Marquee Brands (Marquee) has redesigned the visual identity of its major maternity brand, Motherhood. 

The revamp comprises the refinement of the brand’s name from Motherhood Maternity to Motherhood, as well as the introduction of a sleek, new modern logo.

Motherhood has also relaunched its collections in select Kohl’s stores and on Kohls.com, marking the brand’s return to physical retail after a five-year absence. 

“As a leader in the market, it was essential to update our branding to reflect Motherhood’s contemporary direction,” said Rachel Terrace, chief brand officer of Marquee. 

In addition, Marquee has signed key multi-year agreements with industry giants Topson Downs for maternity clothes and Gelmart International (Gelmart) for maternity intimates. 

“Our deepened commitment to our customers, along with our partnerships with Topson Downs and Gelmart, will substantially enhance Motherhood’s product offerings. With the launch at select Kohl’s stores nationwide and online, we are excited to provide accessible, flexible shopping options to mothers everywhere,” said Terrace.

Marquee Brands, established in 2014 by Neuberger Berman, acquired Destination Maternity Corp in 2019, which includes its trademarks: Motherhood Maternity, A Pea In The Pod and Destination Maternity.