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One clothing source said the demand for maternity clothes was growing because "Nowadays women are working during pregnancy, and travelling, and going to the gym, so their clothing needs are greater and more diverse." [25] In 2015 it was reported that maternity clothes is a $2.4 billion market in the U.S.
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The company began in 1904 with maternity designs created by Lena Himmelstein Bryant Malsin. [1] Lane Bryant, Inc., is the largest plus-size retailer in the United States. As of 2022, the chain consists of 448 stores in 46 U.S. states (only Alaska , Hawaii , Montana and Wyoming do not have Lane Bryant stores). [ 2 ]
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I also noticed that, as they squeezed into these clothes, they looked better even though the outfits weren't quite big enough, just because the clothes were better designed. That was my aha! moment." [6] In 1997, Lange borrowed $50,000 from family and founded Liz Lange Maternity in a 12x12 office equipped with only a phone.
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