Natalie Ward launched Latched in 2018, a range of clothing combining comfort, support and style for pregnancy, breastfeeding and beyond. 

She explains what prompted her to set up Latched in the first place:

“After the birth of my daughter, I struggled with my new life, trapped and isolated at home with a breastfeeding baby who fed for 14 hours a day. After speaking to friends I knew I wasn’t alone and as someone who lived life in activewear I started on my journey to design the products I needed to survive in my new life.”

Why should retailers stock Latched – and what sets it apart from its competitors?

“Latched aims to make life easier to stay active as a new or soon-to-be mum by providing comfortable, supportive and functional clothing. Whether you want to stay in the gym through pregnancy or want to be active as a new mum Latched clothes will be part of the solution not the problem. 

Latched was the first company in the UK to focus on the needs of pregnant and new mums. Loved by celebrities and athletes globally Latched is award-winning and offers the most extensive range on the market.”

What do you enjoy about being in the baby business?

“Other than constantly seeing photos of babies, hoping that in some small way I help make mum life a little easier. I know how important physical and mental wellbeing is and seeing the smiles on mums faces post workout with endorphins flowing keeps me going.”

Did the pandemic help or hinder the progess of your business – and how?

“The pandemic has helped my business massively, people shifting their buying online was a huge benefit to e-comm businesses like mine. My business growth has allowed me to turn my maternity leave side-line into a full-time project and I am truly excited about what the future holds.”

What role does social media play in the success Latched?

“I built my business on Instagram, it was the sole platform I used to connect to other mums. Now I use it to share my world as a mum of two behind the scenes and launch new products as well as paid advertising.”

What’s next for Latched?

“Our growth plan is aggressive and with new collections planned to Summer 2022 its going to be an exciting road ahead.”

Contact details for retailers to find out more:


Email Natalie




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