What Boob Design does

Boob Design is a Swedish specialty apparel brand founded in 2000 that designs and sells sustainable maternity, nursing, and postpartum clothing for women during pregnancy, breastfeeding, and the post-birth period. The product portfolio is organized around core categories — maternity clothes, nursing clothes, nursing bras, maternity underwear, dresses, and swimwear — most of which are engineered with a dual-function (pregnancy-and-nursing) design philosophy. The brand operates as part of parent company Monthly Of Sweden, alongside sister brands ImseVimse and MonthlyCup, following the bankruptcy of the original operating entity Boob Design AB. Its brand identity is rooted in organic, non-toxic materials and a "by mothers, for mothers" community narrative, with sustainability communicated via GOTS certification (now held at the parent level under Ecocert Greenlife license 177019) and a "Long live your clothes" take-back and rental program.

The underlying technology and operations are built around a globally diversified, certified production network of 14+ specialized partner factories across Portugal, Italy, Turkey, Lithuania, Morocco, India, and China, covering sewing, jersey, knitting, seamless, swimwear, and quality-control functions, with several supplier relationships dating back to 2007–2012. Materials are predominantly GOTS-certified organic cotton with selected GRS-certified recycled inputs (e.g., swimwear fabric regenerated from recycled fishing nets and industrial waste). Distribution is direct-to-consumer via the boobdesign.com storefront with multi-currency pricing (EUR, USD, GBP, CAD, NOK) and pre-paid customs duties for non-EU orders, supplemented by a "Become a retailer" wholesale program, an affiliate program under the "Mom Community" navigation, and a clothing-rental channel in Sweden operated with partner Hyber. Payments are processed through Klarna, MasterCard, Visa, and PayPal, and orders are fulfilled via UPS and DHL.

Revenue is generated primarily from one-time apparel sales, with a secondary recurring layer from the Swedish rental channel and commission/affiliate income from the Mom Community program. Customers are segmented as expectant, nursing, and postpartum mothers, plus a postpartum cohort, with international reach spanning the EU, US, UK, Canada, and Norway. Marketing is content- and community-led, anchored by a 10%-off-first-order newsletter acquisition offer, organic social channels (Instagram, Facebook, TikTok), and a UGC community surface (Moms We Love, As Seen on YOU). Boob Design employs 11–50 people and is privately held under Monthly Of Sweden; the GOTS certification was transferred from the bankrupt Boob Design AB to the parent in September 2025, and a group-wide EU Accessibility Act compliance effort was completed in 2025.

Name

Boob Design

Legal name

Boob Design AB

Website

https://boobdesign.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Boob Design is a Swedish sustainable apparel brand, founded in 2000 and now part of Monthly Of Sweden, that designs and sells organic maternity, nursing, and postpartum clothing. It serves expectant and nursing mothers worldwide via a DTC e-commerce site, wholesale retailers, and a rental partnership with Hyber in Sweden.

Ownership category

akta.pro rank

Product category

Maternity and Nursing Apparel

NAICS

Apparel Manufacturing (315), Cut and Sew Apparel Manufacturing (3152)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Knit Outerwear Mills (2253)

akta.pro primary industry

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

akta.pro secondary industries

Maternity & Nursing Intimates (CRAAAIAH), Bras & Bralettes (CRAAAIAA)

Keywords

• Maternity clothing
• Nursing apparel
• Sustainable fashion
• Postpartum clothing
• Maternity underwear

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-consumer apparel sales: One-time purchases of maternity, nursing, postpartum, sports, swimwear, and underwear items via the boobdesign.com storefront with worldwide shipping and customs pre-paid for non-EU orders. Free-shipping thresholds set per currency (99 EUR / 170 USD / 90 GBP / 150 CAD / 699 NOK). Paid via Klarna, MasterCard, Visa, PayPal; fulfilled via UPS/DHL.
2. Garment rental (Sweden): Recurring rental revenue stream via Swedish partner Hyber, allowing customers to rent Boob garments rather than purchase them, supporting the circularity/Long live your clothes initiative.
3. Affiliate program: Affiliate program referenced under "Mom Community" navigation, generating referral/affiliate revenue by paying commissions to promoters who drive sales.
4. Wholesale to retailers: Wholesale revenue via the "Become a retailer" program, allowing third-party retailers to stock and resell Boob Design products.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Boob Design designs and sells sustainable maternity, nursing, and postpartum clothing through its own e-commerce storefront and wholesale retailer channels. Its garments are dual-function (wearable during pregnancy and nursing) and made from GOTS-certified organic cotton and selected GRS-certified recycled materials, produced by a network of 14+ certified partner factories in seven countries. The brand is operated under the Monthly Of Sweden parent group following the bankruptcy of its original legal entity Boob Design AB.

