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Hatching an international plan at home

News release
19 September 2006

Hatching an international plan at home

Leading New Zealand maternity label EGG is taking its new 2006 fashion collection to the world – without even leaving the country.

For the first time since it was founded in 2001, EGG is involved in Air New Zealand Fashion Week taking a stand in the event exhibition area to gauge international buyer interest.

EGG has pioneered fashionable maternity wear in New Zealand and already exports to six franchise stores in Australia and two in the Philippines.

Now co-owner Colyn Devereux wants to show the wider fashion community what mothers-to-be in Australasia already know about EGG – that maternity wear can be fashionable.

“We’re very keen to gauge interest amongst the international media and buyers at Fashion Week so what better way than to show our new season’s collection.”

What buyers and media will see is a range that focuses on texture combining leather, silk and chunky knits with garlands of beading and sequins.

EGG designer and co-owner Charlotte Devereux says the range “is a little bit rock chick with a glamorous twist”.

EGG was founded in 2001 on the difficulty Charlotte had in finding fashionable maternity wear when she was pregnant.

The mother and daughter entrepreneurs set about researching the market.

“We found that, with women marrying later, with more disposable income and a tendency to work later through their pregnancy, there was a very real need for good quality, stylish and affordable maternity wear,” Charlotte says.

About EGG
The EGG philosophy is to provide expectant women with stylish and comfortable maternity wear that takes them all the way through their pregnancy – and even beyond.

In 2004, EGG was rated seventh in the Deloittes Fast 50 which lists the fastest growing companies in New Zealand.


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