Etailer finds niche with wedding dresses for the pregnant

ETAILERS: all these whinging e-commerce outfits don't know they're born. All it takes is a little ingenuity and they could be making a fortune. You know they say in marketing. Get big, get niche or get out.

Cunning e-tailer Natalie Gladman did both. She decided to carve a niche, for women who are getting big. Yes, Maternity Bridal, her online bridal wear company, is aimed at a union of two specialist markets. Pregnant women, who are getting married. Or, to use the technical jargon – up the duff and up the aisle.

What a brilliant idea. She must have drawn a Venn diagram, or something, then had her eureka moment, and thrown her hat into the air.

Come on, admit it, we've all had to get married while pregnant. I know my wife did. I just looked pregnant.

The pregnant bride is one of the great, unrepresented demographics in Britain. Social attitudes meant this important customer base was kept hidden. It's not even a modern phenomenon.

In the 17th century, between 33 and 50 per cent of all brides were pregnant, according to Gladman's figures. Until the Reformation, marriage began at the time of betrothal, when couples would live and sleep together. This was called the spousals, and was legally binding. The nuptials, the pubic service, only happened later.

Until recently, wedded pregnancy was a source of shame. These days though, you can get special bridal footwear that won't get ruined if your waters break.

Gladman's e-tail outfit is certainly blooming. Turnover was up 86 per cent in 2006 to 2007. The forecast growth for the next year is 150 per cent.

So where did Gladman get the idea from? Market analyst, after a long period of data mining? No... gut instinct, apparently.

L'Inq
Maternityweddingdress.co.uk