profiles
Digital presenceLatched Mama financial estimates
Financial estimateRevenue estimate
Valuation estimate
Latched Mama leadership team
Management profileNumber of profiles
Profiles1 record
Latched Mama funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Latched Mama M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Latched Mama
What does Latched Mama do?
Latched Mama designs, manufactures, and sells direct-to-consumer breastfeeding and postpartum apparel for mothers. The product line includes nursing bras, the patented "Momper" top, leggings, dresses, loungewear, robes, and accessories. The company sells exclusively through its own online store with 24/7 customer service staffed by lactation consultants.
Is Latched Mama a public or private company?
Latched Mama is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Latched Mama founded?
Latched Mama was founded in 2014. It employs 11 to 50 people.
Where is Latched Mama based?
Latched Mama is headquartered in Midlothian, United States, in the North America region.
How does Latched Mama make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are gift Cards.
Who are Latched Mama's main competitors?
Direct peers on record are PinkBlush Maternity, Cake Maternity, Kindred Bravely, Hatch Collection and Storq. Boob Design is listed as a regional player. Emerging players are Frida Mom and Bamboobies. Broad incumbents are Motherhood Maternity and A Pea in the Pod.
Does Latched Mama have an API?
No public API is recorded for Latched Mama.
What industry is Latched Mama in?
Latched Mama's product category is Maternity & Nursing Apparel. Its primary akta.pro industry code is CRAAAHAL, Maternity & Nursing Wear (Moms-to-be), with a secondary code of CRAAAAAG, Children’s, Baby & Maternity Apparel Brands. Its NAICS code is 315 and its SIC code is 2340.