For the Creators is the prtemier UK rental, subscription and transactional platform providing maternitywear offering on one omnichannel, hailed as the destination for modern motherhood.
Lyndsay Mason became a mother for the first time and founded For the Creators in 2020 during COVID. With so much change in the world, a sudden awareness of the impact she was making on the planet, and feeling both frustrated and shocked by the lack of feeding-friendly clothing that suited her personal style, Lyndsay felt compelled to do something about it… “I wanted to make fashionable maternity and feeding-friendly clothing both accessible and more sustainable. So, I decided to launch my very first rental capsule collection.” Lyndsay scoured the highstreet, curating styles from brands she loved and soon enough, it was obvious that other new mums loved it too!
I set up For The Creators with one clear mission. To not only support mothers, but empower them. We started with clothes, understanding the impact of feeling good about yourself and have now evolved into a one-stop-shop for everything a parent today could need, whether they’re facing motherhood for the first, or fifth time.”
Maternitywear has its challenges for retailers and consumers – it is a fragmented market with no single destination with choice. Brands have subsequently deprioritised, as the relatively niche audience in any given season is hard to reach.
As women are increasingly having children later, and are more likely to need a range of clothes that make them feel great but still at an accessible entry point, and so this is where FTC have leveraged an integrated, circular, multi-brand and multi-channel approach.
Following customer feedback, FTC have been working hard to create a holistic user experience with rental software development Supercycle. For rental to truly solve for consumerism, Supercycle have enabled FTC to maximise utilisation of their rental stock. Combining multiple rental modes (one-off rentals, memberships etc.) with retail, customers get what they need, when they need it, and stock spends as little time as possible in warehouses.
FTC is deeply rooted in values and community, and so their integrated omnichannel now enables consumers the choice of how they consume, with built in partnerships, e.g. ACS Clothing (the UK’s largest circular fashion hub) and adjacent organisations such as the NHS. This very flexible business model has reaped huge growth in the platform.
Since launching their subscription model (which notably no other maternity platform offers) FTC are on track to make £2million in the next two years from repeat custom, and in turn help to combat the 1.5 million units of maternity garments that go into landfill each year.
Bravado Sierra
Cult brands including Whistles, Hatch, Sezane, Albaray & Sister Jane have all established themselves as part of the FTC platform, with Whistles dominating 26% of FTC’s rentals. Hatch has become FTC’s most searched brand being their only UK rental partner. Moreover, FTC has also since expanded into beauty, launching ‘mama must haves’ including belly bump oil care, pregnancy safe supplements and more. Key maternity and nursing brands on the platform include Hatch, Bravado!, Six Studio, Dame and Jorgen House.
