The Memo is making its most explicit statement yet about the commercial and cultural value of motherhood, opening a dedicated mum focused concept store at Chadstone Shopping Centre.

Called The Memo Mum, the Chadstone pop-up brings together maternity and postpartum products, education, specialist fitting services and community programming in a format designed around the mother rather than the baby.

For founders Kate Casey and Phoebe Simmonds, the concept is a natural extension of the premium parenting retailer’s long held mission to make motherhood more visible, more supported and more celebratory. 

Since launching online in 2019, The Memo has built an eight store national footprint by positioning itself as an alternative to the overwhelming big box baby retail experience, using curation, service and empathy as its key points of difference.

The Memo Mum is a tightly edited space, but it carries a larger proposition. Rather than treating maternity, postpartum and feeding products as an add-on to the baby category, the Chadstone concept puts the mother’s experience at the centre of the store.

“We really wanted to celebrate it in a retail format, and signal that shift to the market that this is an industry. It’s an innovation in itself, and it’s not just a category that has to sit under ‘baby’. It’s a category that deserves to have its own rightful space and conversations,” Simmonds told Inside Retail.

That approach is reflected in the merchandise mix, which spans fashion-led mum wear, breast pumps, compression garments, pregnancy safe skincare, postpartum care, supplements, nutrition and baby accessories.

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