Inspired by personal struggles through motherhood, Lyndsay Mason founded For the Creators, a circular fashion and lifestyle motherhood brand, with a mission to change the lives of expectant and new mothers through a rent-and-return online marketplace.
Now entering its fourth year, For the Creators has raised over £345,000 in its latest crowdfunding campaign, showing the excitement and public backing behind the company.
''Women of Childbearing age represent 24% of the planet (Our
World in Data, 2023). Yet, in navigating motherhood many feel unsupported and
undervalued. Our mission is to change that''. - For the Creators,
Seedrs.
Founded in 2021 by Lyndsay Mason, For the Creators is a
startup passionate about reducing the waste from maternity fast fashion. It
offers expectant and new mothers a clothing subscription service where they can
rent and return high-quality maternity wear on a monthly basis.
With the option to purchase products too, the platform is
now hosting over 60+ top lifestyle and fashion brands, in addition to several
B2B2C partnerships with leading medical clinics and maternity wards.
The inspiration for the platform came to Mason,
founder and director of the company, after experiencing her own struggles with
clothing during the pregnancy of her first son Hamish, after the first UK
lockdown amidst the coronavirus pandemic.
''Having just given birth to my son Hamish at the start of
the first lockdown I was so frustrated and shocked by how much clothing waste I
was personally producing. Like so many women, I was forced to buy clothing to
dress my changing body and then to accommodate breastfeeding and my C-section
scar.
The way women are forced to build their maternity wardrobes
didn’t make sense to me. The model of buying everything new for such a
transient period felt broken. Not only that, but there wasn’t a central
commerce destination that aggregated bump and feeding friendly styles from
across the high street making the discovery of clothing arduous and
time-consuming''.
On average, women spend £700 per pregnancy on new clothes to
fit their changing bodies. In addition, over 10 % of maternity wear ends up in
landfill.
Mason felt that the investment in expensive maternity pieces
or resorting to buying fast-fashion items was unsustainable and realised that
there were few options available to support women through the 9 months and
early motherhood when their bodies were changing on a month-by-month basis.
''I wanted to create a rental service that offered cool,
high-quality, beautiful outfits from well-loved, responsible brands that also
encouraged conscious consumption and responsible retailing''.
With subscription packages starting at just £30 a month, For
the Creators delivers a one-of-a-kind solution for new mothers—offering the
opportunity to save money, rent stylish and premium-quality maternity wear, and
champion sustainability. This pioneering approach redefines how mothers build
their wardrobes during pregnancy and beyond.
The startup has raised £800,000 to date, with Morgan Stanley
Inclusive Ventures joining the latest funding round.
Their financials are impressive too, with a 77% growth profit margin and a 5.7:1 LTV: CAC Ratio. The startup experienced 380% + YoY growth from Q1 of 2023 to Q1 of 2024, and since launching a crowdfunding campaign through Seedrs in December 2024, they have successfully secured an additional £345,000 to support its growth.
As competitors such as ‘Rent the Runway’ also offer a
maternity subscription collection, it’s clear to see that demand is growing
across the board for subscription-based maternity wear.
For the Creators is an inspiring start-up that’s won the hearts of expectant mums across the UK. Let’s see what exciting milestones they’ll reach in 2025!
Author - Ella Bramhall
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are entirely my own and not that of my employer.
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investment.
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