Hatch founder Ariane Goldman: 'Building this from the ground up was my proof of concept'

Ariane Goldman is a serial entrepreneur with a specialty: “I'm always gonna try to create things people need,” she said on the latest Glossy Podcast. 

In 2007, that meant launching Twobirds Bridesmaid, focused on bridesmaid dresses that women can wear more than once. And in 2011, she introduced Hatch.

“I was pregnant with my first daughter, excited about this new endeavor that I was about to embark on. And I was absolutely surprised that there was nobody speaking to me. I didn't know how to speak the language, and I didn't know what to look for,” she said. “That was the lightbulb that went off. I knew that if I was feeling this way, there must have been other women looking for the same companionship and guidance through this next chapter.” 

She started Hatch as a direct-to-consumer brand centered on clothing women can wear before, during and after pregnancy. Today, 20% of the company’s customers are women who aren’t pregnant, Goldman said. 

The company has since expanded to product categories including beauty and “fourth-trimester” products, like nursing bras. And in 2020, it launched a content platform called Babe.

At the center of the brand’s success is an engaged community that has worked wonders to fuel its growth. Hatch’s annual sales grew 80% in 2021, and Goldman is projecting 40-50% growth this year.  

Among other topics, Goldman discussed how Hatch has grown its community using education-focused events, even during pandemic-forced store closures.