The Memo opens mum-focused pop-up at Chadstone for 12 months
The Memo, an eight-store parenting retailer, has opened a pop-up at Chadstone dedicated entirely to new and expecting mothers.
The Memo, a seven-year-old parenting brand founded by Phoebe Simmonds and Kate Casey, has opened a 12-month pop-up called The Memo Mum at Chadstone shopping centre. The pop-up stocks maternity fashion, feeding products, belly oils, baby bags and other items made for mothers, instead of prams and cots.
The store also offers fittings for maternity bras and breast pumps, plus help assembling hospital bags. Simmonds said the goal was to bring the same premium feel of fashion and beauty stores into baby and maternity shopping.
The founders wanted to move away from what they saw as outdated maternity wear and to let mothers keep their identity while pregnant.
- 7 years ago
- Founded
- 8
- Stores across Australia
- 12 months
- Pop-up duration
- Chadstone shopping centre
- Location
Why it mattersMothers get a specialised retail space designed around their needs rather than just baby products, with expert guidance and high-touch service.
AustraliaMelbourne shoppers now have a new option for maternity and postpartum products at one of Australia's busiest shopping centres.
✓ Claims checked against the source. checked 2 h ago
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