breastvest
breastvest is a revolutionary and award winning piece of breastfeeding underwear, designed to give mums the confidence to breastfeed comfortably in public, without feeling exposed. Created, designed and tested by breastfeeding mums, breastvest offers a cost-effective alternative to expensive breastfeeding tops. It has been extremely successful and popular with parents and celebrities, as well as with experts in the industry.
In this interview, we talk with Sam Telfer, co-founder of breastvest ltd, to find out the brand’s story and her inspiration in creating this ingenious product.
When was the brand established?
breastvest was launched in May 2009 after 12 months of market research, product testing and brand design. It is co-founded by Sam Telfer and Helen Preen.
How did you come up with such an ingenious yet simple concept?
First hand need! When I was breastfeeding my first baby, I hated the limitations on what I felt comfortable wearing. Having spent what seemed like an eternity in maternitywear, I was desperate to get back into my favourite tops… but I was also terrified of exposing the tummy my baby had left behind too. This meant I ruined the necklines of a succession of tops I loved because I was pulling them down to breastfeed.
One day I saw in my mind’s eye the piece of underwear I needed. I searched for it on the internet, but it didn’t exist. So I made one for myself and quickly realised it was a daily essential for me as a breastfeeding mum.
A schoolfriend who’d had a baby around the same time as me thought it was a great idea and we decided to explore whether other mums would agree. Safe to say they did!
Do you think it is important to promote breastfeeding and why?
I think it’s important to make mums and dads aware of the many benefits of breastfeeding so they can make a choice which is right for them. I loved breastfeeding my babies and did so for almost a year each time. I realise how lucky I was for it to go well and know that this isn’t always the case for mums who want to breastfeed, but struggle with it. I am completely against mums feeling pressure to breastfeed, but do think positive support can really help. I feel very strongly that the loveliness of breastfeeding isn’t given enough publicity!
One of the things I’m most proud of when it comes to breastvest is when we hear from mums that it has helped them breastfeed their babies for longer, because it gives them confidence – as well as style choice and value for money – to breastfeed out and about.
Do you think this product could make the difference between a Mum breastfeeding in public or not and why?
We’ve heard from many mums who say breastvest gives them the confidence to breastfeed in public. When you’ve just had a baby, body confidence can be low for women who don’t recognise their post natal midriff – I know I didn’t! – and breastvest offers a layer of coverage and modesty which can be the difference between mums feeling comfortable and confident feeding their babies in public and not.
How should a retailer approach or present this product to a Mum?
The main selling points for breastvest are three-fold.
- breastvest makes any top a breastfeeding top;
- breastvest means mums can lift up their favourite tops to breastfeed, safe in the knowledge that they won’t be exposing anything they’d rather keep under wraps;
- At just £15, breastvest offers great value for money because it means there is no need to buy expensive specialised breastfeeding tops.
In short, breastvest offers a powerful combination of body confidence, style choice and value for money for mums who want to do the best for their babies.
Is there a particular consumer profile that tends to purchase this product?
Because breastvest is reasonably priced, we have found that breastfeeding mums from a wide demographic profile make purchases – many of them buying at least two in order that they always have one to wear.
Where do you think retailers should ideally position this product in store? Do you think it needs explaining?
breastvest is ideally placed with nursing bras and/or breastfeeding accessories and covers. breastvest can need explaining – especially to pregnant mums-to-be who are planning to breastfeed. We usually find that mums who are expecting their second child – having breastfed their first – see it, immediately understand, and buy it!
If a customer is purchasing breastfeeding related products, breastvest would always be something which would sit nicely in a breastfeeding bundle.
Has the product ever received any consumer press coverage or awards? Have there been any celebrity or authority endorsements?
Breastvest has featured in countless print and online magazines over the years (Mother and Baby, Practical Parenting, The Guardian, Yahoo Parenting UK, Angels and Urchins, Sunday Sun…) and was also featured and endorsed on ITV1 This Morning when they launched their Baby Club.
In terms of celebrity fans, Nell McAndrew thinks breastvest is great, as do actresses Tina O’Brien (Coronation Street) and Joanna Murphy (Hollyoaks and wife of footballer Danny Murphy).
Breastvest has won Gold, Silver and Bronze awards from both the Loved By Parents Awards and Bizzie Baby Awards. It has also won a Bronze in the Best Baby and Toddler Gear awards. In addition, it has been shortlisted four times at the Mother and Baby Awards and twice at the Practical Parenting Awards.
How many breastvests have sold since it was established? Which are the best-selling colours and sizes in the UK?
We have sold close to 50,000 breastvests since launching in 2009 – increasing annual sales year on year. In the UK, black medium and black small are our two most popular size/colour combinations, but we find a lot of our customers like to buy an essential breastvest duo – 1 x black and 1 x white.
What’s next for breastvest?
We have recently started working with new distributors’ in Australia and Malaysia and are very excited by the initial results. We will continue to expand into new markets abroad as well as serving our existing and future UK customers – both trade and consumer.
We have plans for a special range of offers and competitions throughout World Breastfeeding Week at the beginning of August.
Meanwhile we have entered the Mother and Baby Awards and Loved By Parents Awards for 2015 and are currently looking at expanding our social media activity.
About Sam
What was your childhood career plan?
I wanted to work in the media – and ended up working as a journalist.
What is your greatest achievement?
Having our kids and being part of our happy family. Workwise, I’m very proud that breastvest has helped thousands of women feel more comfortable and confident while breastfeeding their babies.
If you could do anything what would it be?
Write a feature film.
Beach holiday or city sightseeing?
Beach holiday for the first week and then sightseeing once I’ve caught up on my sleep!