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Stylish fashion a click away for mums-in-waiting

News release
Date: 19 June 2006

Stylish fashion just a click away for mums-in-waiting

Mums-in-waiting can now shop from home for stylish EGG clothing with the opening of the brand’s new online store at

EGG is the first specialty maternity clothing brand in New Zealand to have a Web presence supplementing ‘bricks and mortar’ stores, say owners Colyn Devereux-Kay and Charlotte Devereux.

“No matter whether you’re in Invercargill or Inverness, Kaikohe or Kansas, if you’ve got access to the Internet and a credit card you can now buy EGG online and we’ll rush your goods straight to you,” Colyn says.

The mother and daughter team founded EGG in 2001 in Auckland. Charlotte, pregnant with her first child, could not find any stylish maternity wear so the two, recognising a business opportunity, set up EGG.

“Because EGG is already on the Internet with our existing company site, we get a steady stream of email enquiries from around the country and overseas. It’s been particularly strong among ex-pats, particularly from Hong Kong and other parts of Asia,” Colyn says. “It’s this interest that has helped convince us we should have an online store.

“Convenience is the huge attraction in online shopping. As well as being great for women overseas, it’s wonderful for those for women who can’t get to a store, such as those in rural areas and mums who already have pre-schoolers at home.

“And if you have been to a store and tried something on, you can go home and think about it and buy online later.”

One aspect of childbirth that all prospective parents put a lot of thought into is naming the new baby. And once again, EGG is coming to the rescue with a helpful online ‘Favourite Baby Names’ database, compiled with the help of website visitors. Going live on the EGG website today (June 16), the database page invites mums-to-be to share their preferred baby names. All contributors will automatically enter a lucky draw with the chance to win a $500 EGG shopping voucher*. Following the draw, EGG will announce the most popular girls’ and boys’ names for 2006.

EGG’s new range “EGG for all Seasons” reflects the diversity and fashion wit inherent in the company’s clothing for pregnant women.

Key items include the Multi wrap from the Florentine range, Skinny jeans from the Vintage range, and a gorgeous Coin skirt from the Charlotte Devereux for EGG designer range.

“We understand that expectant women want to look good, just as they do at any other given time,” Charlotte Devereux says. “By offering EGG online, it just makes it that much easier for pregnant women to look and feel stylish.”

*Competition available in New Zealand and Australia only.


© Scoop Media

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