We visited a Motherhood Maternity store after its parent company filed for bankruptcy and saw why the retailer is struggling
We visited the Motherhood Maternity store at the Atlantic Terminal Mall in Downtown Brooklyn, a major shopping and transportation hub for several subway lines.
As we walked into the store, we saw several signs for its buy-one-get-one 50% off promotion. We were also immediately alerted to the sale by the friendly sales associates.
In its most recent earnings call, Destination Maternity reported that comparable sales had dropped by 11.9%. The company currently holds $244 million in debt and $260.2 million in assets, according to its bankruptcy filing.
When we arrived shortly after 11 a.m. on a Wednesday morning, there were very few people in the store, save for a few people browsing clearance racks in the back.
The physical infrastructure of the store was pretty worse for wear, like this column that has seen better days to the right of the floor display.
The register area also appeared equally run down.
The store was organized into different lifestyle sections, including this area designated for work clothing, where we spotted more sale signs.
There was also a section for casual clothing, which was stocked with T-shirts emblazoned with cheeky sayings like "You're kickin' me smalls."
The store's displays as well as its employees exuded a strong sense of empowerment for expectant mothers and a mindful approach to dressing their changing bodies.
There were also several educational signs throughout the store, including this one explaining that Destination Maternity's clothing is "sized similarly to non-maternity clothes and are made to fit your changing shape."
As we got deeper into the store, we saw racks of low-priced nursing T-shirts for as low as $15.
While many areas were overstocked and untouched, in other areas, the shelves were bare.
As we neared the back of the store, we saw several signs of a store in transitional flux, including this ladder in the middle of the store ...
... and this disorganized shelf with a sign for nursing products but none in sight, as well as this box of cleaning supplies.
There were also various metal rack structures scattered on shelves.
In the clearance section, there were several cardboard boxes of product piled up in the corner.
Ultimately, its friendly sales associates and informational displays may not be enough to save Motherhood Maternity.
However, Destination Maternity is working to find a buyer to prevent liquidation and preserve its three brands, so only time will tell what the future holds.
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