Crave is a British company which has been at the forefront of luxury and quality maternity wear since 1999. Originally named ‘Business Bump’ the Co-founder and CEO, Helen Worsley discovered a gap in the market for stylish yet affordable maternity work-wear and set the company up with this idea in mind. Back then, our mission statement was ‘designing suiting for the stylish pregnant career woman’ with the focus on quality and manufactured in the UK.
Due to the success of the suiting line, ‘Business Bump’ expanded its collection and introduced a ‘complete’ maternity wardrobe, covering all aspects of clothing for a stylish mum-to-be. Our range grew to include evening wear, day dresses, and other fashion staples reaching out to a much wider audience. The ‘on-line maternity boutique’ was now going strength to strength and the key to our success was down to the collection: affordable, attainable, thoughtful and stylish maternity wear. Soon after, the company was re-named ‘Crave’, with the philosophy that it was’ reaching out to stylish women who ‘Crave’ style and luxury during pregnancy.’
The ‘Crave’ flagship store opened in 2007 on the King’s Road and very much became the focal point of our brand identity, attracting a whole host of celebrities such as Charlotte Church, Zoe Ball and Una Healy as well as London’s most glamorous mums-to-be. Securing Crave’s on-line presence, the company has also had an on-going relationship with top British department store, John Lewis Partnership and their website. Soon after this venture started, Crave also joined-up with high street giant, Next and their Premium Brand offering.
Taking our label forward, in 2010 Mast Clothing Ltd bought the Crave brand to work it into an ever larger brand with the aim to reach out to customers worldwide. Striving to combine classic design with functional fashion-forward style, our hard work certainly paid off as in 2011, Crave won the ‘Prima Baby Award’ for ‘Maternity Brand to Watch’. The launch of the ‘new look’ campaign for Spring / Summer 2013 is an exciting new identity for Crave. Along with the re-branded website it has a fresh and innovative voice; our new website includes inspirational photography and an exciting maternity-style blog packed with celebrity news, style tips and reviews. Crave is even venturing into Europe as the German website is due to launch at the end of January 2013.