When shopping for maternity and nursing wear, comfort and trust matter most. Kindred Bravely has built its name around both. The brand has become a familiar choice for new moms, but is it worth the price tag, and does it live up to its reputation?
Founding and Mission
Kindred Bravely began in 2015 with a simple idea: make maternity and nursing clothing that feels as good as it looks. Co-founders Deeanne and Garret Akerson wanted to design bras and loungewear that support women through every stage of motherhood.The brand has always emphasized community. Its BraveMom network is built around encouragement, connection, and the belief that every nursing mother deserves a comfortable bra. That mission has been consistent, even as the company has grown.
Where It’s Based
The company is headquartered in Oceanside, California. Most of the team works remotely, and many employees are mothers themselves. This setup not only keeps operations flexible but also aligns with the company’s goal of supporting moms in practical ways.
Ownership and Growth
Kindred Bravely remains privately owned. The Akersons remain active leaders, although the business made a significant stride forward in 2021 when private equity firm TZP Group acquired a majority stake. The investment enabled the brand to expand into retail and reach a broader international audience. Revenue estimates place the company in the $10 to $50 million range as of 2025, with approximately 50 to 200 employees sustaining the business. This combination of scale and mission has positioned Kindred Bravely as a serious player in maternity wear.
Industry Recognition
The brand hasn’t gone unnoticed. It has earned a place on the Inc. 5000 list of fastest-growing private companies for five consecutive years. At its peak, it ranked as high as number 20 in 2019. Even in more recent years, it still holds a spot among the top 2000, proof that growth has been steady and sustainable. Kindred Bravely has also picked up product awards. Its French Terry Racerback Nursing Sleep Bra was named “Best Overnight Nursing Bra” two years in a row by a leading parenting publication. For many moms, these nods confirm what they’ve already discovered firsthand: the products are reliable and well made.
Customer Reviews
Customer reputation is where the brand shines. Nursing bras, underwear packs, and pajamas collect thousands of reviews across retail platforms. Most sit comfortably in the four-star range.
For example, the High Waist Maternity Underwear has been reviewed by nearly five thousand customers, holding an average of just over four stars. The French Terry Nursing Bra has been rated by over 5,000 buyers with similar results.
Parents consistently highlight comfort, soft fabrics, and ease of use. Negative feedback often centers on sizing inconsistencies or the higher price point, but even many of those reviews mention that the quality is clear once the right fit is found.
Partnerships That Build Trust
One way the company has boosted its credibility is through partnerships. Collaborations with Lansinoh, a trusted brand for breastfeeding, resulted in products such as the Nursing and Pumping Bra, bundled with wearable pumps. These are even covered by insurance, including Medicaid, making them more accessible.
Partnerships with The Lactation Network and the National Black Midwives Alliance show a focus on maternal health equity. Collaborations for Breast Cancer Awareness Month have supported organizations like Pinkfund.
Kindred Bravely also works with Flex to allow purchases through HSA and FSA accounts. This option has been popular among customers, who use health spending dollars for maternity needs.
How They Sell
The brand utilizes a direct-to-consumer model through its own website, while also selling on Amazon, Target, Macy’s, and Poshmark. This mix gives moms the option to buy directly or add pieces to their usual shopping trips. Returns are free and simple, which adds peace of mind for anyone unsure about sizing. The company’s transparency with promotions and clear terms for discounts also reassures buyers. Products Worth NotingKindred Bravely focuses on maternity and nursing essentials. Some of the standouts include:
- Sublime Hands-Free Pumping and Nursing Bra. Popular for its dual functionality, letting moms pump or nurse without switching bras.
- French Terry Racerback Nursing Sleep Bra. A soft, award-winning overnight bra designed for maximum comfort.
- Mia Maternity and Nursing Bra. A newer release that builds on the Sublime collection with added stretch and support.
The fabrics are chosen for softness and breathability, usually cotton blends or bamboo. These choices make sense for women spending long hours nursing or pumping.
Community and Social Impact
The BraveMom community remains a central part of the brand. It’s more than a marketing tagline. Moms share experiences, swap tips, and connect over the challenges of pregnancy and postpartum. The company also supports social causes, from breastfeeding advocacy to breast cancer awareness, aligning with socially responsible companies recognized for their impact. Its decision to employ many work-from-home moms fits the mission of empowerment, offering both income and flexibility, which reflects key aspects of corporate social responsibility.
Competitors and Market Position
The maternity apparel market features established names such as Motherhood Maternity, Hatch Collection, and A Pea in the Pod. Kindred Bravely sets itself apart through comfort, customer service, and a stronger sense of community.
Where others may focus on style or trend, this brand leans into everyday wearability. That practical focus has helped it maintain a loyal following, even as competitors offer lower prices or more fashion-forward options.
Recent Developments
In 2025, the brand continued to expand with seasonal promotions, new product bundles, and fresh hires in wholesale and customer loyalty management. These moves indicate steady growth and a push to strike a balance between direct-to-consumer sales and retail partnerships.
The innovation continues, too. New bundles such as the Wash Wear Spare Pumping Kit have been launched, helping moms manage the realities of daily nursing schedules.
Criticisms
Not everything is perfect. Some employees have reported that the group interview process feels rushed and impersonal. While this doesn’t impact product quality, it highlights areas where the company could improve its internal culture.
A few financial details, such as valuation and long-term strategy with investors, remain unclear. As with many privately held companies, transparency only goes so far.
There is also the ongoing balance between mission and profit. Private equity backing often raises questions about how brands maintain their original purpose. So far, there’s no sign that Kindred Bravely has shifted away from its focus on moms.
Verdict: Worth It and Legit
Kindred Bravely is absolutely legitimate. Its track record, awards, and partnerships back that up. The products are praised for comfort, functionality, and thoughtful design.
Is it worth it? For most moms, yes. The price is higher than basic alternatives, but the quality, inclusive sizing, and customer support often justify the cost. Many women report wearing their bras and pajamas long after nursing, which makes the investment more valuable.For new or expecting mothers, Kindred Bravely delivers what it promises. It is more than a clothing brand. It is a company built to make the journey of motherhood a little more comfortable and connected.
