The flash-sale retailer of clothing, toys and home products is testing a Fourth Trimester Closet Concierge to help new moms figure out what to wear during pregnancy and after they have their baby.

Most moms think of their pregnancy as consisting of three trimesters, but, a flash-sale retailer of clothing, toys, and home products, says there is one more. At least, that is, when it comes to fashion for new moms.

Zulily is testing a Fourth Trimester Closet Concierge to help new mothers navigate their wardrobes during pregnancy and after they’ve welcomed their new baby.

Throughout March, women can connect via social media with zulily’s maternity team of experts, which it calls the Baby-Friendly Fashion Squad (BFFs), by messaging zulily directly in Facebook Messenger using the #BFFs hashtag or by visiting the zulily Facebook page for more details.

Zulily’s BFFs will respond to moms through Facebook Messenger for an hour daily, from 7-8 p.m. Eastern, Monday through Friday. “Experts will be on hand to answer a variety of style-related questions – ranging from what to wear during nursing, to the most flattering silhouettes for your body type,” zulily says. was purchased by Liberty Interactive Corp. for $2.4 billion in 2015.

“Our maternity team at zulily saw the need to provide a special service to new moms who can be overwhelmed and strapped for time. We wanted to provide a special service for these women to help them navigate those first several months (after having a child) and look and feel their best,” says Robin Otto, zulily maternity expert and merchandising manager. “Our styles are as unique as the new mothers we dress, and our maternity experts have a wealth of apparel expertise to help new moms achieve stylish ensembles that will make them all shine.”


Zulily experts will answer some of the most popular “fourth trimester” questions and launch collections of clothing to help new moms solve a variety of style-related conundrums, ranging from what to wear while nursing to the most flattering silhouettes for their body type. The retailer also will create a Pinterest board that will offer more help for expecting and new mothers based on the most common questions customers submit. Zulily offers a rotating selection of maternity and postpartum fashions

In the fourth quarter of 2016 ended Dec. 31, zulily reported revenue of $467 million, a 9.6% increase from $426 million a year earlier. For the full year, zulily posted sales of $1.55 billion.

Zulily isn’t the only online women’s apparel retailer seeking to help mothers find flattering fashions for when they are expecting. For example, Le Tote, a subscription service for shoppers to rent everyday clothes for $39 to $69 per month, recently launched maternity apparel when it realized that becoming pregnant was a large reason women canceled their subscriptions.

In late 2015, Le Tote raised $15 million from Simon Venture Group, Epic Ventures and others. At Le Tote, shoppers also can purchase items they especially like at a discount. Le Tote also is taking its rental business one step further by using the data it collects on what consumers rent to develop its own clothing and accessories brands. Now, 50% of its rentals are of its five in-house brands.