Maternity apparel retailer Destination Maternity Corp. replatformed its website in 2016 to reach the expectant mom on the go. More than half of all traffic to Destination Maternity’s website comes from mobile devices, CEO Anthony Romano said. “Our growing millennial mom-to-be customer expects a seamless shopping experience regardless of the channel she chooses—an experience we currently cannot consistently provide,” he said. “We anticipate the launch of our new website forum to grow our web sales at a double-digit rate for the next three years, starting in fiscal 2017, with an ultimate goal to drive e-commerce business toward 20% of sales, with limited cannibalization to our physical stores.”
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