Thyme Maternity
Reitmans (Canada) Limited · Canada
Thyme Maternity is a Canadian maternity clothing label owned by Reitmans and based in Montreal. After its stores closed in 2020, it was relaunched in 2022 as a collection sold through RW&CO.
| Owner | Reitmans (Canada) Limited |
|---|---|
| Headquarters | Montreal, Quebec |
| Relaunched | 2022, via RW&CO. |
| Category | Maternity and nursing wear |
| Website | thymematernity.com |
What is Thyme Maternity?
Thyme Maternity is a Canadian brand of maternity and nursing clothing, owned by Reitmans (Canada) Limited, which is headquartered in Montreal. It offers clothing for pregnancy, postpartum and beyond.
History
The brand was owned by Shirmax Fashions in the early 1990s, and Reitmans acquired Shirmax in 2002, when it operated 66 Thyme Maternity stores. Reitmans opened shop-in-shops in Babies"R"Us locations in Canada in 2011 and around 150 in the United States in 2012. In June 2020, amid restructuring, Reitmans closed all Thyme Maternity stores.
On 15 August 2022, Reitmans brand RW&CO. relaunched Thyme Maternity as a label, with the collection sold from autumn 2022.
Products and positioning
The relaunched range focuses on stylish, versatile and functional pieces for expectant and new mothers, together with nursing essentials.
Distribution
Thyme Maternity is now sold online through rw-co.com and in selected RW&CO. stores across Canada.
Why it matters
The brand shows how a retail group can keep a specialist label alive by folding it into a sister chain rather than running standalone stores.
Frequently asked questions
Is Thyme Maternity still open?
Thyme Maternity closed its standalone stores in 2020 and was relaunched in 2022 as a collection sold online and in selected RW&CO. stores in Canada.
Who owns Thyme Maternity?
Thyme Maternity is owned by Reitmans (Canada) Limited, the Montreal-based retail group.