Thyme Maternity

Last updated
Thyme Maternity
FateParent Company, Reitmans, announced on June 1, 2020 the closing of all Thyme Maternity stores.
FounderMax Konisberg (Shirmax)
Herman Reitman (Reitmans)
Headquarters250 Sauve West Montreal Quebec H3l 1Z2,
Number of locations
Area served
Canada and the U.S.
Key people
Jeremy Reitman
Steven Reitman
Walther Lamothe
Jon Plens
Roxanne Liboiron
ProductsTrendy maternity fashions and nursing essentials
Parent Reitmans

Thyme Maternity is Canada’s largest maternity fashion retailer, and it is owned by Reitmans, a publicly traded company listed on the Toronto Stock Exchange (TSX: RET, RET-A). Thyme Maternity sells trendy maternity fashions and nursing essentials through their locations in Canada, the United States and their website.



Early history

Reitmans had its beginnings in the early 1900s when Herman and Sarah Reitman ran a small department store in Montreal. The Reitmans Company was founded after a second store opened in 1926. Since then, a number of stores have opened every year, and other banners have emerged, namely Smart Set, RW&CO., Penningtons, Addition Elle and Thyme Maternity.

The Thyme Materinty brand dates back to at least October 1993, when it was under the ownership of Shirmax Fashions Ltd, and operated by its subsidiary, Shirmax Retail Ltd. The Montreal company also operated Shirley K, a larger maternity clothing brand. [1] A Singapore company licensed the Thyme brand in 1999, intending to open five locations. [2]

In June, 2002, Reitmans acquired Shirmax Fashions Ltd., [3] which operated 109 Addition Elle stores and 66 Thyme Maternity stores.

Partner relationships

In September 2011, Thyme Maternity opened 10 shop-in-shops [4] in select Babies"R"Us locations in Canada as well as launched online sales of their maternity offering on There are currently 23 of these shops in operation in Canada.

In September 2012, Thyme Maternity opened 150 shop-in-shop locations in select Babies"R"Us locations throughout the U.S. as well as launched online sales on There are currently over 160 of these shops in operation in the United States.

In 2013, Thyme partnered with Baby Buggy, a nonprofit organization founded by Jessica Seinfeld. Baby Buggy provides essential maternity and baby-related items to families in need. Through this partnership, Thyme donated maternity and nursing clothing to pregnant women and new moms in the United States.


Thyme uses real pregnant models in all of its photography.

Store Closures

On June 1, 2020, Reitmans announced it was closing all its women’s Thyme Maternity and Addition Elle stores in the country over the summer as well as chopping its workforce by about 1,100 employees in its retail stores and about 300 employees at its head office in Montreal as part of its restructuring plan under the protection of the Companies’ Creditors Arrangement Act. The stores scheduled for closure include 77 Addition Elle and 54 Thyme Maternity locations. The company said it is optimizing its retail footprint as it is building its future on its legacy in retail fashion with three premium brands: Reitmans, Penningtons, and RW & CO. [5]

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  1. McKenna, Barrie (14 October 1993). "Shirmax seeks creditor protection: Retailer blames spending slump". The Globe and Mail. Toronto ON. p. B1.
  2. "Shirmax signs two licencees". The Globe and Mail. Toronto ON. 21 September 1999. p. B4.
  3. "Reitmans Shirmax Fashion A Merger". CBC News. April 2, 2002. Retrieved March 14, 2014.
  4. Marowits, Ross. , Huffington Post, Canada, 20 September 2012. Retrieved on 14 March 2014.
  5. "Reitmans Permanently Shutting All 131 Addition Elle and Thyme Maternity Storefronts Amid Restructuring". RETAIL INSIDER. Retrieved 2020-06-02.