Product overview

Boob Design operates as a single-brand specialty retailer of sustainable maternity and nursing apparel, offering a unified product portfolio organized around core categories (Maternity Clothes, Nursing Clothes, Nursing Bras, Maternity Underwear, Dresses, Swimwear, and the Bestsellers Collection) rather than a platform-plus-modules architecture. All garments share a dual-function design philosophy enabling use during pregnancy, nursing, and postpartum, and are manufactured through a global network of certified partner factories in Portugal, Turkey, Lithuania, Italy, Morocco, India, and China. The brand sits within the parent company Monthly Of Sweden, alongside sister brands ImseVimse and MonthlyCup, sharing GOTS certification and sustainability commitments.

Differentiator

Problem solved

Functional benefit

Brands

• ImseVimse: Sister brand under Monthly Of Sweden, focused on sustainable apparel and related products for mothers and babies.
• MonthlyCup

Products and services

• Maternity Clothes Sustainable maternity clothing line featuring dual-function garments designed to be worn during pregnancy and postpartum, made with GOTS-certified organic cotton and selected recycled materials. Targeted at expectant mothers seeking comfortable, sustainable, and adaptive apparel.
• Nursing Clothes Functional nursing and breastfeeding apparel including nursing bras, nursing tank tops, and tops with discreet nursing access, designed for mothers during the breastfeeding period. Targeted at nursing mothers needing easy, discreet breastfeeding access without sacrificing style.
• Nursing Bras Specialized nursing bras including seamless and sports bra variants, manufactured in organic cotton, designed to support breastfeeding mothers. Targeted at nursing mothers seeking comfortable, safe, functional support.
• Maternity Underwear Maternity and postpartum underwear designed for comfort during pregnancy and after birth, made with sustainable materials. Targeted at expectant and postpartum mothers.
• Dresses Sustainable dress collection including seasonal styles (e.g., Midsommar dress), designed with dual function for maternity and nursing use. Targeted at expectant and nursing mothers seeking occasion and everyday wear.
• Swimwear Maternity and nursing swimwear manufactured by Asmay Swimwear in Istanbul, using fabric imported from Italy made from recycled fishing nets and other regenerated industrial waste. Targeted at expectant and nursing mothers seeking sustainable swimwear.
• Garment Rental (via Hyber, Sweden) Recurring rental service that lets Sweden-based customers rent Boob Design maternity and nursing garments through partner Hyber, supporting the brand's "Long live your clothes" circularity initiative. Targeted at Swedish customers seeking a rental alternative to purchasing.

Quantifiable outcome

• GOTS-certified supply chain across all stages from raw material to finished garment (license 177019 since September 2025)
• +3 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

23 partnerships are on record, tiered china-based partner; solar-powered main factory, customized collections partner, premium jersey sewing partner, flagship sewing partner for jersey production, jersey production partner, swimwear production partner, core sports-bra production partner, woven garment production partner, quality control and packing partner, knitting partner, seamless organic cotton bra partner, largest producer (flagship), seamless bra production partner, underwear production partner, strategic rental / circularity partner (sweden), primary flexible payment provider, standard payment option, featured delivery partner, parent company / strategic holding entity and sister brand (sister company).

