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Case Study: MakeMyBellyFit turns a DIY jacket extender into a thriving online maternity brand with Shopify
A Shopify Case Study
MakeMyBellyFit - Customer Case Study
MakeMyBellyFit, founded in Montreal in 2014, designs a niche jacket extender to solve the common pregnancy problem of jackets no longer fitting — a product born when the founder’s pregnant wife borrowed his coat. The extender also works for parents wearing baby carriers; early samples were made in-house, then production, sewing and packaging were outsourced to local Montreal service providers.
The company launched with a simple bootstrapped website and social posts, quickly generating sales and steady growth driven largely by Google searches and strong word‑of‑mouth (Facebook provides additional traffic). Operations are run with common e‑commerce and productivity apps, fulfillment is currently handled internally, and the brand continues to expand through repeat referrals and local manufacturing partnerships.
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