What Cake Maternity does

Cake Maternity (legal entity Cake Lingerie Pty Ltd) is an Australian designer and retailer of maternity and nursing lingerie, founded in 2008/2009 by Tracey Montford and headquartered in Seven Hills, NSW. The company designs, sources, and sells nursing bras, sleep bras, pumping bras, sports bras, maternity swimwear, and related apparel under its core brand and a portfolio of sub-brands including Rosewater (swimwear) and Charley M (affordable line). Its product engineering focuses on fit and functionality for pregnancy, birth, and breastfeeding, including graduated-strength flexi-wire technology, easy-feed drop-down cups, hands-free pump-compatible openings, and a broad size range covering 6-22 bands and A-JJ cups across Petite, Busty, and X-Busty sub-lines. Materials are Oeko-Tex Standard 100 certified and include recycled yarns and bamboo rayon.

The company operates a hybrid distribution model combining direct-to-consumer e-commerce (cakematernity.com with US and Worldwide regional sites, shipping from Australian and US warehouses) with wholesale through 1,000+ independent lingerie boutiques, maternity stores, and bra-fitting specialists worldwide, plus an affiliate/influencer program (CakeCollective) and a loyalty program (CakeMama Club with CakeCoins rewards). Pricing is unit-based, with nursing bras at $54-$79, sleep bras at $27-$65, pumping bras at $65, swimwear at $95, and maternity briefs at $27-$33, plus bundle discounts of up to 20% for loyalty members.

Cake Maternity is a privately held, bootstrapped company with 11-50 employees, no disclosed external funding, and an estimated customer base of 250,000+. The business has been endorsed by AWHONN (Association of Women's Health, Obstetric and Neonatal Nurses), featured by The New York Times, Motherly, Healthline, NY Magazine, and Kidspot, and has received Mom's Choice Awards and The Bump "Best Sexy Nursing Bra" recognition. It also functions as a curated marketplace for partner brands in adjacent maternity/postpartum categories (lactation accessories, postpartum skincare, organic teas).

Name

Cake Maternity

Legal name

Cake Lingerie Pty Ltd

Website

https://cakematernity.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Cake Maternity is an Australian designer and retailer of maternity and nursing lingerie, selling nursing bras, pumping bras, sleep bras, swimwear, and postpartum products direct-to-consumer online and through 1,000+ specialty retailers worldwide, serving pregnant and breastfeeding women.

Ownership category

akta.pro rank

Product category

Maternity Lingerie & Nursing Wear

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Food (Health) Supplement Retailers (456191)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Maternity & Nursing Wear (Moms-to-be) (CRAAAHAL)

akta.pro secondary industries

Maternity & Nursing Intimates (CRAAAIAH), Maternity Specialty Department Stores (CRAGAGAE), Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

Keywords

• Maternity lingerie
• Nursing bras
• Postpartum apparel
• Maternity swimwear
• Breastfeeding accessories

Headquarters

HQ city

Seven Hills

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through owned e-commerce website (cakematernity.com). Products sold directly to consumers at fixed retail prices. Regional sites for US and worldwide markets with shipping from regional warehouses.
2. Retail/B2B Sales: Wholesale distribution through 1,000+ physical retail locations globally. B2B portal at b2b.cakelingerie.com for retailer ordering.
3. Affiliate/Referral Commissions: CakeCollective affiliate program earns 10% commission on referred sales. Payment via PayPal with $25 minimum balance.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Cake Maternity designs and sells luxury maternity and nursing lingerie (bras, bralettes, sleep bras, sports bras, pumping bras, and maternity briefs) primarily through its owned e-commerce storefront cakematernity.com and through 1,000+ independent retail partners globally. The portfolio also includes sub-brand Rosewater (UPF50+ maternity and nursing swimwear) and Charley M (affordable nursing bras), and covers fit from 6-22 bands and A-JJ cups with specialized flexi-wire, seamless, wireless, and hands-free pumping constructions.

Product overview

Cake Maternity is a maternity and nursing lingerie retailer offering a comprehensive portfolio of specialized products across multiple sub-brands. The core Cake Maternity brand provides maternity and nursing bras in various styles (wire-free, flexi-wire, seamless, sleep, sport, birthing, and pumping) in sizes 6-22 band and A-JJ cup. The company extends its ecosystem through sub-brands including Rosewater (UPF50+ maternity swimwear), Charley M (affordable nursing bras), Bare Mum (postpartum care products), Love Tea (organic pregnancy/breastfeeding teas), Haakaa (eco-friendly breast pumps and accessories), LaVie Mom (lactation massagers), Made to Milk (lactation cookies and accessories), and Yung Bod (pregnancy/postpartum skincare). Key flagship products include the Croissant T-shirt Bra, Cotton Candy Seamless Bra, Lotus Hands-free Pumping Bra, TimTams Flexi-wire Bra, and Biscotti Leakproof Bra. The company also operates the CakeMama Club loyalty program (free membership with CakeCoins rewards) and CakeCollective affiliate program for influencers and healthcare professionals. Over 250,000 bras have been sold, with products shipped from U.S. and Australian warehouses.