• Kalitochina-based partner; solar-powered main factoryImplementation/ SI/ Consulting Partner · 1 January 2023High-quality textile producer located in Shanghai, China; founded in 2012 and at the forefront of sustainable production. Main factory outside Shanghai is entirely powered by solar energy. GOTS, Oeko-tex Standard 100, GRS certified. Collaboration started in 2023.
• Eriuscustomized collections partnerImplementation/ SI/ Consulting Partner · 1 January 2023High-quality textile producer located in Riba D'Ave, Portugal; specializes in customized collections with a 5,000 sqm facility equipped with 2 automated cutting units and special equipment for technical products. Team has over 25 years of experience. GOTS, Oeko-tex Standard 100, GRS certified. Production team visited the factory in June 2023. Collaboration began in 2023.
• Reistexpremium jersey sewing partnerImplementation/ SI/ Consulting Partner · 1 January 2021Sewing factory located in Porto, Portugal; smaller family-atmosphere factory founded in 1984, owned since the early 2000s by two women with 60 employees. Manufactures premium garments in jersey. GOTS and GRS certified. Portuguese local agent visits regularly. Partnership started in 2021.
• LTPflagship sewing partner for jersey productionImplementation/ SI/ Consulting Partner · 1 January 2020Sewing factory located in Kaunas, Lithuania; produces premium clothing in jersey for Boob Design. Founded in the 1980s as a global production partner based in Copenhagen, with more than 2,000 employees across nine modern factories in four countries. Certified Bluesign and GOTS. Partnership started in 2020.
• HNC Clothing Ltd.jersey production partnerImplementation/ SI/ Consulting Partner · 1 January 2020Cutting and sewing factory located in Denizli, Turkey; specializes in high-quality garments with 80 skilled employees. Founded in 2016; certified Standard 100 by Oeko-tex, GOTS, and OCS. Member of Amfori BSCI and Sedex with multiple third-party audits per year. Collaboration started in 2020.
• Asmay Swimwearswimwear production partnerImplementation/ SI/ Consulting Partner · 1 January 2020Sewing factory located in Istanbul, Turkey; manufactures Boob's swimwear. Family-owned company now run by the second generation; handles all production steps from pattern making to sewing and packaging. Swimwear fabric is imported from Italy and made from recycled fishing nets and other industrial waste regenerated into new material. Partnership started in 2020.
• Mert Tekstilcore sports-bra production partnerImplementation/ SI/ Consulting Partner · 1 January 2019Sewing factory located in Istanbul, Turkey; produces Boob Design's sports bras. Over 20 years of experience in activewear production, with ISO 9001, ISO 14001, OHSAS 18001 certifications and regular third-party audits by Amfori BSCI and Sedex. Partnership started in 2019.
• Kanikawoven garment production partnerImplementation/ SI/ Consulting Partner · 1 January 2019Sewing factory located in Haryana, India; family-owned business founded in 1980 by Mrs. Swaran Setia and now run by her children Kumud and Rahul. Produces woven garments for Boob Design. GOTS, ICS, OCS, and OCS Blend certified. Regularly audited by Amfori BSCI and Sedex. Partnership started in 2019.
• Calze Ileanaquality control and packing partnerImplementation/ SI/ Consulting Partner · 1 January 2017Quality control and packing factory located in Brescia, Italy (near Lake Garda); founded in 1982 by Ileana Pinelli and still run with her children Alda and Luca. SA8000, OHSAS 18001, STANDARD 100 by OEKO-TEX, ISO 14001 certified. Electricity mostly from own solar cells, remainder from renewable sources. Partners with nearby family-run knitting factory Lemar and dyeing factory Barbara. Partnership started in 2017.
• Kironknitting partnerImplementation/ SI/ Consulting Partner · 1 January 2017Knitting factory located in Casablanca, Morocco; family-owned business started in 1995. Certified STANDARD 100 by OEKO-TEX and undergoes several social audits annually including BSCI, WRAP, and FWF. High-quality European yarns imported and knitted using German STOLL machines. Partnership started in 2017.
• SML Tekstilseamless organic cotton bra partnerImplementation/ SI/ Consulting Partner · 1 January 2015Seamless factory located in Istanbul, Turkey; manufactures Boob's comfortable seamless bra in locally-grown organic cotton. Founded in 2006; STANDARD 100 by OEKO-TEX certified and audited by Sedex and BSCI. Work through a local agent who visits regularly. Partnership started in 2015.
• Irmaos Rodrigueslargest producer (flagship)Implementation/ SI/ Consulting Partner · 1 January 2012Sewing factory located in Barcelos, Portugal; family-owned business started in 1987 in Gilmonde in northern Portugal. Boob's largest producer for many years. STANDARD 100 by OEKO-TEX, GOTS, SA8000 certified. Local agent Lucinda visits several times per week. Fabric is knitted and dyed in local factories with long-term relationships. Partnership started in 2012.
