Hot Mama, the Edina-based women's specialty chain with 50 stores nationwide, is changing its name to Evereve. The change happens online today. New store signs will begin to appear in August and the transformation should be complete by November.
The Hot Mama name has been an issue since Megan Tamte opened her first store at 50th & France a decade ago and had to explain to shoppers that it was not a maternity boutique. That hasn't stopped Hot Mama from becoming a $40 million company, but CEO Tamte told WCCO-TV on Sunday that she worried the continued confusion could hinder aggressive expansion plans.
After six months of consideration, Hot Mama settled on the new name Evereve.
"Hot Mama will always be my baby, but the company is growing up, and the name Evereve reflects that," Tamte said in a statement. "To us, Evereve means life, and we are devoted to helping all moms to feel fully alive, to live in the moment, as well as to look and feel their absolute best."
The company's focus on casual, trend-driven apparel for women on the go (and waiting in the carpool line) will not change with the name. Evereve plans to open at least seven more stores this year, from Naperville, Ill. to Redmond, Wash.