Digital native brand Bumpsuit opens in Harrods

By

Sandra Halliday

Published
May 16, 2022

Online maternitywear specialist Bumpsuit has chalked up a couple of firsts this month with the company announcing its first exclusive retail shopping experience in luxury London department store Harrods. And in addition to that, it's also the first time Harrods itself has hosted a maternity brand on a large scale.

The brand, founded by model and entrepreneur Nicole Trunfio (who also founded the Erth fine jewellery brand), has opened the space that carries an assortment of its best-selling styles, including ready-to-wear and the shapewear for which it's best known.

The brand was one of many that was born during the pandemic with a launch in 2020. The original intention was to “create a product that was unfailingly comfortable, polished and would simplify pregnancy dressing”.

And it has clearly struck a chord since then with women looking for a mixture of comfort, simplicity and style.

The pieces are made without seams in double-lined jersey, and their USP is that they’re “incredibly soft and designed to hug a woman’s curves and stretch with the body”.

The company said that it has also gained a following among women post-pregnancy and even those who have never been pregnant.

And as well as its appeal to affluent consumers, it’s proved to be a celebrity favourite, which always helps when a new brand is trying to raise awareness of its existence. The label counts Kylie Jenner, Emily Ratajkowski, Jennifer Lawrence, Rosie Huntington-Whiteley, Kelly Rowland, Georgia Fowler, Shanina Shaik, Freda Pinto, Ashlee Simpson, Romee Strijd, Hannah Bronfman, Hilary Rhoda, Martha Hunt, Halsey, Morgan Stewart, Elsa Hosk, Hilary Duff, and Sophie Turner, among others, as fans.