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Mom-focused fashion store opens at Hingham's Derby Street Shoppes tomorrow

Posted by Jessica Bartlett  April 3, 2013 04:12 PM

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Photo courtesy of Hot Mama

A photo from the brand's look book shows some of the apparel and accessories sold at the store.

Women's clothing retailer Hot Mama will open at Derby Street Shoppes this week, the Midwestern company's first foray into New England.

According to a release, doors will open Thursday morning in the space between Baby Gap and JoS. A. Bank.

“It’s their first store in Massachusetts so we’re thrilled to have them open here,” said Niamh O’Maille, field marketing Manager for WS Development, which manages the Derby Street Shoppes.

There will be a 10 percent discount off the entire store from April 4 through 7, and the first 50 customers coming into the store Thursday through Sunday will receive a Hot Mama gift card.

Founded in Minnesota in 2004, the brand has expanded significantly in the last several years, with 32 stores in 12 states from as far west as Oregon.

The chain plans to expand to Lynnfield this summer.

According to Jennifer Mahlik, marketing director for Hot Mama, Hingham was a prime market for the company's first store in Massachusetts.

“We only go into markets where we feel like our mom really is, and with Hingham, we felt Derby Street Shoppes was such a great property with a lot of co-tenants that a lot of our moms shop…” Mahlik said. “We love going into centers where there is space and open air, a lot of families -- a family-friendly approach, and Derby Street has that feel, so we’re really excited just to meet local Hingham moms.”

While Hot Mama will join the other apparel and accessory retailers in the plaza, but Mahlik said the store is the only one focused on moms and their lifestyle.

“We do that through hand-picked apparel and accessories,” she said, with a focus on evolving trends made wearable within a busy lifestyle.

For more information about the store, click here.

The store is only one addition to the Shoppes customers will see this year. The former Summer Shack is being transformed into a Legal Seafood restaurant.

"I don’t have an opening date but, expect it to be open before the summer," O'Maille said.

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