Thyme Maternity Relaunching in Canada this Fall in RW&CO. Stores [Interview]

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Retailer RW&CO. is launching its Thyme Maternity label this Fall, effectively expanding its style offering and integrating Reitmans (Canada) Limited’s expertise in the maternity market segment. 

Michele Slepekis, Vice-president of Marketing and E-Commerce at RW&CO, said the collection within RW&CO. is comprised of stylish, versatile and functional pieces for consumers to feel confident during and after their pregnancy. 

“The collection is inspired by RW&CO.’s signature “polished cool” look and is there to complete the journey of our expectant customer. As a brand, we are always trying to equip our clients with fashions that suit their everyday lifestyle ranging from workwear, to everyday wear, loungewear and more,” she said. 

“We added the maternity segment this fall to continue our work of extending our offer and position RW&CO. as a prime destination to suit and uplift our community’s ever-evolving style. The Thyme Maternity collection is for our customer who’s looking for stylish, classic casual and workwear staples to feel confident and comfortable during her pregnancy without sacrificing style.”

She said 17 selected stores from coast to coast will carry the Thyme Maternity collection in September and the retailer created a dedicated area in the stores for it. 

Image: Thyme Maternity
RW&CO at CF Toronto Eaton Centre will be a future home to the Thyme Maternity collection (Image: Dustin Fuhs)

There are currently 77 RW&CO locations.

Patricia Robichaud

Patricia Robichaud, Senior Advisor, Corporate Communications for Reitmans (Canada) which operates RW&CO, said Reitmans (Canada) Limited entered the Companies’ Creditor Arrangement Act (CCAA) on May 19, 2020 in order to restructure the company and modify work methods and processes. 

“We were forced to close two beloved brands, Thyme Maternity and Addition Elle, and we made the painful decision to let go many dedicated and hard-working employees. The Thyme Maternity transactional website and all its stores closed in August 2020. On January 12, 2022, RCL exited CCAA, confident that our brands Reitmans, Penningtons and RW&CO. would flourish,” she said. 

Image: Thyme Maternity

With approximately 350,000 babies born annually in Canada, RW&CO. is primed to become a leading shopping destination for expectant people, said the retailer.

The Thyme Maternity collection is available online at and in select RW&CO. stores across Canada in September.

Reitmans operates 404 stores consisting of 236 Reitmans, 91 Penningtons and 77 RW&CO. 

Article Author

Mario Toneguzzi
Mario Toneguzzi
Mario Toneguzzi, based in Calgary, has more than 40 years experience as a daily newspaper writer, columnist, and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, faith, city and breaking news, and business. He is the Senior News Editor with Retail Insider in addition to working as a freelance writer and consultant in communications and media relations/training. Mario was named as a RETHINK Retail Top Retail Expert in 2024.

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