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The short-term nature of the maternity business bodes well for mass merchants who can deliver up-to-the-minute styles at bargain prices. Add to that the size of the target market--more than 4 million babies are born each year, according to the U.S. Department of Health and Human Services--and its easy to understand why many retailers are stepping up offerings for expectant moms.

For example:

* Old Navy has expanded maternity purchases from telephone or email to in-store departments in select stores;

* Kohl's has taken on a major presentation called Oh Baby! by Motherhood, a collection created by Mothers Work. Oh Baby! is the sole maternity apparel supplier to Kohl's. "The pregnant woman is a smart shopper and an important customer," said Kevin Mansell, Kohl's president. "The launch of Oh Baby! is an exciting addition to our breadth of outstanding offerings." Most of the items retail for less than $40.

* Sears, too, has partnered with Mother's Work on an exclusive line and also features Lands' End maternity styles.

* Target continues to place an emphasis on its cutting-edge styles from Liz Lange as well as collections from In-DueTime. The Target department is highly visible near sportswear and close to fitting rooms. Signage helps convey the message that the Lange line has the latest styles.

* In Meijer's new stores, maternity is given additional space with a fashion thrust, said president Larry Zigerelli, who believes Meijer fills in for those who can't get to mall-based maternity shops. Space for maternity fashions has increased by a few percentage points, he added.

These moves have nudged sales in the mass-market maternity business up by an estimated 12% to 15% over last year, according to industry sources.

Mass-market maternity fashions are indeed more stylish today than five years ago when most were inexpensive materials and "hiding-the-bulge" styles. Mansell at Kohl's added that today's pregnant women like fashion and convenience. "We feel our collections will have moms-to-be talking about another great reason to shop at Kohl's," he said in a statement.

Rebecca Matthias, president and ceo of Mothers Work, said she realizes not all moms-to-be can get to the mall all of the time. "Oh Baby! introduces us to customers who appreciate the convenience of shopping off-mall," she said.

While it cultivates partnerships with retailers, Mothers Work also expanded its own retail chain. The newest concept is a superstore called Destination Maternity. Mothers Work operates more than1,120 stores under the trade names of Motherhood Maternity, A Pea in the Pod, Mimi Maternity and Destination Maternity.

Fashion is the operative word for fall, too, according to Mona Astra Liss, spokeswoman for Mother's Work, who said her company's lineup for the second half of 2005 stars embellishments as well as less-structured and fuller skirts. "The looks for fall have lots of layering like shrugs which are great for pregnant women," she added.

Recent store inspections of Kohl's, Target and Wal-Mart reveal maternity looks mimicking the general market such as tunic tops and baby doll tops as well as classics such as pools and khakis. Kohl's offers khaki slacks priced at $40 that can be teamed up with a $24 polo shirt.