Cake Maternity
| Company type | Private |
|---|---|
| Industry | Maternity apparel, lingerie |
| Founded | 2008 |
| Founder | Tracey Montford |
| Headquarters | Australia |
| Products | Maternity bras, lingerie, nightwear, nursing pads |
Cake Maternity is an Australian brand specializing in maternity apparel, with a particular emphasis on nursing bras and related maternity essentials. The brand aims to blend the elegance commonly found in mainstream lingerie with the functional requirements of maternity wear.
In 2011, Cake Maternity was honored as the Best UK Maternity Brand at the UK Lingerie Awards held in Mayfair, London.
History
Tracey Montford founded Cake Maternity in 2008, inspired by her personal pregnancy journey and recognizing a gap in the market for stylish yet practical maternity bras. Initially focusing on designing a collection of maternity bras, the company later expanded its offerings to include a broader range of products.
Montford highlighted the brand’s dedication to comfort, style, and usability during her appearance on Australia's Seven Network program, The Morning Show, in 2012.
The brand earned the Best Maternity Lingerie Brand title at the Junior Design Awards in 2014. Early in 2015, Cake Maternity gained further visibility when one of its models appeared on the cover of Creations Lingerie magazine, alongside features in the British publication Gurgle that discussed the scarcity of maternity lingerie in conventional retail outlets.
Products
Cake Maternity’s product lineup encompasses lingerie, essential maternity items, and nightwear designed with nursing functionality.
In 2010, their bras were recognized by Made for Mums as among the 10 best products for breastfeeding. Showcased on The Morning Show, the My Bust nursing bra collection is designed according to cup size: styles for B to D cups adopt a plunge silhouette, whereas D to G cups feature a balcony cut. These nursing bras incorporate drop-down cups, additional sling support, and adjustable hooks and eyes to accommodate changes throughout pregnancy.
The brand also offers nightwear equipped with practical drop-down cups to facilitate breastfeeding.
Launched in 2014, Cupcake Nursing Pads provide adjustable absorbency levels—low, medium, or heavy milk flow—by adding or removing liners, setting them apart within the market.
UK Lingerie Awards
A significant achievement for the company was winning Best Maternity Lingerie Brand at the inaugural UK Lingerie Awards in Mayfair, London in 2011. Following this win, Cake Maternity was shortlisted as a finalist in this category for three consecutive years: 2012, 2013, and 2014.