• Memteksseamless bra production partnerImplementation/ SI/ Consulting Partner · 1 January 2010Seamless factory located in Istanbul, Turkey; manufactures Boob's seamless bras with yarn imported from Italy. Founded in 1996 and handles dyeing, sewing, and packaging. Certified STANDARD 100 by OEKO-TEX and audited for social issues by Sedex. Local agent visits the factory regularly to monitor production. Partnership started in 2010.
• Impetusunderwear production partnerImplementation/ SI/ Consulting Partner · 1 January 2007Seamless and sewing factory located in Barqueiros, Portugal; sews Boob's underwear and has its own knitting department (advantage in quality control and lead times). STANDARD 100 by OEKO-TEX, SA8000, BLUESIGN certified. Partnership started in 2007.
• Hyberstrategic rental / circularity partner (sweden)GTM or Marketing PartnerSwedish rental partner enabling customers in Sweden to rent Boob Design garments as part of the "Long live your clothes" circularity initiative, providing an alternative to purchasing.
• Klarnaprimary flexible payment providerTechnology or IntegrationPayment option integrated at checkout on boobdesign.com, enabling flexible installment / pay-later checkout for customers.
• Mastercardstandard payment optionTechnology or IntegrationPayment option accepted at checkout on boobdesign.com.
• Visastandard payment optionTechnology or IntegrationPayment option accepted at checkout on boobdesign.com.
• PayPalstandard payment optionTechnology or IntegrationPayment option accepted at checkout on boobdesign.com.
• UPSfeatured delivery partnerTechnology or IntegrationFeatured delivery option on boobdesign.com for shipping orders globally.
• Monthly Of Swedenparent company / strategic holding entityStrategic or Co-development PartnerParent company of Boob Design. Holds the GOTS certification (license 177019, Ecocert Greenlife) since September 2025 after Boob Design AB's bankruptcy, with the certification transferred through a new certification process. Also operates sister brands ImseVimse and MonthlyCup, sharing accessibility/EAA initiatives and sustainability governance.
• ImseVimsesister brand (sister company)Strategic or Co-development PartnerSister brand under Monthly Of Sweden; shares accessibility/EAA initiatives and sustainability governance with Boob Design, applying the same principles of clarity, readability, and user-friendliness.
• MonthlyCupsister brand (sister company)Strategic or Co-development PartnerSister brand under Monthly Of Sweden; shares accessibility/EAA initiatives and sustainability governance with Boob Design, applying the same principles of clarity, readability, and user-friendliness.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kindred Bravely: US DTC brand specializing in nursing bras, maternity underwear, and postpartum loungewear. Direct comparable on nursing intimates assortment and DTC-led growth in maternity.
• Isabella Oliver: UK-founded premium maternity brand with a strong sustainable/organic cotton positioning and global DTC shipping. Direct comparable on maternity apparel, sustainability messaging, and multi-geography distribution.
• Seraphine: UK-based premium maternity and nursing apparel brand with direct-to-consumer e-commerce and celebrity-driven marketing. Direct overlap with Boob Design's maternity/nursing category and sustainability-conscious positioning.
• Cake Lingerie: Australian nursing and maternity bra brand with global DTC shipping. Comparable on specialty nursing intimates and global e-commerce footprint.
• Hatch (Hatch Collection): US-based maternity and postpartum apparel brand selling premium, sustainable basics via DTC and wholesale. Comparable to Boob Design on premium maternity positioning, dual-function garments, and DTC-first distribution.
• Bravado Designs: Nursing bra and maternity intimates specialist (now part of Medela). Strong direct overlap with Boob Design's nursing bras and maternity underwear categories.

Broad incumbents

• Motherhood Maternity: Long-established mass-market US maternity apparel retailer with broad assortment. Represents the larger, more accessible end of the maternity category that Boob Design competes against in pricing and assortment breadth.

Emerging players

• Storq: US-based DTC maternity and postpartum essentials brand with a minimalist, sustainability-led positioning. Comparable emerging player in premium sustainable maternity DTC.
• Majamas Earth: US-based sustainable maternity and nursing apparel brand with organic cotton focus. Smaller scale than Boob Design but highly comparable on sustainability storytelling and niche DTC positioning.

Others

• ImseVimse: Sister brand under Boob Design's parent Monthly Of Sweden, focused on sustainable cloth diapers and baby accessories. Closely related corporate peer with shared sustainability governance and GOTS certification.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/boobdesign
• Instagraminstagram.com/boobdesign
• TikToktiktok.com/@boobdesign
• Xx.com/boobdesign

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

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 Boob Design