Differentiator

Problem solved

Functional benefit

Brands

• Rosewater: Flattering, UPF50+ and chlorine-resistant maternity and nursing swimwear designed to support all stages of motherhood. Founded by Tracey Montford.
• Charley M

Products and services

• Cake Maternity Nursing & Maternity Bra Collection Core Cake Maternity brand offering a full range of maternity and nursing bras (wire-free, flexi-wire, seamless, sleep, sport, birthing, and pumping) in sizes 6-22 band and A-JJ cup, designed for pregnancy, birth, and breastfeeding stages.
• Rosewater Maternity & Nursing Swimwear Flattering, UPF50+ and chlorine-resistant maternity and nursing swimwear offering for all stages of motherhood, designed in Australia by Cake Maternity founder Tracey Montford and sold exclusively through Cake Maternity.
• Charley M Affordable Nursing Bras Cost-conscious nursing bras designed with lower cuts and lightweight fabrics for comfort and breathability, including leopard print closures and expandable hooks to accommodate changes across trimesters.
• Biscotti Leakproof Nursing Bra Birthing and hospital-bag essential nursing bra featuring a complete front opening for skin-to-skin contact and absorbent leakproof cups built on period underwear technology using recycled yarn.
• Lotus Hands-free Nursing & Pumping Bra Two-in-one nursing and pumping bra with pull-aside cups and hands-free pumping capability, designed with a discreet side opening compatible with all breast shields, flanges, and wearable pumps; Oeko-Tex Standard 100 certified.
• Cotton Candy Seamless Nursing Bra Best-selling seamless nursing bra (161+ reviews) praised by The New York Times and Motherly for its supportive, comfortable, sporty fit.
• Croissant T-shirt Maternity & Nursing Bra Best-selling wire-free T-shirt nursing bra with easy-feed dropdown cups, available in sizes 32-42 and C-N cup, designed for everyday wear under clothing.
• CakeMama Club Rewards Program Free loyalty program from Cake Maternity awarding CakeCoins on sign-up, purchases, and reviews, redeemable for discounts and exclusive member offers such as up to 20% off Bra Bundles.
• CakeCollective Affiliate Program Affiliate marketing program offering 10% commission and free shipping on referred sales to influencers, bloggers, lactation consultants, midwives, and doulas, with exclusive offers and free gifted products.

Quantifiable outcome

• 250,000+ customers served
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• AWHONN (Association of Women's Health, Obstetric and Neonatal Nurses)coreStrategic or Co-development PartnerAWHONN has approved Cake Maternity nursing bras. This endorsement signifies clinical credibility and nurse endorsement of the products, positioning Cake Maternity as a trusted brand in maternal healthcare settings.
• 1,000+ Independent Retailers WorldwidecoreChannel Partner/ Reseller/ DistributorCake Maternity services over 1,000 retailers globally, including lingerie boutiques, maternity stores, and bra fitting specialists. Retailers include Bra Fittings By Court, The Bra Spa, Bella Bra Shop, and others across US, Canada, UK, Australia, and other countries.
• CakeCollective Affiliates (Influencers, Bloggers, Lactation Consultants, Midwives, Doulas)coreGTM or Marketing PartnerThe CakeCollective affiliate program allows influencers, bloggers, lactation consultants, midwives, and doulas to earn 10% commission on referred sales. Members receive free products, eco shipping, and exclusive offers to share with their audiences.

Scale indicators6 records

Recent moves4 records

Expansion highlights6 records

Regional players

• Boob Design: Sweden-based maternity and nursing bra brand with strong presence in Northern Europe. Comparable product focus (sustainable, function-led nursing bras) but primarily serves the European market rather than Cake Maternity's US/Australia/UK core geographies.

Direct peers

• Bravado Designs: Long-established maternity and nursing bra brand (founded 1992) offering bras across the pregnancy-to-breastfeeding journey with strong North American and global distribution. Closest historical comparable to Cake Maternity in product range, specialty focus, and channel mix.
• Bodily: DTC brand focused on postpartum recovery and pregnancy products including nursing bras, leakproof underwear, and recovery essentials. Comparable in its combination of postpartum care and nursing apparel, with similar direct-to-consumer and retailer distribution.
• Latched Mama: US-based DTC brand selling nursing bras, maternity clothing, and postpartum apparel with strong emphasis on size inclusivity and sustainability. Closely comparable positioning to Cake Maternity in both product mix and brand values.
• Hotmilk Lingerie: New Zealand-based designer maternity and nursing lingerie brand offering fashion-forward nursing bras with similar flexi-wire and seamless technology. Direct competitor in the premium segment with overlapping wholesale and DTC distribution.
• Storq: DTC maternity brand offering bras, leggings, and everyday essentials designed for pregnancy and postpartum. Comparable premium DTC positioning, though Storq's assortment is broader (apparel-led) while Cake Maternity is lingerie-led.
• Kindred Bravely: US-based DTC nursing and maternity bra brand with similar size-inclusive positioning, direct-to-consumer e-commerce focus, and product range spanning sleep, pumping, and everyday nursing bras. Directly competes with Cake Maternity for the same pregnant/breastfeeding customer in North America.

Broad incumbents

• Motherhood Maternity: One of the largest US maternity apparel retailers with a broad assortment across clothing, intimates, and accessories at mid-market price points. Comparable category but competes at a different price tier and with a much larger assortment than Cake Maternity's specialty lingerie focus.
• Hatch Collection: US-based premium maternity fashion brand spanning clothing, intimates, and postpartum wear with strong DTC and content-marketing approach. Overlaps with Cake Maternity's higher-priced, design-led maternity positioning but focuses more on apparel than specialty lingerie.

Emerging players

• Frida (Frida Mom): Fast-growing DTC brand focused on postpartum and baby care products (recovery, breastfeeding, baby care). Overlapping audience with Cake Maternity's postpartum customer, particularly relevant for the Bare Mum sub-brand's competitive positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/cakematernity
• YouTubeyoutube.com/user/cakelingerie
• Facebookfacebook.com/cakematernity
• Instagraminstagram.com/cakematernity
• Pinterestpinterest.com/cakelingerie
• TikToktiktok.com/@cakematernity

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cake Maternity